最 低 价：￥56.10
| 《营销管理(英文版?亚洲版?第5版)》是工商管理经典教材?市场营销系列,教育部高校工商管理类教学指导委员会双语教学推荐教材之一。 |
| 菲利普・科特勒(Philip Kotler)市场营销学权威，美国西北大学凯洛格管理学院国际营销学S.C.庄臣荣誉教授，拥有芝加哥大学经济学硕士学位和麻省理工学院经济学博士学位。 营销学领域最畅销教科书的作者，著有Marketing Management, Principles of Marketing, Marketing: An Introduction, Strategic Marketing for Nonprofit Organizations等。在《哈佛商业评论》，《斯隆管理评论》. Journal of Marketing. Journal of Marketing Research等国际一流刊物上发表了100多篇论文。唯一荣获三次“阿尔法・卡帕・普西奖”的学者，该奖专门奖励发表在Journal of Marketing上的最优秀年度论文作者。 美国营销协会设立的“杰出营销学教育工作者奖”的第一位获奖者。曾获欧洲市场营销顾问和销售培训者协会颁发的“营销卓越贡献奖”。1975年，因在市场营销科学领域独创性的贡献荣获美国营销协会颁发的”保尔.D.康弗斯奖”。1 995年，被国际销售和营销管理者组织命名为“年度营销者”。 担任多有公司营销顾问，包括IBM、通用电气、美国电话电报公司、霍尼韦尔公司、美洲银行、默克公司等：美国管理科学学会市场营销学院主席、美国营销协会理事、营销科学学会信托人等。 |
| PART 1 Understanding Marketing Management Chapter 1 Defining Marketing for the 21st Century 3 The tmportance of Marketing4 The Scope of Marketing5 MARKETING MEMO The Rewards ofBranding AsianCountfies 8 Core Marketing Concepts13 The New Marketing Realities15 Company Orientations Toward the Marketplace 18 MARKETtNG MEMO Marketing RightandWrong 20 BREAKvfHROUGH MARKETING Nike 22 MarketingManagementTasks 28 MARKETING MEMO Marketers' Frequently Asked Questions 28 Chapter 2 Oewloping Marketing Strategies and Plans 33 MarketingandCustomerValue 34 MARKE1rlNG INSIGHT Views on Marketing from Chief Executive Officers 42 BREAKTHROUGH MARKETING Intel 43 Corporate and Division Strategic Planning 44 MARKETINGINSIGHT CreatinglnnovativeMarketfng 55 Business Unit Strategic Planning 55 MARKETING MEMO Checklistfor Performing Strengths WeaknessesAnalysis 58 MARKETINGINSIGHT SameBed,DifferentDreams 61 MARKETING INSIGHT Marketing's Contribution to ShareholderValue 63 Product Planning:The Nature and Contents of aMarketingPlan 64 MARKETINGMEMO MarketingPlanCriteria 64 Sample Marketing Plan: Pegasus SportsInternational 66 PART 2 Capturing Marketinglnsights 72 Chapter 3 Gathering Information and Scanning the Environment73 Components ofa Modern Marketinglnformation System 74 Internal Records and Marketing Intelligence75 MARKETING MEMO Clicking on the Competition 78 AnalyzingtheMacroenvironment 78 MARKETING INSIGHT Megatrends Shaping the AsianConsumerLandscape 79 The Demographic Environment 79 BREAKTHROUGH MARKETING Google 80 MARKETING INSIGHT Friends for Life84 Other Major Macroenvironments 86 MARKETINGINSIGHT Green Marketing 91 Chapter 4 Conducting Marketing Research and Forecasting Demand 99 The Marketing Research System 100 The Marketing Research Process 101 MARKETING INSICiHT Conducting Informative FocusGroups 104 MARKETING MEMO Questionnaire Do's and Don'ts 105 MARKETING INSIGHTGetting into Consumers'Heads With Qualitative Research 108 MARKETING INSIGHT Understanding Brain Science 109 MARKETING MEMOPros and Cons of Online Research112 MARKET:NG INSIGHT Global Online Market Research Challenges 113 Marketing Research in Asia 116 Measuring Marketing Productivity 117 MARKETING fNSIGHT Marketing Dashboards toImprove Effectiveness and Efficiency 119 PART 3 Connecting with Customers 130 Chapter 5 Creating Customer Value, Satisfaction, and Loyalty 131 Building Customer Value, Satisfaction, and Loyalty 132 Maximizing Customer Lifetime Value 140 MARKETING MEMO Calculating Customer LifetimeValue 143 Cultivating Customer Relationships 144 MARKETING INSIGHT Company Response to CustomerEmpowerment 145 …… PART 4 Building Strong Brands 258 PART 5 Shaping the Market Offerings 359 PART 6 Delivering Value 458 PART 7 Communicating Value 526 PART 8 Creating Succesful Long-Term Growth 640 |
内容加载中，请稍后...
商品评论（0条）