Principles of Marketing: An Asian Perspective, 4/e (IE-Paperback)
Philip Kotler
- 出版商: Pearson FT Press
- 出版日期: 2016-07-07
- 售價: $1,235
- 語言: 英文
- 頁數: 720
- 裝訂: Paperback
- ISBN: 1292089660
- ISBN-13: 9781292089669
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相關分類:
行銷/網路行銷 Marketing
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商品描述
Principles of· Marketing: An Asian Perspective reflects the major trends and fo rces impacting marketing in this era of custon1er value and relationships. We've thoroughly revised the text. This new edition builds on and extends the innovative customer-value framework from previous editions. No other marketing text presents such a clear and co1nprehensive customer-value approach. Here are just some of the major and continuing changes you'll find in this edition:
• Throughout the third edition, you will find revised coverage of the rapidly changing nature of customer relationships with con1panies and brands. Today's marketers aim to create deep consun1er involven1ent and a sense of co1nmunity surrounding a brand-to make the brand a meaningful part of consu1ners' conversations and their lives. Today's new relationship-building tools include everything from Web sites, blogs, in-person events and video sharing, to online communities and social networks such as Facebook, YouTube, Twitter, or a company's own social networking sites.
• The third edition contains new material on the continuing trend toward two-way interactions between customers and brands, including such topics as customer-managed relationships, crowdsourcing, and consumergenerated marketing. Today's customers are giving as much as they get in the form of two-way relationships(Chapter I), a more active role in providing customer insights (Chapter 4), crowdsourcing and shaping new products (Chapter 9), consumer-generated marketing content (Chapters 1, J 4, and 15), developing or passing along brand messages (Chapters l and 15), interacting in customer communities (Chapters 5, 15, and 17), and other developments.
• New material throughout the third edition highlights the increasing in1po1tance of sustainable marketing. The discussion begins in Chapter 1 and ends in Chapter 20, which pulls marketing together under a sustainable marketing framework. In between, frequent discussions and exan1ples show how sustainable marketing calls for socially and environmentally responsible actions that meet both the immediate and the future needs of customers, companies, and society as a whole.
• The fourth edition also includes a1ticles fro1n Think Business, an online knowledge portal fron1 the National University of Singapore Business School (www.thinkbusiness.nus.edu) that highlights knowledge from faculty and prominent business leaders.
• The fourth edition continues its emphasis on measuring and managing return on marketing, including many new end-of-chapter financial and quantitative marketing exercises that let students apply analytical thinking to relevant concepts in each chapter and link chapter concepts to the text's innovative and comprehensive
Appendix 2: Marketing by the Numbers.
• The fourth edition provides revised and expanded coverage of the developments in the fast-changing areas of integrated marketing communications and direct and online marketing. It tells how marketers are blending new digital and direct technologies with traditional 1nedia to create 111ore targeted, personal, and interactive customer relationships. No other text provides more current or enco1npassing coverage of these exciting developments.
• The fourth edition continues to improve on its innovative learning design. The text's active and integrative presentation includes lean1ing enhancements such as annotated chapter-opening stories, and a chapter-opening objective outline. The chapter-opening layout helps to preview and position the chapter and its key concepts.End-of-chapter features help to summarize in1portant chapter concepts and highlight important then1es, such as marketing and the econon1y, marketing technology, ethics, and financial marketing analysis. In all, the innovative learning design facilitates student understanding and eases learning.
• The phenomenal success of online market site Taobao.com and Internet site Tencent in China are discussed; so is Li & Fung's supply chain that has expanded in the United States. We've discussed how Japan's UNlQLO's customer-centric approach has seen to its n1arketing success. Similarly, the likes of Scoot, Xiao1ui, Charles & Keith, Daiso, Lenovo, and Gn1arket are highlighted.
Principles of· Marketing: An Asian Perspective also includes expanded material on a wide range of other topics, including managing customer relationships (CRM), brand strategy and positioning, SWOT analysis, data mining and data networks, consumer research, marketing and diversity, generational marketing, buzz marketing, supplier satisfaction and partnering, environmental sustainability, cause-related marketing, socially responsible marketing, global marketing strategies, and much, much more.
Countless new examples have been added within the running text. Tables, examples, and references throughout the text represent updated facts and figures. Principles of Marketing: An Asian Perspective contains mostly new images and advertiscn1ents that illustrate key points and make the text more effective and appealing. All new or revised company cases and many new video cases help to bring the real world directly into the classroo1n. The text even has a nevi look, with freshly designed figures. We don't think you'll find a fresher, more current, or more approachable text anywhere.
