- 作 者：蒲明主编
- 出 版 社：哈尔滨：哈尔滨工业大学出版社
- 出版年份：2005
- ISBN：7560321992
- 标注页数：429 页
- PDF页数：437 页
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1 An Overview of Marketing 1
2 Marketing Management Philosophies 11
3 Strategic Planning in the Organization 20
4 Select a Strategic Alternative 33
5 The Company's Microenvironment 41
6 The Company's Macroenvironment 50
7 Marketing Information System 60
8 Primary and Secondary Data in Marketing Research 73
9 The Consumer Decision-Making Process 82
10 Psychological Influences on Consumer Behavior 91
11 Major Categories of Organizational Buyers 101
12 Interactions with Organizational Buyers 110
13 Market Segmentation 120
14 Market Targeting and Positioning 128
15 Product Branding 136
16 Services 144
17 New-Product Development Process 153
18 The Product Life Cycle 164
19 Factors Influencing Price Determination 174
20 Approaches to Pricing 186
21 Pricing Strategies 197
22 Price-Adjustment Strategies 209
23 Selecting Channels of Distribution 222
24 Physical Distribution and Logistics 231
25 Retail Marketing Strategy 240
26 Wholesaling 250
27 Marketing Promotion and Communication Mix 259
28 Developing an Optimal Promotional Mix 268
29 Advertising Media 277
30 Sales Promotion and Public Relations 286
31 The Sales Process 297
32 Implementing the Sales Plan 307
33 Conducting Online Marketing 317
34 One-To-One Marketing 327
35 Customer Relationship Marketing 336
36 Competitive Marketing Strategies 349
37 Modes of Entry into Global Markets 363
38 The Global Marketing Program 372
39 Social Responsibilities of Marketing Management 383
40 Marketing Ethics 395
词汇索引 403