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[市场营销学原理(英文原版)].Principles.of.Marketing.-.4th.European.Edition.pdf

[市场营销学原理(英文原版)].Principles.of.M…

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简介:本文档为《[市场营销学原理(英文原版)].Principles.of.Marketing.-.4th.European.Editionpdf》,可适用于市场营销领域,主题内容包含‘AnymarketingstudentshouldhaveknowledgeofthisgreatversionofKotler’sclassic符等。

‘AnymarketingstudentshouldhaveknowledgeofthisgreatversionofKotler’sclassicPrinciplesofMarketingbook’EvenLanseng,NorgesLandbrukshøgskole,NorwayClassicandauthoritative,PrinciplesofMarketing,FourthEuropeanEditionremainsonthecuttingedgeofcontemporarymarketingKotler,Wong,SaundersandArmstronghavedeliveredafresh,practical,managerialapproachtothesubjectTopgurusintheirfield,theteambringstothisneweditiongreatfeaturesandcontent,whichinclude:‘PrinciplesofMarketingprovidesanexcellentallroundintroductiontothesubject’DeborahAnderson,KingstonUniversity,UKAcomprehensiveCompanionWebsite,containingawealthofteachingmaterialforinstructorsandlearningmaterialsforstudents,isavailableatwwwpearsonedcoukkotlerCompletelyupdated,thissiteboastsgreatadditions,suchasmorecasestudies,moremultiplechoicequestions,andsampleanswerstothequestionsfromtheMarketinginPracticeDVD‘Comprehensiveandauthoritative,butapleasuretoread–anuncommoncombination!’SveinnEldon,ArcadaPolytechnic,FinlandPhilipKotlerisSCJohnsonSonDistinguishedProfessorofInternationalMarketingattheJLKelloggGraduateSchoolofManagement,NorthwesternUniversityVeronicaWongisProfessorofMarketingandHeadoftheMarketingGroupatAstonBusinessSchoolJohnSaundersisProfessorofMarketing,HeadofAstonBusinessSchoolandProViceChancellorofAstonUniversityGaryArmstrongisProfessorandChairofMarketingintheKenanFlaglerBusinessSchoolattheUniversityofNorthCarolinaatChapelHillPHILIPKOTLERVERONICAWONGJOHNSAUNDERSGARYARMSTRONGPrinciplesofMarketingPrinciplesofMarketingFOURTHEUROPEANEDITIONFOURTHEUROPEANEDITIONAdditionalstudentsupportatwwwpearsonedcoukkotlerwwwpearsonbookscomRichtopicalexamplesandapplicationsexplainthemajordecisionsmarketingmanagersfaceCompletelyrevisedandupdatedPreludeCases,MarketingInsightsandConcludingConceptcasesthatreflectthegrowinginfluenceofecommerceEnhancedfullcolouradverts,tablesandfigureshighlightkeyideasandmarketingstrategiesPrinciplesofMarketingFOURTHEUROPEANEDITIONCOVERPAINTINGBYKATHERINEHARDINGAdditionalstudentsupportatwwwpearsonedcoukkotlerKOTLERWONGSAUNDERSARMSTRONGPrinciplesofMarketingVisitthePrinciplesofMarketing,FourthEuropeaneditionCompanionWebsiteatwwwpearsonedcoukkotlertoaccessarichresourceofvaluablelearningmaterialsforstudents,including:nChapterobjectivesforyoutoquicklycheckthelearningoutcomesofeachtopicnMultiplechoicequestionsforeverychapter,withinstantfeedbacknAnnotatedweblinkstorelevantspecificInternetresourcestofacilitateindepthindependentresearchnAdditionalcasestudiesthatallowyoutoapplytheorytorecognisablerealworldbrandsandproductsnSearchableonlineglossarynFlashcardstotestyourknowledgeofkeytermsanddefinitionsPOMAqxd:AMPageiWeworkwithleadingauthorstodevelopthestrongesteducationalmaterialsinmarketing,bringingcuttingedgethinkingandbestlearningpracticetoaglobalmarketUnderarangeofwellknownimprints,includingFinancialTimesPrenticeHall,wecrafthighqualityprintandelectronicpublicationswhichhelpreaderstounderstandandapplytheircontent,whetherstudyingoratworkTofindoutmoreaboutthecompleterangeofourpublishing,pleasevisitusontheWorldWideWebat:wwwpearsonedcoukPOMAqxd:AMPageiiFOURTHEUROPEANEDITIONPrinciplesofMarketingPHILIPKOTLERVERONICAWONGJOHNSAUNDERSGARYARMSTRONGPOMAqxd:AMPageiiiPearsonEducationLimitedEdinburghGateHarlowEssexCMJEEnglandandAssociatedCompaniesthroughouttheworldVisitusontheWorldWideWebat:wwwpearsonedcoukFirstEuropeanEditionpublishedSecondEuropeanEditionpublishedbyPrenticeHallEuropeThirdEuropeanEditionpublishedbyPearsonEducationFourthEuropeanEditionpublishedPrenticeHallEurope,PearsonEducationLimited,TherightsofPhilipKotler,VeronicaWong,JohnSaundersandGaryArmstrongtobeidentifiedasauthorsofthisworkhavebeenassertedbytheminaccordancewiththeCopyright,DesignsandPatentsActAllrightsreservedNopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recordingorotherwise,withouteitherthepriorwrittenpermissionofthepublisheroralicencepermittingrestrictedcopyingintheUnitedKingdomissuedbytheCopyrightLicensingAgencyLtd,TottenhamCourtRoad,LondonWTLPAlltrademarksusedhereinarethepropertyoftheirrespectiveownersTheuseofanytrademarkinthistextdoesnotvestintheauthororpublisheranytrademarkownershiprightsinsuchtrademarks,nordoestheuseofsuchtrademarksimplyanyaffiliationwithorendorsementofthisbookbysuchownersISBN:ISBN:BritishLibraryCataloguinginPublicationDataAcataloguerecordforthisbookisavailablefromtheBritishLibraryTypesetinptMinionbyPrintedandboundbyMateuCromoArtesGraficas,SpainThepublisher’spolicyistousepapermanufacturedfromsustainableforestsPOMAqxd:AMPageivToPeterDoyleandJimLynch:Twolate,greatmarketingeducators,colleaguesandfriendsPOMAqxd:AMPagevPOMAqxd:AMPageviBRIEFCONTENTSviiPartfiveProductChapterProductandbrandingstrategyChapterNewproductdevelopmentandproductlifecyclestrategiesChapterMarketingservicesPartsixPriceChapterPricingPartsevenPromotionChapterIntegratedmarketingcommunicationstrategyChapterAdvertising,salespromotionandpublicrelationsChapterPersonalsellinganddirectmarketingParteightPlaceChapterManagingmarketingchannelsGlossarySubjectindexCompanyindexGuidedtourxxGuidedtour:studentresourcesonthewebsitexxiiPrefacexxivAcknowledgementsxxviiAbouttheauthorsxxxiiiPartoneMarketingnowChapterMarketingnowChapterStrategicmarketingParttwoThemarketingsettingChapterThemarketingenvironmentChapterMarketingintheInternetageChapterMarketingandsociety:socialresponsibilityandmarketingethicsChapterTheglobalmarketplacePartthreeMarketsChapterConsumermarketsChapterBusinesstobusinessmarketingChapterMarketingresearchPartfourCorestrategyChapterSegmentationandpositioningChapterRelationshipmarketingChapterCompetitivestrategyPOMAqxd:AMPageviiPOMAqxd:AMPageviiiGuidedtourxxGuidedtour:studentresourcesonthewebsitexxiiPrefacexxivAcknowledgementsxxviiAbouttheauthorsxxxiiiPartoneMarketingnowChapteroneMarketingnowChapterobjectivesPreludecaseNikeIntroductionWhatismarketingnNeeds,wantsanddemandsnThemarketoffering–products,servicesandexperiencesnValue,satisfactionandqualitynExchange,transactionsandrelationshipsnMarketsnMarketingMarketingmanagementnDemandmanagementnBuildingprofitablecustomerrelationshipsnMarketingmanagementpracticeMarketingmanagementphilosophiesnTheproductionconceptnTheproductconceptnThesellingconceptnThemarketingconceptnThesocietalmarketingconceptMarketingInsightsThecitizenbrandsMarketinginthenoughtiesMarketingInsightsAnewdawnThemarketingprocessnStrategy,marketingandplanningnThemarketingsettingnMarketsnStrategicmarketingnThemarketingmixSummaryDiscussingtheissuesApplyingtheconceptsReferencesConcludingconceptsKitKat:HaveabreakChaptertwoStrategicmarketingChapterobjectivesPreludecasePoorlittlerichbrandsIntroductionStrategicplanningnOverviewofplanningnTheplanningprocessThestrategicplannThemissionnFrommissiontostrategicobjectivesnStrategicauditMarketingInsightsAlbumartcom:ButwillwemakemoneynSWOTanalysisnThebusinessportfolioixCONTENTSPOMAqxd:AMPageixContentsxMarketingInsightsKISS(KeepItSimpleStupid)nDevelopinggrowthstrategiesMarketingwithinstrategicplanningnPlanningfunctionalstrategiesnMarketing’sroleinstrategicplanningnMarketingandtheotherbusinessfunctionsThemarketingplannExecutivesummarynMarketingauditnSWOTanalysisnObjectivesandissuesnMarketingstrategynMarketingmixnActionprogrammesnBudgetsnControlsnImplementationMarketingorganisationMarketingcontrolnImplementingmarketingSummaryDiscussingtheissuesApplyingtheconceptsReferencesConcludingconceptsStarbucksParttwoThemarketingsettingChapterthreeThemarketingenvironmentChapterobjectivesPreludecaseBigfoodhasalotonitsplateIntroductionThecompany’smicroenvironmentnThecompanynSuppliersnMarketingintermediariesnCustomersnCompetitorsnPublicsThecompany’smacroenvironmentnDemographicenvironmentMarketingInsightsWehaveasay!nEconomicenvironmentnNaturalenvironmentnTechnologicalenvironmentnPoliticalenvironmentnCulturalenvironmentMarketingInsightsMarimekko:Simplicitysells!RespondingtothemarketingenvironmentSummaryDiscussingtheissuesApplyingtheconceptsReferencesConcludingconceptsToyotaPrius:greenorgeekmachineChapterfourMarketingintheInternetageChapterobjectivesPreludecaseCoolDiamonds:aretheyforeverIntroductionMajorforcesshapingtheInternetagenDigitalisationandconnectivitynTheInternetexplosionnNewformsofintermediariesnCustomisationandcustomerisationMarketingInsightsThenewdotcomlandscapeMarketingstrategyinthenewdigitalagenEbusiness,ecommerceandemarketingnBenefitstobuyersnBenefitstosellersEcommercedomainsnBC(businesstoconsumer)nBB(businesstobusiness)nCC(consumertoconsumer)nCB(consumertobusiness)ConductingecommercenClickonlyversusclickandmortaremarketersnSettingupanemarketingpresenceMarketingInsightsViralboostersforVirginThepromiseandchallengesofecommercenThecontinuingpromiseofecommercePOMAqxd:AMPagexnTheWeb’sdarkersideSummaryDiscussingtheissuesApplyingtheconceptsReferencesConcludingconceptseBay:connectinginChinaChapterfiveMarketingandsociety:socialresponsibilityandmarketingethicsChapterobjectivesPreludecaseNSPCC:misunderstoodIntroductionSocialcriticismsofmarketingnMarketing’simpactonindividualconsumersnMarketing’simpactonsocietyasawholeMarketing’simpactonotherbusinessesMarketingInsightsMicrosoft:agiantagainsttheworldCitizenandpublicactionstoregulatemarketingnConsumerismnEnvironmentalismnPublicactionstoregulatemarketingBusinessactionstowardssociallyresponsiblemarketingnEnlightenedmarketingnMarketingethicsMarketingInsightsFromPlato’sRepublictosupermarketslaverySummaryDiscussingtheissuesApplyingtheconceptsReferencesConcludingconceptsNestlé:singledoutagainandagainChaptersixTheglobalmarketplaceChapterobjectivesPreludecaseJägermeister:SchnappsgoestocollegeIntroductionGlobalmarketinginthetwentyfirstcenturyLookingattheglobalmarketingenvironmentnUnderstandingtheglobalenvironmentDecidingwhethertogointernationalDecidingwhichmarketstoenterMarketingInsightsEmergingmarkets:goingeastDecidinghowtoenterthemarketnExportingnJointventuringnDirectinvestmentDecidingontheglobalmarketingprogrammenStandardisationoradaptationforinternationalmarketsMarketingInsightsMcDonald’sFrenchstyle!nProductnPromotionnPricenDistributionchannelsDecidingontheglobalmarketingorganisationnExportdepartmentnInternationaldivisionnGlobalorganisationSummaryDiscussingtheissuesApplyingtheconceptsReferencesConcludingconceptsMakingtheglobaltipple:soil,climate,aspectandmystiquePartthreeMarketsChaptersevenConsumermarketsChapterobjectivesPreludecaseSheba:thepets’StValentine’sDayIntroductionModelsofconsumerbehaviourCharacteristicsaffectingconsumerbehaviournCulturalfactorsnSocialfactorsContentsxiPOMAqxd:AMPagexiContentsxiinPersonalfactorsnPsychologicalfactorsMarketingInsights‘Touchyfeely’researchintoconsumermotivationsConsumerdecisionprocessTypesofbuyingdecisionbehaviournComplexbuyingbehaviournDissonancereducingbuyingbehaviournHabitualbuyingbehaviournVarietyseekingbuyingbehaviourThebuyerdecisionprocessnNeedrecognitionMarketingInsightsPong:marketing’sfinalfrontiernInformationsearchnEvaluationofalternativesnPurchasedecisionnPostpurchasebehaviourThebuyerdecisionprocessfornewproductsnStagesintheadoptionprocessnIndividualdifferencesininnovativenessnRoleofpersonalinfluencenInfluenceofproductcharacteristicsonrateofadoptionConsumerbehaviouracrossinternationalbordersSummaryDiscussingtheissuesApplyingtheconceptsReferencesConcludingconceptsSonyAiboERS–c:Grandma’sbestfriendChaptereightBusinesstobusinessmarketingChapterobjectivesPreludecaseConcordeisdeadLonglivethebusjets!IntroductionBusinessmarketsnCharacteristicsofbusinessmarketsnAmodelofbusinessbuyerbehaviourBusinessbuyerbehaviournWhatbuyingdecisionsdobusinessbuyersmakenWhoparticipatesinthebusinessbuyingprocessnWhatarethemaininfluencesonbusinessbuyersMarketingInsightsInternationalmarketingmannersmatternHowdobusinessbuyersmaketheirbuyingdecisionsBusinessbuyingontheInternetInstitutionalandgovernmentmarketsnInstitutionalmarketsnGovernmentmarketsMarketingInsightsPoliticalgraft:wheezeorsleazeSummaryDiscussingtheissuesApplyingtheconceptsReferencesConcludingconceptsBiofoam:justpeanutsChapternineMarketingresearchChapterobjectivesPreludecaseMarketresearchingAIDSinAfrica:alittleachievestheunimaginableIntroductionThemarketinginformationsystemDevelopinginformationnInternalrecordsnMarketingintelligencenCompetitorintelligencenMarketingresearchnThemarketingresearchprocessMarketingInsightsMarketingresearchontheInternetnDemandestimationDefiningthemarketMeasuringcurrentmarketdemandnEstimatingtotalmarketdemandnEstimatingactualsalesandmarketsharesPOMAqxd:AMPagexiiForecastingfuturedemandnBuyers’intentionsnCompositeofsalesforceopinionsnExpertopinionMarketingInsightsSometimes‘expertopinion’isn’tallitshouldbenTestmarketmethodnTimeseriesanalysisnLeadingindicatorsnStatisticaldemandanalysisnInformationanalysisDistributinginformationInternationalstudiesMarketingresearchinsmallbusinessesandnonprofitorganisationsMarketresearchethicsnIntrusionsonconsumerprivacynMisuseofresearchfindingsSummaryDiscussingtheissuesApplyingtheconceptsReferencesConcludingconceptsJudyGreenePotteryPartfourCorestrategyChaptertenSegmentationandpositioningChapterobjectivesPreludecasedrivedreamcarscomIntroductionMarketsegmentationnLevelsofmarketsegmentationMarketingInsightsIfitwilldigitise,itwillcustomiseSegmentingconsumermarketsnGeographicsegmentationnDemographicsegmentationnGeodemographicsnPsychographicsegmentationnBehaviouralsegmentationSegmentingbusinessmarketsSegmentinginternationalmarketsMultivariatesegmentationnSimplemultivariatesegmentationnAdvancedmultivariatesegmentationnMultistagesegmentationDevelopingmarketsegmentsnRequirementsforeffectivesegmentationMarkettargetingnEvaluatingmarketsegmentsnSegmentattractivenessnBusinessstrengthsnSelectingmarketsegmentsSegmentstrategynUndifferentiatedmarketingnDifferentiatedmarketingnConcentratedmarketingnChoosingamarketcoveragestrategyCorestrategyDifferentiationMarketingInsightsSchott:positioningforsuccessnDifferentiatingmarketsProductpositioningPositioningstrategiesMarketingInsightsTheplaceisthethingChoosingandimplementingapositioningstrategynSelectingtherightcompetitiveadvantagesnCommunicatinganddeliveringthechosenpositionSummaryDiscussingtheissuesApplyingtheconceptsReferencesConcludingconceptsCoffeeMateChapterelevenRelationshipmarketingChapterobjectivesPreludecase‘Themostimportantpartofacaristhedistributor’ContentsxiiiPOMAqxd:AMPagexiiiContentsxivIntroductionSatisfyingcustomerneedsDefiningcustomervalueandsatisfactionnCustomervaluenCustomersatisfactionnTrackingcustomersatisfactionMarketingInsightsColdturkeyhasgotmeontherunDeliveringcustomervalueandsatisfactionnValuechainnTotalqualitymanagementCustomervaluenCustomerretentionRelationshipmarketingMarketingInsightsNetworkmarketing:wearenotalonenCustomerrelationshipmanagementnWhentouserelationshipmarketingSummaryDiscussingtheissuesApplyingtheconceptsReferencesConcludingconceptsNationalGummiABChaptertwelveCompetitivestrategyChapterobjectivesPreludecasePSmeetstheXbox:certainlynotallfunandgamesIntroductionCompetitoranalysisnIdentifyingthecompan

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