简介
本书定位在两年制和四年制大学本科生和硕士生的市场营销原理课程。在两年制学校，此课程是限选课；在四年制学校，此课程是商学院学生入校时就开设的课程，此课程也是商业和广告专业的必修课。
新版市场营销教材继承传统，给学生和教师带来超乎期待的价值。广泛的研究保证本版提供对市场营销领域的全面和最新的介绍。通过几百个新鲜的案例阐述基本原理，对最新概念和理论做了生动和详细的介绍。本书围绕市场营销组织编写，提供给学生一个对市场营销动态世界令人愉快的入门介绍。
难以置信的测试题库：新版的一个重要特色就是测试题库。该领域专家从大量与众不同的原始资料中选出特别的测试题库。这些挑战性全面的问题最好！
结合学习系统：这个特点把章节目标和章节内容、章节小结和教师手册、题库和学习指南结合起来。这便捷的系统为教师节约了时间，帮助学生集中在指定的问题领域。
市场营销失误：商业失误常常导致严重后果，但它们也会提供深刻教训。在每部分的结尾，学生发现所有的新案例都详述好的坏的想法，该想法并不能在恶劣的市场中生存。但有趣的是，市场营销失误提供给学生有价值的知识帮助他们避免犯同样的错误。
市场领先视频：提供19个录像案例和7个职业录像，这些视频无疑给每章带来强烈的视觉冲击。一个详细视频教师手册描述每个录像和提供事前预习、观看提示和随后安排的大纲。
经历市场营销市场：这个幻想的以CD－ROM为基础的练习允许学生管理一家新商业企业，增加利润、提高顾客满意度，最终获得领先的市场份额。仅仅四小时，这个有趣的练习生动形象的帮助学生理解市场营销原理。
新PowerPoint补充：“谁要成为市场商人”是一款有趣危险的游戏，它帮助教师在教室对学生进行测试，学生也能利用个人网络教育获取这种测试。
现在使用：每章结尾告诉学生如何立刻应用每章所学的概念。例如，第4章（发展全球视角）提供详细珍贵的在海外找工作的信息。
增加IMC篇幅：我们听取你的建议增加了综合市场营销信息（IMC）的篇幅。第 14章全面得到修订，提供详细的IMC。
品牌：第15章增加了专门论述广告和公共关系的内容。这新的一章结合第14章（IMC）和第16章（促销和个人销售）一起提供学生平稳的IMC知识。
学生CD-ROM：CD包括两个新的视频案例，一个是关于汽车租赁，一个是关于调料公司。每个案例提供一系列的问题给学生挑战，思考公司的市场营销战略和如何做出改进以增加其有效性。CD同时包括本书中关于电子市场营销计划协调的财务报表和账单，以及每章的互动提问。错误答案会提示页码使学生能回过头去复习相应的内容。
企业家案例：企业家精神正帮助美国经历历史上经济发展最快的时期之一。网络公司（如Napster，eBay，Lycos）和更大的制造公司（如 Ford）加上商业巨人（W．W．Grainger）一起从侧面提供给学生一个平衡视角，关于公司在它们的电子商业计划中或大或小利用企业家方法。
网址
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目录
Preface xv
PART 1 The World of Marketing
1 AN OVERVIEW OF MARKETING
2 STRATEGIC PLANNING FOR COMPETITIVE ADVANTAGE
3 THE MARKETING ENVIRONMENT AND MARKETING ETHICS
4 DEVELOPING A GLOBAL VISION
PART 2 Analyzing Marketing Opportunities
5 CONSUMER DECISION MAKING
6 BUSINESS MARKETING
7 SEGMENTING AND TARGETING MARKETS
8 DECISION SUPPORT SYSEEMS AND MARKETING RESEARCH
PART 3 Product Decisions
9 PRODUCT CONCEPTS
10 DEVELOPING AND MANAGING PRODUCTS
11 SERVICES AND NONPROFIT ORGANIZATION MARKETING
PART 4 Distribution Decisions
12 MARKETING CHANNES AND SUPPLY CHAIN MANAGEMENT
13 RETAILING
PART 5 Promotion Decisions
14 INTEGRATED MARKETING COMMUNICATIONS
15 ADVERTISING AND PUBLIC RELATIONS
16 SALES PROMOTION AND PERSONAL SELLING
PART 6 Pricing Decisions
17 PRICING CONCEPTS
18 SETFING THE RIGHT PRICE
PART 7 Technology D riven Ma rketing
19 INTERNET MARKETING
20 ONE~O—ONE MARKETING
APPENDIX：CAREERS IN MARKETING
GLOSSARY
ENDNOTES
COMPANY AND ORGANIZATIONAL INEX
SUBJECT INDEX
lNTERNET INDEXPreface xv
PART 1 The World of Marketing
1 AN OVERVIEW OF MARKETING
2 STRATEGIC PLANNING FOR COMPETITIVE ADVANTAGE
3 THE MARKETING ENVIRONMENT AND MARKETING ETHICS
