《市场营销英文版》

作者	（英）西蒙·马杰罗（Simon Majaro）著编者
出版	北京：中国人民大学出版社；普兰蒂斯霍尔出版公司
参考页数	266
出版时间	1997（求助前请核对）目录预览
ISBN号	730002484X — 求助条款
PDF编号	86800768（仅供预览，未存储实际文件）
求助格式	扫描PDF（若分多册发行，每次仅能受理1册）

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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

1997《市场营销英文版》由于是年代较久的资料都绝版了，几乎不可能购买到实物。如果大家为了学习确实需要，可向博主求助其电子版PDF文件（由（英）西蒙·马杰罗（Simon Majaro）著 1997 北京：中国人民大学出版社；普兰蒂斯霍尔出版公司出版的版本）。对合法合规的求助，我会当即受理并将下载地址发送给你。

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