Marketing Management 12th ed.营销管理 rb mobi 在线 下载 lit txt 网盘 pdf

This is a special international edition of an established title widely used by colleges and universities throughout the world Pearson Education International published this special edition for the benefit of students outside the United states and Canada.

If you purchased this book within the United States or Canada you should be aware that it has been wrongfully imported without the approval of the Publisther or the Author.

Preface xxix

PART1 Understanding Marketing Managernent

Chapter 1 Defining Marketing for the 21st Century

Chapter 2 Developing Marketing Strategies and Plans

PART2 Capturing Marketing Insights

Chapter 3 Gathering Information and Scanning the Environment

Chapter 4 Conducting Marketing Research and Forecasting Demand

PART3 Connecting with Customers

Chapter 5 Creating Customer Value, Satisfaction, and Loyalty

Chapter 6 Analyzing Consumer Markets

Chapter 7 Analyzing Business Markets

Chapter 8 Identifying Market Segments and Targets

PART4 Building Strong Brands

Chapter 9 Creating Brand Equity

Chapter 10 Crafting the Brand Positioning

Chapter 11 Dealing with Competition

PART5 Shaping the Market Offerings

Chapter 12 Setting Product Strategy

Chapter 13 Designing and Managing Services

Chapter 14 Developing Pricing Strategies and Programs

PART6 Delivering Value

Chapter 15 Designing and Managing Value Networks and Channels

Chapter 16 Managing Retailing, Wholesaling, and Logistics

PART7 Communicating Vlaue

Chapter 17 Designing and Managing Integrated Marketing Communications

Chapter 18 Managing Mass Communications: Advertising, Sales Promotions,Events, and Public Relations

Chapter 19 Managing Personal Communications: Direct Marketing and Personal Selling

ARPT8 Creating Successful Long-Term Growth

Chapter 20 Introducing New Market Offerings

Chapter 21 Tapping into Global Markets

Chapter 22 Managing a Holistic Marketing Organization

Appendix A1

Glossary G1

Image Credits

Name Index

Company, Brand, and Organization Index

Subject Index

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书籍介绍

For undergraduate/graduate courses in Marketing Management. This classic text, a worldwide best seller, highlights the most recent trends and developments in global marketing. It emphasizes the importance of teamwork between marketing and all the other functions of the business; introduces new perspectives in successful strategic market planning; and presents additional company examples of creative, market-focused, and customer-driven action. A special focus on the 21st Century acknowledges the accelerating pace of change in the marketplace, and illustrates what leading companies are doing to meet the challenges of the new environment and the new millennium.