市场营销学-第4版

Part 1 The Market-Led Organization 1. The nature of marketing 2. The global marketing environment 3. Understanding customer behaviour 4. Marketing research and customer insights 5. Market segmentation， targeting and positioning Part 2 Creating Customer Value 6. Value through products and brands 7. Value through services， relationships and experiences 8. Value through pricing Part 3 Delivering and Managing Customer Value 9. Integrated marketing communications 1: mass communications techniques 10. Integrated marketing communications 2: direct communications techniques and digital marketing 11. Distribution: delivering customer value 12. Marketing planning and strategy Glossary Author index Companies and brands index Subject index Chapter Glossary