| 内容： |
Foreword : Looking backward and forward / Sidney J. Levy --
Preface : Reflections on marketing / Philip Kotler --
Segmentation and targeting / Brian Sternthal and Alice M. Tybout --
Brand positioning / Alice M. Tybout and Brian Sternthal --
Brand design / Bobby J. Calder and Steven J. Reagan --
Creating and managing brands / Alice M. Tybout and Gregory S. Carpenter --
Market-driving strategies : toward a new concept of competitive advantage / Gregory S. Carpenter, Rashi Glazer, and Kent Nakamoto --
Managing new product development for strategic competitive advantage / Dipak Jain --
Understanding consumers / Bobby J. Calder --
Qualitative inquiry in marketing and consumer research / John F. Sherry Jr. and Robert V. Kozinets --
Quantitative marketing research / Dawn Iacobucci --
Advertising strategy / Brian Sternthal --
Market channel design and management / Anne T. Coughlan and Louis W. Stern --
Pricing strategies and tactics / Lakshman Krishnamurthi --
Valuing, analyzing, and managing the marketing function using customer equity principles / Robert C. Blattberg and Jacquelyn S. Thomas --
Services marketing and customer service / Dawn Iacobucci --
Managing market offerings in business markets / James C. Anderson, Gregory S. Carpenter, and James A. Narus --
The successful selling organization / Andris A. Zoltners, Prabhakant K. Sinha, and Greg A. Zoltners --
Marketing in the age of information democracy / Mohanbir Sawhney and Philip Kotler. |
引证/输出
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