机读格式显示(MARC)
- 000 02408cam 2200349 a 4500
- 008 020117r20012001cc a b 001 0 eng d
- 020 __ |a 7302047987 : |c CNY76.00
- 050 04 |a HF5415 |b .K636 2001
- 099 __ |a CAL 022001459226
- 100 1_ |a Kotler, Philip.
- 245 10 |a Principles of marketing = |b 市场营销原理 / |c Philip Kotler, Gary Armstrong.
- 260 __ |a 北京 : |b 清华大学出版社, |c 2001.
- 300 __ |a xx, 785, [55] p. : |b ill. ; |c 26 cm.
- 504 __ |a Includes bibliographical references and indexes.
- 505 0_ |a 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.
- 534 __ |p Reprint. Originally published: |c Upper Saddle River, NJ : Prentice Hall, c2001.
- 700 1_ |a Armstrong, Gary.
- 905 __ |a CAU |f F713.50/KP/(9) |b E0208162
- 907 __ |a CAU |f F713.50/KP/(9) |b E0208162
- 999 __ |t C |A gxr |a 20061113 10:59:10 |I gxr |i 20061113 11:01:02 |G wzhlc |g 20061124 10:25:5