出版社：北京大学出版社
年代：2005
定价：
本书重点描述了营销战略的决策过程，提供了企业制定决策时可以充分利用的各种工具和框架结构。书中附加了很多案例和其他阅读材料，深刻剖析了当代营销理论与实践。本书另外描述了互联网的发展为营销带来的深刻变革。作者不仅具有学术背景还有丰富的实践经验，为学生提供了一个真正的营销领域的全球视角。
PrefaceSECTION ONEIntroduction to Strategy 1 Market-Oriented Perspectives Underlie Successful Corporate,Business,and Marketing Strategies 2 Corporate Strategy Decisions and Their Marketing Implications 3 Business Strategies and Their Marketing ImplicationsSECTION TWOOpportunity Analysis 4 Understanding Market Opportunities 5 Measuring Market Opportunities:Forecasting and Market Knowledge 6 Targeting Attractive Market Segments 7 Differentiation and PositioningSECTION THREEFormulating Marketing Strategies 8 Marketing Strategies for New Market Entries
PrefaceSECTION ONEIntroduction to Strategy 1 Market-Oriented Perspectives Underlie Successful Corporate,Business,and Marketing Strategies 2 Corporate Strategy Decisions and Their Marketing Implications 3 Business Strategies and Their Marketing ImplicationsSECTION TWOOpportunity Analysis 4 Understanding Market Opportunities 5 Measuring Market Opportunities:Forecasting and Market Knowledge 6 Targeting Attractive Market Segments 7 Differentiation and PositioningSECTION THREEFormulating Marketing Strategies 8 Marketing Strategies for New Market Entries 9 Strategies for Growth Markets 10 Strategies for Growth Markets 11 Marketing Strategies for the New EconomySECTION FOURImplementation and Control 12 Organizing and Planning for Effective Implementation 13 Marketing Metrics for Marketing PerformanceName IndexSubject Index
本书的第一篇是对战略的简要介绍，强调了以市场为导向的视角在营销中的基础作用；第二篇引导读者认识和分析市场机会；第三篇针对不同类型的市场给出了各自的营销战略指导；第四篇讲述营销战略执行的有效性及其度量。
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| 书名 | 营销战略站内查询相似图书 | ||
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| 出版地 | 北京 | 出版单位 | 北京大学出版社 |
| 版次 | 影印本 | 印次 | 1 |
| 定价(元) | 语种 | 英文 | |
| 尺寸 | 装帧 | 平装 | |
| 页数 | 印数 | ||
营销战略是北京大学出版社于2005.出版的中图分类号为 F274 的主题关于 企业管理－市场营销学－英文 的书籍。