- 作 者：（美）戴维 W.克雷文（David W.Cravens）著
- 出 版 社：北京：机械工业出版社
- 出版年份：1998
- ISBN：7111064380
- 标注页数：670 页
- PDF页数：693 页
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PART Ⅰ 3
BUSINESS AND MARKETING STRATEGIES 3
CHAPTER 1 3
Marketing Strategy and Planning 3
Contents in Brief 3
CHAPTER 2 36
Business sTRATEGY and Competitive Advantage 36
CASES FOR PART Ⅰ 87
PART Ⅱ 87
MARKETING SITUATION ANALYSIS 87
CHAPTER 3 89
Analyzing Markets and Competition 89
Segmenting Markets 123
CHAPTER 4 123
CHAPTER 5 150
Continuous Learning about Markets 150
CASES FOR PART Ⅱ 187
PART Ⅲ 187
DESIGNING MARKETING STRATEGY 187
CHAPTER 6 189
Market Targeting and Positioning Strategies 189
CHAPTER 7 216
Relationship Strategies 216
CHAPTER 8 241
Planning for New Products 241
CASES FOR PART Ⅲ 270
MARKETING PROGRAM DEVELOPMENT 289
PART Ⅳ 289
CHAPTER 9 291
Product, Branding, and Customer-Service Strategies 291
CHAPTER 10 317
Distribution Strategy 317
CHAPTER 11 343
Pricing Strategy 343
CHAPTER 12 368
Promotion, Advertising, and Sales Promotion Strategies 368
CHAPTER 13 393
Sales Force and Direct Marketing Strategies 393
IMPLEMENTING AND MANAGING MARKETING STRATEGY 429
CASES FOR PART Ⅳ 429
PART Ⅴ 429
CHAPTER 14 431
Designing Effective Marketing 431
Organizations 431
CHAPTER 15 453
Marketing Strategy Implementation and Control 453
CASES FOR PART Ⅴ 476
PART Ⅵ 503
COMPREHENSIVE CASES 503
NAME INDEX 659
SUBJECT INDEX 662