Marketing Management, 16/e (GE-Paperback)
暫譯: 行銷管理，第16版 (GE-平裝本)

Philip Kotler,Kevin Lane Keller,Alexander Chernev

Marketing Management, 16/e (GE-Paperback)

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商品描述

The world of marketing is changing every day — and in order for students to have a competitive edge, they need a text that reflects the best and most recent marketing theory and practices. Marketing Management collectively uses a managerial orientation, an analytical approach, a multidisciplinary perspective, universal applications, and balanced coverage to distinguish it from all other marketing management texts out there. Unsurpassed in its breadth, depth, and relevance, the 16th Edition features a streamlined organization of the content, updated material, and new examples that reflect the very latest market developments. After reading this landmark text, students will be armed with the knowledge and tools to succeed in the new market environment around them.

商品描述(中文翻譯)

行銷的世界每天都在變化——為了讓學生擁有競爭優勢，他們需要一本能反映最新行銷理論和實務的教材。《行銷管理》以管理導向、分析方法、多學科視角、普遍應用和均衡的內容覆蓋，將其與其他行銷管理教材區分開來。第16版在廣度、深度和相關性上無與倫比，內容組織更為精簡，更新了材料，並提供了反映最新市場發展的新範例。閱讀這本具有里程碑意義的教材後，學生將具備在新市場環境中成功所需的知識和工具。

作者簡介

作者：Philip Kotler
現職：Northwestern University

作者：Kevin Lane Keller
現職：Darthmouth College

作者：Alexander Chernev
現職：Northwestern University

作者簡介(中文翻譯)

作者：Philip Kotler
現職：西北大學

作者：Kevin Lane Keller
現職：達特茅斯學院

作者：Alexander Chernev
現職：西北大學

目錄大綱

PART I: FUNDAMENTALS OF MARKETING MANAGEMENT
Ch 1 Defining Marketing for The New Realities
Ch 2 Marketing Planning And Management

PART II: UNDERSTANDING THE MARKET
Ch 3 Analyzing Consumer Markets
Ch 4 Analyzing Business Markets
Ch 5 Conducting Marketing Research

PART III: DEVELOPING A VIABLE MARKET STRATEGY
Ch 6 Identifying Market Segments And Target Customers
Ch 7 Crafting A Customer Value Proposition And Positioning

PART IV: DESIGNING VALUE
Ch 8 Designing And Managing Products
Ch 9 Designing And Managing Services
Ch10 Building Strong Brands
Ch11 Managing Pricing And Sales Promotions

PART V: COMMUNICATING VALUE
Ch12 Managing Marketing Communications
Ch13 Designing An Integrated Marketing Campaign in The Digital Age
Ch14 Personal Selling And Direct Marketing

PART VI: DELIVERING VALUE
Ch15 Designing and Managing Distribution Channels
Ch16 Managing Retailing

PART VII: MANAGING GROWTH
Ch17 Driving Growth in Competitive Markets
Ch18 Developing New Market Offerings
Ch19 Building Customer Loyalty
Ch20 Tapping into Global Markets
Ch21 Socially Responsible Marketing

目錄大綱(中文翻譯)

PART I: FUNDAMENTALS OF MARKETING MANAGEMENT

Ch 1 Defining Marketing for The New Realities

Ch 2 Marketing Planning And Management



PART II: UNDERSTANDING THE MARKET

Ch 3 Analyzing Consumer Markets

Ch 4 Analyzing Business Markets

Ch 5 Conducting Marketing Research



PART III: DEVELOPING A VIABLE MARKET STRATEGY

Ch 6 Identifying Market Segments And Target Customers

Ch 7 Crafting A Customer Value Proposition And Positioning



PART IV: DESIGNING VALUE

Ch 8 Designing And Managing Products

Ch 9 Designing And Managing Services

Ch10 Building Strong Brands

Ch11 Managing Pricing And Sales Promotions



PART V: COMMUNICATING VALUE

Ch12 Managing Marketing Communications

Ch13 Designing An Integrated Marketing Campaign in The Digital Age

Ch14 Personal Selling And Direct Marketing



PART VI: DELIVERING VALUE

Ch15 Designing and Managing Distribution Channels

Ch16 Managing Retailing



PART VII: MANAGING GROWTH

Ch17 Driving Growth in Competitive Markets

Ch18 Developing New Market Offerings

Ch19 Building Customer Loyalty

Ch20 Tapping into Global Markets

Ch21 Socially Responsible Marketing

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