内容

目次

PART ONE: CUSTOMERS AND MARKETS Customer Centrality Evolution ofMarketing Relationship Marketing The Leaky Bucket Theory Postmodern MarketingThe Marketing Environment Marketing Research The Marketing Audit CompetitiveAdvantage Porter's Competitive Strategies Strategic Planning MarketingPlanning Boston Consulting Group Matrix Globalisation Consumerism PART TWO:THE OFFER Product as a Bundle of Benefits Product Anatomy Core Product AddedValue Service Products Product Life Cycle New Product Development Diffusionof Innovation Quality Elasticity of Demand Demand Pricing Price SkimmingPsychological Pricing Not-for-Profit Marketing PART THREE: APPROACHINGCUSTOMERS Need Satisfaction Involvement Segmentation Targeting The MarketingMix The Elaboration Likelihood Model Reference Groups Distribution ChannelManagement Logistics Stages of Development Model of International MarketEntry Market Share PART FOUR: PROMOTION Branding Brand PersonalityPositioning The Communications Mix Schramm Model of Communication AdvertisingThe Weak and Strong Theories Sales Promotion Corporate Reputation PersonalSelling Key Account Selling Integrated Marketing Communication