Kotler, Philip. 　著

内容

目次

I. UNDERSTANDING MARKETING AND THE MARKETING PROCESS. 1. Marketing:Managing Profitable Customer Relationships. 2. Company and MarketingStrategy: Partnering to Build Customer Relationships. 3. Marketing in theDigital Age: Making New Customer Connections. II. DEVELOPING MARKETINGOPPORTUNITIES AND STRATEGIES. 4. The Marketing Environment. 5. ManagingMarketing Information. 6. Consumer Markets and Consumer Buyer Behavior.7. Business Markets and Business Buyer Behavior. 8. Segmentation,Targeting, and Positioning: Building the Right Relationships with the RightCustomers. III. DEVELOPING THE MARKETING MIX. 9. Product, Services, andBranding Strategies. 10. New-Product Development and Product Life-CycleStrategies. 11. Pricing Considerations and Approaches. 12. PricingStrategies. 13. Marketing Channels and Supply Chain Management. 14.Retailing and Wholesaling. 15. Integrated Marketing Communication Strategy.16. Advertising, Sales Promotion, and Public Relations. 17. Personal Sellingand Direct Marketing. IV. MANAGING MARKETING. 18. Creating CompetitiveAdvantage. 19. The Global Marketplace. 20. Marketing and Society: SocialResponsibility and Marketing Ethics. APPENDIXES. 1. Measuring andForecasting Demand. 2. Marketing Arithmetic. References. Credits.Glossary. Index.