{{sellerTotalView > 1 ? __("sellers", {number: sellerTotalView}) : __("seller", {number: sellerTotalView}) }}, {{numTotalView > 1 ? __("items", {number: numTotalView}) : __("item", {number: numTotalView}) }}
free FREE

Change Your Zip Code

Inventory information and delivery speeds may vary for different locations.

Location History

{{email ? __('Got it!') : __('Restock Alert')}}

We will notify you by email when the item back in stock.

Cancel
Yami

Jingdong book

哈佛大师的四堂营销课

{{buttonTypePin == 3 ? __("Scan to view more PinGo") : __("Scan to start")}}

哈佛大师的四堂营销课

{{__(":people-members", {'people': item.limit_people_count})}} {{ itemCurrency }}{{ item.valid_price }} {{ itemCurrency }}{{ item.invalid_price }} {{ itemDiscount }}
Ends in
{{ itemCurrency }}{{ item.valid_price }}
{{ itemCurrency }}{{ priceFormat(item.valid_price / item.bundle_specification) }}/{{ item.unit }}
{{ itemDiscount }}
{{ itemCurrency }}{{ item.valid_price }} {{ itemCurrency }}{{ priceFormat(item.valid_price / item.bundle_specification) }}/{{ item.unit }} {{ itemCurrency }}{{ item.invalid_price }} {{itemDiscount}}
{{ itemCurrency }}{{ item.valid_price }}
Sale ends in
Sale will starts after Sale ends in
{{ getSeckillDesc(item.seckill_data) }}
{{ __( "Pay with Gift Card to get sale price: :itemCurrency:price", { 'itemCurrency' : itemCurrency, 'price' : (item.giftcard_price ? priceFormat(item.giftcard_price) : '0.00') } ) }} ({{ itemCurrency }}{{ priceFormat(item.giftcard_price / item.bundle_specification) }}/{{ item.unit }}) Details
Best before

Currently unavailable.

We don't know when or if this item will be back in stock.

Unavailable in your area.
Sold Out

Details

Full product details
Editer Recommend

许多营销经理会告诉你营销绩效是无法度量的,其实他们只是不知道应该度量些什么,以及如何诠释度量的结果。由哈佛大师亲授的四堂营销课,环环相扣,旨在让CEO及营销人员掌握营销要诀。
选对了评估指标才能使营销的目标放在推动企业收益增长方面;
必须制订长、短期的收益增长计划。开发增长渠道就要诊断并消除顾客的“痛点”,抢占市场先机;
认清企业文化和发展策略,明确营销人员的职责,避免人才错配;
有效的营销业绩有赖于各方的平衡,既要保持企业优势,也要为顾客提供最大利益。
Content Description

《哈佛大师的四堂营销课》专注在四个课题上。首先是营销策略,这是让企业通往内生增长(Organic growth)的途径(内生增长指透过增加公司现有资产和业务,而非透过兼并、收购方式,从而获得销售收入和利润增长。--译者注)。优秀的营销能够帮助顾客解决难题,使公司在顾客心目中建立起长久而无可替代的地位,从而提升股东价值。其次,量度营销成效的方法已很完备,可以清楚地说明营销工作的成效,换句话说,我们不需要再理会约翰·沃纳梅克(John Wanamaker)的名句:“我知道在广告上的投资(包括扩展营销工作)有一半是无用的,但问题是我不知道是哪一半。”再次,企业越来越流行聘任“营销总监”,但这并不一定会保证提升你营销团队的成绩。坐上这个位置的人,必须有他人的支持,同时要能适应公司的文化和需求,才能发挥效用。最后,监察营销不能短视,也不能一成不变,你必须预先考虑营销职务将面对不同的要求,顾客和社会对营销的期望也在不断演变,你必须进行调整。
Author Description

约翰·奎尔奇,现任哈佛商学院Lincoln Filene工商管理学教授、上海中欧国际工商学院国际管理客座教授,曾任伦敦商学院院长。奎尔奇是多家公司的董事,如国际著名的市场营销公司WPP plc及百事瓶装集团公司( PBC)等。其著作包括《奎尔奇论营销》(Readings in Modern Marketing)、《优秀市场造就更好的民主国家》(Creater Cood: How Good Marketing Makes for Better Democracy)等。
凯瑟琳·乔克斯,哈佛商学院研究员,曾任摩立特集团(Monitor Group)旗下的Marketspace的高级总监。与奎尔奇合著《优秀市场造就更好的民主国家》一书。
盖尔·麦戈文,现任美国红十字会总裁,曾任哈佛商学院教授,是著名的市场管理及营销专家。
Comments

