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营销管理:分析、计划、执行与控制(英文版 第九版)

营销管理:分析、计划、执行与控制(英文版 第九版)

作者:(美)[菲利普·科特勒](Philip Kotler)著

出版社:Prentice-Hall国际出版公司

出版时间:1997-03-01

ISBN:9787302024699

定价:¥58.00

内容简介
  内容提要本书作者是美国营销学界权威人士之一,这本《营销管理-分析、计划、执行与控制》已取得营销学界的普遍认可,并广泛地应用于教学和实践。第九版由介绍营销管理的原理概念、分析营销机会、制定营销战略、营销计划和组织执行市场营销等五个部分组成,继续保持了以往各版的一些基本出发点和特征,包括:1.面向管理者,重点在于决策协调;2提供分析营销管理中常见问题的一个框架,以真实的案例说明原理;3.引用许多经济学、行为科学和数学方面的基本原理;4.把营销思想应用于市场的各个方面、而不只是指产品和服务;5.覆盖面广而内容安排均衡,包括了一个营销管理人员需要知道的所有课题。作者看到了营销中非常重要的一些趋势,如全球营销观点的进一步兴起、电子网上销售、高技术产业营销地位的加强、公众及企业对市场及营销行为道德的呼吁等等,并如多年前提出著名的营销组合概念一样,又提出了许多新的营销观点和概念。可以说,作者捕捉新信息的能力是非凡的。这本书堪称营销方面的最新著作,对将来或许产生深远的影响。本书可以作为大学商学院本科生和研究生教学的优秀教科书,也可用作研究和实际工作的参考。
作者简介
暂缺《营销管理:分析、计划、执行与控制(英文版 第九版)》作者简介
目录
     BRIEF CONTENTS
   UNDERSTANDING MARKETING MANAGEMENT
    1 Assessing Marketing's Critical Role in Organizational Performance
    2 Building Customer Satisfaction Through Quality, Service, and Value
    3 Winning Markets Through Market-Oriented Strategic Planning
   ANALYZING MARKETING OPPORTUNITIES
    4 Managing Marketing Information and Measuring Market Demand
    5 Scanning the Marketing Environment
    6 Analyzing Consumer Markets and Buying Behavior
    7 Analyzing Business Markets and Business Buying Behavior
    8 Analyzing Industries and Competitors
    9 Identifying Market Segments and Selecting Target Markets
   DEVELOPING MARKETING STRATEGIES
    10 Differentiating and Positioning the Market Offering
    11 Developing New Products
    12 Managing Life-Cycle Strategies
    13 Designing Marketing Strategies for Market Leaders, Challengers,Followers, and Nichers
    14 Designing and Managing Global Marketing Strategies
   PLANNING MARKETING PROGRAMS
    15 Managing Product Lines, Brands, and Packaging
    16 Managing Service Businesses and Product Support Services
    17 Designing Pricing Strategies and Programs
    18 Selecting and Managing Marketing Channels
    19 Managing Retailing, Wholesaling, and Market Logistics
    20 Designing and Managing Integrated Marketing Communications
    21 Managing Advertising, Sales Promotion, and Public Relations
    22 Managing the Sales Force
    23 Managing Direct and Online Marketing
   MANAGING THE MARKETING EFFORT
   Organizing, Implementing, Evaluating, and Controlling Marketing
   Activities
   TECHNICAL APPENDIXES
   Appendix 1. The Theory of Effective Marketing-Resource Allocation
   Appendix 2. Statistical Methods for Future Demand Projection
   AUTHOR INDEX
   COMPANY/BRAND INDEX
   SUBJECT INDEX
    Preface
   Part l
    UNDERSTANDING MARKETING
    MANAGEMENT
    CHAPTER 1 Assessing Marketing's Critical Role in Organizational
    Performance
    DOING BUSINESS IN THE GLOBAL ECONOMY
    The Global Economy ?The Income Gap ?The
    Environmental Imperative and Other Business Trends ? Technological Advances ?Focus on the Customer ? Other Issues
    WHAT IS MARKETING? THE CORE CONCEPTS
    Needs, Wants, and Demands ?Products (Goods, Services,
    and Ideas) ?Value, Cost, and Satisfaction ?Exchange
    and Transactions ?Relationships and Networks ? Markets ?Marketers and Prospects
    MARKETING MANAGEMENT
    COMPANY ORIENTATIONS TOWARD THE
    MARKETPLACE
    The Production Concept ?The Product Concept ? The Selling Concept/Sales Concept ?The Marketing
    Concept ?The Societal Marketing Concept
    THE RAPID.ADOPTION OF MARKETING
    MANAGEMENT
    In the Business Sector ?In the Nonprofit Sector ?In;
    the Global Sector
    SUMMARY
    CONCEPT APPLICATIONS
    NOTES
