- 作 者：康锐
- 出 版 社：
- 出版年份：2006
- ISBN：
- 标注页数：0 页
- PDF页数：539 页
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Part Ⅰ Market Orientation and Performance 3
Chapter 1 Customer Focus and Managing Customer Loyalty 5
Chapter 2 Marketing Performance and Marketing Profitability 35
Part Ⅱ Market Analysis 61
Chapter 3 Market Potential,Market Demand,and Market Share 63
Chapter 4 Customer Analysis and Value Creation 95
Chapter 5 Market Segmentation and Customer Relationship Marketing 135
Chapter 6 Competitor Analysis and Sources of Advantage 169
Part Ⅲ Marketing Mix Strategies 199
Chapter 7 Product Positioning,Branding,and Product-Line Strategies 201
Chapter 8 Market-Based Pricing and Pricing Strategies 237
Chapter 9 Marketing Channels and E-Marketing 271
Chapter 10 Marketing Communications and Customer Response 299
Part Ⅳ Strategic Marketing 327
Chapter 11 Strategic Market Planning 329
Chapter 12 Offensive Strategies 353
Chapter 13 Defensive Strategies 377
Part Ⅴ Marketing Plans and Performance 403
Chapter 14 Building a Marketing Plan 405
Chapter 15 Performance Metrics and Strategy Implementation 447
Chapter 16 Market-Based Management and Financial Performance 467
Glossary 488
Credits 496
Index 497