marketing management（营销管理）

熊伟

目录

  • 1 Recognizing the bases for Marketing Management
    • 1.1 Understanding Marketing for the 21st Century
    • 1.2 Exercises
    • 1.3 Examining the infrastructure for Marketing Management
    • 1.4 Exercises
  • 2 Assessing market orientation and customer value
    • 2.1 Scanning the marketing environment and capturing markets
    • 2.2 Exercises
    • 2.3 Creating customer value and customer relationship
    • 2.4 Exercises
    • 2.5 Analyzing consumer market
    • 2.6 Analyzing business market
    • 2.7 Exercises
  • 3 Choosing Value
    • 3.1 Identify Market segments and Targets
    • 3.2 Creating Positioning and Dealing with Competition
    • 3.3 Building Brand Equity
    • 3.4 Exercises
  • 4 Offering Value
    • 4.1 Setting Product Strategy
    • 4.2 Designing and managing services
    • 4.3 Developing Pricing Strategies and Programs
    • 4.4 Exercises
  • 5 Delivering Value
    • 5.1 Designing and managing integrated marketing channels
    • 5.2 Managing Retailing, Wholesaling and Logistics
    • 5.3 Exercises
  • 6 Communicating Value
    • 6.1 Designing and managing integrated marketing communication
    • 6.2 Managing mass communication: advertising, sales promotions, events and experiences, and public relations
    • 6.3 Managing personal communications: Direct and Interactive Marketing, word of mouth, and personal selling
    • 6.4 Exercises
  • 7 Creating Lasting Growth and Value
    • 7.1 Managing Transformation Marketing
    • 7.2 Managing Marketing in the new world
    • 7.3 Exercises
Exercises