营销管理与战略（双语教学版）

<img width='200' height='280' src="../../upload/book/1020103748.jpg"><br>出版社:人民邮电出版社<br>目录:<p><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA"><span lang="EN-US"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">作者简介<span lang="EN-US"><br />
</span>前言<span lang="EN-US"><br />
</span>致谢<span lang="EN-US"><br />
</span>第<span lang="EN-US">1</span>章　管理：目标与任务<span lang="EN-US"><br />
</span>目标与成功<span lang="EN-US"><br />
</span>利益相关者的目标和限制<span lang="EN-US"><br />
</span>　确立平衡的目标<span lang="EN-US"><br />
</span>　建立战略<span lang="EN-US"><br />
</span>　战略成功的标准<span lang="EN-US"><br />
</span>　战略意图<span lang="EN-US"><br />
</span>　核心能力<span lang="EN-US"><br />
</span>　组织维度<span lang="EN-US"><br />
</span>　小结<span lang="EN-US"><br />
</span>第<span lang="EN-US">2</span>章　心顾客为主导的企业<span lang="EN-US"><br />
</span>　市场营销理论<span lang="EN-US"><br />
</span>　以顾客为主导的企业<span lang="EN-US"><br />
</span>　成功<span lang="EN-US"><br />
</span>　关注需要<span lang="EN-US"><br />
</span>　组织<span lang="EN-US"><br />
</span>　竞争优势<span lang="EN-US"><br />
</span>　整个企业<span lang="EN-US"><br />
</span>　顾客作为资产<span lang="EN-US"><br />
</span>　创建以顾客为导向的企业<span lang="EN-US"><br />
</span>　小结<span lang="EN-US"><br />
</span>第</span></span></span></span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA"><span lang="EN-US"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA"><span lang="EN-US">3</span>章　市场细分、定位世营销组合<span lang="EN-US"><br />
</span>　市场细分<span lang="EN-US"><br />
</span>　动态目标战略<span lang="EN-US"><br />
</span>　创造差异化优势<span lang="EN-US"><br />
</span>　定位战略<span lang="EN-US"><br />
</span>　市场营销计划<span lang="EN-US"><br />
</span>　以市场为中心的组织<span lang="EN-US"><br />
</span>　小结<span lang="EN-US"><br />
</span>第</span></span></span></span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA"><span lang="EN-US"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA"><span lang="EN-US">4</span>章　战略市场计划<span lang="EN-US"><br />
</span>　适就变化<span lang="EN-US"><br />
</span>　计划体系的演变<span lang="EN-US"><br />
</span>　公司战略<span lang="EN-US"><br />
</span>　业务单位战略<span lang="EN-US"><br />
</span>　小结<span lang="EN-US"><br />
</span>第</span></span></span></span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA"><span lang="EN-US"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA"><span lang="EN-US">5</span>章　市场活力和竞争战略<span lang="EN-US"><br />
</span>　迷惑的周期<span lang="EN-US"><br />
</span>　市场活力<span lang="EN-US"><br />
</span>　市场的演变<span lang="EN-US"><br />
</span>　制定营销战略<span lang="EN-US"><br />
</span>　缝隙公司<span lang="EN-US"><br />
</span>　小结<span lang="EN-US"><br />
</span>第<span lang="EN-US">6</span>章　创建成功的品牌<span lang="EN-US"><br />
</span>　产品和品牌<span lang="EN-US"><br />
</span>　附加价值<span lang="EN-US"><br />
……<br />
</span>第</span></span></span></span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA"><span lang="EN-US"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA"><span lang="EN-US">7</span>章　创新与新产品开发<span lang="EN-US"><br />
</span>第<span lang="EN-US">8</span>章　定位策略：价值的实现<span lang="EN-US"><br />
</span>第<span lang="EN-US">9</span>章　沟通策略<span lang="EN-US"><br />
</span>第</span></span></span></span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA"><span lang="EN-US"><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA"><span lang="EN-US">10</span>章　人员推销<span lang="EN-US"><br />
</span>第<span lang="EN-US">11</span>章　管理营销渠道<span lang="EN-US"><br />
</span>第<span lang="EN-US">12</span>章　服务企业的营销<span lang="EN-US"><br />
</span>第<span lang="EN-US">13</span>章　转变期管理<span lang="EN-US"><br />
</span>第<span lang="EN-US">14</span>章　<span lang="EN-US">21</span>世纪的营销<span lang="EN-US"><br />
</span>补充阅读<span lang="EN-US"><br />
</span>人名、公司名索引<span lang="EN-US"><br />
</span>主题索引</span></span></span></span></p><br><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA"><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">　　“</span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">直正的市场营销是一门管理哲学，它认识到只有比竞争对手更有效地满足顾客当前和未来的需要，企业的成功才可持续。<span lang="EN-US">”</span>本书作者彼得<span lang="EN-US">·</span>多伊尔是市场营销管理与战略教学与研究方而后 国际知只争朝夕专家、华威大学商学院的市场营销和战略管理教授。同时也担任多家世界级大企业的高级营销顾问。本书一气呵成，内容精辟、实用；文字简略、流畅。三位专家、教师进一步对重点、难点和部分词汇做了必要的翻译和注释，这一新的出版形式能更好地满足双语教学的需要。<span lang="EN-US"><br />
</span>作者简介<span lang="EN-US"><br />
　　　Peter Doyle is internationally recognized for his teaching and research in marketing and strategy. He is professor of Marketing and Strategic Management at the University of Warwick Business School’s MBA programme and executive courses. Previously he has held Positions at INSEAD, London Business School, Bradford University, Stanford and University of Hawaii.<br />
Peter Dole has run executive programmes for senior managers throughout Europe, the USA, South America and the Far East. He has been voted ‘Outstanding Teacher’ on numerous university and corporate courses. In addition he has published five books and over on hundred articles in professional journals. He has a First Class Honours degree from the University of Manchester and an MBA and a phD from Camegie-Mellon University, USA. His Research Society and the Best Paper Award of the American Marketing Association and the Europen Marketing Academy.</span></span></span>