新書推薦：
《
東京．鎌倉佛像圖鑑：佛像圖解Ｘ參拜巡禮，來趟法喜充滿的心靈小旅行！
》
售價：HK$
121.3
《
再忙也不會出錯的完美工作執行力
》
售價：HK$
97.0
《
頂尖選股者：歐洲股神、英國第一操盤人安東尼波頓的投資智慧
》
售價：HK$
115.2
《
不結婚生子錯了嗎.犀利女醫的痛快真心話：科學實證60個「性愛╳避孕╳生產」真相，女人啊，請妳好好愛自己
》
售價：HK$
90.6
《
瑜伽秘要：瑜伽經、哈達瑜伽明燈、葛蘭達本集、希瓦本集 合集
》
售價：HK$
266.8
《
流動的盛宴
》
售價：HK$
121.3
《
十三個墓地，十三個奇想故事：為了思索「如何活」.一個CEO策略顧問走訪馬克思、蕭邦到自己的墓地筆記
》
售價：HK$
78.8
《
東海佛像圖鑑：佛像圖解Ｘ參拜巡禮，來趟法喜充滿的心靈小旅行！
》
售價：HK$
121.3
|
| 內容簡介： |
Emphasizethemanyaspectsofmarketing
1In-textboxesprovidevividillustrationsofchapterconceptsusingactualcompaniesandsituations.Theboxescoveravarietyofproducts,services,andmarkets,andmanyhaveaccompanyingillustrationsintheformofadsorproductshots.
2Eachend-of-chaptersectionnowincludestwoexpandedMarketingExcellencemini-caseshighlightinginnovative,insightfulmarketingaccomplishmentsbyleadingorganizations.Eachcaseincludesquestionsthatpromoteclassroomdiscussionandstudentanalysis.
Sparkclassroomdiscussion
Brand-newopeningvignettesforeachchaptersetthestageforthechaptermaterialtofollow.Bycoveringtopicalbrandsorcompanies,thevignettesaregreatclassroomdiscussionstarters.
|
| 關於作者： |
PhilipKotler
現職：NorthwesternUniversity
KevinLaneKeller
現職：DarthmouthCollege
|
| 目錄：
|
PARTI:UNDERSTANDINGMARKETINGMANAGEMENT
Ch1DefiningMarketingfortheNewRealities
Ch2DevelopingMarketingStrategiesandPlans
PARTII:CAPTURINGMARKETINGINSIGHTS
Ch3CollectingInformationandForecastingDemand
Ch4ConductingMarketingResearch
PARTIII:CONNECTINGWITHCUSTOMERS
Ch5CreatingLong-termLoyaltyRelationships
Ch6AnalyzingConsumerMarkets
Ch7AnalyzingBusinessMarkets
Ch8TappingintoGlobalMarkets
PARTIV:BUILDINGSTRONGBRANDS
Ch9IdentifyingMarketSegmentsandTargets
Ch10CraftingtheBrandPositioning
Ch11CreatingBrandEquity
Ch12AddressingCompetitionandDrivingGrowth
PARTV:CREATINGVALUE
Ch13SettingProductStrategy
Ch14DesigningandManagingServices
Ch15IntroducingNewMarketOfferings
Ch16DevelopingPricingStrategiesandPrograms
PARTVI:DELIVERINGVALUE
Ch17DesigningandManagingIntegratedMarketingChannels
Ch18ManagingRetailing,Wholesaling,andLogistics
PARTVII:COMMUNICATINGVALUE
Ch19DesigningandManagingIntegratedMarketingCommunications
Ch20ManagingMassCommunications:Advertising,SalesPromotions,EventsandExperiences,andPublicRelations
Ch21ManagingDigitalCommunications:Online,SocialMediaandMobile
Ch22ManagingPersonalCommunications:DirectandDatabaseMarketingandPersonalSelling
PARTVIII:CONDUCTINGMARKETINGRESPONSIBLYFORLONG-TERMSUCCESS
Ch23ManagingaHolisticMarketingOrganizationfortheLongRun
|
|
購物車/收銀台(0) | 在線留言板
| 付款方式
| 運費計算
| 聯絡我們
| 幫助中心 |
加入書簽
HOME
新書上架
