营销管理

出版时间：2013-2  出版社：中国人民大学出版社  

内容概要

《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。

书籍目录

PrefacePart 1 understanding marketing management  1. defining marketing for the 21st century  2. developing marketing strategies and plans  3. collecting information and forecasting demandPart 2 connecting with customers  4. creating long-term loyalty relationships  5. analyzing consumer markets  6. analyzing business markets  7. identifying market segments and targetsPart 3 building strong brands  8. creating brand equity  9. crafting the brand positioning and competing effectivelyPart 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 programsPart 5 delivering value  13. designing and managing integrated marketing channels  14. managing retailing, wholesaling, and logisticsPart 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 sellingPart 7 creating successful long-term growth  18. managing marketing in the global economyGlossary

编辑推荐

菲利普·科特勒编著的《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。本书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。