Author: philip kotler/Gary Armstrong.
Translator: Lou Zun
Press: Renmin University of China Press
Year of publication: April 20 10 1 day
Page count: 580 pages
Pricing: 65.00 yuan
Binding: paperback
ISBN: 9787300118543 As every marketer should do, Marketing Principles (version 13) strives to create more value for its readers (customers).
In order to get value return from customers, we must first create value for customers.
Establish and manage strong brands and create brand assets.
Measure and manage marketing returns.
Use new marketing techniques.
Sustainable marketing on a global scale.
This book is a classic textbook widely used by business schools all over the world, and it is also the main textbook of marketing courses for undergraduates and MBA students in many universities in China. It is also a reference book for researchers and business managers. Dr. philip kotler is a modern marketing guru, known as the "father of modern marketing", a tenured professor at Kellogg School of Management of Northwest University, and an honorary professor of international marketing at Kellogg School of Management of Northwest University.
Professor Kennan-flagler School of Business, University of North Carolina, Gary Armstrong., received his bachelor's and master's degrees from Wayne State University in Detroit and his doctorate in marketing from Northwestern University. Dr Armstrong has published many articles in famous management magazines. As a consultant and scholar, he has cooperated with many companies in market research, sales management and marketing strategy. But what Dr. Armstrong likes best is teaching. He actively participated in the management of business school student programs, and thus won school-level and college-level education awards. Chapter 1 defines marketing and marketing process.
Chapter 65438 +0 Marketing: Creating and Obtaining Customer Value
The case at the beginning of the chapter
What is marketing?
Understand the market and customer needs
Design a customer-oriented marketing strategy
Make integrated marketing plan and scheme.
Establish customer relationship
Marketing Example 1. 1 Customer Creation Marketing: Advertising Agency of the Year? You!
Get customer value
The changing field of marketing
To sum up, what is marketing?
Case Bear Workshop: Creating Memories
Chapter II Company Strategy and Marketing Strategy: Establishing Customer Relationship through Cooperation
The case at the beginning of the chapter
Company-wide strategic planning: defining the role of marketing
Marketing example 2. 1 Starbucks coffee: where is the heat growing, but not too much?
Marketing planning: building customer relationship through cooperation.
Marketing strategy and marketing mix
Manage marketing activities
Measure and manage the return on marketing investment
Case: American Easy Catch Company: big bait for catching rats.
The second part is understanding the market and consumers.
The third chapter analyzes the marketing environment.
The case at the beginning of the chapter
Enterprise microenvironment
Macro environment of enterprises
Marketing Example 3.1Amorprice Finance: The market is still prosperous.
Reaction to the marketing environment
Keith Prius: Leading the New Wave of Hybrid Electric Vehicles
Chapter 4 Managing Marketing Information to Gain Customer Insight
The case at the beginning of the chapter
Marketing information and customer insight
Assess marketing information needs
Develop marketing information _
Sales research
Analysis and Application of Marketing Information
Other marketing information issues
Marketing example 4. 1 online tracking of consumers: wisely targeting or manufacturing?
An unpleasant trick
Case Enterprise Car Rental Company: Measuring Service Quality
Chapter V Consumer Market and Consumer Purchase Behavior
The case at the beginning of the chapter
Consumer behavior model
Factors affecting consumer behavior
Marketing example 5. L brand ambassador: hire real consumers in life
Types of purchasing decision-making behavior
Procurement decision-making process
New product purchase decision-making process
Victoria's Secret-Pink Girl: Keeping the Brand Fashionable
Chapter VI Organizing the Market and Organizing the Buyer's Behavior
The case at the beginning of the chapter
Organize the market
Organizational buyer behavior
Marketing example 6. 1 international marketing model: do as the Romans do.
Institutional and government markets
Boeing Case: Selling Dreams (Aircraft)
The third part designs the customer-oriented marketing strategy and marketing mix.
Chapter VII Customer-oriented Marketing Strategy: Creating Value for Target Customers
The case at the beginning of the chapter
market segments
Target market selection
Marketing example 7. 1 P&G: compete with yourself-win!
Differentiation and localization
Case study of Saturn automobile: improving image
Chapter 8 Products, Services and Brands: Creating Customer Value
The case at the beginning of the chapter
What is a product?
