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Marketing Management：An Asian Perspective
作者：
Kotler、Keller、Ang、Leong、Tan
分類：
語言工具
／
英語進修
出版社：
華泰文化
出版日期：2013/2/7
ISBN：9789810687977
書籍編號：kk0346373
頁數：976
定價：
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Marketing Management：An Asian Perspective Marketing Management：An Asian Perspective, 6/E boasts a host of new features and continues with the key factors that have made the earlier editions successful. 1.Provide an Asian perspective:Asian marketing concepts and applications such as Islamic marketing, guanxi and chaelbolwill be introduced in this edition. The balanced mix of Asian and International examples and cases are featured so that students are able to better relate to the concepts that are illustrated with case studies and examples closer to home, helping them learn faster and better. 2.Unique features in helping students to learn better： A conceptual mindmap at the end of each chapter will help students see the links amongst various concepts and get the big picture. In addition, a beefed-up summary which includes key diagrams, examples and even photos will serve to consolidate the student’s knowledge and is a speedy revision tool. 3.Interactive learning on MyMarketingLab (MML):The online tutorial and assessment platform offers a wealth of hands-on activities and exercises that let students learn interactively, engaging and coaching them to becoming better marketers.
PART Ⅰ: UNDERSTANDING MARKETING MANAGEMENT Ch 1 Defining Marketing for the 21st Century Ch 2 Developing Marketing Strategies and Plans PART Ⅱ: CAPTURING MARKETING INSIGHTS Ch 3 Gathering Information and Scanning the Environment Ch 4 Conducting Marketing Research and Forecasting Demand PART Ⅲ: CONNECTING WITH CUSTOMERS Ch 5 Creating Customer Value, Satisfaction, and Loyalty Ch 6 Analyzing Consumer Markets Ch 7 Analyzing Business Markets Ch 8 Identifying Market Segments and Targets PART Ⅳ: BUILDING STRONG BRANDS Ch 9 Creating Brand Equity Ch 10 Crafting the Brand Positioning Ch 11 Competitive Dynamics PART Ⅴ: SHAPING THE MARKET OFFERINGS Ch 12 Setting Product Strategy Ch 13 Designing and Managing Services Ch 14 Developing Pricing Strategies and Programs PART Ⅵ: DELIVERING VALUE Ch 15 Designing and Managing Marketing Channels and Value Networks Ch 16 Managing Retailing, Wholesaling, and Logistics PART Ⅶ: COMMUNICATING VALUE Ch 17 Designing and Managing Integrated Marketing Communications Ch 18 Managing Mass Communications: Advertising, Sales Promotions, Events and Public Relations Ch 19 Managing Personal Communications: Direct Marketing and Personal Selling PART Ⅷ: CREATING SUCCESSFUL LONG-TERM GROWTH Ch 20 Introducing New Market Offerings Ch 21 Tapping into Global Markets Ch 22 Managing a Holistic Marketing Organization
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