    CHAPTER 2 Building Customer Satisfaction Through Qualtty,
    Service, and Value
    DEFINING CUSTOMER VALUE AND SATISPACTION
    Customer Value ?Customer Satisfaction
    DELIVERING CUSTOMER VALUE AND
    SATISFACTION
    Value Chain ?Value-Delivery Network
    ATTRACTING AND RBTAINING CUSTOMERS
    Computihg the Cost ofLostCustomers ?TheNeedfor
    Customer Retention ?Relationship Marketing:
    The Key
    CUSTOMER PROFITABILITY: THE ULTIMATE TEST
    IMPLEMENTING TOTAL QUALITY MARKETING
    SUMMARY
    CONCEPT APPUCATIONS
    NOTES
    CHAPTBR 3 Winning Markets Through Market-Oriented Strategic
    Planning
    THE NATURE OF HlGH-PERFORMANCE BUSINESSES
    Stakeholders ?Processes ?Resources ? Organization and Organizational Culture
    CORPORATE AND DlVISION STR ATEGIC PLANNING
    Defining the Corporate Mission ?Establishing Strategic
    Business Units ?Assigning Resources to Each SBU ? Planning New Businesses ?Downsizing Older
    Businesses
    BUSINESS STRATEGIC PLANNING
    Business Mission 80 ?External Environment Analysis
    (Opportunity and Threat Analysis) ?Internal Environment
    Analysis (Strengths/Weaknesses Analysis) ?Goal
    Formulation ?Strategy Pormulation ?Program
    Formulation ?Implementation ?Peedback and
    Control
    THE MARKETING PROCESS
    Analyzing Marketing Opportunities ?Developirig
    Marketing Strategies ?Planning Marketing Programs
    ?Managing the Marketing Effort
    PRODUCT PLANNING: THE NATURE AND CONTENTS OF A
    MARKETING PLAN
    Executive Summary and Table of Contents ?Current
    Marketing Situation ?Opportunity and Issue Analysis
    ?Objectives ?Marketing Strategy ?Action
    Programs ?Projected Profit-and-Loss Statement ? Controls
    THE SHAPE OF MARKETING PLANNING IN THE
    1990s
    SUMMARY
    CONCEPT APPLICATIONS
    NOTES
   Part 11
    ANALYZING MARKETING
    OPPORTUNITIES
    CHAPTER 4 Managing Marketing Information and Measuring
    Market Demand
    WHAT IS A MARKETING INFORMATION SYSTEM?
    INTERNAL RECORDS SYSTEM
    The Order-to-Payment Cycle ?Sales Reporting
    Systems
    MARKETING INTELLIGENCE SYSTEM
    MARKETING RESEARCH SYSTEM
    Suppliers ofMarketing Research ?The Marketing Research
    Process ?The Characteristics ofGoodMarketing Research
    ?Overcoming Barriers to the Use ofMarketing Research
    MARKETING DECISION SUPPORT SYSTEM
    AN OVERVIEW OF FORECASTING AND DEMAND
    MEASUREMENT
    Measures of Market Demand ?Which Market to
    Measure? ?A Vocabulary for Demand Measurement
    ?Estimating Current Demand ?Estimating Future
    Demand
    SUMMARY
    CONCEPT APPLICATIONS
    NOTES
    CHAPTER 5 Scanning the Marketing Environment
    ANALYZING NEEDS AND TRENDS IN THE
    MACROENVIRONMENT
    IDENTIFYING AND RESPONDING TO THE MAJOR
    MACROENVIRONMENT FORCES
    Demographic Environment ?Economic Environment
    ?Natural Environment
    ?Political/Legal Environment
    Environment
    SUMMARY
    CONCEPT APPLICATIONS
    NOTES
    CHAPTER 6 Analyzing Consumer Markets and Buying
    Behavior
    A MODEL OF CONSUMER BEHAVIOR
    MAJOR FACTORS INFLUENCING BUYING
    BEHAVIOR
    Cultural Factors ?Social Factors ?Personal
    Factors ?Psychological Factors
    ?Technological Environment
    ?Social/Cultural
    THE BUYING PROCESS
    Buying Roles ?Buying Behavior
    the Buying Decision Process
    SUMMARY
    CONCEPT APPLICATIONS
    NOTES
    ?The Stages of
    CHAPTER 7 Analyzing Business Markets and Business Buying
    Behavior
    WHAT IS ORGANIZATIONAL BUYING?