商品描述(中文翻譯)
《行銷原理:亞洲觀點》反映了在這個以客戶價值和關係為中心的時代中影響行銷的主要趨勢和力量。我們對這本書進行了全面的修訂。這個新版本建立在之前版本的創新客戶價值框架的基礎上,並對其進行了擴展。沒有其他行銷教材能夠提供如此清晰和全面的客戶價值方法。以下是本版本中一些重大且持續的變化:
• 在第三版中,您將找到對客戶與公司和品牌關係快速變化性質的修訂內容。今天的行銷人員致力於創造深度的客戶參與和品牌共同體感,使品牌成為消費者對話和生活中有意義的一部分。今天建立關係的新工具包括從網站、博客、現場活動和視頻分享到線上社區和社交網絡,如Facebook、YouTube、Twitter或公司自己的社交網絡站點。
• 第三版包含了關於客戶管理關係、群眾外包和消費者生成行銷等雙向互動趨勢的新材料。如今的客戶在提供客戶洞察(第4章)、群眾外包和塑造新產品(第9章)、消費者生成的行銷內容(第1、4和15章)、開發或傳遞品牌訊息(第1和15章)、參與客戶社區(第5、15和17章)等方面發揮著與獲得同等的作用。
• 第三版中的新材料突出了可持續行銷的日益重要性。討論始於第1章,並在第20章以可持續行銷框架將行銷整合起來。在此期間,頻繁的討論和示例展示了可持續行銷需要社會和環境負責任的行動,滿足客戶、公司和整個社會的即時和未來需求。
• 第四版還包括了新加坡國立大學商學院的在線知識門戶Think Business的文章,該門戶突出了教職員和知名商業領袖的知識。
• 第四版繼續強調測量和管理行銷回報,包括許多新的章末財務和定量行銷練習,讓學生能夠將分析思維應用於每章的相關概念,並將章節概念與本書創新且全面的附錄2:數據行銷相關聯。
• 第四版提供了對整合行銷傳播和直接線上行銷快速變化領域發展的修訂和擴展內容。它介紹了行銷人員如何將新的數字和直接技術與傳統媒體相結合,創造更加精準、個人化和互動的客戶關係。沒有其他教材提供更多關於這些令人興奮的發展的最新或全面的內容。
• 第四版繼續改進其創新的學習設計。該教材的積極和整合性呈現包括註釋的章節開頭故事和章節開頭的目標大綱等學習增強功能。章節開頭的佈局有助於預覽和定位章節及其關鍵概念。章節結束的特色功能有助於總結重要的章節概念並突出重要主題,如行銷與經濟、行銷技術、倫理和財務行銷分析。總之,這本書在創新的學習設計方面不斷改進。
目錄大綱
Chapter 1: Marketing: Managing Profitable Customer Relationships
Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships
Chapter 3: The Marketing Environment
Chapter 4: Managing Marketing Information
Chapter 5: Consumer Markets and Consumer Buyer Behavior
Chapter 6: Business Markets and Business Buyer Behavior
Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers
Chapter 8: Product, Services, and Branding Strategy
Chapter 9: New-Product Development and Product Life-Cycle Strategies
Chapter 10: Pricing Products: Understanding and Capturing Customer Value
Chapter 11: Pricing Products: Pricing Strategies
Chapter 12: Marketing Channels: Delivering Customer Value
Chapter 13: Retailing and Wholesaling
Chapter 14: Communicating Customer Value: Integrated Marketing Communications Strategy
Chapter 15: Advertising and Public Relations
Chapter 16 Personal Selling and Sales Promotion
Chapter 17 Direct, Online, Social Media, and Mobile Marketing
Chapter 18: Creating Competitive Advantage
Chapter 19: The Global Marketplace
Chapter 20: Sustainable Marketing: Social Responsibility and Ethics
Appendix 1: Marketing Plan
Appendix 2: Marketing by the Numbers
目錄大綱(中文翻譯)
第1章:行銷:管理有利可圖的客戶關係
第2章:公司和行銷策略:合作建立客戶關係
第3章:行銷環境
第4章:管理行銷資訊
第5章:消費者市場和消費者購買行為
第6章:商業市場和商業買家行為
第7章:以客戶為導向的行銷策略:為目標客戶創造價值
第8章:產品、服務和品牌策略
第9章:新產品開發和產品生命週期策略
第10章:定價產品:了解並捕捉客戶價值
第11章:定價產品:定價策略
第12章:行銷通路:提供客戶價值
第13章:零售和批發
第14章:傳達客戶價值:整合行銷傳播策略
第15章:廣告和公共關係
第16章:個人銷售和促銷
第17章:直接、線上、社交媒體和行動行銷
第18章:創造競爭優勢
第19章:全球市場
第20章:可持續行銷:社會責任和倫理
附錄1:行銷計劃
附錄2:數據行銷