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市场营销管理 英文版·第5版PDF|Epub|txt|kindle电子书版本网盘下载
- （美）J.保罗·彼得（J.Paul Peter），（美）小詹姆斯 H.唐纳利（James H.Donnelley，Jr）著 著
- 出版社： 北京：机械工业出版社
- ISBN：7111064437
- 出版时间：1999
- 标注页数：946页
- 文件大小：55MB
- 文件页数：968页
- 主题词：
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图书目录
Contents1
SECTION I Essentials of Marketing Management1
PART A Introduction3
8 Briggs Stratton Corporation5
Chapter 1 Strategic Planning and the Marketing Management Process5
PART B Marketing, Information, Research, and Understanding the Targt Market37
Chapter 2 Markting Decision Support systems and Marketing Research39
Chapter 3 Consumer Behavior53
Chapter 4 Organizational Buyer Behavior71
Chapter 5 Market Segmentation81
PART C The Marketing Mix95
ChaPter 6 Product Strategy97
Chapter 7 New Product Planning and Development119
Chapter 8 Promotion Strategy:Advertising and Sales Promotion135
Chapter 9 Promotion Strategy: Personal Selling159
Chapter 10 Distribution Strategy181
Chapter 11 Pricing Strategy195
PART D Marketing in Special Fields205
Chapter 12 The Marketing of Services207
Chapter 13 Global Marketing229
PART E Marketing Response to a Changing Society251
Chapter 14 Marketing Management：Social and Ethical Dimensions253
SECTION II Analyzing Marketing problems and Cases263
SECTION Ⅲ Financial Analysis for Marketing Decisions277
SECTION Ⅳ Marketing Management Cases289
CASE GROUP A MARKETING OPPORTUNITY ANALYSIS291
1 Campus Calendar291
William R Wynd: Eastern Washington University291
Henry C.K.Chan: University of West Florida296
2 McDonald's Corporation296
3 South DelaWare Coors, Inc.305
James E.Nelson and Eric J. Karson: University of Colorado305
4 Dell Computer Corporation316
5 Claritas Inc; Using Compass and PRIZM326
Valerie Walsh and J. Paul Peter;University of Wisconsin-Madison326
6 The Quaker Oats Company,Gatorade and Snapple Beverage341
Arthur A. Thompson,Jr．University of Alabama and John E. Gamble, Auburn University-Montgomery341
Joseph Wolfe:University of Tulsa360
GASE GROUP B PRODUCT STRATEGY360
7 Valley BancSystem, Inc.360
James E. Nelson:University of Colorabo360
8 Salomon: The Monocoque Ski368
Francis Bidault: International Management Development Institute368