    The Business Market versus the Consumer Market ? Buying Situations ?Participants in the Business Buying
    Process ?Major Influences on Business Buyers ? The Purchasing/Procurement Process
    INSTITUTIONAL AND GOVERNMENT MARKETS
    SUMMARY
    CONCEPT APPLICATIONS
    NOTES
    CHAPTER 8 Analyzing Industries and Competitors
    IDENTIFYING COMPETITORS
    Industry Concept of Competition ?Market Concept of
    Competition
    IDENTIFYING COMPETITORS' STRATEGIES
    DETERMINING COMPETITORS' OBJECTIVES
    ASSESSING COMPETITORS' STRENGTHS AND
    WEAKNESSES
    ESTIMATING COMPETITORS' REACTION PATTERNS
    DESIGNING THE COMPETITIVE INTELLIGENCE
    SYSTEM
    SELECTING COMPETITORS TO ATTACK AND AVOID
    BALANCING CUSTOMER AND COMPETITOR
    ORIENTATIONS
    SUMMARY
    CONCEPT APPLICATIONS
    NOTES
    CHAPTER 9 Identifying Market Segments and Selecting Market
    Targets
    MARKET SEGMENTATION
    Levels of Market Segmentation ?Patterns of Market
    Segmentation ?Market-Segmentation Procedure ? Bases for Segmenting Consumer Markets ?Bases for
    Segmenting Business Markets ?Requirements for Effective
    Segmentation
    MARKET TARGETING
    Evaluating the Market Segments ?Selecting the Market
    Segments ?Additional Considerations in Evaluating and
    Selecting Segments
    SUMMARY
    CONCEPT APPLICATIONS
    NOTES
   Part lll
    DEVELOPING MARKETING STRATEGIES
    CHAPTER 10 Differentiating and Positioning the Market
    Offering
    TOOLS FOR COMPETITIVE DlFFERENTIATION
    Product Differentiation ?Services Differentiation
    Personnel Differentiation ?Channel Differentiation
    ?Image Differentiation
    DEVELOPING A POSITIONING STRATEGY
    How Many Differences to Promote? ?Which Differences
    to Promote?
    COMMUNICATING THE COMPANY'S POSITIONING
    SUMMARY
    CONCEPT APPLICATIONS
    NOTES
    CHAPTER 11 Developing New Products
    CHALLENGES IN NEW-PRODUCT DEVELOPMENT
    EFFECTIVE ORGANIZATIONAL ARRANGEMENTS
    MANAGING THE NEW-PRODUCT DEVELOPMENT
    PROCESS
    Idea Generation ?Idea Screening ?Concept
    Development and Tescing ?Marketing Strategy
    Development ?Business Analysis ? Product Development ?Market Testing ? Commetcialization
    ?THE CONSUMER-ADOPTION PROCESS
    Stages in the Adoption Process ?Factors Influencing rhe
    Adoprion Process
    SUMMARY
    CONCEPT APPLICATIONS
    NOTES
    CHAPTER 12 Managing Life-Cycle Strategies
    THE PRODUCT LlFE CYCLE
    Demand/Technology Life Cycle ?Stages in the Product
    Life Cycle ?Product-Category, Product-Form, Product,
    and Brand Life Cycles ?Other Shapes of the Product Life
    Cycle The International Product Life Cycle
    MARKETING STRATEGIES THROUGHOUT THE PLC
    Introduction Stage ?Growth Stage ?Maturity
    Stage ?Decline Stage
    the Product Life-Cycle Concept
    MARKET EVOLUTION
    Stages in Market Evolution
    Competition
    SUMMARY
    CONCEPT APPLICATIONS
    NOTES
    ?Summary and Cntique of
    ?Dynamics of Attribute
