市场营销战略 英文版·第5版PDF电子书下载

PART Ⅰ 3

BUSINESS AND MARKETING STRATEGIES 3

CHAPTER 1 3

Marketing Strategy and Planning 3

Contents in Brief 3

CHAPTER 2 36

Business sTRATEGY and Competitive Advantage 36

CASES FOR PART Ⅰ 87

PART Ⅱ 87

MARKETING SITUATION ANALYSIS 87

CHAPTER 3 89

Analyzing Markets and Competition 89

Segmenting Markets 123

CHAPTER 4 123

CHAPTER 5 150

Continuous Learning about Markets 150

CASES FOR PART Ⅱ 187

PART Ⅲ 187

DESIGNING MARKETING STRATEGY 187

CHAPTER 6 189

Market Targeting and Positioning Strategies 189

CHAPTER 7 216

Relationship Strategies 216

CHAPTER 8 241

Planning for New Products 241

CASES FOR PART Ⅲ 270

MARKETING PROGRAM DEVELOPMENT 289

PART Ⅳ 289

CHAPTER 9 291

Product, Branding, and Customer-Service Strategies 291

CHAPTER 10 317

Distribution Strategy 317

CHAPTER 11 343

Pricing Strategy 343

CHAPTER 12 368

Promotion, Advertising, and Sales Promotion Strategies 368

CHAPTER 13 393

Sales Force and Direct Marketing Strategies 393

IMPLEMENTING AND MANAGING MARKETING STRATEGY 429

CASES FOR PART Ⅳ 429

PART Ⅴ 429

CHAPTER 14 431

Designing Effective Marketing 431

Organizations 431

CHAPTER 15 453

Marketing Strategy Implementation and Control 453

CASES FOR PART Ⅴ 476

PART Ⅵ 503

COMPREHENSIVE CASES 503

NAME INDEX 659

SUBJECT INDEX 662