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| 內容簡介： |
Emphasizethemanyaspectsofmarketing
1In-textboxesprovidevividillustrationsofchapterconceptsusingactualcompaniesandsituations.Theboxescoveravarietyofproducts,services,andmarkets,andmanyhaveaccompanyingillustrationsintheformofadsorproductshots.
2Eachend-of-chaptersectionnowincludestwoexpandedMarketingExcellencemini-caseshighlightinginnovative,insightfulmarketingaccomplishmentsbyleadingorganizations.Eachcaseincludesquestionsthatpromoteclassroomdiscussionandstudentanalysis.
Sparkclassroomdiscussion
Brand-newopeningvignettesforeachchaptersetthestageforthechaptermaterialtofollow.Bycoveringtopicalbrandsorcompanies,thevignettesaregreatclassroomdiscussionstarters.
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| 關於作者： |
PhilipKotler
現職：NorthwesternUniversity
KevinLaneKeller
現職：DarthmouthCollege
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| 目錄：
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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
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