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Online Public Access Catalogue

题名/责任者:

Principles of marketing = 市场营销原理 / Philip Kotler, Gary Armstrong.

版本说明:

9th ed.

出版发行项:

北京 : 清华大学出版社, 2001.

ISBN:

7302047987 :

载体形态项:

xx, 785, [55] p. : ill. ; 26 cm.

变异题名:

市场营销原理

丛编题名:

清华营销学系列英文版教材

个人责任者:

Kotler, Philip.

附加个人名称:

Armstrong, Gary.

论题主题:

Marketing.

中图法分类号:

F713.50

书目附注:

Includes bibliographical references and indexes.

内容附注:

Understanding marketing and the marketing process. Marketing in a changing world: creating customer value and satisfaction -- Strategic planning and the marketing process -- The marketing environment -- Developing marketing opportunities and strategies. Marketing research and information systems -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- Market segmentation, targeting, and positioning for competitive advantage -- Developing the marketing mix. Product and services strategy -- New-product development and product life-cycle strategies --Pricing products: pricing considerations and approaches -- Pricing products: pricing strategies -- Distribution channels and logistics management -- Retailing and wholesaling -- Integrated marketing communications strategy -- Advertising, sales promotion, and public relations -- Personal selling and sales management -- Direct and online marketing: the new marketing model -- Managing marketing. Competitive strategies: attracting, retaining, and growing customers -- The global marketplace -- Marketing and society: social responsibility and marketing ethics -- Appendix 1: Measuring and forecasting demand -- Appendix 2: Marketing arithmetic -- Appendix 3: Careers in marketing.

原版附注:

Reprint. Originally published: Upper Saddle River, NJ : Prentice Hall, c2001.

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