市场营销管理 英文版·第5版PDF电子书下载

Contents 1

SECTION I Essentials of Marketing Management 1

PART A Introduction 3

8 Briggs Stratton Corporation 5

Chapter 1 Strategic Planning and the Marketing Management Process 5

PART B Marketing, Information, Research, and Understanding the Targt Market 37

Chapter 2 Markting Decision Support systems and Marketing Research 39

Chapter 3 Consumer Behavior 53

Chapter 4 Organizational Buyer Behavior 71

Chapter 5 Market Segmentation 81

PART C The Marketing Mix 95

ChaPter 6 Product Strategy 97

Chapter 7 New Product Planning and Development 119

Chapter 8 Promotion Strategy:Advertising and Sales Promotion 135

Chapter 9 Promotion Strategy: Personal Selling 159

Chapter 10 Distribution Strategy 181

Chapter 11 Pricing Strategy 195

PART D Marketing in Special Fields 205

Chapter 12 The Marketing of Services 207

Chapter 13 Global Marketing 229

PART E Marketing Response to a Changing Society 251

Chapter 14 Marketing Management：Social and Ethical Dimensions 253

SECTION II Analyzing Marketing problems and Cases 263

SECTION Ⅲ Financial Analysis for Marketing Decisions 277

SECTION Ⅳ Marketing Management Cases 289

CASE GROUP A MARKETING OPPORTUNITY ANALYSIS 291

1 Campus Calendar 291

William R Wynd: Eastern Washington University 291

Henry C.K.Chan: University of West Florida 296

2 McDonald's Corporation 296

3 South DelaWare Coors, Inc. 305

James E.Nelson and Eric J. Karson: University of Colorado 305

4 Dell Computer Corporation 316

5 Claritas Inc; Using Compass and PRIZM 326

Valerie Walsh and J. Paul Peter;University of Wisconsin-Madison 326

6 The Quaker Oats Company,Gatorade and Snapple Beverage 341

Arthur A. Thompson,Jr．University of Alabama and John E. Gamble, Auburn University-Montgomery 341

Joseph Wolfe:University of Tulsa 360

GASE GROUP B PRODUCT STRATEGY 360

7 Valley BancSystem, Inc. 360

James E. Nelson:University of Colorabo 360

8 Salomon: The Monocoque Ski 368

Francis Bidault: International Management Development Institute 368