《市场营销学基础 全球管理 英文版·第12版》

1 Marketing's Role in the Global Economy2

2 Marketing's Role within the Firm or Nonprofit Organization32

3 Finding Target Market Opportunities with Market Segmentation80

4 Evaluating Opportunities in the Changing Marketing Environment116

5 Getting Information for Marketing Decisions150

6 Demographic Dimensions of Global Consumer Markets180

7 Behavioral Dimensions of the Consumer Market212

8 Business and Organizational Customers and Their Buying Behavior240

9 Elements of Product Planning for Goods and Services272

10 Product Management and New Product Development308

11 Place and Development of Channel Systems336

12 Logistics and Distribution Customer Service360

13 Retailers, Wholesalers, and Their Strategy Planning386

14 Promotion-Introduction to Integrated Marketing Communications418

15 Personal Selling446

16 Advertising and Sales Promotion474

17 Pricing Objectives and Policies510

18 Price Setting in the Business World554

19 Developing Innovative Marketing Plans590

20 Implementing and Controlling Marketing Plans: Evolution and Revolution620

21 Managing Marketing's Link with Other Functional Areas652

22 Ethical Marketing in a Consumer Oriented World: Appraisal and Challenges680

Video Cases715

Cases727

Computer-Aided Problems771

Notes783

Illustration Credits831