4 DEVELOPING A GLOBAL VISION
PART 2 Analyzing Marketing Opportunities
5 CONSUMER DECISION MAKING
6 BUSINESS MARKETING
7 SEGMENTING AND TARGETING MARKETS
8 DECISION SUPPORT SYSEEMS AND MARKETING RESEARCH
PART 3 Product Decisions
9 PRODUCT CONCEPTS
10 DEVELOPING AND MANAGING PRODUCTS
11 SERVICES AND NONPROFIT ORGANIZATION MARKETING
PART 4 Distribution Decisions
12 MARKETING CHANNES AND SUPPLY CHAIN MANAGEMENT
13 RETAILING
PART 5 Promotion Decisions
14 INTEGRATED MARKETING COMMUNICATIONS
15 ADVERTISING AND PUBLIC RELATIONS
16 SALES PROMOTION AND PERSONAL SELLING
PART 6 Pricing Decisions
17 PRICING CONCEPTS
18 SETFING THE RIGHT PRICE
PART 7 Technology D riven Ma rketing
19 INTERNET MARKETING
20 ONE~O—ONE MARKETING
APPENDIX：CAREERS IN MARKETING
GLOSSARY
ENDNOTES
COMPANY AND ORGANIZATIONAL INEX
SUBJECT INDEX
lNTERNET INDEXPreface xv
PART 1 The World of Marketing
1 AN OVERVIEW OF MARKETING
2 STRATEGIC PLANNING FOR COMPETITIVE ADVANTAGE
3 THE MARKETING ENVIRONMENT AND MARKETING ETHICS
4 DEVELOPING A GLOBAL VISION
PART 2 Analyzing Marketing Opportunities
5 CONSUMER DECISION MAKING
6 BUSINESS MARKETING
7 SEGMENTING AND TARGETING MARKETS
8 DECISION SUPPORT SYSEEMS AND MARKETING RESEARCH
PART 3 Product Decisions
9 PRODUCT CONCEPTS
10 DEVELOPING AND MANAGING PRODUCTS
11 SERVICES AND NONPROFIT ORGANIZATION MARKETING
PART 4 Distribution Decisions
12 MARKETING CHANNES AND SUPPLY CHAIN MANAGEMENT
13 RETAILING
PART 5 Promotion Decisions
14 INTEGRATED MARKETING COMMUNICATIONS
15 ADVERTISING AND PUBLIC RELATIONS
16 SALES PROMOTION AND PERSONAL SELLING
PART 6 Pricing Decisions
17 PRICING CONCEPTS
18 SETFING THE RIGHT PRICE
PART 7 Technology D riven Ma rketing
19 INTERNET MARKETING
20 ONE~O—ONE MARKETING
APPENDIX：CAREERS IN MARKETING
GLOSSARY
ENDNOTES
COMPANY AND ORGANIZATIONAL INEX
SUBJECT INDEX
lNTERNET INDEX
PART 1 The World of Marketing
1 AN OVERVIEW OF MARKETING
2 STRATEGIC PLANNING FOR COMPETITIVE ADVANTAGE
3 THE MARKETING ENVIRONMENT AND MARKETING ETHICS
4 DEVELOPING A GLOBAL VISION
PART 2 Analyzing Marketing Opportunities
5 CONSUMER DECISION MAKING
6 BUSINESS MARKETING
7 SEGMENTING AND TARGETING MARKETS
8 DECISION SUPPORT SYSEEMS AND MARKETING RESEARCH
PART 3 Product Decisions
9 PRODUCT CONCEPTS
10 DEVELOPING AND MANAGING PRODUCTS
11 SERVICES AND NONPROFIT ORGANIZATION MARKETING
PART 4 Distribution Decisions
12 MARKETING CHANNES AND SUPPLY CHAIN MANAGEMENT
13 RETAILING
PART 5 Promotion Decisions
