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包邮营销管理精要-(英文版·第6版)-全新版-全球版
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- ISBN:9787300253480
- 装帧:一般胶版纸
- 册数:暂无
- 重量:暂无
- 开本:16开
- 页数:299
- 出版时间:2018-01-01
- 条形码:9787300253480 ; 978-7-300-25348-0
本书特色
本书为菲利普·科特勒与凯文·莱恩·凯勒的经典著作《营销管理》第15版的精简版。
本书主要讲述了营销管理方面的理论进展和实践创新。在整体营销的主题下,探讨了创新对于成功营销的重要作用,整合了*的研究成果,包括顾客价值创造、营销道德与社会责任、营销绩效计量以及科技对营销的影响等。本书适合想快速了解当今营销管理理论,同时又能通过案例和模拟情境来加深对于理论理解的营销人员和学生。
内容简介
本书为菲利普·科特勒与凯文·莱恩·凯勒的经典著作《营销管理》第15版的精简版。 本书主要讲述了营销管理方面的理论进展和实践创新。在整体营销的主题下,探讨了创新对于成功营销的重要作用,整合了*新的研究成果,包括顾客价值创造、营销道德与社会责任、营销绩效计量以及科技对营销的影响等。本书适合想快速了解当今营销管理理论,同时又能通过案例和模拟情境来加深对于理论理解的营销人员和学生。
目录
Preface
Part 1 Introduction to Marketing Management
1 Scope of Marketing for New Realities
Marketing Management at Unilever
The Value of Marketing
The Scope of Marketing
Core Marketing Concepts
The New Marketing Realities
Company Orientation Toward the Marketplace
Updating The Four Ps
Marketing Management Tasks
Executive Summary
Notes
2 Marketing Strategies and Plans
Marketing Management at Hewlett-Packard
Marketing and Customer Value
Corporate and Division Strategic Planning
Business Unit Strategic Planning
The Marketing Plan
Marketing Implementation, Control, and Performance
Executive Summary
Notes
3 Marketing Research and Analysis
Marketing Management at Campbell Soup Company
The Marketing Information System and Marketing
Intelligence
The Marketing Research System
Forecasting and Demand Measurement
Analyzing the Macroenvironment
Executive Summary
Notes
Part 2 Connecting with Customers
4 Building Long-Term Customer Relationships
Marketing Management at Pandora
Building Customer Value, Satisfaction, and Loyalty
Maximizing Customer Lifetime Value
Cultivating Customer Relationships
Executive Summary
Notes
5 Buying Dynamics of Consumers and Businesses
Marketing Management at Cisco
What Influences Consumer Behavior?
Key Psychological Processes
The Consumer Buying Decision Process
What is Organizational Buying?
Participants in the Business Buying Process
Stages in the Business Buying Process
Managing Business-to-Business Customer Relationships
Executive Summary
Notes
Part 3 Strategic Brand Management
6 Target Marketing
Marketing Management at LinkedIn
Bases for Segmenting Consumer Markets
Bases for Segmenting Business Markets
Market Targeting
Executive Summary
Notes
7 Competitive and Effective Brand Positioning
Marketing Management at Burberry
Developing and Establishing a Brand Positioning
Competitive Strategies for Market Leaders
Other Competitive Strategies
Executive Summary
Notes
8 Branding and Core Business Growth
Marketing Management at Gatorade
How Does Branding Work?
Defining Brand Equity
Building Brand Equity
Measuring and Managing Brand Equity
Devising a Branding Strategy
Customer Equity
Driving Growth
Executive Summary
Notes
Part 4 Value Creation
9 Product Mix and New Offerings
Marketing Management at Lexus
Product Characteristics and Classifications
Differentiation
Product and Brand Relationships
Packaging, Labeling, Warranties, and Guarantees
Managing New Products
The Consumer-Adoption Process
Product Life-Cycle Marketing Strategies
Executive Summary
Notes
10 Analyzing and Marketing Services
Marketing Management at Emirates Airline
The Nature of Services
The New Services Realities
Managing Service Quality
Managing Product-Support Services
Executive Summary
Notes
11 Concepts and Tools for Strategic Pricing
Marketing Management at Ryanair
Understanding Pricing
Setting the Price
Adapting the Price
Initiating and Responding to Price Changes
Executive Summary
Notes
Part 5 Value Delivery
12 Developing and Managing Strategic and Integrated Marketing Channels
Marketing Management at IKEA
Marketing Channels and Value Networks
The Role of Marketing Channels
Channel-Design Decisions
Channel-Management Decisions
Channel Integration and Systems
E-Commerce and M-Commerce Marketing Practices
Channel Conflict, Cooperation, and Competition
Executive Summary
Notes
13 Managing Retailing, Wholesaling, and Logistics
Marketing Management at Warby Parker
Retailing
Private Labels
Wholesaling
Market Logistics
Executive Summary
Notes
Part 6 Value Communication
14 Designing and Managing Integrated Marketing Communications
Marketing Management at Volkswagen
The Role of Marketing Communications
Developing Effective Communications
Selecting the Marketing Communications Mix
Managing the Integrated Marketing Communications Process
Executive Summary
Notes
15 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Marketing Management at Procter & Gamble
Developing and Managing an Advertising Program
Sales Promotion
Events and Experiences
Public Relations
Executive Summary
Notes
16 Managing Digital Communications: Online, Social Media, and Mobile
Marketing Management at PepsiCo
Online Marketing
Social Media
Word of Mouth
Mobile Marketing
Executive Summary
Notes
17 Managing Personal Communications: Direct and Database Marketing and Personal Selling
Marketing Management at StarHub
Direct Marketing
Personal Selling and the Sales Force
Managing the Sales Force
Executive Summary
Notes
Part 7 Managing the Marketing Organization for Long-Term Success
18 Responsible Marketing in a Global Environment
Marketing Management at Patagonia
Competing On a GlobalBasis
Internal Marketing
Socially Responsible Marketing
Executive Summary
Notes
Glossary
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