市场营销学 第12版PDF电子书下载

PART 1 DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES 1

Chapter 1 Marketing:Creating Satisfaction through Customer Relationships 2

Chapter 2 Strategic Planning and the Marketing Process 38

Appendix Creating an Effective Marketing Plan 62

Chapter 3 The Marketing Environment,Ethics,and Social Responsibility 76

Chapter 4 E-Commerce:Marketing in the Digital Age 114

PART 2 UNDERSTANDING BUYERS AND MARKETS 155

Chapter 5 Consumer Behavior 156

Chapter 6 Business-to-Business(B2B)Marketing 186

Chapter 7 Serving Global Markets 218

PART 3 TARGET MARKET SELECTION 255

Chapter 8 Marketing Research,Decision Support Systems,and Sales Forecasting 256

Chapter 9 Market Segmentation,Targeting,and Positioning 286

Chapter 10 Relationship Marketing,Customer Relationship Management(CRM),and One-to-One Marketing 316

PART 4 PRODUCT DECISIONS 349

Chapter 11 Product and Service Strategies 350

Chapter 12 Category and Brand Management,Product Identification,and New-Product Development 380

PART 5 DISTRIBUTION DECISIONS 413

Chapter 13 Marketing Channels and Supply Chain Management 414

Chapter 14 Direct Marketing and Marketing Resellers:Retailers and Wholesalers 446

PART 6 PROMOTIONAL DECISIONS 479

Chapter 15 Integrated Marketing Communications 480

Chapter 16 Advertising and Public Relations 518

Chapter 17 Personal Selling and Sales Promotion 552

PART 7 PRICING DECISIONS 595

Chapter 18 Price Concepts and Approaches 596

Chapter 19 Pricing Strategies 626