市场营销 英文版PDF电子书下载

Contents 1

1 An introductory note 1

The role of marketing in a modern firm: a holistic approach 3

2 The marketing concept revisited 10

Marketing as a corporate attitude 11

Marketing as a function 16

3 The marketing mix 25

Marketing mix analysis 30

4 The input for effective marketing 40

How much knowledge? 41

Marketing profile analysis 46

The value of intelligence 48

The market and marketing research process 52

Methods of forecasting demand 54

5 Product policy and planning 64

The product life-cycle reviewed 68

Product portfolio management 79

Branding 87

6 Price and pricing policy 93

Supply and demand 94

Pricing in a monopoly 97

Pricing in an oligopoly 99

Different ways of looking at price 99

Pricing and costs 100

Price and the product life-cycle 103

The product portfolio 105

Price and the customer perspective 107

Pricing and image 111

The use of discounts 112

Summary 113

7 The promotional mix 118

Promotional channels 120

Promotion objectives 121

Advertising 124

Promotions 131

Direct marketing 133

Preparing the communication plan 135

8 Distribution and logistics 140

Marketing channels 141

The choice of intermediaries 143

Power in the distribution channel 144

Channel motivation 146

The logistics of distribution 147

Customer service 150

Developments in distribution 154

9 Selling 158

The sales force: its role and objectives 158

Improving the productivity of the sales force 165

Sales force size 171

The salesperson's 'profit and loss account' 172

10 Marketing planning 178

Benefits of marketing planning 179

Understanding the process 180

Aids to marketing planning 188

Formulating marketing strategies 201

11 Marketing control 208

Different types of control 208

Strategic control 210

Managerial effectiveness and efficiency control 212

Operational controls 216

12 Organizing for marketing 224

The development of organizations 224

The subactivities of an effective marketing organization 228

Types of marketing organization 231

Centralization versus decentralization 236

Marketing organizations at the integrated phase of development 237

Main considerations 239

13 Marketing integration 244

The meaning and scope of integration 246

References and further reading 256

Index 258