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| 內容簡介： |
Aconciseyetexhaustivetextprovidesflexibilityintheclassroom：Astreamlinedtextallowsinstructorstoconveycurrentmarketingmanagementpracticesandtheorywhileleavingroomtoincorporateoutsidecases,simulations,andprojects.
A21stCenturyviewofmarketingbringsmodernstrategyandinformationtothetext：Acomprehensiveorganizationofthetextaroundthreemajor21stcenturythemesprovidesacurrentlensthroughwhichtoviewthefollowingsubjects:●Globalization●Technology●SocialResponsibilitybothindividualandsocietal
NEW!Chapter16:ManagingDigitalCommunications:Online,SocialMedia,andMobileaddsextendedcoverageofthelatestdigitaltrendsandtheirimpactonmarketingtothetext.
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| 關於作者： |
PhilipKotler
現職：NorthwesternUniversity
KevinLaneKeller
現職：DartmouthCollege
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| 目錄：
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PARTI:INTRODUCTIONTOMARKETINGMANAGEMENT
Ch1ScopeofMarketingfortheNewRealities
Ch2MarketingStrategiesandPlans
Ch3MarketingResearchandAnalysis
PARTII:CONNECTINGWITHCUSTOMERS
Ch4BuildingLong-termCustomerRelationships
Ch5BuyingDynamicsofConsumerandBusiness
PARTIII:STRATEGICBRANDMANAGEMENT
Ch6TargetMarketing
Ch7CompetitiveandEffectiveBrandPositioning
Ch8BrandingandCoreGrowth
PARTIV:VALUECREATION
Ch9ProductMixandNewOfferings
Ch10AnalyzingandMarketingServices
Ch11ConceptsandToolsforStrategicPricing
PARTV:VALUEDELIVERY
Ch12DevelopingandManagingStrategicandIntegratedMarketingChannels
Ch13ManagingRetailing,Wholesaling,andLogistics
PARTVI:VALUECOMMUNICATION
Ch14DesigningandManagingIntegratedMarketingCommunications
Ch15ManagingMassCommunications:Advertising,SalesPromotion,EventsandExperiences,andPublicRelations
Ch16ManagingDigitalCommunications:Online,SocialMedia,andMobile
Ch17ManagingPersonalCommunications:DirectandDatabaseMarketingandPersonalSelling
PARTVII:MANAGINGTHEMARKETINGORGANIZATIONFORLONG-TERMSUCCESS
Ch18ResponsibleMarketinginaGlobalEnvironment
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