营销管理(第12版)清华MBA英文版教材

内容简介

　　本书作者菲利普•科特勒教授是美国营销学界的权威人士之一，这本《营销管理》已被广泛地应用于教学和实践，得到了普遍的认可。第12版无疑是对过去版本的巨大突破，首先是有了一位新作者与科特勒一同完成，他就是凯文•莱恩•凯勒。凯勒教授是品牌研究领域的国际领导者之一，因此，第12版特别设立单独章节对品牌资产创建进行了详细分析。其次，本书在内容上*大的特点是提出了新的主题——全面营销，全面营销包括国际营销、整合营销、关系营销和社会责任营销。这四方面贯穿于全书，并特别设立章节介绍。另外，本书也提出了营销定制化和营销会计化两个新主题，还有许多新增和拓展的概念。　　　　本书的章节结构也有了较大的改变，为更适合教学的要求，全书分为八篇，围绕认识营销管理、聚焦营销视野、联结顾客、建设强势品牌、塑造市场供应品、传递价值、传播价值、创造成功的长期成长八个方面展开。每一章的内容也有了较大调整，加入了更多新概念、新观点，同时更新了相关的案例和补充材料。　　　　本书可供mba学生以及大学高年级本科生和研究生用做营销学教材，也可作为研究和实际工作的参考书。

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作者简介

菲利普·科特勒(Philip Kotler)， 市场营销学的国际权威之一，美国西北大学凯洛格管理研究生院国际营销学教授和S.C.序.庄臣学者。他著有许多经典的营销学教材，此外还为一流刊物撰写了100多篇论文。 科特勒教授现在为多家国际大公司担任营销战略和计划，营销组织、整合营销方面的顾问，包括JBM、通用电气公司、美国电话电报公司、美洲银行和米其林公司等。
凯文·莱恩·凯勒,达特茅斯学院塔克商学院的营销学教授和E.B,奥斯本学者,曾在斯坦福大学、加利福尼亚大学和北卡罗来纳大学从事营销研究或教学工作。