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作 者 Philip Kotler Northwestern University Kevin Lane Keller Amos Tuck School of Business, Dartmouth College Swee-Hoon Ang National University of Singapore Chin-Tiong Tan Singapore Management University Siew Meng Leong National University of Singapore Business School
The world of marketing is changing everyday – and in order for students to have a competitive edge, they need a textbook that reflects the best of today's marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice.
Contents
PART I: UNDERATANDING MARKETING MANAGEMENT Ch 1 Defining Marketing for the New Realities / Ch 2 Developing Marketing Strategies and Plans PART II: CAPTURING MARKETING INSIGHTS Ch 3 Collecting Information and Forecasting Demand / Ch 4 Conducting Marketing Research PART III: CONNECTING WITH CUSTOMERS Ch 5 Creating Long-term Loyalty Relationships / Ch 6 Analyzing Consumer Markets / Ch 7 Analyzing Business Markets / Ch 8 Tapping into Global Markets PART IV: BUILDING STRONG BRANDS Ch 9 Identifying Market Segments and Targets / Ch10 Crafting the Brand Positioning / Ch11 Creating Brand Equity / Ch12 Meeting Competition and Driving Growth PART V: SHAPPING THE MARKET OFFERINGS Ch13 Setting Product Strategy / Ch14 Designing and Managing Services / Ch15 Introducing New Market Offerings / Ch16 Developing Pricing Strategies and Programs PART VI: DELIVERING VALUE Ch17 Designing and Managing Integrated Marketing Channels / Ch18 Managing Retailing, Wholesaling, and Logistics PART VII: COMMUNICATING VALUE Ch19 Designing and Managing Integrated Marketing Communications / Ch20 Managing Digital Communications: Online, Social Media and Mobile Marketing / Ch21 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations / Ch22 Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling PART VIII: MANAGING THE MARKETING ORIGINIZATION Ch23 Conducting Marketing Responsibly for Long-Term Success
編 譯 李元恕 逢甲大學行銷學系教授 丁美靜 逢甲大學行銷學系助理教授 王郁彬 逢甲大學行銷學系助理教授作 者 Gary Armstrong & Philip Kotler
作 者 George E. Belch San Diego State University Michael A. Belch San Diego State University
Contents
PART I: AN INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS Ch 1 An Introduction to Integrated Marketing Communications / Ch 2 The Role of IMC in the Marketing Process PART II: INTEGRATED MARKETING PROGRAM SITUATION ANALYSIS Ch 3 Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations / Ch 4 Perspectives on Consumer Behavior PART III: ANALYZING THE COMMUNICATION PROCESS Ch 5 The Communication Process / Ch 6 Source, Message, and Channel Factors PART IV: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS Ch 7 Establishing Objectives and Budgeting for the Promotional Program PART V: DEVELOPING THE INTERGRATED MARKETING COMMUNICATIONS PROGRAM Ch 8 Creative Strategy: Planning and Development / Ch 9 Creative Strategy: Implementation and Evaluation / Ch10 Media Planning and Strategy / Ch11 Evaluation of Media: Television and Radio / Ch12 Evaluation of Media: Magazines and Newspapers / Ch13 Support Media / Ch14 Direct Marketing / Ch15 The Internet: Digital and Social Media / Ch16 Sales Promotion / Ch17 Public Relations, Publicity, and Corporate Advertising PART VI: MONITORING, EVALUATION, AND CONTROL Ch18 Measuring the Effectiveness of the Promotional Program PART VII: SPECIAL TOPICS AND PERSPECTIVES Ch19 International Advertising and Promotion / Ch20 Regulation of Advertising and Promotion / Ch21 Evaluating the Social, Ethical, Evaluating Aspects of Advertising and Promotion / Ch22 Personal Selling
ADVERTISING AND PROMOTIONAn Integrated Marketing Communications Perspective 11/e
NEW!
年份:2017規格:414頁 /雙色 /平裝定價:1240元
ISBN-13:9781259252464ISBN-10:1259252469
教學配件:教學資源光碟 ( PowerPoint /教師手冊 /題庫 )
Contents
PART I: THE ROLE AND VALUE OF MARKETING RESEARCH INFORMATION Ch 1 Marketing Research for Managerial Decision Making / Ch 2 The Marketing Research Process and Proposals PART II: DESIGNING THE MARKETING RESEARCH PROJECT Ch 3 Secondary Data, Literature Reviews and Hypotheses / Ch 4 Exploratory and Observational Research Designs and Data Collection Approaches / Ch 5 Descriptive and Casual Research Designs PART III: GATHERING AND COLLECTING ACCURATE DATA Ch 6 Sampling: Theory and Methods / Ch 7 Measurement and Scaling / Ch 8 Designing the Questionnaire PART IV: DATA PREPARATION, ANALYSIS AND REPORTING THE RESULTS Ch 9 Qualitative Data Analysis / Ch10 Preparing Data for Quantitative Analysis / Ch11 Basic Data Analysis for Quantitative Research / Ch12 Examining Relationships in Quantitative Research / Ch13 Communicating Marketing Research Findings
ESSENTIALS OFMARKETING RESEARCH4/e
作 者 Joseph F. Hair, Jr. University of South AlabamaMary W. Celsi California State University-Long Beach David J. Ortinau University of South FloridaRobert P. Bush Houston Baptist University
作 者 Valarie A. Zeithaml University of North CarolinaMary Jo Bitner Arizona State UniversityDwayne D. Gremler Bowling Green State University
Contents
PART I: FOUNDATIONS FOR SERVICES MARKETING Ch 1 Introduction to Services / Ch 2 Conceptual Framework of the Book: The Gaps Model of Service Quality PART II: FOCUS ON THE CUSTOMER Ch 3 Customer Expectations of Service / Ch 4 Customer Perceptions of Service PART III: UNDERSTANDING CUSTOMER REQUIREMENTS Ch 5 Listening to Customers through Research / Ch 6 Building Customer Relationships / Ch 7 Service Recovery PART IV: ALIGNING SERVICE DESIGN AND STANDARDS Ch 8 Service Innovation and Design / Ch 9 Customer-Defined Service Standards / Ch10 Physical Evidence and the Servicescape PART V: DELIVERING AND PERFORMING SERVICE Ch11 Employees' Roles in Service Delivery / Ch12 Customers' Roles in Service Delivery / Ch13 Managing Demand and Capacity PART VI: MANAGING SERVICE PROMISES / Ch14 Integrated Services Marketing Communications / Ch15 Pricing of Services PART VII: SERVICE AND THE BOTTOM LINE Ch16 The Financial and Economic Impact of Service
Ch 1 Buying, Having, and Being: An Introduction to Consumer Behavior / Ch 2 Consumer and Social Well-Being / Ch 3 Perception / Ch 4 Learning and Memory / Ch 5 Motivation and Affect / Ch 6 The Self: Mind, Gender, and Body / Ch 7 Personality, Lifestyles, and Values / Ch 8 Attitudes and Persuasive Communications / Ch 9 Decision Making / Ch10 Buying, Using, and Disposing / Ch11 Groups and Social Media / Ch12 Income and Social Class / Ch13 Subcultures / Ch14 Culture