- 作 者：（美）兰姆（Charles W.Lamb，jr.）等著
- 出 版 社：北京：北京大学出版社
- 出版年份：2003
- ISBN：730105971X
- 标注页数：751 页
- PDF页数：789 页
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PART 1 The World of Marketing 1
1 AN OVERVIEW OF MARKETING 4
2 STRATEGIC PLANNING FOR COMPETITIVE ADVANTAGE 28
3 THE MARKETING ENVIRONMENT AND MARKETING ETHICS 60
4 DEVELOPING A GLOBAL VISION 94
PART 2 Analyzing Marketing Opportunities 137
5 CONSUMER DECISION MAKING 140
6 BUSINESS MARKETING 184
7 SEGMENTING AND TARGETING MARKETS 212
8 DECISION SUPPORT SYSTEMS AND MARKETING RESEARCH 244
PART 3 Product Decisions 291
9 PRODUCT CONCEPTS 294
10 DEVELOPING AND MANAGING PRODUCTS 318
11 SERVICES AND NONPROFIT ORGANIZATION MARKETING 342
PART 4 Distribution Decisions 375
12 MARKETING CHANNELS AND SUPPLY CHAIN MANAGEMENT 378
13 RETAILING 422
PART 5 Promotion Decisions 469
14 INTEGRATED MARKETING COMMUNICATIONS 472
15 ADVERTISING AND PUBLIC RELATIONS 500
16 SALES PROMOTION AND PERSONAL SELLING 534
PART 6 Pricing Decisions 571
17 PRICING CONCEPTS 574
18 SETTING THE RIGHT PRICE 604
PART 7 Technology Driven Marketing 636
19 INTERNET MARKETING 637
20 ONE-TO-ONE MARKETING 640
APPENDIX: CAREERS IN MARKETING 683
GLOSSARY 685
ENDNOTES 699
COMPANY AND ORGANIZATIONAL INEX 719
SUBJECT INDEX 729
INTERNET INDEX 745