市场营销学基础 全球管理 英文版·第12版PDF电子书下载

1 Marketing's Role in the Global Economy 2

2 Marketing's Role within the Firm or Nonprofit Organization 32

3 Finding Target Market Opportunities with Market Segmentation 80

4 Evaluating Opportunities in the Changing Marketing Environment 116

5 Getting Information for Marketing Decisions 150

6 Demographic Dimensions of Global Consumer Markets 180

7 Behavioral Dimensions of the Consumer Market 212

8 Business and Organizational Customers and Their Buying Behavior 240

9 Elements of Product Planning for Goods and Services 272

10 Product Management and New Product Development 308

11 Place and Development of Channel Systems 336

12 Logistics and Distribution Customer Service 360

13 Retailers, Wholesalers, and Their Strategy Planning 386

14 Promotion-Introduction to Integrated Marketing Communications 418

15 Personal Selling 446

16 Advertising and Sales Promotion 474

17 Pricing Objectives and Policies 510

18 Price Setting in the Business World 554

19 Developing Innovative Marketing Plans 590

20 Implementing and Controlling Marketing Plans: Evolution and Revolution 620

21 Managing Marketing's Link with Other Functional Areas 652

22 Ethical Marketing in a Consumer Oriented World: Appraisal and Challenges 680

Video Cases 715

Cases 727

Computer-Aided Problems 771

Notes 783

Illustration Credits 831