    CHAPTER 13 Designing Marketing Strategies for Market Leaders,
    Challengers, Followers, and Nichers
    MARKET-LEADER STRATEGIES
    Expanding the Total Market ?Defending Market Share
    ?Expanding Market Share ?Two Case Scudies:
    Procter & Gamble and Caterpillar
    MARKET-CHALLENGER STRATEGIES
    Defining the Strategic Objective and Opponent(s) ? Choosing a General Attack Stracegy ?Choosing a Specific
    Attack Strategy
    MARKET-FOLLOWER STRATEGIES
    MARKET-NlCHER STRATEGIES
    Niche Specialization
    SUMMARY
    CONCEPT APPLICATIONS
    NOTES
    CHAPTER 14 Designing and Managing Global Marketing
    Strategies
    DECIDING WHETHER TO GO ABROAD
    DECIDING WHICH MARKETS TO ENTER
    DECIDING HOW TO ENTER THE MARKET
    Indlrect Export ?Direct Export ?Licensing
    ?Joint Venrures ?Direct Investment ?The
    Internationalization Process
    DECIDING ON THE MARKETING PROGRAM
    Product ?Promotion ?Price ?Place
    (Distribution Channels)
    DECIDING ON THE MARKETING ORGANIZATION
    Export Deparrment ?International Division ? Global Organization
    SUMMARY
    CONCEPT APPLICATIONS
    NOTES
   Part IV
    PLANNING MARKETING PROGRAMS
    CHAPTER 15 Managing Product Lines, Brands, and
    Packaging
    WHAT IS A PRODUCT?
    Five Levels of a Product ?Product Hierarchy ? Product Classifications
    PRODUCT-MIX DECISIONS
    PRODUCT-LINE DECISIONS
    Product-Line Analysis ?Product-Line Length ? Line Modernization ?Line Featuring ?Line
    Pruning
    BRAND DECISIONS
    What Is a Brand? ?The Concept and Measarement of
    Brand Equity ?Challenges in Branding
    PACKAGING AND LABELING DECISIONS
    Packaging ?Labeling
    SUMMARY
    CONCEPT APPLICATIONS
    NOTES
    CHAPTER 16 Managing Service Businesses and Product Support
    Services
    THE NATURE AND CLASS.IFICATION OF SERVICES
    CHARACTERISTICS OF SERVICES AND THEIR MARKETING
    IMPLICATIONS
    Intangibility ?Inseparability ?Variability
    Perishability
    MARKETING STRATEGIES FOR SERVICE FlRMS
    Managing Differentiation ?Managing Service Quality
    ?Managing Productivity
    MANAGING PRODUCT SUPPORT SERVICES
    Postsale Service Strategy
    SUMMARY
    CONCEPT APPLICATIONS
    NOTES
    CHAPTER 17 Designing Pricing Strategies and Programs
    SETTING THE PRICE
    Selecting the Pricing Objective ?Decermining Demand
    ?Estimating Costs ?Analyzing Competitors' Costs,
    Prices, and Offers ?Selecting a Pricing Method ? Selecting the Final Price
    ADAPTING THE PRICE
    Geographical Pricing (Cash, Countertrade, and Barter) ? Price Discounts and Allowances ?Promotional Pricing
    512 ?Discriminatory Pricing ?Product-Mix Pricing
    INITIATING AND RESPONDING TO PRICE CHANGES
    Initiating Price Cucs ?Initiating Price Increases ? Reactions to Price Changes ?Responding to Competitors'
    Price Changes
    SUMMARY
    CONCEPT APPLICATIONS
    NOTES
    CHAPTER 18 Selecting and Managing Marketing Channels
    WHAT ARE MARKETING CHANNELS?