顾客至上!要了解此话的真意,本书你非读不可。
——新鸿基地产发展有限公司副主席兼董事总经理 郭炳联

对于高级行政人员和董事该如何提升营销部门的绩效,这是一本十分有用的八门书。
——上海佳通轮胎股份有限公司董事长 陈应毅

本书清楚地说明了高级管理人员进行营销时必须思考的三个要点:预测未来销售量的关键指标、创新刺激内生增长的方法、吸引并培养营销人才。本书是CEO、总经理、营销总监及任何想提升营销绩效的人的必读之选。
——新加坡悦榕集团执行主席 何光平

公司高级经理在制定营销策略时,如何才能真正实现以顾客为中心一本书为此提供了清晰的建议,帮助他们在迅速变化的亚洲市场里,仍然可以把握先机、占有优势。
——新加坡Batey Pte Ltd公司执行官 艾伦·弗宁顿

奎尔奇是哈佛教授中的老手,精于编写个案,长于营销思维创新,他的每篇论著都是我书室的收藏至宝。本书的四章内容,皆字字珠玑,尤其是第四课,提出了挽救当今营销危机的灵丹,营销经理不可不看。
——香港城市大学市场营销系讲座教授 游汉明

公司的赢利和增长是众多CEO眼中较为重要的企业目标。目标达成与否与营销绩效有没有直接关系?本书提供了一个较为全面及有效的框架,来考核营销经理的绩效。参阅此书后,不称职的经理很难再找借口推搪责任。
——香港中文大学行政人员工商管理硕士课程主任 陈志辉
Catalogue

导言
顾客带来现金收入
你有多大信心做好营销?
增长路线图
第一课 营销绩效可以度量
少而精的评估指标
企业发展的驱动力
四个实例
十大要诀:如何制定营销绩效评估指标?
第二课 增长渠道
把自己视为“总经理”
内生增长的策略架构
管理创新渠道
最佳的增长组合
找出顾客的“痛点”
分销与流程上的创新
瞄准目标,精明增长
投资于品牌建立
十大要诀:如何建立增长渠道?
第三课 营销人才
避免营销需要与技能的错配
营销人员的四种培训
专业外援能提高营销效率
如何设立高级营销职位
十大要诀:如何管理营销人才?
第四课 未来决定于当下
结合分析与创意
尊重顾客与利益相关者
以有利于社会为目的
善用原则和技巧
Book Abstract

在今天竞争激烈的市场,要吸引并留住顾客,你要让他们开心,超越他们的期望,并要预先考虑、发掘、满足他们潜藏的需求,尤其在低通胀率的环境,单靠提高价格不能达到可观的赢利增长。《财富》杂志所列的五百强企业的宗旨使命,其中超过85%都强调重视预先考虑和满足顾客的需求,而了解和关怀顾客并不只是说说而已,企业在制订增长计划时必须坚持以企业如何提升顾客的利益为切实奉行的使命,使企业现在以及将来对顾客来说都是无可替代,许多成功的企业都有类似的使命,,像沃尔玛致力于“为每一个地方每一个人减省生活费用”,谷歌以“整理好全世界的资料,以便人们都可以取而用之”为企业目标。
市场研究工具日趋完备,加上不少优秀的专业市场研究公司,要追踪顾客不断改变的需求已经变得容易而且不需花费很多,大部分企业都可以有效做到。营销工作应包括每年一至两次检讨顾客的分类及转变:有没有新的类别出现?每个类别的大小及收益率有变动吗?公司的产品和服务能针对不同类别的需求吗?要知道你的营销工作做得好不好,要看你有没有以下问题的清晰答案:你的顾客的需求正如何演变?
你的营销工作就是在所属的产业商业模式内诊断出顾客的“痛点”。顾客可能正面对一些烦恼或不便,只要他们一直还没有其他可取的选择,潜伏的问题仍不会浮现。可是一旦竞争对手发现症结所在,并找到解决方法,原本看来很忠心的顾客也会很容易被抢走,消除“痛点”可以带来重要的收益增长--对你和你的竞争对手而言都是对的。举个例子:维珍移动(Virgin Mobile)在美国的无线通讯市场起步较晚,但公司很快就成功打人市场,凭着的就是一个无合约、无隐藏收费、不设时段限制、简单的“讲多久付多少”的通话收费方式。同样知名的证券商嘉信(Charles Schwab)的“同我讲”(Talk to Chuck)宣传运动,就是标榜公司怎样成功辨识并适时消除了投资者“痛点”。
当新产品临近面市,市场调查可以提供快速而准确的顾客回馈。时装业或一些像Snapple以灵活多变见长的企业,可以以低成本快速引入产品新版本,采用“先试试,看哪一个行得通”的手法可能很合适,尤其是当你可以依赖快速的分销渠道取得适当的销量反馈信息。相反,大型企业像宝洁公司或微软,在投入主流市场前会采取一些较花时间但更严谨的测试,有系统的评估所有新的营销方案,包括新的宣传攻势、新产品和新分销渠道。企业越能准确掌握顾客的类别及他们的口味,就越能更快速而准确地评定顾客接受或抗拒一种新产品的程度。
要对顾客进行深入了解,营销是必要的,而企业行政总裁和高层管理人员在推动与顾客建立紧密关系至为重要,这种关系有助于收益增长。企业的行政总裁要对顾客充满热诚,能鉴别哪些是会带来收益的目标顾客而哪些不是,不断开发差异化新产品和服务,为目标顾客带来更大的价值,建立起不易被仿效的紧密关系。
……

