Marketing : an introduction / 5th ed.
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作 者：Gary Armstrong, Philip Kotler.
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ISBN：9780130127716
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简介
本书以易于理解和简明扼要的方法，帮助学生学习现代市场营销学的原理与实践基础，它全面覆盖了以下三个基本要点:：1：理论和概念 2：实践与应用 3：全新的教学方法。本书所选内容均为现代最流行的主题，同时教给学生现代科学技术在营销学中的应用，提高学生对本书内容的兴趣。本书共4章，16小节。原名《Marketing: An Introduction, 5th》。
目录
I. UNDERSTANDING MARKETING AND THE MARKETING MANAGEMENT PROCESS.
1. Marketing in a Changing World: Creating Customer Value and Satisfaction.
2. Strategic Planning and the Marketing Process.
II. ANALYZING MARKETING OPPORTUNITIES.
3. The Global Marketing Environment.
4. Marketing Research and Information Systems
5. Consumer and Business Buyer Behavior.
III. DEVELOPING MARKETING STRATEGY AND THE MARKETING MIX.
6. Market Segmentation, Targeting, and Positioning for Competitive Advantage.
7. Product and Services Strategies.
8. New-Product Development and Life-Cycle Strategies.
9. Pricing Products: Pricing Considerations and Strategies.
10. Distribution Channels and Logistics Management.
11. Retailing and Wholesaling.
12. Integrated Marketing Communications: Advertising and Public Relations.
13. Integrated Marketing Communications: Personal Selling and Sales Promotion.
14. Direct and On Line Marketing.
IV. EXTENDING MARKETING.
15. The Global Marketplace.
16. Marketing and Society: Social Responsibility and Marketing Ethics.
Appendix 1. Marketing Arithmetic.
Appendix 2. Careers in Marketing.
Glossary.
Endnotes. Video Cases.
Credits.
Indices.
1. Marketing in a Changing World: Creating Customer Value and Satisfaction.
2. Strategic Planning and the Marketing Process.
II. ANALYZING MARKETING OPPORTUNITIES.
3. The Global Marketing Environment.
4. Marketing Research and Information Systems
5. Consumer and Business Buyer Behavior.
III. DEVELOPING MARKETING STRATEGY AND THE MARKETING MIX.
6. Market Segmentation, Targeting, and Positioning for Competitive Advantage.
7. Product and Services Strategies.
8. New-Product Development and Life-Cycle Strategies.
9. Pricing Products: Pricing Considerations and Strategies.
10. Distribution Channels and Logistics Management.
11. Retailing and Wholesaling.
12. Integrated Marketing Communications: Advertising and Public Relations.
13. Integrated Marketing Communications: Personal Selling and Sales Promotion.
14. Direct and On Line Marketing.
IV. EXTENDING MARKETING.
15. The Global Marketplace.
16. Marketing and Society: Social Responsibility and Marketing Ethics.
Appendix 1. Marketing Arithmetic.
Appendix 2. Careers in Marketing.
Glossary.
Endnotes. Video Cases.
Credits.
Indices.
Marketing : an introduction / 5th ed.
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