新書推薦：
《
怦然心动的人生整理魔法：图文版（近藤麻理惠畅销超千万册“怦然心动整理”系列代表作图文版 ）
》
售價：NT$
254.0
《
英伟达之道 黄仁勋和他的科技帝国 英伟达创始人兼CEO黄仁勋授权采访图书 全面公开英伟达成为全球市值最高公司的奥秘 讲述黄仁勋的传奇人生和创新历程
》
售價：NT$
403.0
《
甲骨文丛书·德意志人：一部诗人、作家、哲学家和思想家的自传
》
售價：NT$
602.0
《
盛世滋生：清代皇权与地方治理
》
售價：NT$
755.0
《
循序渐进Node.js企业级开发实践
》
售價：NT$
454.0
《
海外中国研究·中国早期的星象学和天文学
》
售價：NT$
709.0
《
管道的力量（畅销美国30年的财富经典，销量超100万册）
》
售價：NT$
254.0
《
长安曾有少年郎
》
售價：NT$
203.0
|
| 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
| 聯絡我們
| 運費計算
| 幫助中心 |
加入書簽
HOME
新書上架
