《工商管理经典教材·市场营销系列:营销管理(英文版·第5版·全球版)》以简练的语言、适中的篇幅反映了近些年来营销管理方面的理论进展和实践创新。对当今营销管理实践作出了权威性介绍,而且篇幅适中,教师在授课过程中可以根据需要自行加入案例、模拟和项目练习。
《工商管理经典教材·市场营销系列:营销管理(英文版·第5版·全球版)》旨在帮助公司、社会团体和个人调整自身的营销战略和管理以适应21世纪的营销现状。适用于mba以及本科生和研究生的营销管理和营销战略课程,也可用作企业管理人员的培训教材和参考书。

PART 1 UNDERSTANDING MARKETING MANAGEMENT
1.Defining Marketing for the 21st Century
2.Developing Marketing Strategies and Plans
3.Collecting Information and Forecasting Demand

PART 2 CONNECTING WITH CUSTOMERS
4.Creating Long-term Loyalty Relationships
5.Analyzing Consumer Markets
6.Analyzing Business Markets
7.Identifying Market Segments and Targets

PART 3 BUILDING STRONG BRANDS
8.Creating Brand Equity
9.Crafting the Brand Positioning and Competing Effectively

PART 4 SHAPING THE MARKET OFFERINGS
10.Setting Product Strategy and Marketing Through the Life Cycle
11.Designing and Managing Services
12.Developing Pricing Strategies and Programs

PART 5 DELIVERING VALUE
13.Designing and Managing Integrated Marketing Channels
14.Managing Retailing, Wholesaling, and Logistics

PART 6 COMMUNICATING VALUE
15.Designing and Managing Integrated Marketing Communications
16.Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
17.Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

PART 7 CREATING SUCCESSFUL LONG-TERM GROWTH
18.Managing Marketing in the Global Economy Glossary
……