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Jingdong book

市场营销原理(亚洲版·英文第2版)/21世纪经典原版经济管理教材文库

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市场营销原理(亚洲版·英文第2版)/21世纪经典原版经济管理教材文库

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《21世纪经典原版经济管理教材文库:市场营销原理(亚洲版·英文第2版)》适用于高等院校营销专业本科生、研究生、MBA学员及教师使用,也可以作为市场研究人员以及企业经营管理者的参考用书。
Content Description

《21世纪经典原版经济管理教材文库:市场营销原理(亚洲版·英文第2版)》是专为亚洲营销专业的学生和教师推出的一本教材。本书立足于一个强大的理论:营销是一门创造和管理盈利性客户关系的科学与艺术,营销人员必须善于管理公司内外部的伙伴关系,共同维系客户关系。书中开头阐述了盈利性客户关系的构建,然后在各个章节展开这个论题。本书还强调了其他三个强大的理论:建立强大的品牌和品牌资产;社会责任营销的重要性;在新的数字时代利用技术的最新内容。书中介绍了很多亚洲公司,特别是中国公司的案例和故事,阐述生动有趣,易于掌握,更切合国内读者的需求。
《21世纪经典原版经济管理教材文库:市场营销原理(亚洲版·英文第2版)》适用于高等院校营销专业本科生、研究生、MBA学员及教师使用,也可以作为市场研究人员以及企业经营管理者的参考用书。
Catalogue

出版说明
编委会
总序
作者简介
前言

第一部分 定义营销和营销过程
第1章 市场营销:管理盈利性客户关系
1.1 什么是营销
1.2 了解市场和客户需要
1.3 制定顾客导向的市场营销战略
1.4 准备一项整合营销计划和项目
1.5 建立客户关系
1.6 从顾客中获取价值
1.7 营销新图景
1.8 什么是营销?把所有的整合起来

第2章 公司和营销战略:合作建立客户关系
2.1 公司战略规划:定义营销的作用
2.2 规划营销:协作建立客户关系
2.3 营销战略和营销组合
2.4 管理营销活动
2.5 衡量和管理营销投资回报率

第二部分 理解市场和消费者
第3章 营销环境
3.1 公司的微观环境
3.2 公司的宏观环境
3.3 对营销环境做出反应

第4章 管理营销信息
4.1 评估营销信息需求
4.2 开发营销信息
4.3 营销调研
4.4 营销信息分析
4.5 营销信息传播和使用
4.6 营销信息的其他问题

第5章 消费者市场和消费者行为
5.1 消费者行为模式
5.2 影响消费者行为的特征
5.3 购买决策行为的类型
5.4 购买决策过程
5.5 新产品的购买过程
5.6 跨国界的消费者行为

第6章 商业市场和商业购买者行为
6.1 商业市场
6.2 商业购买者行为
6.3 公共机构和政府市场

第三部分 设计顾客驱动的
营销策略和整合营销
第7章 顾客驱动的营销策略:为目标客户创造价值
7.1 市场细分
7.2 目标营销
7.3 差异化与定位

第8章 产品、服务和品牌战略
8.1 什么是产品
8.2 产品和服务决策
8.3 品牌战略:建立强大的品牌
8.4 服务营销

第9章 新产品开发和产品生命周期战略
9.1 新产品开发战略
9.2 新产品开发流程
9.3 组织新产品开发
9.4 产品生命周期战略
9.5 产品和服务的额外考虑

第10章 产品定价:了解和获取顾客价值
10.1 价格是什么
10.2 定价的考虑因素

第11章 产品定价:价格战略
11.1 新产品定价战略
11.2 产品组合定价战略
11.3 价格调整战略
11.4 价格反应战略
11.5 公共政策与定价

第12章 营销渠道和供应链管理
12.1 供应链与价值传递网络
12.2 营销渠道的特性及重要性
12.3 渠道行为与组织
12.4 渠道设计决策
12.5 渠道管理决策
12.6 公共政策与分销决策
12.7 市场物流和供应链管理

第13章 零售与批发
13.1 零售
13.2 批发

第14章 传播顾客价值:整合营销传播战略
14.1 促销组合
14.2 整合营销传播
14.3 传播过程概述
14.4 开发有效营销传播的步骤
14.5 确定总促销预算及组合
14.6 营销传播的社会责任

第15章 广告和公共关系
15.1 广告
15.2 公共关系

第16章 人员销售和销售促进
16.1 人员销售
16.2 管理销售队伍
16.3 销售人员的督导和激励
16.4 人员销售的过程
16.5 销售促进

第17章 直销和在线营销:建立直接的客户关系
17.1 直接营销的新模式
17.2 直接营销的优势和发展
17.3 客户数据库和直接营销
17.4 直接营销的形式
17.5 在线营销
17.6 整合直接营销
17.7 与直接营销相关的公共政策问题
第四部分营销扩展

第18章 创造竞争优势
18.1 竞争者分析
18.2 竞争战略
18.3 在顾客导向和竞争者导向中寻求平衡

第19章 全球市场
19.1 全球营销
19.2 考察全球营销环境
19.3 决定是否进行国际化
19.4 决定进入哪些市场
19.5 决定如何进入这些市场
19.6 决定全球营销组合
19.7 决定全球营销组织

第20章 营销道德规范与社会责任
20.1 社会对于营销的批评
20.2 公民与公众规范营销的行为
20.3 对社会责任营销的商业行动
附录A营销计划
附录B营销算术
附录C市场营销职业生涯
参考文献
术语表

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Brand Jingdong book
Brand Origin China

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