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Jingdong book

市场营销学(第9版)

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市场营销学(第9版)

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Content Description

作为一本畅销教材,实用、易读和有趣是《市场营销学(第9版)》的主要特色。第9版仍以顾客价值框架为基础,在第1章的五阶段营销过程模型中引入,该模型详细介绍了营销是如何创造顾客价值和获取价值回报的,并贯穿《市场营销学(第9版)》的全部内容。第9版的主要变化如下:
探讨了当今顾客关系快速变化的本质,首次强调了创造双向沟通和将品牌内化为消费者生活和交流的一部分的重要性。
对整合营销沟通的相关内容进行了重新编排,以反映当今营销者向顾客传播价值的方式的巨大转变。
新增新产品开发管理的内容,介绍了顾客导向、基于团队、系统的新产品开发方法。
新增第14章“直复营销和在线营销:建立直接的客户关系”,介绍了直复营销以及发展最快的互联网营销,并讨论了新型数字化直复营销技术,如移动电话营销、播客、互动电视、在线社交网络和顾客社区等。
《市场营销学(第9版)》配套英文版同步推出,供读者参照阅读。
Author Description

加里·阿姆斯特朗(Gary Armstrong)北卡罗来纳大学Kenan-Flagler商学院教授,多次荣获学校教学奖,并拥有Crist W.Blackwell教席,该教席足北卡罗来纳大学本科教学领域唯一永久捐赠的敦席。
在多家顶级专业期刊发表大量文章,与许多公司合作开展有关营销调研、销售管理和营销战略制定的研究。菲利普·科特勒(Philip Kotler)西北大学凯洛格管理学院国际营销学S.C.庄臣荣誉教授,拥有芝加哥大学经济学硕士学位和麻省理工学院经济学博士学位。营销学领域最畅销教科书的作者。唯一二次荣获“阿尔法·卡帕·普西奖”的学者。
担任美国管理科学学会市场营销学院主席、美国营销协会理事、营销科学学会信托人等。为许多知名公司提供营销战略与规划、营销组织和国际营销领域的咨询。曾造访欧洲、亚洲和南美洲的许多地区,为企业和政府提供指导和建议。
吕一林,经济学博士,中国人民大学商学院市场营销学教授、博士生导师。主要研究方向:市场营销、商业经济。主讲的“市场营销学”课程获国家级精品课程。主编的《市场营销学教程》、《营销渠道决策与管理》等教材获普通高等教育国家级教学成果一等奖,并入选普通高等教育“十一五”国家级规划教材。主持翻译《营销管理》、《零售管理》等多部著作。
Catalogue

第1篇 定义市场营销与市场营销过程
第1章 市场营销:创造并获取顾客价值
什么是市场营销
了解市场及消费者需要和欲望
设计顾客驱动型营销战略
准备整合营销计划和方案
建立顾客关系
获取顾客价值
变化的营销环境
总体看,营销是什么

第2章 企业及市场营销战略:结成合作伙伴。建立顾客关系
公司战略规划:定义营销角色
营销计划:通过合作建立顾客关系
营销战略和营销组合
管理营销过程
衡量和管理营销投资回报

第Ⅱ篇 理解市场和消费者
第3章 分析营销环境
企业的微观环境
企业的宏观环境
对营销环境的反应

第4章 管理营销信息以获得对顾客的洞察力
营销信息与顾客洞察力
评估营销信息需求
开发营销信息
营销调研
营销信息的分析与应用
营销信息的其他考虑

第5章 理解消费者和产业购买者行为
消费者市场和消费者购买行为
产业市场和产业购买者行为

第Ⅲ篇 设计顾客驱动的营销战略和营销组合
第6章 顾客驱动型营销战略:为目标顾客创造价值
市场细分
选择目标市场
差异化和定位

第7章 产品、服务和品牌:创造顾客价值
产品是什么
产品与服务决策
品牌战略:建立强势品牌
服务营销

第8章 新产品开发与产品生命周期战略
新产品开发战略
新产品开发过程
新产品开发管理
产品生命周期战略
其他的产品和服务决策

第9章 定价:理解和获取顾客价值
什么是价格
影响定价的因素
新产品定价策略
产品组合定价策略
价格调整策略
价格变更
公共政策与定价

第10章 营销渠道:传递顾客价值
供应链及价值传递网络
营销渠道的性质和重要性

渠道行为和组织
渠道设计决策
渠道管理决策
公共政策和分销决策
营销物流与供应链管理
第1l章 零售和批发
零售
批发

第12章 传递顾客价值:广告和公共关系
促销组合
整合营销沟通
塑造整体促销组合
广告
公共关系

第13章 沟通顾客价值:人员销售和销售促进
人员销售
销售队伍管理
人员销售过程
销售促进

第14章 直复营销和在线营销:建立直接的客户关系
新的直复营销模式
直复营销的增长和利益
顾客数据库和直复营销
直复营销的类型
在线营销
有关直复营销的公共政策

第Ⅳ篇 市场营销的延伸部分
第15章 全球市场
今天的全球营销
审视全球营销环境
决定是否进入全球市场
决定进入哪个市场
决定如何进入市场
确定全球营销计划
确定全球营销组织

