教育部高校工商管理类教学指导委员会双语教学推荐教材：营销管理（英文版·亚洲版·第5版）

《教育部高校工商管理类教学指导委员会双语教学推荐教材：营销管理（英文版·亚洲版·第5版）》的主要特色有以下几点。1.全球性品牌提供均衡的视角：20%兼有亚洲与非亚洲背景的企业（利丰、盛大网络）、40%非亚洲背景的企业（谷歌、苹果公司及其iPod系列产品）、40%有亚洲背景的企业（迪士尼（香港）、吉列（日本）2.深入洞悉新兴市场及其发展趋势：印度，针对都市型男的营销、航空业的“免费增值”商业模式、抵制仿冒品、3.更加关注科技与营销的关系：蜂鸣营销和病毒式营销、营销调研中科技的应用、互动营销中的顾客授权。

菲利普·科特勒（Philip Kotler）市场营销学权威，美国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，著有Marketing Management， Principles of Marketing， Marketing： An Introduction， Strategic Marketing for Nonprofit Organizations等。在《哈佛商业评论》，《斯隆管理评论》. Journal of Marketing. Journal of Marketing Research等国际一流刊物上发表了100多篇论文。唯一荣获三次“阿尔法·卡帕·普西奖”的学者，该奖专门奖励发表在Journal of Marketing上的最优秀年度论文作者。
美国营销协会设立的“杰出营销学教育工作者奖”的第一位获奖者。曾获欧洲市场营销顾问和销售培训者协会颁发的“营销卓越贡献奖”。1975年，因在市场营销科学领域独创性的贡献荣获美国营销协会颁发的”保尔.D.康弗斯奖”。1 995年，被国际销售和营销管理者组织命名为“年度营销者”。
担任多有公司营销顾问，包括IBM、通用电气、美国电话电报公司、霍尼韦尔公司、美洲银行、默克公司等：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。

PART 1 Understanding Marketing Management
Chapter 1 Defining Marketing for the 21st Century
The tmportance of Marketing
The Scope of Marketing
MARKETING MEMO The Rewards ofBranding AsianCountfies
Core Marketing Concepts
The New Marketing Realities
Company Orientations Toward the Marketplace
MARKETtNG MEMO Marketing RightandWrong
BREAKvfHROUGH MARKETING Nike
MarketingManagementTasks
MARKETING MEMO
Marketers' Frequently Asked Questions
Chapter 2 Oewloping Marketing Strategies and Plans
MarketingandCustomerValue
MARKE1rlNG INSIGHT Views on Marketing from Chief
Executive Officers
BREAKTHROUGH MARKETING Intel
Corporate and Division Strategic Planning
MARKETINGINSIGHT CreatinglnnovativeMarketfng
Business Unit Strategic Planning
MARKETING MEMO
Checklistfor Performing Strengths
WeaknessesAnalysis
MARKETINGINSIGHT SameBed,DifferentDreams
MARKETING INSIGHT
Marketing's Contribution to
ShareholderValue
Product Planning:The Nature and Contents of aMarketingPlan
MARKETINGMEMO MarketingPlanCriteria
Sample Marketing Plan: Pegasus SportsInternational

PART 2 Capturing Marketinglnsights
Chapter 3 Gathering Information and Scanning the Environment
Components ofa Modern Marketinglnformation System
Internal Records and Marketing Intelligence
MARKETING MEMO Clicking on the Competition
AnalyzingtheMacroenvironment
MARKETING INSIGHT Megatrends Shaping the AsianConsumerLandscape
The Demographic Environment
BREAKTHROUGH MARKETING Google
MARKETING INSIGHT Friends for Life
Other Major Macroenvironments
MARKETINGINSIGHT Green Marketing
Chapter 4 Conducting Marketing Research and Forecasting Demand
The Marketing Research System
The Marketing Research Process
MARKETING INSICiHT Conducting Informative FocusGroups
MARKETING MEMO Questionnaire Do's and Don'ts
MARKETING INSIGHTGetting into Consumers'Heads With
Qualitative Research
MARKETING INSIGHT Understanding Brain Science
MARKETING MEMOPros and Cons of Online Research
MARKET:NG INSIGHT
Global Online Market Research
Challenges
Marketing Research in Asia
Measuring Marketing Productivity
MARKETING fNSIGHT Marketing Dashboards toImprove
Effectiveness and Efficiency

PART 3 Connecting with Customers
Chapter 5 Creating Customer Value, Satisfaction, and Loyalty
Building Customer Value, Satisfaction, and Loyalty
Maximizing Customer Lifetime Value
MARKETING MEMO Calculating Customer LifetimeValue
Cultivating Customer Relationships
MARKETING INSIGHT Company Response to CustomerEmpowerment
……
PART 4 Building Strong Brands
PART 5 Shaping the Market Offerings
PART 6 Delivering Value
PART 7 Communicating Value
PART 8 Creating Succesful Long-Term Growth
Glossary