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Jingdong book

组织间营销管理（第10版）

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Jingdong book

组织间营销管理（第10版）

Name: 组织间营销管理（第10版）
Brand: Jingdong book
SKU: 3102006311
Price: 45.73 USD
Availability: OutOfStock

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Content Description

《组织间营销管理（第10版）》是组织间营销学领域的权威教科书。全书根据以下三项目标编写：
1．关注消费品营销和组织间营销的相似点，并深入探讨它们的不同之处。
2．从管理者的角度而不是描述的角度分析组织市场营销。
3．从组织市场营销战略的视角整合众多文献。
第10版新增了以下主题和特色：
关系营销战略。扩充了对关系营销有效性动因以及关系营销计划的财务影响的讨论。
战略联盟。对战略联盟的决定因素和社会学本质进行了适时的、详尽的探讨。
强势组织市场品牌。建立和管理能带来利润的组织间品牌的步骤。
市场绩效测量。用特定的指标体系及时测量营销战略决策对公司绩效的影响。
基于价值的定价方法。讨论了通过细分顾客确定并测量价值的框架。
顾客导向的渠道设计。自下而上，而非自上而下的渠道设计新方法。
其他相关论题。增加了客户体验管理、企业创业精神、战略定位和在线广告战略的新趋势等内容。

Author Description

迈克尔·D·赫特（Michael D．Hutt）美国密歇根州立大学博士，亚利桑那州立大学凯利商学院福特汽车公司营销学教授，同时拥有俄亥俄州迈阿密大学和佛蒙特大学教席。
赫特博士对组织间营销和战略营销都有着浓厚的兴趣，目前的研究重点是战略制定过程中营销经理所承担的跨职能作用。除了在美国营销协会任职外，还担任战略营销管理教师协会主席。也是多种学术期刊的编委会委员。
赫特博士一直是IBM、摩托罗拉、朗讯科技、美国电话电报等知名公司的营销战略顾问。

Catalogue

第1篇组织市场营销环境
第1章组织市场营销概述
组织市场营销
组织市场营销管理
顾客价值主张的创立
组织市场营销与消费者营销的比较
供应链
组织市场的产品分类
组织市场的营销战略
展望
第2章组织市场：组织购买者概述
商业企业的特征
电子采购
政府：独有的特征
机构市场：独有的特征
应对各类市场：以市场为中心的组织
第Ⅱ篇管理组织市场营销中的关系
第3章组织购买行为
组织购买过程
组织购买行为的影响因素
组织购买过程：主要因素
第4章组织市场的客户关系管理战略
关系营销
管理买方～卖方关系
测量客户获利能力
客户关系管理
战略联盟
第III篇评估市场机会
第5章细分组织市场，预测细分市场的需求
组织市场细分的要求和利益
市场细分的依据
组织市场细分的过程
实施细分战略
预测细分市场的需求
预测需求的方法
第Ⅳ篇制定组织市场营销战略
第6章组织间营销计划：战略视角
营销战略的角色
商业模型的构成因素
制定战略计划
第7章全球市场的组织间营销战略
抓住快速发展经济体带来的全球优势
寻找全球优势的来源
国际市场进入方式
全球战略
第8章在组织市场上管理产品
强势组织市场品牌的建立
产品质量和客户价值
产品政策
工业产品战略计划的制定
技术采纳生命周期
第9章创新及新产品开发管理
创新管理
技术管理
新产品开发过程
新产品绩效及及时性的决定因素
……
第V篇评估组织市场营销战略和绩效
第VI篇案例研究

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Jingdong book

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