第16章 营销道德和社会责任
对营销的社会批评
力图规范营销的市民和公众行动
面向社会责任营销的企业行为
术语表
Book Abstract

衰退期的营销战略
绝大多数产品和品牌最终会衰退。这种衰退可能进程缓慢,如燕麦粉;也可能非常快,如VHS格式录像带。衰退期(decline stage)企业的销售收入要么突然降到零,要么将在很低的水平上保持相当长的时间。
很多原因可能导致销售下降,如技术进步、消费者偏好改变、竞争加剧等。销售和利润下降后一些企业将撤出市场,而那些仍在坚持的企业会精简产品。它们可能会放弃部分细分市场,从部分渠道中撤出,或削减促销预算,降低售价。
对企业来说,维持弱势产品的代价昂贵。除了利润微薄,弱势产品还可能含有很多隐性成本。因为需要对价格和存货经常调整,弱势产品有可能会占据经理过多的时间,或占据本来可用于盈利性更佳的“健康产品”的广告预算和促销支持;产品下降的声誉会打击消费者对企业和旗下其他品牌的信心。然而,弱势产品最大的隐患是对企业未来的负面影响。企业维护表现乏力的产品将延缓替代品开发,导致不平衡的产品组合,损害当前利润及企业长远的竞争力。
出于以上原因,企业需特别注意那些逐渐陈旧的产品。企业首先要经常检查衰退期产品的销售收入、市场份额、成本和利润趋势;其次,管理层必须决定是维持、收割还是放弃这些衰退产品。
当管理层决定维持其产品时,这表明企业认为行业竞争将趋缓。宝洁公司就在竞争对手撤出市场时,通过维持正在衰退的液体皂业务而获得了不菲的利润。企业维持产品的另一个原因是希望通过再定位和其他手段使产品焕发第二春。
管理层也可以采用收缩战略。这意味着企业将减少各种支出(如工厂、设备、维护成本、研发投入、广告和销售预算),期待销售收入保持稳定。若收割战略获得成功,企业将在短期内有效提高利润。管理层最后可以放弃产品,将业务出售给其他企业,或直接清算业务。
如果想成功出售衰退业务,企业就不能采用收割战略而使业务持续萎缩。
Introduction

由加里·阿姆斯特朗教授和菲利普·科特勒教授共同撰写的《市场营销学》是全球主流商学院广泛采用的经典教材之一,我们非常高兴能够将该书的第9版介绍给我国市场营销专业的学生与学者、企业界的市场营销从业人员,以及对市场营销感兴趣的所有读者朋友,希望能对中国的营销实践和理论研究的发展有所帮助和贡献。
本书的框架和体系非常清晰:首先介绍了市场营销的概念,然后按营销过程和职能全面、系统地介绍了市场营销学的理论知识,最后以全球市场和营销道德作为对全书知识的延伸和补充。作为译者,我们认为除了前言中所列的特点,本书还具备以下特点和优势:
(1)本书从市场营销的定义开始,全面、系统地顺序介绍了市场,“STP”(市场细分——选择目标市场——市场定位)战略方法,营销组合战略中的产品、定价、分销和促销,以及全球市场和营销道德的有关知识。同时,每章内容的结构安排也非常易于读者使用和学习,例如每章的章首案例和概念预览,穿插在各章中的案例等。
(2)与其他营销学教材相比,本书更突出对营销理论和知识的应用。作为一门应用科学,市场营销学的强大生命力在于将理论知识应用于实践。在本书中,每一章都提供了“营销实践”专栏。例如,法拉利汽车和时代啤酒制定高价,并以此为荣;惠普修复其庞大的销售队伍。这部分内容以现实生活中的企业营销实践展示了营销的理论和技术如何应用,在给读者以启发的同时帮助他们更好地学习相关知识。
(3)在本书的翻译过程中,我们对书中的部分内容添加了译者注,以帮助读者更好地理解和学习。此外,我们还在忠实于原文的基础上对原书的部分内容做了谨慎的调整和删减,使之更为简洁明了。例如,删去了原书中的大量照片和在前言中提到的“概念贯通”,并将每章后的关键术语一并放在书末制成术语表,以方便读者查阅。
本书的顺利翻译和出版,离不开众多参与者的合作与努力。本书初稿的翻译,分别由蒋阳阳完成第1、2、6、14章,宋卓昭第3、4、7章、前言和术语表,肖瑶第5章,刘文霖第8、12章,李妍嫣第9、13章,吴晓冬第10、11章,骆洁第15、16章。最后,吕一林、岳俊芳、李妍嫣和宋卓昭参与了对全书的初校,吕一林教授对全书进行了终校和定稿。
尽管我们为本书的翻译和出版付出了极大的努力,但水平毕竟有限,因此疏漏和不足在所难免,在此敬请广大读者指正。

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