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市场营销(双语教学版)(第8版)

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《市场营销(双语教学版)(第8版)》的读者对象为高校营销类专业本科生,或其他对营销学感兴趣的人士。
《市场营销(双语教学版)(第8版)》具有以下特点:
·系统性。《市场营销(双语教学版)(第8版)》分5编、共22章,全面、系统、准确地阐述了市场营销的基本概念和理论,也为营销活动提出了一套完整的行动方案。
·新颖性。除了基本内容之外,《市场营销(双语教学版)(第8版)》还吸收了营销领域中全新的概念与理论,反映了经济和商业环境的全新变化。
·实战性。《市场营销(双语教学版)(第8版)》不是一本纯理论的书,而是从营销实战出发,案例丰富,尤其是诸多和中国实践相结合的当代案例,有助于学生知行合一。
·先进的教学法。《市场营销(双语教学版)(第8版)》自第1版问世以来,就以其创新有效的教学法著称。结构设计合理,每章均有学习目标、概念测验、关键术语、章末小结、互联网练习以及应用问题等学习辅助专栏,有助于强化学习效果,便于学生进行自我评估。本双语教学版的注译者结合多年市场营销课程的教学经验,对关键概念、重点难点做了部分的翻译和注释,为学习者提供了必要的学习支持,是高校市场营销课程双语教学的理想教材。

Content Description

《市场营销(双语教学版)(第8版)》分5编,共22章,全面阐述了如何通过营销建立顾客关系、开发成功的营销与公司战略,并论述了消费者行为、组织市场与购买者行为以及全球市场的开拓,对营销调研、目标细分市场的识别与选择也进行了详尽论述。同时,作者还对新产品和服务的开发、产品与品牌管理、服务管理、定价、营销渠道管理,以及营销整合等诸多问题进行了阐述。
罗杰·凯林等人的《Marketing》一书二十余年来一直是美国高校市场营销课程的主流教材,而《市场营销(双语教学版)(第8版)》是在四位作者通力合作所成全新版的基础上开发出的双语教学版。

Author Description

罗杰·凯林等人的Marketing一书二十余年来一直是美国高校本科市场营销课程的领导者教材,而本书是在4位作者通力合作所成全新版的基础上开发出的双语教学版。

Catalogue

第一编 开始营销过程
第1章 通过营销建立顾客关系与顾客价值
第2章 开发成功的营销与公司战略
附录A 制定一个有效的营销计划
第3章 扫描营销环境
第4章 营销中的道德与社会责任

第二编 理解购买者与市场
第5章 消费者行为
第6章 组织市场与购买者行为
第7章 开拓全球市场

第三编 确认营销机会
第8章 营销调研:将信息变成行动
第9章 识别细分市场与选择目标市场

第四编 满足营销机会
第10章 开发新产品和服务
第11章 产品和品牌管理
第12章 服务管理
第13章 确定定价基础
第14章 制定最终价格
附录B 营销财务
第15章 管理营销渠道与批发
第16章 整合供应链与物流管理
第17章 零售
第18章 整合营销传播与直接营销
第19章 广告、销售促进和公共关系
第20章 人员推销和销售管理

第五编 管理营销过程
第21章 实施互动与多渠道营销
第22章 整合战略营销过程
附录C
Book Abstract

Horwath set out to reposition Rollerblade, to change the image in peoples mindsfrom inline skating as offseason training to inline skating as anew kind of funexercise that anyone could do.
It worked. As shown in Figure 1-1,1 Horwath and the company succeeded in popularizing inline skating and actually launched an entirely new industry that by 1997had more than 27 million U.S. inline skaters.Success Invites Imitation, Which Stimulates Innovation The marketing problems of Rollerblade today are far different than those faced by MaryHorwath in the late 1980s. Rollerblades success in launching a new industry broughtits own dangers: major competition in terms of not only more than 30 other skatemanufacturers but also competing sports like skateboarding, biking, and snowboarding. Yet Rollerblade still has 35 percent of the industry sales, with no othercompetitor having more than 10 percent. Still, Figure 11 shows that the number ofinline skaters in the United States has declined from its 1997 peak, a concern forRollerblade. If this declining trend continues, Rollerblade can only grow by increasing its share of the number of inline skates sold annually, requiring innovation andcreative marketing strategies to meet customer needs.
Introduction

从营销学的百年发展历程来看,市场营销理论是在总结了大量企业成功经营的经验和失败教训的基础上形成的。每一次失败,都会使企业经营者的思路发生新的转变;而成功的思路通过反复地市场检验最终会被大家认可和接受,成为具有普遍意义的经营思想。可以说,市场营销理论是在对企业经营实践和由实践而产生的经营思想进行广泛考察、深入分析和认真提炼的基础上,借鉴其他学科的研究成果而形成的具有普遍指导意义的经营理论。而整个20世纪就是这一理论形成、发展和不断提高升华的过程。
进入新世纪以来,企业外部经营环境发生了重大变化。顾客需求日益多元化、个性化;技术创新和技术更新速度不断加快,产品生命周期逐渐缩短;经济全球化浪潮势不可挡,企业无需走出国门就已经面临着全球竞争的挑战,新竞争对手不断涌现;新经济形态已经浮出水面,顾客价值需求的重点、企业所追求以及所能利用的核心资源、企业价值创造与传递的模式、企业竞争的范围和制高点都在发生变化。在新的市场环境下,如何保持并增强竞争力,不断创新竞争优势,以实现可持续发展,这是令大至国家或地区管理层,小至每个企业内各个部门甚至每个人都苦思冥想的事情。为了在这种新的竞争态势下求得生存、获得发展,企业需要在营销观念、营销方式、营销组织、营销体制和营销技术等各方面都进行创新。
但是,无论是什么竞争,追根溯源,最后都需要遵循市场规律,都需要回归到市场的根本决定因素——提升顾客价值,实现顾客满意。任何挑战归根结底都是如何使顾客满意的挑战;任何竞争归根结底都是对顾客争夺的竞争。而无论什么样的创新,也无非是从顾客价值搜寻、顾客价值创造和顾客价值传递这三个方面入手进行,无非是为了更好地实现价值交换、满足顾客需要。而这恰恰是营销学的核心。

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