| 本书在涵盖所有营销学重要概念的同时集中论述了如何将营销概念应用于当今的现实商业问题，体系新颖，语言简洁生动。自出版以来本书一直是市场上同类教材中的佼佼者，且每版都在不断地完善和更新，目前已成为最受欢迎的介绍性的营销学教材。本版最突出的变化是重新安排并优化了每章后面的"本章回顾""学生作业"及"课堂问题"等内容。这一变动使本书更适合教学需要。 |
| David L，Kurtz，阿肯色州立大学教授，同时在山姆沃尔顿商学院（Sam M Walton College of Business）拥有大学教授的资格。 |
| Preface PART1 DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES Chapter1 Marketing:Creating Satisfaction through Customer Relationships Chapter2 Strategic Planning and the Marketing Process Appendix Creating an Effective Marketing Plan Chapter3 The Marketing Environment,Ethics and Social Responsibility Chapter4 E-Commerce:Marketing in the Digital Age PART2 UNDERSTANDING BUYERS AND MARKETS Chapter5 Consumer Behavior Chapter6 Business-to-Business(B2B)Marketing Chapter7 Serving Global Markets PART3 TARGET MARKET SELECTION Chapter8 Marketing Research,Decision Support Systems and Sales Forecasting Chapter9 Market Segmentation Targeting and Positioning Chapter10 Relationship Marketing,Customer Relationship Managemaent(CRM) and One-to-One Marketing PART4 PRODUCT DECISIONS Chapter11 Product and Service Strategies Chapter12 Category and Brand Management,Product Identificationa and New-Product Development PART5 DISTRIBUTION DECISIONS Chapter13 Marketing Channels and Supply Chain Management Chapter14 Direct Marketing and Marketing Resellers:Retailers and Wholesalers PART6 PROMOTIONAL DECISIONS Chapter15 Integrated Marketing Communications Chapter16 Advertising and Public Relations Chapter17 Personal Selling and Slaes Promotion PART7 PRICING DECISIONS Chapter18 Pirce Concepts and Approaches Appendix A-1 Notes N-1 Glossary 6-1 Indexes 1-1 |
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