Marketing Management 12th ed.营销管理

书籍目录

Preface xxixPART1 Understanding Marketing Managernent  Chapter 1  Defining Marketing for the 21st Century   Chapter 2  Developing Marketing Strategies and Plans  PART2 Capturing Marketing Insights  Chapter 3  Gathering Information and Scanning the Environment    Chapter 4  Conducting Marketing Research and Forecasting Demand  PART3 Connecting with Customers  Chapter 5  Creating Customer Value, Satisfaction, and Loyalty    Chapter 6  Analyzing Consumer Markets    Chapter 7  Analyzing Business Markets    Chapter 8  Identifying Market Segments and Targets  PART4 Building Strong Brands  Chapter 9  Creating Brand Equity    Chapter 10  Crafting the Brand Positioning    Chapter 11  Dealing with Competition  PART5 Shaping the Market Offerings  Chapter 12  Setting Product Strategy    Chapter 13  Designing and Managing Services    Chapter 14  Developing Pricing Strategies and Programs  PART6 Delivering Value  Chapter 15  Designing and Managing Value Networks and Channels    Chapter 16  Managing Retailing, Wholesaling, and Logistics  PART7 Communicating Vlaue  Chapter 17  Designing and Managing Integrated Marketing Communications   Chapter 18  Managing Mass Communications: Advertising, Sales Promotions,Events, and Public Relations    Chapter 19  Managing Personal Communications: Direct Marketing and Personal Selling  ARPT8 Creating Successful Long-Term Growth  Chapter 20  Introducing New Market Offerings    Chapter 21  Tapping into Global Markets    Chapter 22  Managing a Holistic Marketing Organization  Appendix  A1Glossary  G1Image Credits  Name Index  Company, Brand, and Organization Index  Subject Index

作者简介

For undergraduate/graduate courses in Marketing Management. This classic text, a worldwide best seller, highlights the most recent trends and developments in global marketing. It emphasizes the importance of teamwork between marketing and all the other functions of the business; introduces new perspectives in successful strategic market planning; and presents additional company examples of creative, market-focused, and customer-driven action. A special focus on the 21st Century acknowledges the accelerating pace of change in the marketplace, and illustrates what leading companies are doing to meet the challenges of the new environment and the new millennium.

 Marketing Management 12th ed.营销管理下载