- 定價200.00元
-
8
折優惠：HK$160
|
|
|
|
Marketing Management: An Asian Perspective(6版)
|
|
沒有庫存
訂購需時10-14天
|
|
|
|
|
|
9789810687977 | |
|
|
|
Kotler等 | |
|
|
|
華泰文化 | |
|
|
|
2013年1月31日
| |
|
|
|
440.00 元
| |
|
|
|
HK$ 418
|
|
|
|
|
| |
|
|
|
|
| |
|
|
詳
細
資
料
|
叢書系列：行銷管理
規格：平裝 / 976頁 / 普級 / 單色印刷 / 6版
出版地：台灣
行銷管理
|
|
分
類
|
[ 尚未分類 ] |
同
類
書
推
薦
|
|
|
內
容
簡
介
|
Marketing Management: An Asian Perspective, 6/E boasts a host of new features and continues with the key factors that have made the earlier editions successful.
1.Provide an Asian perspective:Asian marketing concepts and applications such as Islamic marketing, guanxi and chaelbolwill be introduced in this edition. The balanced mix of Asian and International examples and cases are featured so that students are able to better relate to the concepts that are illustrated with case studies and examples closer to home, helping them learn faster and better.
2.Unique features in helping students to learn better: A conceptual mindmap at the end of each chapter will help students see the links amongst various concepts and get the big picture. In addition, a beefed-up summary which includes key diagrams, examples and even photos will serve to consolidate the student’s knowledge and is a speedy revision tool.
3.Interactive learning on MyMarketingLab (MML):The online tutorial and assessment platform offers a wealth of hands-on activities and exercises that let students learn interactively, engaging and coaching them to becoming better marketers.
作者簡介
Philip Kotler
現職：Northwestern University
Kevin Lane Keller
現職：Darthmouth College
Ang Swee Hoon
現職：National University of Singapore
Leong Siew Meng
現職：National University of Singapore
Tan Chin Tiong
現職：Singapore Management University
|
|
目
錄
|
PART Ⅰ: UNDERSTANDING MARKETING MANAGEMENT
Ch 1 Defining Marketing for the 21st Century
Ch 2 Developing Marketing Strategies and Plans
PART Ⅱ: CAPTURING MARKETING INSIGHTS
Ch 3 Gathering Information and Scanning the Environment
Ch 4 Conducting Marketing Research and Forecasting Demand
PART Ⅲ: CONNECTING WITH CUSTOMERS
Ch 5 Creating Customer Value, Satisfaction, and Loyalty
Ch 6 Analyzing Consumer Markets
Ch 7 Analyzing Business Markets
Ch 8 Identifying Market Segments and Targets
PART Ⅳ: BUILDING STRONG BRANDS
Ch 9 Creating Brand Equity
Ch 10 Crafting the Brand Positioning
Ch 11 Competitive Dynamics
PART Ⅴ: SHAPING THE MARKET OFFERINGS
Ch 12 Setting Product Strategy
Ch 13 Designing and Managing Services
Ch 14 Developing Pricing Strategies and Programs
PART Ⅵ: DELIVERING VALUE
Ch 15 Designing and Managing Marketing Channels and Value Networks
Ch 16 Managing Retailing, Wholesaling, and Logistics
PART Ⅶ: COMMUNICATING VALUE
Ch 17 Designing and Managing Integrated Marketing Communications
Ch 18 Managing Mass Communications: Advertising, Sales Promotions, Events and
Public Relations
Ch 19 Managing Personal Communications: Direct Marketing and Personal Selling
PART Ⅷ: CREATING SUCCESSFUL LONG-TERM GROWTH
Ch 20 Introducing New Market Offerings
Ch 21 Tapping into Global Markets
Ch 22 Managing a Holistic Marketing Organization
|
|
序
|
作者序
終於完結了，我不由長吁了一口氣，看著自己伏案苦戰了大半年的心血之作，雖仍覺得有些不盡如人意，但也是滿懷欣喜的。
自幼就喜愛看那環髻高聳、裙裾飄飄、廣袖長衫的古裝美女，更是嚮往那毫無污染的藍天碧草，可隨心縱馬奔馳的廣闊大地。每每夜深人靜之時，躺在床上輾轉反側，思緒萬千，曾不止一次地設想過，如果我穿越到那不知名的朝代，又是什麼樣的光景？
也許容顏嬌美、身姿婀娜卻明珠深埋；也許出身低下、不受重視卻不甘命運擺布；也許被人輕忽，卻也能恃才脫穎而出；也許在無才便有德的時代卻暗自擁有滿含智慧的狡黠靈魂；也許無法在現代的職場上拚個你死我活，卻能在後院中戰鬥得風生水起；也許在無權無勢的境遇下，也能手握鬥爭勝利的權杖；也許在男尊女卑的時代也能尋覓到傾心相戀的愛人；也許在金錢權勢至上、思想為主的朝代也能收穫一份真摯的愛情；也許在女子深鎖後院的時代，卻也能與愛人笑傲江湖、馳騁天地；也許能夠突破女子作為花瓶擺設、只為男子而存在的生活方式而一展所長；也許……
幾番在天色微明，雞鳴夢醒時分，隱隱覺得那身著襦裙繡襖的古裝美女一顰一笑好似就在眼前，那脈脈溫情的男子似乎正情深款款地與我相視而笑，那些心如蛇蠍的豔麗仕女彷彿匍匐在腳下，聲淚俱下地哀哀告饒，那些親如長輩的僕婦、愛若姊妹的侍女，好像若有若無地輕輕梳理著我的長髮……夢中一切愛恨情仇如絲般纏繞在心頭，久久不能散去。
思及所夢，屢屢唏噓感嘆，總有一個小小的聲音不時在耳邊輕輕吟唱：寫下來、寫下來，把它寫下來！把妳所想寫下來，獻給所有心懷相同夢想的讀者們！
是的，寫下來！將我的愛我的恨我的情都用筆寫下來，讓自己夢想中的所有都在指尖漸漸流淌，愛我所愛，恨我所恨，怨我所怨，喜我所喜，讓紛飛的思緒飄得更遠更遠。
就著點點晨曦，打開電腦，十指如飛，答答的敲打聲將夢想緩緩傳送。如此日復一日，月復一月，時光飛逝，稿子在夢想的催化下已經成篇累牘，所幸為許多讀者所喜，這讓時時深夜還在埋首寫文的我倍感欣慰。
當我抹下最後一筆，貪念如藤蔓緊緊地纏繞著我，想讓更多的讀者認可我的夢認可我的文。也許這不是一個夢，對嗎？
|
|
|
書
評
|
|
|
|
|
