营销管理（英文版）（第5版）（全球版） / 工商管理经典教材·市场营销系列
￥45.00定价
作者： 菲利普·科特勒、凯文·莱恩·凯勒
出版时间：2013年3月
出版社：中国人民大学出版社
- 中国人民大学出版社
- 9787300169644
- 25693
- 0040187439-1
- 16开
- 2013年3月
- 500
- 管理学
- 工商管理
- F713.56
- 经济管理
- 研究生、本科
目录
PART 1 UNDERSTANDING MARKETING MANAGEMENT1.Defining Marketing for the 21st Century2.Developing Marketing Strategies and Plans3.Collecting Information and Forecasting DemandPART 2 CONNECTING WITH CUSTOMERS4.Creating Long-term Loyalty Relationships5.Analyzing Consumer Markets6.Analyzing Business Markets7.Identifying Market Segments and TargetsPART 3 BUILDING STRONG BRANDS8.Creating Brand Equity9.Crafting the Brand Positioning and Competing EffectivelyPART 4 SHAPING THE MARKET OFFERINGS10.Setting Product Strategy and Marketing Through the LifeCycle11.Designing and Managing Services12.Developing Pricing Strategies and ProgramsPART 5 DELIVERING VALUE13.Designing and Managing Integrated Marketing Channels14.Managing Retailing, Wholesaling, and LogisticsPART 6 COMMUNICATING VALUE15.Designing and Managing Integrated Marketing Communications16.Managing Mass Communications: Advertising, Sales Promotions,Events and Experiences, and Public Relations17.Managing Personal Communications: Direct and InteractiveMarketing, Word of Mouth, and Personal SellingPART 7 CREATING SUCCESSFUL LONG-TERM GROWTH18.Managing Marketing in the Global Economy Glossary……
