免费下载书籍地址：PDF下载地址
精美图片
Kellogg On Marketing, Second Edition(ISBN=9780470580141)书籍详细信息
- ISBN：9780470580141
- 作者：暂无作者
- 出版社：暂无出版社
- 出版时间：2010-09
- 页数：426
- 价格：204.60
- 纸张：胶版纸
- 装帧：精装
- 开本：16开
- 语言：未知
- 丛书：暂无丛书
- TAG：暂无
- 豆瓣评分：暂无豆瓣评分
内容简介：
The business classic, fully revised and updated for
today's marketers
The second edition of Kellogg on Marketing provides a
unique and highly regarded perspective on both the basics of
marketing and on new issues that are challenging businesses
today.
Includes more than 60% new material on both fundamental
marketing concepts and hot topics such as Product Innovation,
Social Media, Marketing to Consumers at the Bottom of the Pyramid,
and Internal Branding
With a foreword by Philip Kotler
The Kellogg School of Management is recognized around the world
as the leading MBA program in Marketing
Along with the new material, the core concepts covered in the
first edition have all been updated-including targeting and
positioning, segmentation, consumer insights, and more. This is a
must-have marketing reference.
书籍目录：
Foreword.
Thinking About Marketing (Philip Kotler).
Preface (Alice M. Tybout and Bobby J. Calder).
Acknowledgments.
Section One: Developing a Marketing Strategy.
Chapter 1: Creating Customers and Shaping the Competitive Game
(Gregory S. Carpenter).
Chapter 2: Identifying Market Segments and Selecting Targets
(Alice M. Tybout and Kent Grayson).
Chapter 3: Marketing Research and Understanding Consumers
(Bobby J. Calder).
Chapter 4: Developing a Compelling Brand Positioning (Alice
M. Tybout and Brian Sternthal).
Chapter 5: Writing a Brand Positioning Statement and Translating
It into Brand Design (Bobby J. Calder).
Chapter 6: Creating and Managing Brands (Alice M. Tybout and
Gregory S. Carpenter).
Section Two: Implementing the Strategy.
Chapter 7: Making the Brand Come Alive within Your Organization
(Lisa Fortini-Campbell).
Chapter 8: The Sandwich Strategy: Managing New Products and
Services for Value Creation and Value Capture (Dipak C.
Jain).
Chapter 9: Pricing for Profit (Lakshman
Krishnamurthi).
Chapter 10: Advertising Strategy (Dereck D. Rucker and Brian
Sternthal).
Chapter 11: Marketing Channel Design and Management (Anne T.
Coughlan).
Chapter 12: Building a Winning Sales Force (Andris A.
Zoltners, Prabhakant Sinha, and Sally E. Lorimer).
Section Three: Perspectives on Contemporary Issues in
Marketing.
Chapter 13: Marketing to Consumers at the Bottom of the Pyramid
(Bobby J. Calder, Richard Kolsky, and Maria Flores
Letelier).
Chapter 14: The New Influence of Social Media (Lakshman
Krishnamurthi and Shyam Gopinath).
Chapter 15: From the Wheel to Twitter: Where Do Innovations Come
From? (David Gal).
Chapter 16: Brand-Led Innovation (Bobby J. Calder and Edward
S. Calder).
Chapter 17: Managing Product Assortments: Insights from Consumer
Psychology (Ryan Hamilton and Alexander Chernev
Chapter 18: Goal-Driven Marketing Research: The Answer to a
Shrinking Budget (Angela Y. Lee).
Chapter 19: Aligning Sales and Marketing to Enhance Customer
Value and Drive Company Results (Andris A. Zoltners, Prabhakant
Sinha, and Sally E. Lorimer).
Chapter 20: Creating Superior Value By Managing the
Marketing–Operations Management Interface (Anne T. Coughlan and
Jeffrey D. Shulman).
Index.
