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MARKETING MANAGEMENT：AN ASIAN PERSPECTIVE （THIRD EDITION）2025|PDF|Epub|mobi|kindle电子书版本百度云盘下载

MARKETING MANAGEMENT：AN ASIAN PERSPECTIVE （THIRD EDITION）
  • [美]科特勒等著 著
  • 出版社： 中国人民大学出版社
  • ISBN：
  • 出版时间：2004
  • 标注页数：771页
  • 文件大小：133MB
  • 文件页数：814页
  • 主题词：

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图书目录

PART 1. Understanding Marketing Management1

1. Defining Marketing for the Twenty-First Century1

2. Adapting Marketing to the New Economy33

3. Building Customer Satisfaction, Value, and Retention55

PART 2. Analyzing Marketing Opportunities84

4. Winning Markets Through Market-Oriented Strategic Planning84

5. Gathering Information and Measuring Market Demand116

6. Scanning the Marketing Environment146

7. Analyzing Consumer Markets and Buyer Behavior170

8. Analyzing Business Markets and Business Buying Behavior204

9. Dealing with the Competition228

10. Identifying Market Segments and Selecting Target Markets268

PART 3. Developing Market Strategies296

11. Positioning and Differentiating the Market Offering Through the Product Life Cycle296

12. Developing New Market Offerings337

13. Designing Global Market Offerings374

PART 4. Shaping the Market Offering408

14. Setting the Product and Branding Strategy408

15. Designing and Managing Services453

16. Developing Price Strategies and Programs485

PART 5. Managing and Delivering Marketing Programs521

17. Designing and Managing Value Networks and Marketing Channels521

18. Managing Retailing, Wholesaling, and Market Logistics556

19. Managing Integrated Marketing Communications594

20. Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing628

21. Managing the Sales Force680

22. Managing the Total Marketing Effort713

Name Index755

Company/Brand Index755

Subject Index758

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