The Marketing Of Intangible Assets

Along with the development of technology and society, the traditional mode of economy has transformed into knowledge economy. The new marketing environment makes a great difference from the traditional one, which brings opportunities and challenges to companies. As the embodiment of management wisdom, intangible assets are playing a more and more important role in companies. It may have become a key issue to manage intangible assets. The study on intangible assets marketing management (IAMM) is only in the beginning, far from market requirements. Therefore, it may be of great sense to do research on IAMM in the knowledge economy.Since the value of intangible assets is implemented in the course of managing tangible assets, the IAMM research should basically begin with tangible assets management. Then -with analysis of marketing environment, some strategies and projects of IAMM should be put forward impersonally, systematically and dynamically, according to the steps in managing tangible assets. The intangible assets would be treasures to companies' development provided they are created, accumulated and managed well.The strategic goal of managing intangible assets is to bring companies profits through effective IAMM. There are mainly four aspects in making marketing stratagems to realize the goal. They are product orientation, product-life management, tactics for different market status and for globalization.The warranty of implementing IAMM is by using marketing stratagems in product, price, place, promotion and integrated marketing communications. Those stratagems are the mainly and most important content of the research.