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營銷戰略(以決策為導向的方法第5版) 版權信息
- ISBN：7301100132
- 條形碼：9787301100134 ; 978-7-301-10013-4
- 裝幀：暫無
- 冊數：暫無
- 重量：暫無
- 所屬分類：>>
營銷戰略(以決策為導向的方法第5版) 內容簡介
本書的**篇是對戰略的簡要介紹，強調了以市場為導向的視角在營銷中的基礎作用；第二篇引導讀者認識和分析市場機會；第三篇針對不同類型的市場給出了各自的營銷戰略指導；第四篇講述營銷戰略執行的有效性及其度量。
營銷戰略(以決策為導向的方法第5版) 目錄
Preface
SECTION ONE
Introduction to Strategy
1 Market-Oriented Perspectives Underlie Successful Corporate,Business,and Marketing Strategies
2 Corporate Strategy Decisions and Their Marketing Implications
3 Business Strategies and Their Marketing Implications
SECTION TWO
Opportunity Analysis
4 Understanding Market Opportunities
5 Measuring Market Opportunities:Forecasting and Market Knowledge
6 Targeting Attractive Market Segments
7 Differentiation and Positioning
SECTION THREE
Formulating Marketing Strategies
8 Marketing Strategies for New Market Entries
9 Strategies for Growth Markets
10 Strategies for Growth Markets
11 Marketing Strategies for the New Economy
SECTION FOUR
Implementation and Control
12 Organizing and Planning for Effective Implementation
13 Marketing Metrics for Marketing Performance
Name Index
Subject Index
SECTION ONE
Introduction to Strategy
1 Market-Oriented Perspectives Underlie Successful Corporate,Business,and Marketing Strategies
2 Corporate Strategy Decisions and Their Marketing Implications
3 Business Strategies and Their Marketing Implications
SECTION TWO
Opportunity Analysis
4 Understanding Market Opportunities
5 Measuring Market Opportunities:Forecasting and Market Knowledge
6 Targeting Attractive Market Segments
7 Differentiation and Positioning
SECTION THREE
Formulating Marketing Strategies
8 Marketing Strategies for New Market Entries
9 Strategies for Growth Markets
10 Strategies for Growth Markets
11 Marketing Strategies for the New Economy
SECTION FOUR
Implementation and Control
12 Organizing and Planning for Effective Implementation
13 Marketing Metrics for Marketing Performance
Name Index
Subject Index
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