市場營銷學原理

內(nèi)容概要

　　我們引進的《市場營銷學原理》（第2版），由美國湯姆森學習出版集團授權(quán)經(jīng)濟科學出版社在我國獨家出版。湯姆森學習出版集團是全球最大的教育出版集團之一，其出版的各個層次的教材深受美國及世界很多國家的讀者歡迎。　　《市場營銷學原理》共十八章，具體包括導言、營銷策略——讓度顧客價值、電子商務(wù)與市場營銷、營銷環(huán)境與市場研究、顧客與消費者研究、市場信息、市場細分與目標市場、差異化與市場定位、產(chǎn)品與品牌策略、新產(chǎn)品開發(fā)、定價策略、營銷溝通、派員銷售、渠道策略、服務(wù)業(yè)營銷、企業(yè)對企業(yè)的營銷、國際市場營銷、營銷計劃與整合營銷。

作者簡介

Geoffrey Randall is an independent consultant specializing in helping companies improve their performance through marketing training and consultancy,he also works in management education.He runs in-house training courses for major companies and has wide teaching experience at various levels.He was head of the business school at the University of Greenwich and served on several national bodies in the field of business education as well as working in industry for ten years.He is author of five other books,including Trade Marking Strategies,Branding ,and with Andrew Seth ,The Grocers:The rise and rise of the supermarket chains.        

書籍目錄

Figures in main textTables in main textPreface1 Introduction2 Marketing strategy: delivering customer value3 E-commerce and marketing4 Understanding environments and markets5 Understanding customers and consumers6 Marketing information7 Segmentation and targeting8 Differentiation and positioning9 Product policy and branding10 New product development11 Pricing12 Marketing communications13 Personal selling14 Distribution15 Marketing ofservices16 Business-to-business marketing17 Intemational marketing18 Putting it all together - marketing planningBibliographyIndex

媒體關(guān)注與評論

書評This update second edition features: New sections on e-commerce,'new' marketing,marketing ethics,and technical developments such as data warehousing and data mining Updated and expanded referencesa to help the reader expore further  A new design and clear layout  Incorporation of learing objectives  Additional web material at www.thomsonlearning.co.uk   

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