- 作 者：（美）库尔斯（Kurts，D.L.），（美）布恩（Boone，L.E.）著
- 出 版 社：北京：北京大学出版社
- 出版年份：2006
- ISBN：7301109830
- 标注页数：656 页
- PDF页数：760 页
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PART 1 DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES 1
Chapter 1 Marketing:Creating Satisfaction through Customer Relationships 2
Chapter 2 Strategic Planning and the Marketing Process 38
Appendix Creating an Effective Marketing Plan 62
Chapter 3 The Marketing Environment,Ethics,and Social Responsibility 76
Chapter 4 E-Commerce:Marketing in the Digital Age 114
PART 2 UNDERSTANDING BUYERS AND MARKETS 155
Chapter 5 Consumer Behavior 156
Chapter 6 Business-to-Business(B2B)Marketing 186
Chapter 7 Serving Global Markets 218
PART 3 TARGET MARKET SELECTION 255
Chapter 8 Marketing Research,Decision Support Systems,and Sales Forecasting 256
Chapter 9 Market Segmentation,Targeting,and Positioning 286
Chapter 10 Relationship Marketing,Customer Relationship Management(CRM),and One-to-One Marketing 316
PART 4 PRODUCT DECISIONS 349
Chapter 11 Product and Service Strategies 350
Chapter 12 Category and Brand Management,Product Identification,and New-Product Development 380
PART 5 DISTRIBUTION DECISIONS 413
Chapter 13 Marketing Channels and Supply Chain Management 414
Chapter 14 Direct Marketing and Marketing Resellers:Retailers and Wholesalers 446
PART 6 PROMOTIONAL DECISIONS 479
Chapter 15 Integrated Marketing Communications 480
Chapter 16 Advertising and Public Relations 518
Chapter 17 Personal Selling and Sales Promotion 552
PART 7 PRICING DECISIONS 595
Chapter 18 Price Concepts and Approaches 596
Chapter 19 Pricing Strategies 626