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Jingdong book

营销学精选教材译丛·营销管理:提升顾客价值和利润增长的战略(第4版)

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营销学精选教材译丛·营销管理:提升顾客价值和利润增长的战略(第4版)

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Content Description

这本突破性的图书提供了在当今的商业环境中运用市场驱动战略所需要的工具和过程。
RogerJ.Best的这本书被证明是一本令人耳目一新的替代品——替代了许多理论性的概念性为中心的营销学书籍,因为本书是建立在绩效导向和学以致用的理念之上的。全书不仅有助于读者对市场营销学理论和知识有一个全面而系统的了解,而且提供了一套市场营销的实用工具,尤其受到了专业人士的欢迎。
Author Description

Roger J.Best是Oregon大学营销学荣誉退休教授,也是营销绩效调查公司(marketingexce Uence survey)的业主和总经理。他曾就职于GE公司,同时从事工程和产品管理两方面的工作,后任教于Arizona大学和Oregon大学,曾获杰出MBA教师奖和AMA的优秀营销教学奖。他发表了五十多篇论文,并在1988年获得营销科学本年度杰出论文奖。在过去的二十年中,Best活跃在营销战略咨询和管理教育领域的公司中,这些公司包括:3M、GE、道化学公司、道一科宁、杜邦等。
Catalogue

第1部分市场导向与绩效
第1章关注顾客与管理顾客忠诚
1.1关注顾客与盈利性
1.2顾客保留对利润的影响
1.3顾客忠诚及其管理
1.4建立营销导向
第2章营销绩效与营销盈利能力
2.1 对比市场绩效与财务绩效
2.2营销绩效指标
2.3营销盈利性
2.4 营销战略与盈利增长
2.5营销盈利性指标
第2部分市场分析
第3章市场潜量、市场需求和市场份额
3.1 市场定义
3.2 市场潜量
3.3产品生命周期
3.4市场份额和份额潜量
第4章顾客分析和价值创造
4.1 发现顾客利益
4.2 生命周期成本和价值创造
4.3价格一绩效和价值创造
4.4感知利益和价值创造
4.5情感利益和价值创造
4.6交易成本和价值创造
4.7确定价值驱动因素
4.8顾客分析工具
第5章市场细分和顾客关系营销
5.1 顾客需要
5.2基于需要的市场细分
5.3细分战略
5.4顾客关系营销
第6章竞争者分析与竞争优势源泉
6.1 知识——竞争优势的源泉
6.2竞争与竞争地位
6.3行业分析
6.4 竞争地位
6.5 竞争优势的源泉
6.6成本优势
6.7差别化优势
6.8 营销优势
第3部分营销组合策略
第7章产品定位、品牌化和产品线策略
7.1 产品定位
7.2产品定位与差别化
7.3 品牌化和品牌管理战略
7.4 品牌权益
7.5 品牌和产品线策略
第8章基于市场的定价和定价策略
8.1认识生命周期成本
8.2 市场导向定价策略
8.3成本导向定价策略
8.4定价与盈利能力
8.5价格弹性与绩效
8.6产品线定价
第9章营销渠道和电子营销
9.1 营销渠道与渠道策略
9.2营销渠道绩效
9.3渠道系统选择
9.4创造顾客价值的渠道系统
9.5渠道系统与竞争优势
9.6 不同营销渠道对利润的影响
第10章营销沟通与顾客反应
10.1 营销沟通
……
第4部分:战略营销
第11章 战略营销策划
第12章 进攻型战略
第13章 防卫型战略
第5部分:营销计划与绩效
第14章 制定营销计划
第15章 绩效度量和战略实施
第16章 基于市场的管理与财务绩效
术语表
索引

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Brand Jingdong book
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