新書推薦：
《
唐宋“古文运动”与士大夫文学 中华学术 有道
》
售價：NT$
449.0
《
上古中国的神：先秦时期的彼岸世界
》
售價：NT$
449.0
《
君臣共天下：一本书读懂东晋门阀
》
售價：NT$
444.0
《
第3选择
》
售價：NT$
449.0
《
火起建章宫：汉武帝天命之年的荣耀、危机与救赎
》
售價：NT$
347.0
《
道德偶然研究
》
售價：NT$
490.0
《
中国古代史三论：政治·地域·族群
》
售價：NT$
419.0
《
走向现代：东亚现代人的起源与演化
》
售價：NT$
539.0
|
| 內容簡介： |
Aconciseyetexhaustivetextprovidesflexibilityintheclassroom：Astreamlinedtextallowsinstructorstoconveycurrentmarketingmanagementpracticesandtheorywhileleavingroomtoincorporateoutsidecases,simulations,andprojects.
A21stCenturyviewofmarketingbringsmodernstrategyandinformationtothetext：Acomprehensiveorganizationofthetextaroundthreemajor21stcenturythemesprovidesacurrentlensthroughwhichtoviewthefollowingsubjects:●Globalization●Technology●SocialResponsibilitybothindividualandsocietal
NEW!Chapter16:ManagingDigitalCommunications:Online,SocialMedia,andMobileaddsextendedcoverageofthelatestdigitaltrendsandtheirimpactonmarketingtothetext.
|
| 關於作者： |
PhilipKotler
現職：NorthwesternUniversity
KevinLaneKeller
現職：DartmouthCollege
|
| 目錄：
|
PARTI:INTRODUCTIONTOMARKETINGMANAGEMENT
Ch1ScopeofMarketingfortheNewRealities
Ch2MarketingStrategiesandPlans
Ch3MarketingResearchandAnalysis
PARTII:CONNECTINGWITHCUSTOMERS
Ch4BuildingLong-termCustomerRelationships
Ch5BuyingDynamicsofConsumerandBusiness
PARTIII:STRATEGICBRANDMANAGEMENT
Ch6TargetMarketing
Ch7CompetitiveandEffectiveBrandPositioning
Ch8BrandingandCoreGrowth
PARTIV:VALUECREATION
Ch9ProductMixandNewOfferings
Ch10AnalyzingandMarketingServices
Ch11ConceptsandToolsforStrategicPricing
PARTV:VALUEDELIVERY
Ch12DevelopingandManagingStrategicandIntegratedMarketingChannels
Ch13ManagingRetailing,Wholesaling,andLogistics
PARTVI:VALUECOMMUNICATION
Ch14DesigningandManagingIntegratedMarketingCommunications
Ch15ManagingMassCommunications:Advertising,SalesPromotion,EventsandExperiences,andPublicRelations
Ch16ManagingDigitalCommunications:Online,SocialMedia,andMobile
Ch17ManagingPersonalCommunications:DirectandDatabaseMarketingandPersonalSelling
PARTVII:MANAGINGTHEMARKETINGORGANIZATIONFORLONG-TERMSUCCESS
Ch18ResponsibleMarketinginaGlobalEnvironment
|
|
購物車/收銀台(0) | 在線留言板
| 付款方式
| 聯絡我們
| 運費計算
| 幫助中心 |
加入書簽
HOME
新書上架
