营销战略(以决策为导向的方法 第5版)

内容简介

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本书的**篇是对战略的简要介绍，强调了以市场为导向的视角在营销中的基础作用；第二篇引导读者认识和分析市场机会；第三篇针对不同类型的市场给出了各自的营销战略指导；第四篇讲述营销战略执行的有效性及其度量。

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目录

PrefaceSECTION ONEIntroduction 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 ImplicationsSECTION TWOOpportunity Analysis　4　Understanding Market Opportunities 　5　Measuring Market Opportunities:Forecasting and Market Knowledge 　6　Targeting Attractive Market Segments　7　Differentiation and PositioningSECTION THREEFormulating 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 EconomySECTION FOURImplementation and Control　12　Organizing and Planning for Effective Implementation　13　Marketing Metrics for Marketing PerformanceName IndexSubject Index

封面

书名:营销战略(以决策为导向的方法 第5版)

作者:沃克 等著

页数:未知

定价:¥38.0

出版社:北京大学出版社

出版日期:2006-01-01

ISBN:9787301100134

PDF电子书大小:56MB 高清扫描完整版