市场营销战略（英文版·第5版）

本书以指导和帮助读者掌握营销分析，营销规划方法为目的，系统地阐述了营销策划方法、重点讨论了营销战略分析与规划，内容涉及营销战略的概念、营销形势分析、营销战略的设计与实施，以及战略联盟、竞争性优势等全新概念。全书内容深入浅出、语言通俗流畅、大量的案例分析更使其具有极的实用性。 

本书以指导和帮助读者掌握营销分析，营销规划方法为目的，系统地阐述了营销策划方法、重点讨论了营销战略分析与规划，内容涉及营销战略的概念、营销形势分析、营销战略的设计与实施，以及战略联盟、竞争性优势等全新概念。全书内容深入浅出、语言通俗流畅、大量的案例分析更使其具有极的实用性。

Contents in Brief PART I BUSINESS AND MARKETING STRATEGIES CHAPTER 1 Marketing Strategy and Planning CHAPTER 2 Business Strategy and Competitive Advantage CASES FOR PART I PART II MARKETING SITUATION ANALYSIS CHAPTER 3 Analyzing Markets and Competition CHAPTER 4 Segmenting Markets CHAPTER 5 Continuous Learning about Markets CASES FOR PART II PART III DESIGNING MARKETING STRATEGY CHAPTER 6 Market Targeting and Postitoning Strategies CHAPTER 7 Relationship Strategies CHAPTER 8 Planning for New Products CASES FOR PART III PART IV MARKETING PROGRAM DEVELOPMENT CHAPTER 9 Product,Branding,and Customer-Service Strategies CHAPTER 10 Distribution Strategy CHAPTER 11 pricting Strategy CHAPTER 12 Promotion,Advertising,and Sales Promotion Strategies CHAPTER 13 Sales Force and Direct Marketing Strategies CASES FOR PART IV PART V IMPLEMENTING AND MANAGING MARKETING STRATEGY CHAPTER 14 Designing Effective Marketing Organizations CHAPTER 15 Marketing Strategy Implementation and Control CASES FOR PART V PART VI COMPREHENSIVE CASES NAME INDEX SUBJECT INDEX