战略营销

出版时间：2005-12  出版社：东北财大  作者：[美]罗杰*A.凯琳  页数：514  

内容概要

本书是战略营销领域最畅销的教科书之一。作者主要采用理论与实践相结合的方法，以大量的案例介绍了分析和解决营销问题所需的概念和工具，并生动地阐述了营销中存在的问题和解决方法。具体内容主要包括：战略管理基础、营销决策、机会分析、市场细分和目标市场选择、服务策略和品牌管理、整合营销沟通策略、定价策略、综合营销计划等。

作者简介

作者：(美)罗杰·A.凯琳 罗伯特·A.彼得森

书籍目录

CHAPTER 1  Foundations of Strategic Marketing Management   Appendix：A Sample Marketing Plan CHAPTER 2  Financial Aspects of Marketing Management CHAPTER 3  Marketing Decision Making and CaseAnalysis CHAPTER 4  Opportunity Analysis，Market Segmentation and Market Targeting   Jones-Blair Company   RogerA．Kerin eBay’s Globalization Strategy   Janet Fieldstein，Antonio Davila，and George Foster Camar Automotive Hoist   Gordon H.G McDougall  Vector Marketing Corporation：Growth Drivers   RobertA．PetersonCHAPTER 5  Product and Service Strategy and Brand Management   Dr Pepper／Seven Up，Inc．  Squirt Brand   RogerA．Kerin  Softand SttkyShavingGel   RogerA．Kerin  Perpetual Care Hospital：Downtown Health Clinic   RogerA．Kerin  Frito Lay Company：CrackerJack   RogerA．Kerin  Swisher Mower and Machine Company：  Evaluating a Private Brand Opportunity   RogerA．Kerin and Wayne SwisherCHAPTER 6  Integrated Marketing Communication Strategy and Management   Carrington Furniture，Inc．(A)   RogerA．Kerin  Carrington Furniture，Inc．(B)   RogerA．Kerin  Drypers Corporation：National Television Advertising Campaign   RogerA．Kerin  Craft Marine Corporation   RogerA．Kerin andRobertA．Peterson  Make-Up Art Cosmetics(M．A．C)Ltd．  Vic Casale andJohn S HullandCHAPTER 7  Marketing Channel Strategy and Management   Gateway,Inc．   RogerA．Kerin GolfLogix：Measuring the Galne ofGolf   John T.Gourville andJerry N.Conover Masterton Carpet Mills，Inc．  RoerA．Kerin  ……CHAPTER 8CHAPTER 9CHAPTER 10APPENDIX

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