最 低 价：￥154.40
定 价：￥200.00
作 者：PhilipKotler, KevinLaneKeller, and Taihong Lu 著
出 版 社：Pearson ESL
出版时间：2008-8-1
I S B N：9789810679972
| Brief Contents for Marketing Management in China PartⅠ: Recognizing the Bases for Marketing Management Chapter1: Understanding Marketing for the 21st Century Chapter2: Examing the Infrastructure for Marketing Management PartⅡ:Assessing Market Orientation and Customer Value Chapter3: Scanning the Marketing Envionment and Capturing Markets Chapter4: Creating Customer Value and Customer Relationship Chapter5: Analyzing Consumer Markets Chapter6: Analyzing Business Markets PartⅢ:Choosing Value Chapter7: Identifying Market Segments and Targets Chapter8:Creating Positioning and Dealing with Competition Chapter9:Building Brand Equity PartⅣ: Offering Value Chapter10:Setting Product Strategy Chapter11:Designing and Managing Services Chapter12:Developing Pricing Strategies and Programs PartⅤ: Devlivering Value Chapter13: Designing and Managing Integrated Marketing Channels Chapter14: Managing Retailing, Wholesaling ,and Logistics PartⅥ:Communicating Value Chapter15: Designing and Managing Integrated Marketing Commuincation Chapter16:Managing Mass Commuincation :Advertising,Sales Promotions, Events and Experiences, Public Relations Chapter17: Managing Personal Communications:Driect and Interactive Marketing, Word of Mouth, and Personal Selling PartⅦ:Creating Lasting Growth and Value Chapter18: Managing Transformation Marketing Chapter19: Managing Marketing in the New World Appendix The Evolution of Marketing Management |
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