市场营销

书籍目录

Contents

An introductory note

The role of marketing in a modern firm: a holistic approach

The marketing concept revisited

Marketing as a corporate attitude

Marketing as a function

The marketing mix

Marketing mix analysis

The input for effective marketing

How much knowledge?

Marketing profile analysis

The value of intelligence

The market and marketing research process

Methods of forecasting demand

Product policy and planning

The product life-cyde reviewed

Product portfolio management

Branding

Price and pricing policy

Supply and demand

Pricing in a monopoly

Pricing in an oligopoly

Different ways of looking at price

Pricing and costs

Price and the product life-cycle

The product portfolio

Price and the customer perspective

Pricing and image

The use of discounts

Summary

The promotional mix

Promotional channels

Promotion objectives

Advertising

Promotions

Direct marketing

Preparing the communication plan

Distribution and logistics

Marketing channels

The choice of intermediaries

Power in the distribution channel

Channel motivation

The logistics of distribution

Customer service

Developments in distribution

Selling

T'ne sales force: its role and objectives

Improving the productivity of the sales force

Sales force size

The salesperson's 'profit and loss account

Marketing planning

Benefits of marketing planning

Understanding the process

Aids to marketing planning

Formulating marketing strategies

Marketing control

Different types of control

Strategic control

Managerial effectiveness and efficiency control

Operational controls

Organizing for marketing

The development of organizations

The subactivities of an effective marketing organization

Types of marketing organization

Centralization versus decentralization

Marketing organizations at the integrated phase of

development

Main considerations

Marketing integration

The meaning and scope of integration

References and further reading

Index

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