    Why Are Marketing Intermediaries Used? ?Channel
    Functions and Flows ?Channel Levels ?Channels
    in the Service Sector
    CHANNEL-DESIGN DECISIONS
    Analyzing Cuscomers' Desired Service Output Levels ? Establishing the Channel Objectives and Constraints ? Identifying the Major Channel Akernatives ?Evaluating
    the Major Channel Alternatives
    CHANNEL-MANAGEMENT DECISIONS
    Selecting Channel Members ?Motivating Channel
    Members ?Evaluating Channel Members ? Modifying Channel Arrangements
    CHANNEL DYNAMICS
    Vertical Marketing Systems ?Horizontal Marketing
    Systems Multchannel Marketing Systems ? Roles oflndividual Firms in a Channel
    CHANNEL COOPERATION, CONFLICT, AND
    COMPETITION
    Types ofConflict and Competition ?Causes ofChannel
    Conflict ?Managing Channel Conflict ?Legal and
    Ethical Issues in Channel Relations
    SUMMARY
    CONCEPT APPLICATIONS
    NOTES
    CHAPTER 19 Managing Retailing, Wholesaling, and Market
    Logistics
    RETAILING
    Types of Retailers ?Retailer Marketing Decisions ? Trends in Retailing
    WHOLESALING
    The Growth and Types ofWholesaling ?Wholesaler
    Marketing Decisions ?Trends in Wholesaling
    MARKET LOGISTICS
    Market-Logistics Objectives ?Market-Logistics Detisions
    ?Organizational Lessons About Market Objeccives
    SUMMARY
    CONCEPT APPLICATIONS
    NOTES
    CHAPTER 20 Designing and Managing Integrated Marketing
    Communications
    A VlEW OF THE COMMUNICATION PROCESS
    DEVELOPING EFFECTIVE COMMUNICATIONS
    Identifying the Target Audience ?Determining the
    Communication Objectives ?Designing the Message
    ?Selecting the Communicacion Channels ? Establishing the Total Promotion Budget ?Deciding on
    the Promotion Mix ?Measuring the Promotion's Results
    ?Managing and Coordinating Integrated Marketing
    Communications
    SUMMARY
    CONCEPT APPLICATIONS
    NOTES
    CHAPTER 21 Managing Advertising, Sales Promotion, and Public
    Relations
    DEVELOPING AND MANAG'ING AN ADVERTISING
    PROGRAM
    Setting the Advertising Objectives ?Deciding on the
    Advertising Budget ?Choosing the Advertising Message
    ?Deciding on the Media ?Evaluating Advertising
    Effecciveness
    SALES PROMOTION
    The Rapid Growth ofSales Promotion ?Purpose of Sales
    Promotion ?Major Decisions in Sales Promotion
    PUBLIC RELATIONS
    Major Decisions in Marketing PR
    SUMMARY
    CONCEPT APPLICATIONS
    NOTES
    CHAPTER 22 Managing the Sales Force
    DESIGNING THE SALES FORCE
    Sales Force Objectives ?Sales Force Strategy ? Sales Force Structure ?Sales Force Size ?Sales
    Force Compensation
    MANAGING THE SALES FORCE
    Recruiting and Selecting Sales Representatives ?Training
    Sales Representacives ?Supervising Sales Representatives
    696 ?Motivating Sales Represencatives ?Evaluating Sales
    Representative.s
    PRINCIPLES OF PERSONAL SELLING
    Sales Professionalism ?Negotiation ?Relationship
    Marketing
    SUMMARY
    CONCEPT APPLICATIONS
    NOTES
    CHAPTER 23 Managing Direct and Online
    Marketing
    THE GROWTH AND BENEFITS OF DlRECT
    MARKETING
    The Growth of Direct Marketing and Electronic Shopping ? The Benefits of Direct Marketing
    CUSTOMER DATABASES AND DlRECT
    MARKETING
    MAJOR CHANNELS FOR DlRECT MARKETING
    Face-to-Face Selling ?Direct-Mail Marketing ? Catalog Marketing ?Telemarketing ?Television
    and Other Major Media Direct-Response Marketing ? Kiosk Marketing ?Online Channels
    MARKETING IN THE TWENTY-FIRST CENTURY: ONLINE
    MARKETING
    The Benefits ofOnline Marketing ?Online Marketing
    Channels
    THE GROWING USE OF INTEGRATED DlRECT
    MARKETING
    PUBLIC AND ETHICAL ISSUES IN THE USE OF DlRECT
    MARKETING
    SUMMARY
    CONCEPT APPLICATIONS
    NOTES
   Part V
    MANAGING THE MARKETING EFFORT
    CHAPTER 24 Organizing, Implementing, Evaluating, and
    Controlling Marketing Activities
    COMPANY ORGANIZATION
    MARKETING ORGANIZATION
    The Evolution of the Marketing Department ?Ways of
    Organizing the Marketing Department ?Marketing's
    Relations with Other Departments ?Scracegies for
    Building a Companywide Marketing Orientation
    MARKETING IMPLEMENTATION
    CONTROLLING MARKETING ACTIVITY
    Annual-Plan Control ?Profitability Control
    Efficiency Control ?Strategic Control
    SUMMARY
   
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