新書推薦:
《
心理咨询与治疗技术经典入门(第3版)
》
售價:NT$
650.0
《
无冕之王:齐桓公与齐国崛起
》
售價:NT$
290.0
《
中国涉外法治蓝皮书(2024)
》
售價:NT$
484.0
《
黄庭经详解(全2册)
》
售價:NT$
660.0
《
台北故宫博物院典藏大系·绘画卷(全十册)
》
售價:NT$
47400.0
《
姑苏繁华图
》
售價:NT$
3190.0
《
人的消逝:从原子弹、互联网到人工智能
》
售價:NT$
484.0
《
想象的共同体--民族主义的起源与散布(增订版)
》
售價:NT$
352.0
|
內容簡介: |
Emphasizethemanyaspectsofmarketing
1In-textboxesprovidevividillustrationsofchapterconceptsusingactualcompaniesandsituations.Theboxescoveravarietyofproducts,services,andmarkets,andmanyhaveaccompanyingillustrationsintheformofadsorproductshots.
2Eachend-of-chaptersectionnowincludestwoexpandedMarketingExcellencemini-caseshighlightinginnovative,insightfulmarketingaccomplishmentsbyleadingorganizations.Eachcaseincludesquestionsthatpromoteclassroomdiscussionandstudentanalysis.
Sparkclassroomdiscussion
Brand-newopeningvignettesforeachchaptersetthestageforthechaptermaterialtofollow.Bycoveringtopicalbrandsorcompanies,thevignettesaregreatclassroomdiscussionstarters.
|
關於作者: |
PhilipKotler
現職:NorthwesternUniversity
KevinLaneKeller
現職:DarthmouthCollege
|
目錄:
|
PARTI:UNDERSTANDINGMARKETINGMANAGEMENT
Ch1DefiningMarketingfortheNewRealities
Ch2DevelopingMarketingStrategiesandPlans
PARTII:CAPTURINGMARKETINGINSIGHTS
Ch3CollectingInformationandForecastingDemand
Ch4ConductingMarketingResearch
PARTIII:CONNECTINGWITHCUSTOMERS
Ch5CreatingLong-termLoyaltyRelationships
Ch6AnalyzingConsumerMarkets
Ch7AnalyzingBusinessMarkets
Ch8TappingintoGlobalMarkets
PARTIV:BUILDINGSTRONGBRANDS
Ch9IdentifyingMarketSegmentsandTargets
Ch10CraftingtheBrandPositioning
Ch11CreatingBrandEquity
Ch12AddressingCompetitionandDrivingGrowth
PARTV:CREATINGVALUE
Ch13SettingProductStrategy
Ch14DesigningandManagingServices
Ch15IntroducingNewMarketOfferings
Ch16DevelopingPricingStrategiesandPrograms
PARTVI:DELIVERINGVALUE
Ch17DesigningandManagingIntegratedMarketingChannels
Ch18ManagingRetailing,Wholesaling,andLogistics
PARTVII:COMMUNICATINGVALUE
Ch19DesigningandManagingIntegratedMarketingCommunications
Ch20ManagingMassCommunications:Advertising,SalesPromotions,EventsandExperiences,andPublicRelations
Ch21ManagingDigitalCommunications:Online,SocialMediaandMobile
Ch22ManagingPersonalCommunications:DirectandDatabaseMarketingandPersonalSelling
PARTVIII:CONDUCTINGMARKETINGRESPONSIBLYFORLONG-TERMSUCCESS
Ch23ManagingaHolisticMarketingOrganizationfortheLongRun
|
|