市场营销学原理（第2版）

　　This update second edition features：New sections on e-commerce，'new' marketing，marketing ethics，and technical developments such as data warehousing and data mining Updated and expanded referencesa to help the reader expore further A new design and clear layout Incorporation of learing objectives Additional web material at www.thomsonlearning.co.ukGeoffrey Randall is an independent consultant specializing in helping companies improve their performance through marketing training and consultancy，he also works in management education.He runs in-house training courses for major companies and has wide teaching experience at various levels.He was head of the business school at the University of Greenwich and served on several national bodies in the field of business education as well as working in industry for ten years.He is author of five other books，including Trade Marking Strategies，Branding ，and with Andrew Seth ，The Grocers：The rise and rise of the supermarket chains.What is marketing in the 21st century really about ？How do you analyse markets and competitors，position your brand，and buil a strategic marketing plan？How do you apply marketing techniques to consumer ，industrial，services，and business-to-business market？The answers to these quetions and more can be found in Principles of Marketing ，now in its second edition .This concise text offers a thoroughly readable，up-to-date analysis of marketing in practice .Using a wide selection of examples，Geoffrey Randall relates the central principles of marketing to the practice of management ，covering marketing informatin，research，segmentation，product markets，he shows how these elements can be drawn together in the development and imlementation of corporate strategy and explains the actual decisions that mangers have to make.

　　Geoffrey Randall is an independent consultant specializing in helping companies improve their performance through marketing training and consultancy，he also works in management education.He runs in-house training courses for major companies and has wide teaching experience at various levels.He was head of the business school at the University of Greenwich and served on several national bodies in the field of business education as well as working in industry for ten years.He is author of five other books，including Trade Marking Strategies，Branding ，and with Andrew Seth ，The Grocers：The rise and rise of the supermarket chains.

Figures in main text ix 
Tables in main text xi 
Preface xiii
1 Introcuction 
2 Marketing strategy :delivering customer value 
3 E-commerce and marketing 
4 Understanding environments and markets 
5 Understanding customers and consumers 
6 Marketing information 
7 Segmentation and targeting 
8 differentiation and positioning 
9 Product policy and branding 
10 New product development 
11 Pricing 
12 Marketing communications 
13 Personal selling 
14 Distribution 
15 Marketing of services 
16 Business-to-business marketing 
17 International marketing 
18 Putting it all together-marketing planning 
   Bibiography 
   Index