Specifications

Brand Jingdong book
Brand Origin China

Disclaimer

Product packaging, specifications and price are subject to change without notice. All information about the products on our website is provided for information purposes only. Please always read labels, warnings and directions provided with the product before use.

View Full Terms of Use
Add to favorites
{{ $isZh ? coupon.coupon_name_sub : coupon.coupon_ename_sub | formatCurrency }}
{{__("Buy Directly")}} {{ itemCurrency }}{{ item.directly_price }}
Quantity
{{ quantity }}
{{ instockMsg }}
{{ limitText }}
{{buttonTypePin == 3 ? __("Scan to view more PinGo") : __("Scan to start")}}
Sold by JD@CHINA
Ship to
{{ __("Ship to United States only") }}
Free shipping over 69
Genuine guarantee

Added to Cart

Keep Shopping

More to Consider

{{ item.brand_name }}

{{ item.item_name }}

{{ item.currency }}{{ item.market_price }}

{{ item.currency }}{{ item.unit_price }}

{{ item.currency }}{{ item.unit_price }}

Coupons

{{ coupon.coupon_name_new | formatCurrency }}
Clip Clipped Over
{{ getCouponDescStr(coupon) }}
{{ coupon.use_time_desc }}
Expires soon {{ formatTime(coupon.use_end_time) }}

Share this item with friends

Cancel

Yami Gift Card

Get this exclusive deal when paying with gift card

Terms and Conditions

Gift card deals are special offers for selected products;

The gift card deals will automatically be activated if a customer uses gift card balance at check out and the balance is sufficient to pay for the total price of the shopping cart products with gift card deals;

You will not be able to activate the gift card deals if you choose other payment methods besides gift card. The products will be purchased at their normal prices;

If your account balance is not enough to pay for the products with gift card deals, you can choose to reload your gift card balance by clicking on the Reload button at either shopping cart page or check out page;

Products that have gift card deals can be recognized by a special symbol showing 'GC Deal';

For any additional questions or concerns, please contact our customer service;

Yamibuy reserves the right of final interpretation.

Sold by Yami

Service Guarantee

Yami Free Shipping over $49
Yami Easy Returns
Yami Ships from United States

Shipping

  • United States

    Standard Shipping is $5.99 (Excluding Alaska & Hawaii). Free on orders of $49 or more.

    Local Express is $5.99 (Available in Parts of CA, NJ, MA & PA). Free on orders of $49 or more.

    2-Day Express (Includes Alaska & Hawaii) starts at $19.99.

Return Policy

Yami is committed to provide our customers with a peace of mind when purchasing from us. Most items shipped from Yamibuy.com can be returned within 30 days of receipt of shipment (For Food, Beverages, Snacks, Dry Goods, Health supplements, Fresh Grocery and Perishables Goods, within 7 days of receipt of shipment due to damages or quality issues; To ensure that every customer receives safe and high-quality products, we do not provide refunds or returns for beauty products once they have been opened or used, except in the case of quality issues; Some products may have different policies or requirements associated with them, please see below for products under special categories, or contact Yami Customer Service for further assistance).
Thank you for your understanding and support.

Learn More

Sold by Yami

Terms and Conditions of Yami E-Gift Card

If you choose “Redeem automatically” as your delivery method, your gift card balance will be reload automatically after your order has been processed successfully;

If you choose “Send to Email”as your delivery method, the card number and CVV will be sent to the email address automatically;

Any user can use the card number and CVV to redeem the gift card, please keep your gift card information safely. If you have any trouble receiving email, please contact Yami customer service;

Yami gift card can be used to purchase both Yami owned or Marketplace products;

Yami gift card will never expire;

Yami gift card balance does not have to be used up at once;

All rights reserved by Yami.

Return Policy

Gift card that has already been consumed is non-refundable.

Sold by JD@CHINA

Service Guarantee

Yami Free Shipping over $49
Yami Easy Returns
Yami Ships from United States

Shipping

  • United States

    Standard Shipping is $5.99 (Excluding Alaska & Hawaii). Free on orders of $49 or more.

    Local Express is $5.99 (Available in Parts of CA, NJ, MA & PA). Free on orders of $49 or more.

    2-Day Express (Includes Alaska & Hawaii) starts at $19.99.

