营销管理 英文版 第3版PDF电子书下载

BRIEF TABLE OF CONTENTS 1

SECTION I AN OVERVIEW OF MARKETING MANAGEMENT 1

1 Marketing and the Marketing Management Process 2

2 The Strategic Role of Marketing 26

SECTION II MARKET OPPORTUNITY ANALYSIS 59

3 Environmental Analysis 60

4 Industry Dynamics and Strategic Change 80

5 Consumer Marketing and Buying Behavior 100

6 Organizational Markets and Buying Behavior 122

7 Marketing Information and Marketing Research 144

8 Market Segmentation and Market Targeting 170

9 Positioning Decisions 192

SECTION III DEVELOPING STRATEGIC MARKETING PROGRAMS 211

10 Business Strategies and Marketing-Program Decisions 212

11 Product and Services Decisions 232

12 Developing and Testing New Products and Services 256

13 Pricing Decisions 280

14 Distribution Decisions 306

15 Promotion Decisions 338

16 Personal Selling Decisions 374

SECTION IV STRATEGIC MARKETING PROGRAMS FOR SELECTED SITUATIONS 403

17 Strategies for New and Growing Markets 404

18 Strategies for Mature and Declining Markets 436

SECTION V IMPLEMENTING AND CONTROLLING STRATEGIC MARKETING PROGRAMS 463

19 Implementing Business and Marketing Strategies 464

20 Controlling Marketing Strategies and Programs 486

APPENDIX CALGOLIA INC.: 506

A STRATEGIC APPROACH TO INTERNATIONAL MARKETING 506

INDEX 527