- 作 者：（美）迈克尔·A.卡明斯（Michael A.Kamins）著；陈荣译注
- 出 版 社：北京：北京大学出版社
- 出版年份：2000
- ISBN：7301045379
- 标注页数：103 页
- PDF页数：105 页
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KEY 1 The need to understand the complexity of marketing 9
KEY 2 Positioning and why it is important in guiding marketing strategy 13
KEY 3 Why the job of the marketing manager is key to the success of the firm 17
KEY 4 Understanding why knowledge of the marketing environment contributes to a firm's success 20
KEY 5 Managing demand states 24
KEY 6 Why a lack of marketing research means"flying blind" 28
KEY 7 A guide for the marketing manager's involvement in the research process 32
KEY 8 The importance of understanding the consumer:Part 1 36
KEY 9 The importance of understanding the consumer:Part 2 39
KEY 10 Why selling to the entire market may not be a good idea 43
KEY 11 How to generate repeat purchases 47
KEY 12 Establishing a brand name is a key strategic advantage 50
KEY 13 The inherent advantage of the pioneer brand 53
KEY 14 How can the follower brand compete? 56
KEY 15 Can new products give new life to companies? 59
KEY 16 Issues relating to effective product strategy 63
KEY 17 Pricing could be tricky.What should I charge? 66
KEY 18 Effective ways to promote your product 69
KEY 19 Advertising as a promotional tool 72
KEY 20 Distribution as an effective component of marketing strategy 75
KEY 21 How to effectively integrate the 4 P's of marketing 78
KEY 22 International marketing as a potential focus of the company 81
KEY 23 Case Study:A marketing success story 84
KEY 24 Case Study:A marketing challenge 87
KEY 25 Future directions of marketing strategies 89