作者介绍：
The business classic, fully revised and updated for today's
marketers
The second edition of "Kellogg on Marketing" provides a unique
and highly regarded perspective on both the basics of marketing and
on new issues that are challenging businesses today. Includes more
than 60% new material on both fundamental marketing concepts and
hot topics such as Product Innovation, Social Media, Marketing to
Consumers at the Bottom of the Pyramid, and Internal Branding With
a foreword by Philip Kotler The Kellogg School of Management is
recognized around the world as the leading MBA program in
Marketing
Along with the new material, the core concepts covered in the
first edition have all been updated-including targeting and
positioning, segmentation, consumer insights, and more. This is a
must-have marketing reference.
出版社信息：
暂无出版社相关信息，正在全力查找中！
书籍摘录：
暂无相关书籍摘录，正在全力查找中！
在线阅读/听书/购买/PDF下载地址：
在线阅读地址：Kellogg On Marketing, Second Edition(ISBN=9780470580141)在线阅读
在线听书地址：Kellogg On Marketing, Second Edition(ISBN=9780470580141)在线收听
在线购买地址：Kellogg On Marketing, Second Edition(ISBN=9780470580141)在线购买
原文赏析：
暂无原文赏析，正在全力查找中！
其它内容：
编辑推荐
The business classic, fully revised and updated for today's
marketers
The second edition of "Kellogg on Marketing" provides a unique
and highly regarded perspective on both the basics of marketing and
on new issues that are challenging businesses today. Includes more
than 60% new material on both fundamental marketing concepts and
hot topics such as Product Innovation, Social Media, Marketing to
Consumers at the Bottom of the Pyramid, and Internal Branding With
a foreword by Philip Kotler The Kellogg School of Management is
recognized around the world as the leading MBA program in
Marketing
Along with the new material, the core concepts covered in the
first edition have all been updated-including targeting and
positioning, segmentation, consumer insights, and more. This is a
must-have marketing reference.
书籍介绍
The business classic, fully revised and updated for today's marketers The second edition of Kellogg on Marketing provides a unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today. Includes more than 60% new material on both fundamental marketing concepts and hot topics such as Product Innovation, Social Media, Marketing to Consumers at the Bottom of the Pyramid, and Internal Branding With a foreword by Philip Kotler The Kellogg School of Management is recognized around the world as the leading MBA program in Marketing Along with the new material, the core concepts covered in the first edition have all been updated-including targeting and positioning, segmentation, consumer insights, and more. This is a must-have marketing reference.
书籍真实打分
故事情节：6分
人物塑造：3分
主题深度：8分
文字风格：9分
语言运用：5分
文笔流畅：9分
思想传递：6分
知识深度：5分
知识广度：5分
实用性：6分
章节划分：7分
结构布局：5分
新颖与独特：7分
情感共鸣：7分
引人入胜：8分
现实相关：9分
沉浸感：5分
事实准确性：4分
文化贡献：3分
网站评分
书籍多样性：9分
书籍信息完全性：8分
网站更新速度：5分
使用便利性：8分
书籍清晰度：9分
书籍格式兼容性：6分
是否包含广告：9分
加载速度：9分
安全性：6分
稳定性：9分
搜索功能：7分
下载便捷性：6分
下载点评
- txt(417+)
- 体验还行(579+)
- 中评多(289+)
- 差评(268+)
- 无广告(280+)
- 值得购买(443+)
- 赞(597+)
- 种类多(262+)
- epub(76+)
- 全格式(421+)
- pdf(190+)
- 小说多(370+)
- 情节曲折(235+)
下载评价
网友 曾***玉：直接选择epub/azw3/mobi就可以了，然后导入微信读书，体验百分百！！！
网友 屠***好：还行吧。
网友 国***舒：中评，付点钱这里能找到就找到了，找不到别的地方也不一定能找到
网友 谢***灵：推荐，啥格式都有
网友 居***南：请问，能在线转换格式吗？
网友 扈***洁：还不错啊，挺好
网友 步***青：。。。。。好
网友 田***珊：可以就是有些书搜不到
网友 车***波：很好，下载出来的内容没有乱码。