书目详细信息
： Principles of marketing =
书目信息 机读格式(MARC)
| ISBN： | 7-302-04798-7 |
|---|---|
| 个人名称： | Kotler, Philip. |
| 题名： | Principles of marketing = 市场营销原理 / Philip Kotler, Gary Armstrong. |
| 版本说明： | 9th ed. |
| 出版发行项： | 北京 : 清华大学出版社, 2001. |
| 载体形态： | xx, 785, [55] p. : ill. ; 26 cm. |
| 丛编说明： | 清华营销学系列英文版教材 |
| 书目附注： | Includes bibliographical references and indexes. |
| 格式化内容附注： | Understanding marketing and the marketing process. Marketing in a changing world: creating customer value and satisfaction -- Strategic planning and the marketing process -- The marketing environment -- Developing marketing opportunities and strategies. Marketing research and information systems -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- Market segmentation, targeting, and positioning for competitive advantage -- Developing the marketing mix. Product and services strategy -- New-product development and product life-cycle strategies --Pricing products: pricing considerations and approaches -- Pricing products: pricing strategies -- Distribution channels and logistics management -- Retailing and wholesaling -- Integrated marketing communications strategy -- Advertising, sales promotion, and public relations -- Personal selling and sales management -- Direct and online marketing: the new marketing model -- Managing marketing. Competitive strategies: attracting, retaining, and growing customers -- The global marketplace -- Marketing and society: social responsibility and marketing ethics -- Appendix 1: Measuring and forecasting demand -- Appendix 2: Marketing arithmetic -- Appendix 3: Careers in marketing. |