营销管理

PART 1 UNDERSTANDING MARKETING MANAGEMENT1.Defining Marketing for the 21st Century2.Developing Marketing Strategies and Plans3.Collecting Information and Forecasting DemandPART 2 CONNECTING WITH CUSTOMERS4.Creating Long-term Loyalty Relationships5.Analyzing Consumer Markets6.Analyzing Business Markets7.Identifying Market Segments and TargetsPART 3 BUILDING STRONG BRANDS8.Creating Brand Equity9.Crafting the Brand Positioning and Competing Effectively

PART 1 UNDERSTANDING MARKETING MANAGEMENT1.Defining Marketing for the 21st Century2.Developing Marketing Strategies and Plans3.Collecting Information and Forecasting DemandPART 2 CONNECTING WITH CUSTOMERS4.Creating Long-term Loyalty Relationships5.Analyzing Consumer Markets6.Analyzing Business Markets7.Identifying Market Segments and TargetsPART 3 BUILDING STRONG BRANDS8.Creating Brand Equity9.Crafting the Brand Positioning and Competing EffectivelyPART 4 SHAPING THE MARKET OFFERINGS10.Setting Product Strategy and Marketing Through the LifeCycle11.Designing and Managing Services12.Developing Pricing Strategies and ProgramsPART 5 DELIVERING VALUE13.Designing and Managing Integrated Marketing Channels14.Managing Retailing, Wholesaling, and LogisticsPART 6 COMMUNICATING VALUE15.Designing and Managing Integrated Marketing Communications16.Managing Mass Communications: Advertising, Sales Promotions,Events and Experiences, and Public Relations17.Managing Personal Communications: Direct and InteractiveMarketing, Word of Mouth, and Personal SellingPART 7 CREATING SUCCESSFUL LONG-TERM GROWTH18.Managing Marketing in the Global Economy Glossary……

《工商管理经典教材·市场营销系列：营销管理（英文版·第5版·全球版）》以简练的语言、适中的篇幅反映了近些年来营销管理方面的理论进展和实践创新。对当今营销管理实践作出了权威性介绍，而且篇幅适中，教师在授课过程中可以根据需要自行加入案例、模拟和项目练习。　　《工商管理经典教材·市场营销系列：营销管理（英文版·第5版·全球版）》旨在帮助公司、社会团体和个人调整自身的营销战略和管理以适应21世纪的营销现状。适用于mba以及本科生和研究生的营销管理和营销战略课程，也可用作企业管理人员的培训教材和参考书。