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Marketing Management 12th ed.营销管理

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版次：
页数：372
字数：
印刷时间：
开本：大16开
纸张：胶版纸
包装：平装
是否套装：否
国际标准书号ISBN：9780131968530

作者:本社编出版社:Oversea Publishing House

内容简介

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.

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

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

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