戰(zhàn)略營銷

內(nèi)容概要

本書是戰(zhàn)略營銷領(lǐng)域最暢銷的教科書之一。作者主要采用理論與實(shí)踐相結(jié)合的方法，以大量的案例介紹了分析和解決營銷問題所需的概念和工具，并生動地闡述了營銷中存在的問題和解決方法。具體內(nèi)容主要包括：戰(zhàn)略管理基礎(chǔ)、營銷決策、機(jī)會分析、市場細(xì)分和目標(biāo)市場選擇、服務(wù)策略和品牌管理、整合營銷溝通策略、定價(jià)策略、綜合營銷計(jì)劃等。

作者簡介

作者：(美)羅杰·A.凱琳 羅伯特·A.彼得森

書籍目錄

CHAPTER 1  Foundations of Strategic Marketing Management   Appendix：A Sample Marketing Plan CHAPTER 2  Financial Aspects of Marketing Management CHAPTER 3  Marketing Decision Making and CaseAnalysis CHAPTER 4  Opportunity Analysis，Market Segmentation and Market Targeting   Jones-Blair Company   RogerA．Kerin eBay’s Globalization Strategy   Janet Fieldstein，Antonio Davila，and George Foster Camar Automotive Hoist   Gordon H.G McDougall  Vector Marketing Corporation：Growth Drivers   RobertA．PetersonCHAPTER 5  Product and Service Strategy and Brand Management   Dr Pepper／Seven Up，Inc．  Squirt Brand   RogerA．Kerin  Softand SttkyShavingGel   RogerA．Kerin  Perpetual Care Hospital：Downtown Health Clinic   RogerA．Kerin  Frito Lay Company：CrackerJack   RogerA．Kerin  Swisher Mower and Machine Company：  Evaluating a Private Brand Opportunity   RogerA．Kerin and Wayne SwisherCHAPTER 6  Integrated Marketing Communication Strategy and Management   Carrington Furniture，Inc．(A)   RogerA．Kerin  Carrington Furniture，Inc．(B)   RogerA．Kerin  Drypers Corporation：National Television Advertising Campaign   RogerA．Kerin  Craft Marine Corporation   RogerA．Kerin andRobertA．Peterson  Make-Up Art Cosmetics(M．A．C)Ltd．  Vic Casale andJohn S HullandCHAPTER 7  Marketing Channel Strategy and Management   Gateway,Inc．   RogerA．Kerin GolfLogix：Measuring the Galne ofGolf   John T.Gourville andJerry N.Conover Masterton Carpet Mills，Inc．  RoerA．Kerin  ……CHAPTER 8CHAPTER 9CHAPTER 10APPENDIX

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