14 INTEGRATED MARKETING COMMUNICATIONS
15 ADVERTISING AND PUBLIC RELATIONS
16 SALES PROMOTION AND PERSONAL SELLING
PART 6 Pricing Decisions
17 PRICING CONCEPTS
18 SETFING THE RIGHT PRICE
PART 7 Technology D riven Ma rketing
19 INTERNET MARKETING
20 ONE~O—ONE MARKETING
APPENDIX：CAREERS IN MARKETING
GLOSSARY
ENDNOTES
COMPANY AND ORGANIZATIONAL INEX
SUBJECT INDEX
lNTERNET INDEXPreface xv
PART 1 The World of Marketing
1 AN OVERVIEW OF MARKETING
2 STRATEGIC PLANNING FOR COMPETITIVE ADVANTAGE
3 THE MARKETING ENVIRONMENT AND MARKETING ETHICS
4 DEVELOPING A GLOBAL VISION
PART 2 Analyzing Marketing Opportunities
5 CONSUMER DECISION MAKING
6 BUSINESS MARKETING
7 SEGMENTING AND TARGETING MARKETS
8 DECISION SUPPORT SYSEEMS AND MARKETING RESEARCH
PART 3 Product Decisions
9 PRODUCT CONCEPTS
10 DEVELOPING AND MANAGING PRODUCTS
11 SERVICES AND NONPROFIT ORGANIZATION MARKETING
PART 4 Distribution Decisions
12 MARKETING CHANNES AND SUPPLY CHAIN MANAGEMENT
13 RETAILING
PART 5 Promotion Decisions
14 INTEGRATED MARKETING COMMUNICATIONS
15 ADVERTISING AND PUBLIC RELATIONS
16 SALES PROMOTION AND PERSONAL SELLING
PART 6 Pricing Decisions
17 PRICING CONCEPTS
18 SETFING THE RIGHT PRICE
PART 7 Technology D riven Ma rketing
19 INTERNET MARKETING
20 ONE~O—ONE MARKETING
APPENDIX：CAREERS IN MARKETING
GLOSSARY
ENDNOTES
COMPANY AND ORGANIZATIONAL INEX
SUBJECT INDEX
lNTERNET INDEXPreface xv
PART 1 The World of Marketing
1 AN OVERVIEW OF MARKETING
2 STRATEGIC PLANNING FOR COMPETITIVE ADVANTAGE
3 THE MARKETING ENVIRONMENT AND MARKETING ETHICS
4 DEVELOPING A GLOBAL VISION
PART 2 Analyzing Marketing Opportunities
5 CONSUMER DECISION MAKING
6 BUSINESS MARKETING
7 SEGMENTING AND TARGETING MARKETS
8 DECISION SUPPORT SYSEEMS AND MARKETING RESEARCH
PART 3 Product Decisions
9 PRODUCT CONCEPTS
10 DEVELOPING AND MANAGING PRODUCTS
11 SERVICES AND NONPROFIT ORGANIZATION MARKETING
PART 4 Distribution Decisions
12 MARKETING CHANNES AND SUPPLY CHAIN MANAGEMENT
13 RETAILING
PART 5 Promotion Decisions
14 INTEGRATED MARKETING COMMUNICATIONS
15 ADVERTISING AND PUBLIC RELATIONS
16 SALES PROMOTION AND PERSONAL SELLING
PART 6 Pricing Decisions
17 PRICING CONCEPTS
18 SETFING THE RIGHT PRICE
PART 7 Technology D riven Ma rketing
19 INTERNET MARKETING
20 ONE~O—ONE MARKETING
APPENDIX：CAREERS IN MARKETING
GLOSSARY
ENDNOTES
COMPANY AND ORGANIZATIONAL INEX
SUBJECT INDEX
lNTERNET INDEX
Marketing:6th ed.
- 名称
- 类型
- 大小
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