简介
This is a special international edition of an established title widely used by colleges and universities throughout the world Pearson Education International published this special edition for the benefit of students outside the United states and Canada.
If you purchased this book within the United States or Canada you should be aware that it has been wrongfully imported without the approval of the Publisther or the Author.
If you purchased this book within the United States or Canada you should be aware that it has been wrongfully imported without the approval of the Publisther or the Author.
目录
Preface xxix
PART1 Understanding Marketing Managernent
Chapter 1 Defining Marketing for the 21st Century
Chapter 2 Developing Marketing Strategies and Plans
PART2 Capturing Marketing Insights
Chapter 3 Gathering Information and Scanning the Environment
Chapter 4 Conducting Marketing Research and Forecasting Demand
PART3 Connecting with Customers
Chapter 5 Creating Customer Value, Satisfaction, and Loyalty
Chapter 6 Analyzing Consumer Markets
Chapter 7 Analyzing Business Markets
Chapter 8 Identifying Market Segments and Targets
PART4 Building Strong Brands
Chapter 9 Creating Brand Equity
Chapter 10 Crafting the Brand Positioning
Chapter 11 Dealing with Competition
PART5 Shaping the Market Offerings
Chapter 12 Setting Product Strategy
Chapter 13 Designing and Managing Services
Chapter 14 Developing Pricing Strategies and Programs
PART6 Delivering Value
Chapter 15 Designing and Managing Value Networks and Channels
Chapter 16 Managing Retailing, Wholesaling, and Logistics
PART7 Communicating Vlaue
Chapter 17 Designing and Managing Integrated Marketing Communications
Chapter 18 Managing Mass Communications: Advertising, Sales Promotions,Events, and Public Relations
Chapter 19 Managing Personal Communications: Direct Marketing and Personal Selling
ARPT8 Creating Successful Long-Term Growth
Chapter 20 Introducing New Market Offerings
Chapter 21 Tapping into Global Markets
Chapter 22 Managing a Holistic Marketing Organization
Appendix A1
Glossary G1
Image Credits
Name Index
Company, Brand, and Organization Index
Subject Index
PART1 Understanding Marketing Managernent
Chapter 1 Defining Marketing for the 21st Century
Chapter 2 Developing Marketing Strategies and Plans
PART2 Capturing Marketing Insights
Chapter 3 Gathering Information and Scanning the Environment
Chapter 4 Conducting Marketing Research and Forecasting Demand
PART3 Connecting with Customers
Chapter 5 Creating Customer Value, Satisfaction, and Loyalty
Chapter 6 Analyzing Consumer Markets
Chapter 7 Analyzing Business Markets
Chapter 8 Identifying Market Segments and Targets
PART4 Building Strong Brands
Chapter 9 Creating Brand Equity
Chapter 10 Crafting the Brand Positioning
Chapter 11 Dealing with Competition
PART5 Shaping the Market Offerings
Chapter 12 Setting Product Strategy
Chapter 13 Designing and Managing Services
Chapter 14 Developing Pricing Strategies and Programs
PART6 Delivering Value
Chapter 15 Designing and Managing Value Networks and Channels
Chapter 16 Managing Retailing, Wholesaling, and Logistics
PART7 Communicating Vlaue
Chapter 17 Designing and Managing Integrated Marketing Communications
Chapter 18 Managing Mass Communications: Advertising, Sales Promotions,Events, and Public Relations
Chapter 19 Managing Personal Communications: Direct Marketing and Personal Selling
ARPT8 Creating Successful Long-Term Growth
Chapter 20 Introducing New Market Offerings
Chapter 21 Tapping into Global Markets
Chapter 22 Managing a Holistic Marketing Organization
Appendix A1
Glossary G1
Image Credits
Name Index
Company, Brand, and Organization Index
Subject Index
- 名称
- 类型
- 大小
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