Product and service decision
Brand strategy: building a strong brand
Marketing Example 8. 1 Excellent Brand: Contact with Consumers
Service marketing
Case ESPN: the development of entertainment brands
Chapter IX New Product Development and Product Life Cycle Strategy
The case at the beginning of the chapter
New product development strategy
New product development process
Manage new product development
Product life cycle strategy
Marketing Example 9. 1 Kraft: There are many high-quality old products and too few high-quality new products?
Other problems of products and services
Case Nintendo: Transforming the Market and Revitalizing the Enterprise
Chapter 10 Pricing: Understanding and Obtaining Consumer Value
The case at the beginning of the chapter
What is the price?
Factors affecting pricing
The marketing example 10. 1 has set a high price and is proud of it.
Southwest Airlines Case: Dominant Pricing Game
Chapter 1 1 Pricing Strategy
The case at the beginning of the chapter
New product pricing strategy
Product portfolio pricing strategy
Price adjustment strategy
Price fluctuation
Public policy and pricing
Marketing example 1 1. 1 GlaxoSmithKline: Pricing beyond sales and profits.
Case Payless ShoeSotlrce: Stylish but cheap
Chapter 12 Marketing Channel: Passing on Customer Value
The case at the beginning of the chapter
Supply chain and value delivery network
The Nature and Importance of Marketing Channel
Channel behavior and organization
Channel design decision
channel management decisions
Marketing example 12. 1 With the help of dealer network, Caterpillar is gaining momentum.
Marketing Logistics and Supply Chain Management
Keith Sarah: a technology giant in fashion.
Chapter 13 Retail and Wholesale
The case at the beginning of the chapter
retail
Marketing example 13. 1 wal-mart: unbelievable.
large-scale
Case Whole Foods Supermarket: All-round Strategy
Chapter 14 Conveying Customer Value: Integrated Marketing Communication Strategy
The case at the beginning of the chapter
promotional mix
Integrated marketing communication
Overview of communication process
Steps to Develop Effective Marketing Communication
Formulate the overall promotion budget and combination
Marketing example 14. 1 Are consumer goods companies too pushy?
Social responsibility of marketing communication
Case burger king: food promotion war
Chapter 15 Relationship between Advertising and the Public * * *
The case at the beginning of the chapter
advertisement
Marketing examples 15. 1 Madison and the vine: advertising and
New interaction in the entertainment industry
relations between the state and private sectors of the economy
Case coca-cola: another advertising success
Chapter 16 Personnel Sales and Promotion
The case at the beginning of the chapter
Personnel sales
Manage sales staff
Personnel sales process
Marketing examples 16. 1 sales value: value merchants and value consumers.
promote sales
Case Procter & Gamble: Sales through Customer Business Development Department
Chapter 17 Direct Marketing and Internet Marketing: Establishing Direct Customer Relationship
The case at the beginning of the chapter
A new model of direct selling
Development and benefits of direct selling
Customer database and direct marketing
Form of direct selling
Marketing examples 17. 1 shopping catalog, shopping catalog-everywhere.
Internet marketing
Public policy issues in direct selling
StubHub: scalping, a respectable attempt?
Chapter IV Expanding Marketing
Chapter 18 Creating a Competitive Advantage
The case at the beginning of the chapter
Opponent analysis
competitive strategy
Marketing Example 18. 1 The Ritz-Carlton Hotel: Creating Customer Intimacy
Balance customer orientation and competition orientation.
Doctor of case audio: through real difference competition
Chapter 19 Global Market
The case at the beginning of the chapter
Global marketing in 2 1 century
Investigate the global marketing environment
Decide whether to go global or not
Decide which markets to enter
Decide how to enter the market
Develop a global marketing plan
Marketing example 19. 1 Oreo and milk: Chinese style
Marketing examples 19.2 pay attention to your language!
Decide on the marketing organization
Keith Nokia: the world of expectation and connection
Chapter 20 Sustainable Marketing: Social Responsibility and Morality
The case at the beginning of the chapter
Sustainable marketing
Social criticism of marketing
Consumers promote sustainable marketing behavior
Marketing example 20. 1 wal-mart: the world's super "ecological nanny"
Corporate behavior of sustainable marketing
Exxonmobil Case: Social Responsibility of Commodity World
Appendix marketing plan
Marketing plan: introduction
Example of Sonic's marketing plan