市场营销学

本书特色

《市场营销学(第3版)》：高等院样双语教学适用教材，萨里经济管理英文教材。

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插图：Products. Dell is no longer leading the market, and problems with its customer service levels mean that it is also struggling to deliver on the 'must bes' in the computer business. In 2006 and 2007, it failed to meet analysts' profit targets and its share price slipped. Evidence of how serious the problems are can be seen in the return of Michael Dell as chief executive in 2007. Delivering customer valueAs well as being a philosophy that puts the customer at the centre of the business, marketing is also a business function that encompasses the variety of activities that must be conducted in order to deliver customer value. These include conducting marketing research to understand customer needs and their behaviour, segmenting markets into submarkets to be targeted by the company, developing products and brands, and positioning these in the marketplace, making pricing decisions, deciding on a promo- tional mix, selling and distributing products, and marketing planning and management. These are the kinds of issues that will be introduced briefly in the next section on the marketing mix and will be the focus of later chapters in this book. Markets and marketing are constantly changing, and new methods of delivering value——-such as customer relationship management （CRM）——are being developed. These new techniques, along with issues of importance to the marketing profession such as marketing ethics, will also be discussed throughout this book.Marketing, therefore, is an exciting and multifaceted profession. Marketing managers are responsible for ensuring that the organization delivers value to customers; but in doing so they may avail themselves of the services of researchers, salespeople, commun- ication specialists, advertising agencies and retail specialists. The wide range of careers that fall within the rea

作者简介

戴维·乔布尔，国际知名营销专家，英国布拉德福德大学市场营销学教授，担任多家市场营销和销售管理杂志的编委。他在曼彻斯特大学获得经济学荣誉学士学位，在华威大学获得硕士学位，在布拉德福德大学获得博士学位。他还是英国研究质量评估（RAE）小组的特别顾问，该RAE小组负责评定全英商学院和管理学院的研究成果。
约翰·费伊，国际知名学者和爱尔兰前沿的营销学思想家，爱尔兰利莫瑞克大学市场营销学教授。之前，他任教于都柏林大学圣三一学院。他在美国德州农工大学获得硕士学位，在圣三一学院获得博士学位。他曾获得多项主要的国际研究奖项，重点研究领域是营销战略、全球营销、神经营销学。