Return Policy

You may return product within 30 days upon receiving the product. Items returned must be new in it's original packing, including the original invoice for the purchase. Customer return product at their own expense.

Sold by JD@CHINA

Service Guarantee

Yami Cross-store Free Shipping over $69
Yami 30-days Return

Yami-China FC

Yami has a consolidation warehouse in China which collects multiple sellers’ packages and combines to one order. Our Yami consolidation warehouse will directly ship the packages to your door. Cross-store free shipping over $69.

Return Policy

You may return products within 30 days upon receiving the products. Sellers take responsibilities for any wrong shipment or missing items. Packing needs to be unopened for any other than quality issues return. We promise to pack carefully, but because goods are taking long journey to destinations, simple damages to packaging may occur. Any damages not causing internal goods quality problems are not allowed to return. If you open the package and any quality problem is found, please contact customer service within three days after receipt of goods.

Shipping Information

Yami Consolidation Service Shipping Fee $9.99(Free shipping over $69)

Sellers in China will ship their orders within 1-2 business days once the order is placed. Packages are sent to our consolidation warehouse in China and combined there. Our Yami consolidation warehouse will directly ship the packages to you via UPS. The average time for UPS to ship from China to the United States is about 10 working days and it can be traced using the tracking number. Due to the pandemic, the delivery time may be delayed by about 5 days. The package needs to be signed by the guest. If the receipt is not signed, the customer shall bear the risk of loss of the package.

Sold by JD@CHINA

Service Guarantee

Free shipping over 69
Genuine guarantee

Shipping

Yami Consolidated Shipping $9.99(Free shipping over $69)


Seller will ship the orders within 1-2 business days. The logistics time limit is expected to be 7-15 working days. In case of customs clearance, the delivery time will be extended by 3-7 days. The final receipt date is subject to the information of the postal company.

Yami Points information

All items are excluding from any promotion or points events on Yamibuy.com

Return Policy

You may return product within 30 days upon receiving the product. Items returned must be new in it's original packing, including the original invoice for the purchase. Customer return product at their own expense.

Yami

Download the Yami App

Back Top

Recommended for You

About the brand

Jingdong book

为您推荐

Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折

Reviews{{'('+ commentList.posts_count + ')'}}

Have your say. Be the first to help other guests.

Write a review
{{ totalRating }} Write a review
  • {{i}} star

    {{i}} stars

    {{ parseInt(commentRatingList[i]) }}%

Yami Yami
{{ comment.user_name }}

{{ showTranslate(comment) }}Show Less

{{ strLimit(comment,800) }}Show more

Show Original

{{ comment.content }}

Yami
Show All

{{ formatTime(comment.in_dtm) }} VERIFIED PURCHASE {{groupData}}

{{ comment.likes_count }} {{ comment.likes_count }} {{ comment.reply_count }} {{comment.in_user==uid ? __('Delete') : __('Report')}}
Yami Yami
{{ comment.user_name }}

{{ showTranslate(comment) }}Show Less

{{ strLimit(comment,800) }}Show more

Show Original

{{ comment.content }}

Yami
Show All

{{ formatTime(comment.in_dtm) }} VERIFIED PURCHASE {{groupData}}

{{ comment.likes_count }} {{ comment.likes_count }} {{ comment.reply_count }} {{comment.in_user==uid ? __('Delete') : __('Report')}}

No related comment~

Review

Yami Yami

{{ showTranslate(commentDetails) }}Show Less

{{ strLimit(commentDetails,800) }}Show more

Show Original

{{ commentDetails.content }}

Yami
Show All

{{ formatTime(commentDetails.in_dtm) }} VERIFIED PURCHASE {{groupData}}

{{ commentDetails.likes_count }} {{ commentDetails.likes_count }} {{ commentDetails.reply_count }} {{commentDetails.in_user==uid ? __('Delete') : __('Report')}}

Please write at least one word

Comments{{'(' + replyList.length + ')'}}

Yami Yami

{{ showTranslate(reply) }}Show Less

{{ strLimit(reply,800) }}Show more

Show Original

{{ reply.reply_content }}

{{ formatTime(reply.reply_in_dtm) }}

{{ reply.reply_likes_count }} {{ reply.reply_likes_count }} {{ reply.reply_reply_count }} {{reply.reply_in_user==uid ? __('Delete') : __('Report')}}

Please write at least one word

Cancel

That’s all the comments so far!

Write a review
How would you rate this item?

Please add your comment.

  • A nice nickname will make your comments more popular!
  • The nickname in your account will be changed to the same as here.
Thanks for your review
Our community rely on great reviews like yours to find the best of Asia.

Report

If you find this content inappropriate and think it should be removed from the Yami.com site, let us know please.

Cancel

Are you sure to delete your review?

Cancel

You’ve Recently Viewed

About the brand

Jingdong book