新書推薦：
《
潮汕古建筑营造
》
售價：NT$
1214.0
《
我所认识的大先生
》
售價：NT$
500.0
《
一念花开：让智慧温柔绽放
》
售價：NT$
265.0
《
图形引擎开发入门：基于Python语言
》
售價：NT$
704.0
《
一个孤独漫步者的遐想
》
售價：NT$
184.0
《
重访五四新文化：思想与观念（跟随杰出学者的脚步，走进五四思想的丰富世界）
》
售價：NT$
469.0
《
流人系列04：幽灵街区 午夜文库
》
售價：NT$
352.0
《
迷宫的线团：培根自然哲学著作选
》
售價：NT$
403.0
|
| 內容簡介： |
Emphasizethemanyaspectsofmarketing
1In-textboxesprovidevividillustrationsofchapterconceptsusingactualcompaniesandsituations.Theboxescoveravarietyofproducts,services,andmarkets,andmanyhaveaccompanyingillustrationsintheformofadsorproductshots.
2Eachend-of-chaptersectionnowincludestwoexpandedMarketingExcellencemini-caseshighlightinginnovative,insightfulmarketingaccomplishmentsbyleadingorganizations.Eachcaseincludesquestionsthatpromoteclassroomdiscussionandstudentanalysis.
Sparkclassroomdiscussion
Brand-newopeningvignettesforeachchaptersetthestageforthechaptermaterialtofollow.Bycoveringtopicalbrandsorcompanies,thevignettesaregreatclassroomdiscussionstarters.
|
| 關於作者： |
PhilipKotler
現職：NorthwesternUniversity
KevinLaneKeller
現職：DarthmouthCollege
|
| 目錄：
|
PARTI:UNDERSTANDINGMARKETINGMANAGEMENT
Ch1DefiningMarketingfortheNewRealities
Ch2DevelopingMarketingStrategiesandPlans
PARTII:CAPTURINGMARKETINGINSIGHTS
Ch3CollectingInformationandForecastingDemand
Ch4ConductingMarketingResearch
PARTIII:CONNECTINGWITHCUSTOMERS
Ch5CreatingLong-termLoyaltyRelationships
Ch6AnalyzingConsumerMarkets
Ch7AnalyzingBusinessMarkets
Ch8TappingintoGlobalMarkets
PARTIV:BUILDINGSTRONGBRANDS
Ch9IdentifyingMarketSegmentsandTargets
Ch10CraftingtheBrandPositioning
Ch11CreatingBrandEquity
Ch12AddressingCompetitionandDrivingGrowth
PARTV:CREATINGVALUE
Ch13SettingProductStrategy
Ch14DesigningandManagingServices
Ch15IntroducingNewMarketOfferings
Ch16DevelopingPricingStrategiesandPrograms
PARTVI:DELIVERINGVALUE
Ch17DesigningandManagingIntegratedMarketingChannels
Ch18ManagingRetailing,Wholesaling,andLogistics
PARTVII:COMMUNICATINGVALUE
Ch19DesigningandManagingIntegratedMarketingCommunications
Ch20ManagingMassCommunications:Advertising,SalesPromotions,EventsandExperiences,andPublicRelations
Ch21ManagingDigitalCommunications:Online,SocialMediaandMobile
Ch22ManagingPersonalCommunications:DirectandDatabaseMarketingandPersonalSelling
PARTVIII:CONDUCTINGMARKETINGRESPONSIBLYFORLONG-TERMSUCCESS
Ch23ManagingaHolisticMarketingOrganizationfortheLongRun
|
|
購物車/收銀台(0) | 在線留言板
| 付款方式
| 聯絡我們
| 運費計算
| 幫助中心 |
加入書簽
HOME
新書上架
