市場(chǎng)營(yíng)銷戰(zhàn)略：英文版

定　價(jià)：￥68.00

作　者：	（美）戴維·W.克雷文（David W.Cravens）著
出版社：	機(jī)械工業(yè)出版社
叢編項(xiàng)：	世界經(jīng)濟(jì)管理文庫 MBA專業(yè)精品教材市場(chǎng)營(yíng)銷專業(yè)
標(biāo)　簽：	MBA

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ISBN：	9787111064381	出版時(shí)間：	1998-12-01	包裝：	簡(jiǎn)裝
開本：	26cm	頁數(shù)：	670	字?jǐn)?shù)：

內(nèi)容簡(jiǎn)介

　　本書以指導(dǎo)和幫助讀者掌握營(yíng)銷分析，營(yíng)銷規(guī)劃方法為目的，系統(tǒng)地闡述了營(yíng)銷策劃方法、重點(diǎn)討論了營(yíng)銷戰(zhàn)略分析與規(guī)劃，內(nèi)容涉及營(yíng)銷戰(zhàn)略的概念、營(yíng)銷形勢(shì)分析、營(yíng)銷戰(zhàn)略的設(shè)計(jì)與實(shí)施，以及戰(zhàn)略聯(lián)盟、競(jìng)爭(zhēng)性優(yōu)勢(shì)等全新概念。全書內(nèi)容深入淺出、語言通俗流暢、大量的案例分析更使其具有極的實(shí)用性。

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圖書目錄

Contents in Brief
PART I
BUSINESS AND MARKETING STRATEGIES
CHAPTER 1
Marketing Strategy and Planning
CHAPTER 2
Business Strategy and Competitive Advantage
CASES FOR PART I
PART II
MARKETING SITUATION ANALYSIS
CHAPTER 3
Analyzing Markets and Competition
CHAPTER 4
Segmenting Markets
CHAPTER 5
Continuous Learning about Markets
CASES FOR PART II
PART III
DESIGNING MARKETING
STRATEGY
CHAPTER 6
Market Targeting and Postitoning
Strategies
CHAPTER 7
Relationship Strategies
CHAPTER 8
Planning for New Products
CASES FOR PART III
PART IV
MARKETING PROGRAM
DEVELOPMENT
CHAPTER 9
Product,Branding,and Customer-Service Strategies
CHAPTER 10
Distribution Strategy
CHAPTER 11
pricting Strategy
CHAPTER 12
Promotion,Advertising,and Sales
Promotion Strategies
CHAPTER 13
Sales Force and Direct Marketing
Strategies
CASES FOR PART IV
PART V
IMPLEMENTING AND
MANAGING MARKETING
STRATEGY
CHAPTER 14
Designing Effective Marketing Organizations
CHAPTER 15
Marketing Strategy Implementation and Control
CASES FOR PART V
PART VI
COMPREHENSIVE CASES
NAME INDEX
SUBJECT INDEX