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Jingdong book

工商管理优秀教材译丛·营销学系列：市场营销原理（第14版）（全球版）

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Jingdong book

工商管理优秀教材译丛·营销学系列：市场营销原理（第14版）（全球版）

Name: 工商管理优秀教材译丛·营销学系列：市场营销原理（第14版）（全球版）
Brand: Jingdong book
SKU: 3101010631
Price: 49.28 USD
Availability: OutOfStock

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Content Description

《工商管理优秀教材译丛·营销学系列：市场营销原理（第14版）（全球版）》一书的目标是为市场营销基础课提供一本最新、最实用、信息丰富且令人兴奋的教材。这也是它在全球范围内一直被广泛采用，从众多教材中脱颖而出的原因所在。

Author Description

菲利普·科特勒（Philip Kotler），市场营销学仪威之一，是美国西北大学凯洛格管理学院国际营销学教授，曾获得芝加哥人学经济学硕士学位和麻省理工学院经济学博士学位。科特勒博士出版了许多成功的著作，在一流刊物上发表了百余篇论文，而且作为营销领域的杰出领先者获得过众多奖项，他是唯一获得三次“阿尔法·卡帕·普西奖”的学者。科特勒博士现任美国市场营销协会理事，并为多家美国或国外的人公司做营销战略方面的咨询。

加里·阿姆斯特朗（Gary Armstrong），北卡罗来纳大学Kenan-Flagler商学院资深教授，任底特律韦恐州立大学获得学士和硕士学位，在美国两北大学获得营销博上学位。阿姆斯特朗博士在知名的管理杂志上发表过多篇文章。作为一名咨询师和学者，他曾和许多公司在营销调研、销售管理和营销战略方面柯过合作，但阿姆斯特朗博士最为热爱的仍是教学工作。他积极参与商学院学生项目的管理工作，并因此多次获得校级和院级的教育奖项。

Catalogue

第一部分定义营销和营销过程
第1章营销：创造并获取顾客价值
1.1 什么是营销
1.2 了解市场和消费者需求
1.3 设计以顾客为导向的营销战略
1.4 准备整合营销计划和方案
1.5 建立顾客关系
1.6 从顾客身上获利
1.7 变化的营销视野
1.8 综合而言，营销到底是什么
小结
概念讨论
概念应用
技术聚焦
道德聚焦
营销与经济
公司案例
第2章企业战略和营销战略：协同构建客户关系
2.1 公司范围的战略计划：确定营销地位
2.2 规划营销：相互合作建立客户关系
2.3 营销战略与营销组合
2.4 营销活动管理
2.5 衡量和管理营销投资回报率
小结
概念讨论
概念应用
技术聚焦
道德聚焦
营销与经济
公司案例

第二部分市场环境与消费者分析
第3章营销环境分析
3.1 公司的微观环境
3.2 公司的宏观环境
3.3 对营销环境的反应
小结
概念讨论
概念应用
技术聚焦
道德聚焦
营销与经济
公司案例
第4章管理营销信息，获得顾客洞察
4.1 营销信息和顾客洞察
4.2 评估营销信息需求
4.3 开发营销信息
4.4 营销调研
4.5 分析和使用营销信息
4.6 营销信息的其他方面
小结
概念讨论
概念应用
技术聚焦
道德聚焦
营销与经济
公司案例
第5章消费者市场与消费者购买行为
5.1 消费者行为模型
5.2 影响消费者行为的因素
5.3 购买行为类型
5.4 购买决策过程
5.5 新产品购买决策过程
小结
概念讨论
概念应用
技术聚焦
道德聚焦
营销与经济
公司案例
第6章产业市场与产业购买者行为
6.1 产业市场
6.2 产业购买行为
6.3 机构和政府市场
小结
概念讨论
概念应用
技术聚焦
道德聚焦
营销与经济
公司案例

第三部分设计顾客驱动的营销策略与组合
第7章客户驱动营销策略：为目标客户群创造价值
7.1 市场细分
7.2 确定目标市场
7.3 产品差异化和市场定位
小结
概念讨论
概念应用
技术聚焦
道德聚焦
营销与经济
公司案例
第8章产品、服务和品牌：建立客户价值
8.1 什么是产品
……
第四部分扩展市场营销

Book Abstract

成长份额矩阵中的十个圆圈代表某企业当前的十个战略业务单位。这个企业有两个明星业务、两个现金牛业务、三个问题业务和三个瘦狗业务。圆圈的面积与战略业务单位的销售额成正比。该企业处于不错的状态，虽然还算不上很好。企业希望在有前途的问题业务上投资，使这些业务能够随着市场的成熟转变为现金牛业务。幸运的是，企业有两项规模较大的现金牛业务，其收入保证了企业问题业务、明星业务和瘦狗业务的资金需要。该企业应当对其瘦狗业务和问题业务采取果断行动。
一旦企业对自己的战略业务单位进行了分类，就必须确定各个业务单位在将来要扮演什么角色。对于各个战略业务单位，可以采用下述四种战略之一：企业可以增加对业务的投资，发展其市场份额；或者仅仅保持当前的投入水平，维持战略业务单位的市场份额；企业还可以收获战略业务单位，不考虑长期效果而是榨取短期现金流；最后企业还可以通过出售、淘汰或将资源转移他用来放弃某个战略业务单位。
随着时间的推移，战略业务单位在成长一份额矩阵中的位置将发生变化。许多战略业务单位起初是问题业务，如果成功就会转变成明星业务。随后当市场增长率下降时，这些业务就变成现金牛业务，最后慢慢衰亡或者蜕变为瘦狗业务，走向其生命周期的终点。企业需要连续不断地引入新产品和新的战略业务单位，以使其中一些成为明星业务，最终变成为其他战略业务单位提供资金支持的现金牛业务。
矩阵方法的问题波士顿咨询集团方法以及其他方法，给战略计划的制定带来了革命性的变化。然而这些方法有其局限性。这些方法可能实施起来费力、费时、成本高昂；管理部门可能发现确定战略业务单位、测度市场份额和增长都很困难；此外，这些方法集中在对当前业务进行分类上，而对于将来的计划则鲜有参考建议。
由于存在这些问题，很多企业已放弃正式的矩阵方法，转向更适合企业情况的更具定制特点的方法。以往的战略计划主要掌握在企业总部的高级经理们手中，相反，今天的战略计划已经大大分权化。现在，越来越多的企业将战略计划的职责从企业的最高层转移到接近市场的跨职能经理团队手中。
例如，让我们看一看沃尔特·迪斯尼企业。许多人认为迪斯尼是一家主题公园和家庭娱乐服务提供商，然而在20世纪80年代中期，迪斯尼建立了一个有力的、中心化的战略规划小组来指导企业的发展方向和业务增长。在接下来的20年里，战略规划小组将迪斯尼企业变成了一家大型的、多元化的媒体和娱乐产业运营商。
……

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