Principles of Marketing 12/e (絕)
- 20本以上，享 8.5折
售價
$
洽詢
- 一般書籍
- ISBN：9780136132370
- 作者：Philip Kotler
- 版次：12
- 年份：2008
- 出版商：Pearson Education
目錄
作者介紹
Table of Contents
Part 1–Defining Marketing and the Marketing Process
1. Marketing: Managing Profitable Customer Relationships
2. Company and Marketing Strategy: Partnering to Build Customer Relationships
Part 2–Understanding the Marketplace and Consumers
3. The Marketing Environment
4. Managing Marketing Information
5. Consumer Markets and Consumer Buyer Behavior
6. Business Markets and Business Buyer Behavior
Part 3–Designing a Customer-Driven Strategy and Marketing Mix
7. Customer-Driven Marketing Strategy: Creativing Value for Target Customers
8. Product, Services, and Branding Strategies
9. New-Product Development and Life-Cycle Strategies
10. Pricing Products: Understanding and Capturing Customer Value
11. Pricing Products: Pricing Strategies
12. Marketing Channels and Supply Chain Management
13. Retailing and Wholesaling
14. Communicating Customer Value: Integrated Marketing Communication Strategy
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Direct and Online Marketing: Building Direct Customer Relationships
Part 4–Extending Marketing
18. Creating Competitive Advantage
19. The Global Marketplace
20. Marketing Ethics and Social Responsibility
Part 1–Defining Marketing and the Marketing Process
1. Marketing: Managing Profitable Customer Relationships
2. Company and Marketing Strategy: Partnering to Build Customer Relationships
Part 2–Understanding the Marketplace and Consumers
3. The Marketing Environment
4. Managing Marketing Information
5. Consumer Markets and Consumer Buyer Behavior
6. Business Markets and Business Buyer Behavior
Part 3–Designing a Customer-Driven Strategy and Marketing Mix
7. Customer-Driven Marketing Strategy: Creativing Value for Target Customers
8. Product, Services, and Branding Strategies
9. New-Product Development and Life-Cycle Strategies
10. Pricing Products: Understanding and Capturing Customer Value
11. Pricing Products: Pricing Strategies
12. Marketing Channels and Supply Chain Management
13. Retailing and Wholesaling
14. Communicating Customer Value: Integrated Marketing Communication Strategy
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Direct and Online Marketing: Building Direct Customer Relationships
Part 4–Extending Marketing
18. Creating Competitive Advantage
19. The Global Marketplace
20. Marketing Ethics and Social Responsibility
Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University. He received his master's degree at the University of Chicago and his Ph.D. at M.I.T., both in economics. Dr. Kotler is author of Marketing Management (PrenticeHall), now in its twelfth edition and the world's most widely used marketing text book in graduate schools of business worldwide. He has authored dozens of other successful books and has written more than 100 articles in leading journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing.
Professor Kotler was named the first recipient of two major awards: the Distinguished Marketing Educator of the Year Award given by the American Marketing Association and the Philip Kotler Award for Excellence in Health Care Marketing presented by the Academy for Health Care Services Marketing. His numerous other major honors include the Sales and Marketing Executives InternationalMarketing Educator of the Year Award; The European Association of Marketing Consultants and Trainers Marketing Excellence Award; the Charles Coolidge Parlin Marketing Research Award; and thePaul D. Converse Award, given by the American Marketing Association to honor “outstanding contributions to science in marketing. In a recent Financial Times poll of 1,000 senior executives across the world, Professor Kotler was ranked as the fourth “most influential business writer/guru” of the twenty-first century.
Dr. Kotler has served as chairman of the College on Marketing of the Institute of Management Sciences, a director of the American Marketing Association, and a trustee of the Marketing Science Institute. He has consulted with many major U.S. and international companies in the areas of marketing strategy and planning, marketing organization, and international marketing. He has traveled extensively throughout Europe, Asia, and South America, advising companies and governments about global marketing practices and opportunities.
Professor Kotler was named the first recipient of two major awards: the Distinguished Marketing Educator of the Year Award given by the American Marketing Association and the Philip Kotler Award for Excellence in Health Care Marketing presented by the Academy for Health Care Services Marketing. His numerous other major honors include the Sales and Marketing Executives InternationalMarketing Educator of the Year Award; The European Association of Marketing Consultants and Trainers Marketing Excellence Award; the Charles Coolidge Parlin Marketing Research Award; and thePaul D. Converse Award, given by the American Marketing Association to honor “outstanding contributions to science in marketing. In a recent Financial Times poll of 1,000 senior executives across the world, Professor Kotler was ranked as the fourth “most influential business writer/guru” of the twenty-first century.
Dr. Kotler has served as chairman of the College on Marketing of the Institute of Management Sciences, a director of the American Marketing Association, and a trustee of the Marketing Science Institute. He has consulted with many major U.S. and international companies in the areas of marketing strategy and planning, marketing organization, and international marketing. He has traveled extensively throughout Europe, Asia, and South America, advising companies and governments about global marketing practices and opportunities.
