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市场营销 英文版PDF|Epub|txt|kindle电子书版本网盘下载
- （英）西蒙·马杰罗（Simon Majaro）著 著
- 出版社： 北京：中国人民大学出版社；普兰蒂斯霍尔出版公司
- ISBN：730002484X
- 出版时间：1997
- 标注页数：266页
- 文件大小：8MB
- 文件页数：276页
- 主题词：
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图书目录
Contents1
1 An introductory note1
The role of marketing in a modern firm: a holistic approach3
2 The marketing concept revisited10
Marketing as a corporate attitude11
Marketing as a function16
3 The marketing mix25
Marketing mix analysis30
4 The input for effective marketing40
How much knowledge?41
Marketing profile analysis46
The value of intelligence48
The market and marketing research process52
Methods of forecasting demand54
5 Product policy and planning64
The product life-cycle reviewed68
Product portfolio management79
Branding87
6 Price and pricing policy93
Supply and demand94
Pricing in a monopoly97
Pricing in an oligopoly99
Different ways of looking at price99
Pricing and costs100
Price and the product life-cycle103
The product portfolio105
Price and the customer perspective107
Pricing and image111
The use of discounts112
Summary113
7 The promotional mix118
Promotional channels120
Promotion objectives121
Advertising124
Promotions131
Direct marketing133
Preparing the communication plan135
8 Distribution and logistics140
Marketing channels141
The choice of intermediaries143
Power in the distribution channel144
Channel motivation146
The logistics of distribution147
Customer service150
Developments in distribution154
9 Selling158
The sales force: its role and objectives158
Improving the productivity of the sales force165
Sales force size171
The salesperson's 'profit and loss account'172
10 Marketing planning178
Benefits of marketing planning179
Understanding the process180
Aids to marketing planning188
Formulating marketing strategies201
11 Marketing control208
Different types of control208
Strategic control210
Managerial effectiveness and efficiency control212
Operational controls216
12 Organizing for marketing224
The development of organizations224
The subactivities of an effective marketing organization228
Types of marketing organization231
Centralization versus decentralization236
Marketing organizations at the integrated phase of development237
Main considerations239
13 Marketing integration244
The meaning and scope of integration246
References and further reading256
Index258