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Marketing Insights from A to Z 市场认知：经理人必晓的80个概念

作者: Philip Kotler （菲利普·科勒）著

出版社: Wiley

出版时间: 2003-03

版次: 1

ISBN: 9780471268673

定价: 316.70

装帧: 精装

开本: 其他

纸张: 胶版纸

页数: 224页

正文语种: 英语

分类: 外文古旧书>英文书>管理

5人买过

Themostrenownedfigureintheworldofmarketingoffersthenewrulestothegameformarketingprofessionalsandbusinessleadersalike

InMarketingInsightsfromAtoZ,PhilipKotler,oneoftheundisputedfathersofmodernmarketing,redefinesmarketing'sfundamentalconceptsfromAtoZ,highlightinghowbusinesshaschangedandhowmarketingmustchangewithit.Hepredictsthatoverthenextdecademarketingtechniqueswillrequireacompleteoverhaul.Furthermore,thefutureofmarketingisincompany-widemarketinginitiatives,notinarelianceonasinglemarketingdepartment.Thisconcise,stimulatingbookrelaysfundamentalideasfastforbusyexecutivesandmarketingprofessionals.MarketingInsightsfromAtoZpresentstheenlightenedandwell-informedmusingsofatruemasteroftheartofmarketingbasedonhisdistinguishedforty-yearcareerinthebusiness.Othertopicsincludebranding,experientialadvertising,customerrelationshipmanagement,leadership,marketingethics,positioning,recessionmarketing,technology,overallstrategy,andmuchmore. PhilipKotler(Chicago,IL)isthefatherofmodernmarketingandtheS.C.JohnsonandSonDistinguishedProfessorofInternationalMarketingatNorthwesternUniversity'sKelloggGraduateSchoolofManagement,oneofthedefinitivemarketingprogramsintheworld.KotleristheauthoroftwentybooksandaconsultanttononprofitorganizationsandleadingcorporationssuchasIBM,GeneralElectric,BankofAmerica,andAT&T. Advertising.
Brands.
Business-to-Business Marketing.
Change.
Communication and Promotion.
Companies.
Competitive Advantage.
Competitors.
Consultants.
Corporate Branding.
Creativity.
Customer Needs.
Customer Orientation.
Customer Relationship Management (CRM).
Customers.
Customer Satisfaction.
Database Marketing.
Design.
Differentiation.
Direct Mail.
Distribution and Channels.
Employees.
Entrepreneurship.
Experiential Marketing.
Financial Marketing.
Focusing and Niching.
Forecasting and the Future.
Goals and Objectives.
Growth Strategies.
Guarantees.
Image and Emotional Marketing.
Implementation and Control.
Information and Analytics.
Innovation.
Intangible Assets.
International Marketing.
Internet and E-Business.
Leadership.
Loyalty.
Management.
Marketing Assets and Resources.
Marketing Department Interfaces.
Marketing Ethics.
Marketing Mix.
Marketing Plans.
Marketing Research.
Marketing Roles and Skills.
Markets.
Media.
Mission.
New Product Development.
Opportunity.
Organization.
Outsourcing.
Performance Measurement.
Positioning.
Price.
Products.
Profits.
Public Relations.
Quality.
Recession Marketing.
Relationship Marketing.
Retailers and Vendors.
Sales Force.
Sales Promotion.
Segmentation.
Selling.
Service.
Sponsorship.
Strategy.
Success and Failure.
Suppliers.
Target Markets.
Technology.
Telemarketing and Call Centers.
Trends in Marketing Thinking and Practice.
Value.
Word of Mouth.
Zest.
Notes.
Index.
内容简介:
Themostrenownedfigureintheworldofmarketingoffersthenewrulestothegameformarketingprofessionalsandbusinessleadersalike

InMarketingInsightsfromAtoZ,PhilipKotler,oneoftheundisputedfathersofmodernmarketing,redefinesmarketing'sfundamentalconceptsfromAtoZ,highlightinghowbusinesshaschangedandhowmarketingmustchangewithit.Hepredictsthatoverthenextdecademarketingtechniqueswillrequireacompleteoverhaul.Furthermore,thefutureofmarketingisincompany-widemarketinginitiatives,notinarelianceonasinglemarketingdepartment.Thisconcise,stimulatingbookrelaysfundamentalideasfastforbusyexecutivesandmarketingprofessionals.MarketingInsightsfromAtoZpresentstheenlightenedandwell-informedmusingsofatruemasteroftheartofmarketingbasedonhisdistinguishedforty-yearcareerinthebusiness.Othertopicsincludebranding,experientialadvertising,customerrelationshipmanagement,leadership,marketingethics,positioning,recessionmarketing,technology,overallstrategy,andmuchmore.
作者简介:
PhilipKotler(Chicago,IL)isthefatherofmodernmarketingandtheS.C.JohnsonandSonDistinguishedProfessorofInternationalMarketingatNorthwesternUniversity'sKelloggGraduateSchoolofManagement,oneofthedefinitivemarketingprogramsintheworld.KotleristheauthoroftwentybooksandaconsultanttononprofitorganizationsandleadingcorporationssuchasIBM,GeneralElectric,BankofAmerica,andAT&T.
目录:
Advertising.
Brands.
Business-to-Business Marketing.
Change.
Communication and Promotion.
Companies.
Competitive Advantage.
Competitors.
Consultants.
Corporate Branding.
Creativity.
Customer Needs.
Customer Orientation.
Customer Relationship Management (CRM).
Customers.
Customer Satisfaction.
Database Marketing.
Design.
Differentiation.
Direct Mail.
Distribution and Channels.
Employees.
Entrepreneurship.
Experiential Marketing.
Financial Marketing.
Focusing and Niching.
Forecasting and the Future.
Goals and Objectives.
Growth Strategies.
Guarantees.
Image and Emotional Marketing.
Implementation and Control.
Information and Analytics.
Innovation.
Intangible Assets.
International Marketing.
Internet and E-Business.
Leadership.
Loyalty.
Management.
Marketing Assets and Resources.
Marketing Department Interfaces.
Marketing Ethics.
Marketing Mix.
Marketing Plans.
Marketing Research.
Marketing Roles and Skills.
Markets.
Media.
Mission.
New Product Development.
Opportunity.
Organization.
Outsourcing.
Performance Measurement.
Positioning.
Price.
Products.
Profits.
Public Relations.
Quality.
Recession Marketing.
Relationship Marketing.
Retailers and Vendors.
Sales Force.
Sales Promotion.
Segmentation.
Selling.
Service.
Sponsorship.
Strategy.
Success and Failure.
Suppliers.
Target Markets.
Technology.
Telemarketing and Call Centers.
Trends in Marketing Thinking and Practice.
Value.
Word of Mouth.
Zest.
Notes.
Index.

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Marketing Insights from A to Z 市场认知：经理人必晓的80个概念

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