战略营销

2005-12  

东北财大  

[美]罗杰*A.凯琳  

514  

本书是战略营销领域最畅销的教科书之一。作者主要采用理论与实践相结合的方法，以大量的案例介绍了分析和解决营销问题所需的概念和工具，并生动地阐述了营销中存在的问题和解决方法。具体内容主要包括：战略管理基础、营销决策、机会分析、市场细分和目标市场选择、服务策略和品牌管理、整合营销沟通策略、定价策略、综合营销计划等。

作者：(美)罗杰·A.凯琳 罗伯特·A.彼得森

CHAPTER 1 Foundations of Strategic Marketing Management Appendix：A Sample Marketing Plan CHAPTER 2 Financial Aspects of Marketing Management CHAPTER 3 Marketing Decision Making and CaseAnalysis CHAPTER 4 Opportunity Analysis，Market Segmentation and Market Targeting Jones-Blair Company RogerA．Kerin eBay’s Globalization Strategy Janet Fieldstein，Antonio Davila，and George Foster Camar Automotive Hoist Gordon H.G McDougall Vector Marketing Corporation：Growth Drivers RobertA．PetersonCHAPTER 5 Product and Service Strategy and Brand Management Dr Pepper／Seven Up，Inc． Squirt Brand RogerA．Kerin Softand SttkyShavingGel RogerA．Kerin Perpetual Care Hospital：Downtown Health Clinic RogerA．Kerin Frito Lay Company：CrackerJack RogerA．Kerin Swisher Mower and Machine Company： Evaluating a Private Brand Opportunity RogerA．Kerin and Wayne SwisherCHAPTER 6 Integrated Marketing Communication Strategy and Management Carrington Furniture，Inc．(A) RogerA．Kerin Carrington Furniture，Inc．(B) RogerA．Kerin Drypers Corporation：National Television Advertising Campaign RogerA．Kerin Craft Marine Corporation RogerA．Kerin andRobertA．Peterson Make-Up Art Cosmetics(M．A．C)Ltd． Vic Casale andJohn S HullandCHAPTER 7 Marketing Channel Strategy and Management Gateway,Inc． RogerA．Kerin GolfLogix：Measuring the Galne ofGolf John T.Gourville andJerry N.Conover Masterton Carpet Mills，Inc． RoerA．Kerin ……CHAPTER 8CHAPTER 9CHAPTER 10APPENDIX

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