营销战略(以决策为导向的方法 第5版) 内容简介

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。

营销战略(以决策为导向的方法 第5版) 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

管理 市场/营销 市场营销

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