保正版！营销战略:以决策为导向的方法(第5版英文改编版)/营销学精选教材9787301100134北京大学出版社沃克

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27.07 7.1折 38 全新

库存2件

天津河东

认证卖家担保交易快速发货售后保障

作者沃克

出版社北京大学出版社

ISBN9787301100134

出版时间2006-01

装帧其他

开本其他

定价38元

货号10345600

上书时间2023-09-24

已实名已认证进店收藏店铺

商品描述: 目录
Preface
SECTION ONE
Introduction 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 Implications
SECTION TWO
Opportunity Analysis
  4  Understanding Market Opportunities
  5  Measuring Market Opportunities:Forecasting and Market Knowledge
  6  Targeting Attractive Market Segments
  7  Differentiation and Positioning
SECTION THREE
Formulating 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 Economy
SECTION FOUR
Implementation and Control
  12  Organizing and Planning for Effective Implementation
  13  Marketing Metrics for Marketing Performance
Name Index
Subject Index

内容摘要
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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