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Marketing：
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Marketing：An Introduction(9版)
作者：
Armstrong
分類：
參考•考試•教科書
／
大專學院教科書
出版社：
華泰文化
出版日期：2009/1/1
ISBN：0135153107
書籍編號：kk0212441
頁數：672
定價：
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<a href='https://www.silkbook.com/book_detail.asp?goods_ser=kk0212441'>Marketing：An Introduction(9版)</a>
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<b><font color="#aa0000">內容簡介</font></b> NEW! Expanded Coverage of Integrated Marketing Communications The chapters on integrated marketing communications have been completely restructured to reflect sweeping shifts in how today’s marketers communicate value to customers. Some of the changes include: A heavily revised Chapter 12 – To increase students awareness of the changes in marketing, this chapter addresses the shifting IMC model, emphasizing how marketers are adding a host new-age media—everything from interactive TV and the Internet to iPods and cell phones—to reach more carefully targeted customers. Brand NEW Chapter 14 – Titled “Direct and Online Marketing,” this chapter exposes students to direct marketing and Internet marketing. It introduces new digital direct marketing technologies, such as mobile phone marketing, podcasts and vodcasts, and interactive TV. NEW! Social Networks Several chapters contain new and expanded discussions of the exploding use of social networks—how marketers are tapping digital online networks such as YouTube, MySpace, and others to build strong relationships between brands and customers. Chapter Opening Vignettes and “Marketing at Work” Boxes Marketing: An Introduction takes a practical marketing-management approach, providing countless real-life examples that bring life to the marketing journey. Carefully constructed opening vignettes and “Marketing at Work” boxes highlight stories that reveal the drama of modern marketing showing how: Starbucks has brewed up an ambitious, multi-pronged growth strategy to maintain its phenomenal growth in an increasingly overcaffeinated marketplace; Pg. 32-33 GEICO used an industry-changing advertising campaign featuring a likeable spokes-lizard, an indignant clan of cavemen, and an enduring tagline, GEICO to become an industry leader; Pg. 212-213 Dove is on a bold mission to create a broader, healthier view of beauty with its Campaign for Real Beauty featuring candid and confident images of real women of all types; Pg. 494-495 <b><font color="#aa0000">目錄</font></b> Part 1—Defining Marketing and the Marketing Process Ch 1. Marketing: Creating and Capturing Customer Value Ch 2. Company and Marketing Strategy: Partnering to Build Customer Relationships Part 2—Understanding the Marketplace and Consumers Ch 3. Analyzing the Marketing Environment Ch 4. Managing Marketing Information to Gain Customer Insights Ch 5. Understanding Consumer and Business Buyer Behavior Part 3—Designing a Customer-Driven Marketing Strategy and Marketing Mix Ch 6. Customer-Driven Marketing Strategy: Creating Value for Target Customers Ch 7. Products, Services, and Brands: Building Customer Value Ch 8. New-Product Development and Life-Cycle Strategies Ch 9. Pricing: Understanding and Capturing Customer Value Ch 10. Marketing Channels: Delivering Customer Value Ch 11. Retailing and Wholesaling Ch 12. Communicating Customer Value: Advertising and Public Relations Ch 13. Communicating Customer Value: Personal Selling and Sales Promotion Ch 14. Direct and Online Marketing: Building Direct Customer Relationships Part 4—Extending Marketing Ch 15. The Global Marketplace Ch 16. Marketing Ethics and Social Responsibility
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