Framework for marketing management
副标题：无
作 者：菲利普·科特勒(Philip Kotler)，凯文·莱恩·凯勒(Kevin Lane Keller)著
分类号：F713.50
ISBN：9787300169644
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简介
《营销管理(英文版第5版全球版全新版工商管理经典教材)》为菲利普·科特勒与凯文·莱思·凯勒的经典著作《营销管理》最新版的精简版。
《营销管理(英文版第5版全球版全新版工商管理经典教材)》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，整合了最新的研究成果，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。
《营销管理(英文版第5版全球版全新版工商管理经典教材)》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深化理论认识的营销人员和学生。
目录
Preface
Part 1 understanding marketing management
1. defining marketing for the 21st century
2. developing marketing strategies and plans
3. collecting information and forecasting demand
Part 2 connecting with customers
4. creating long-term loyalty relationships
5. analyzing consumer markets
6. analyzing business markets
7. identifying market segments and targets
Part 3 building strong brands
8. creating brand equity
9. crafting the brand positioning and competing effectively
Part 4 shaping the market offerings
10. setting product strategy and marketing through the life cycle
11. designing and managing services
12. developing pricing strategies and programs
Part 5 delivering value
13. designing and managing integrated marketing channels
14. managing retailing, wholesaling, and logistics
Part 6 communicating value
15. designing and managing integrated marketing
communications
16. managing mass communications: advertising, sales promotions, events and experiences, and public relations
17. managing personal communications: direct and interactive marketing, word of mouth, and personal selling
Part 7 creating successful long-term growth
18. managing marketing in the global economy
Glossary
Part 1 understanding marketing management
1. defining marketing for the 21st century
2. developing marketing strategies and plans
3. collecting information and forecasting demand
Part 2 connecting with customers
4. creating long-term loyalty relationships
5. analyzing consumer markets
6. analyzing business markets
7. identifying market segments and targets
Part 3 building strong brands
8. creating brand equity
9. crafting the brand positioning and competing effectively
Part 4 shaping the market offerings
10. setting product strategy and marketing through the life cycle
11. designing and managing services
12. developing pricing strategies and programs
Part 5 delivering value
13. designing and managing integrated marketing channels
14. managing retailing, wholesaling, and logistics
Part 6 communicating value
15. designing and managing integrated marketing
communications
16. managing mass communications: advertising, sales promotions, events and experiences, and public relations
17. managing personal communications: direct and interactive marketing, word of mouth, and personal selling
Part 7 creating successful long-term growth
18. managing marketing in the global economy
Glossary
Framework for marketing management
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