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Jingdong book

营销战略:以决策为导向的方法(第7版,英文影印版)

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营销战略:以决策为导向的方法(第7版,英文影印版)

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《营销战略:以决策为导向的方法(第7版)(英文影印版)》简明扼要地介绍了营销战略的基本原理,教会你必要的工具和框架,使你能够成为高效的营销决策制定者。本书的特色在于它的营销决策导向,全书重点关注营销管理者和企业家每天必须制定的战略性和策略性的营销决策。
Content Description

《营销战略:以决策为导向的方法(第7版)(英文影印版)》简明扼要地介绍了营销战略的基本原理,教会你必要的工具和框架,使你能够成为高效的营销决策制定者。本书的特色在于它的营销决策导向,全书重点关注营销管理者和企业家每天必须制定的战略性和策略性的营销决策,这使其具有了下列不同于其他同类教材的如下特点:(1)系统实用,在每章中都提供了制定营销决策的特有工具和框架;(2)深入浅出、简明精练,让读者能很好地理解和运用书中的观点和工具,迅速掌握主要的战略原理;(3)贴近现实、全球视角,网络营销和全球化等内容,让读者掌握最新的资讯和应对工具,本版新增了印度、中国等经济快速增长的发展中国家的内容;(4)案例丰富,大案例贯穿全书,小案例穿插其中,用以说明营销工具和决策框架如何才能被最有效地应用。
Author Description

沃尔克(Orvill C. Walker Jr.),美国明尼苏达大学市场营销学教授。
Catalogue

前言
第一部分
战略概述
1. 成功的企业、业务以及营销战略背后的市场导向视角 3
2. 公司层战略决策及其营销启示 31
3. 业务层战略及其营销启示57
第二部分
机会分析 83
4. 了解市场机会 85
5. 衡量市场机会: 预测和市场知识111
6. 瞄准具有吸引力的细分市场 133
7. 差异化与品牌定位 153
第三部分
Formulating Marketing Strategies 175
8. 进入新市场的营销战略177
9. 成长市场的营销战略 205
10. 成熟和衰退市场的战略231
11. 新经济市场的营销战略 263
第四部分
实施与控制 291
12. 有效执行的组织和计划 293
13. 营销绩效的测量与控制 319
人名索引 345
主题索引 349

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