- 作 者：[美]科特勒等著
- 出 版 社：中国人民大学出版社
- 出版年份：2004
- ISBN：
- 标注页数：771 页
- PDF页数：814 页
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PART 1. Understanding Marketing Management 1
1. Defining Marketing for the Twenty-First Century 1
2. Adapting Marketing to the New Economy 33
3. Building Customer Satisfaction, Value, and Retention 55
PART 2. Analyzing Marketing Opportunities 84
4. Winning Markets Through Market-Oriented Strategic Planning 84
5. Gathering Information and Measuring Market Demand 116
6. Scanning the Marketing Environment 146
7. Analyzing Consumer Markets and Buyer Behavior 170
8. Analyzing Business Markets and Business Buying Behavior 204
9. Dealing with the Competition 228
10. Identifying Market Segments and Selecting Target Markets 268
PART 3. Developing Market Strategies 296
11. Positioning and Differentiating the Market Offering Through the Product Life Cycle 296
12. Developing New Market Offerings 337
13. Designing Global Market Offerings 374
PART 4. Shaping the Market Offering 408
14. Setting the Product and Branding Strategy 408
15. Designing and Managing Services 453
16. Developing Price Strategies and Programs 485
PART 5. Managing and Delivering Marketing Programs 521
17. Designing and Managing Value Networks and Marketing Channels 521
18. Managing Retailing, Wholesaling, and Market Logistics 556
19. Managing Integrated Marketing Communications 594
20. Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing 628
21. Managing the Sales Force 680
22. Managing the Total Marketing Effort 713
Name Index 755
Company/Brand Index 755
Subject Index 758