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Jingdong book

营销学精选教材译丛·组织市场管理：理解、创造和传递价值（第2版）

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Jingdong book

营销学精选教材译丛·组织市场管理：理解、创造和传递价值（第2版）

Name: 营销学精选教材译丛·组织市场管理：理解、创造和传递价值（第2版）
Brand: Jingdong book
SKU: 3101005731
Price: 45.17 USD
Availability: OutOfStock

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Content Description

本书在理解，创造和传递价值的框架下，详细讨论了组织市场的每一个重要过程，比如制定营销战略、管理营销组合以及保持顾客关系等。本书的四大指导原则是：以价值为基石、关注组织市场流程、强调跨越边界的经营活动、强调工作关系和商业网络。本书的目的是为组织营销和组织市场提供最先进的管理方法。无论是经验有限的学生还是老练的经理人，都会发现本书是有价值的资源，包含着能够激发和提升他们的思维的概念、框架和最佳实践。

Author Description

詹姆斯·C.安德森，美国西北大学凯洛商学院行为科学领域教授，主要教授组织市场专业的研究生课程。安德森教授的研究兴趣包括组织市场的价值定位，市场供应物价值的测定方法和组织市场上企业间的关系等。他发表了三十多篇论文，其中一部分发表在《哈佛商业评论》上。

Catalogue

第1部分概论与综述
第1章组织市场管理——指导原则
第1节概论
第2节组织市场管理的基石：价值
第3节管理组织市场流程
第4节跨越边界的经营活动
第5节工作关系与商业网络
第2部分理解价值
第2章市场感知——生成和运用市场知识
第1节概述
第2节界定市场
第3节监控竞争
第4节评估顾客价值
第5节获取顾客反馈
第3章把企业视做顾客
第1节概论
第2节理解购买导向
第3节理解采购如何与其他职能部门和企业通力合作
第4节理解购买决策过程
第4章制定市场战略
第1节概述
第2节作为市场战略背景的经营战略
第3节组织市场上的市场营销战略计划
第3部分创造价值
第5章市场供应物的管理
第1节概述
第2节有关市场供应物的传统观点
第3节开发与创造富有柔性的市场供应物
第4节基于价值的定价
第5节市场供应物的跨国管理
第6章新市场供应物的开发与创造
第1节概述
第1节开发与创造战略
第2节开发与创造过程模型
第3节市场导向的开发与创造过程
第7章组织市场渠道管理
第1节概述
第2节设计优异的增值营销渠道
第3节通过直接渠道创造价值
第4节提升经销商绩效
第4部分交付价值
第8章获取顾客
第1节概述
第2节探询新的商业关系
第3节评估彼此的匹配性
第4节获得首次订单
第5节最初订单的履行
第9章维持经销商伙伴关系
第1节履行交付价值的承诺
第2节强化交付的价值
第3节共同工作以满足不断变化的市场要求
第10章维持顾客关系
第1节概述
第2节满足互相认同的顾客要求
第3节追求持续性和成长
第4节持续的顾客关系管理
索引

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Jingdong book

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