营销战略：以决策为导向的方法（第5版） (2009 年度畅销榜NO.68794 )

本书的第一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。\r\n本书的第一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。本书的第一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。

Preface\r\nSECTION ONE\r\nIntroduction to Strategy\r\n　1　Market-Oriented Perspectives Underlie Successful Corporate,Business,and Marketing Strategies\r\n　2　Corporate Strategy Decisions and Their Marketing Implications\r\n　3　Business Strategies and Their Marketing Implications\r\nSECTION TWO\r\nOpportunity Analysis\r\n　4　Understanding Market Opportunities \r\n　5　Measuring Market Opportunities:Forecasting and Market Knowledge \r\n　6　Targeting Attractive Market Segments\r\n　7　Differentiation and Positioning\r\nSECTION THREE\r\nFormulating Marketing Strategies\r\n　8　Marketing Strategies for New Market Entries\r\n　9　Strategies for Growth Markets\r\n　10　Strategies for Growth Markets\r\n　11　Marketing Strategies for the New Economy\r\nSECTION FOUR\r\nImplementation and Control\r\n　12　Organizing and Planning for Effective Implementation\r\n　13　Marketing Metrics for Marketing Performance\r\nName Index\r\nSubject Index\r\nPreface\r\nSECTION ONE\r\nIntroduction to Strategy\r\n　1　Market-Oriented Perspectives Underlie Successful Corporate,Business,and Marketing Strategies\r\n　2　Corporate Strategy Decisions and Their Marketing Implications\r\n　3　Business Strategies and Their Marketing Implications\r\nSECTION TWO\r\nOpportunity Analysis\r\n　4　Understanding Market Opportunities \r\n　5　Measuring Market Opportunities:Forecasting and Market Knowledge \r\n　6　Targeting Attractive Market Segments\r\n　7　Differentiation and Positioning\r\nSECTION THREE\r\nFormulating Marketing Strategies\r\n　8　Marketing Strategies for New Market Entries\r\n　9　Strategies for Growth Markets\r\n　10　Strategies for Growth Markets\r\n　11　Marketing Strategies for the New Economy\r\nSECTION FOUR\r\nImplementation and Control\r\n　12　Organizing and Planning for Effective Implementation\r\n　13　Marketing Metrics for Marketing Performance\r\nName Index\r\nSubject IndexPreface\r\nSECTION ONE\r\nIntroduction to Strategy\r\n　1　Market-Oriented Perspectives Underlie Successful Corporate,Business,and Marketing Strategies\r\n　2　Corporate Strategy Decisions and Their Marketing Implications\r\n　3　Business Strategies and Their Marketing Implications\r\nSECTION TWO\r\nOpportunity Analysis\r\n　4　Understanding Market Opportunities \r\n　5　Measuring Market Opportunities:Forecasting and Market Knowledge \r\n　6　Targeting Attractive Market Segments\r\n　7　Differentiation and Positioning\r\nSECTION THREE\r\nFormulating Marketing Strategies\r\n　8　Marketing Strategies for New Market Entries\r\n　9　Strategies for Growth Markets\r\n　10　Strategies for Growth Markets\r\n　11　Marketing Strategies for the New Economy\r\nSECTION FOUR\r\nImplementation and Control\r\n　12　Organizing and Planning for Effective Implementation\r\n　13　Marketing Metrics for Marketing Performance\r\nName Index\r\nSubject Index

无封面