目录 Preface PART 1 Understanding Marketing Management CHAPTER 1 Defining Marketing for the 21st Century The Importance of Marketing The Scope of Marketing Core Marketing Concepts The New Marketing Realities MARKETING INSIGHT Marketing in an Age ofTurbulence Company Orientation toward the Marketplace MARKETING MEMO Marketing Right and Wrong Updating the Four Ps Marketing Management Tasks MARKETING MEMO Marketers' Frequently Asked Questions Summary Applications CHAPTER 2 Developing Marketing Strategies and Plans Marketing and Customer Value Corporate and Division Strategic Planning MARKETING INSIGHT Creating Innovative Marketing Business Unit Strategic Planning MARKETING MEMO Checklist for Performing Strengths/Weaknesses Analysis Product Planning: The Nature and Contents of a Marketing Plan MARKETING MEMO Marketing Plan Criteria Summary Applications PART 2 Capturing Marketing Insights CHAPTER 3 Collecting Information and Forecasting Demand Components of a Modern Marketing Information System Internal Records Marketing Intelligence Analyzing the Macroenvironment MARKETING INSIGHT Finding Gold at the Bottom of the Pyramid MARKETING INSIGHT The Green Marketing Revolution Forecasting and Demand Measurement Summary Applications CHAPTER4 Conducting Marketing Research The Marketing Research System The Marketing Research Process MARKETING MEMO Conducting Informative Focus Groups MARKETING MEMO Questionnaire Dos and Don'ts MARKETING INSIGHT Getting into the Heads of Consumers MARKETING INSIGHT Understanding Brain Science MARKETING INSIGHT Bringing Marketing Research to Life with Personas Measuring Marketing Productivity MARKETING INSIGHT Marketing Dashboards to Improve Effectiveness and Efficiency Summary Applications PART 3 Connecting with Customers CHAPTER 5 Creating Long-term Loyalty Relationships Building Customer Value, Satisfaction, and Loyalty MARKETING INSIGHT Net Promoter and Customer Satisfaction Maximizing Customer Lifetime Value MARKETING MEMO Marketing and Total Quality Cultivating Customer Relationships MARKETING MEMO Calculating Customer Lifetime Value Customer Databases and Database ……
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