市场营销

Contents An introductory note The role of marketing in a modern firm: a holistic approach The marketing concept revisited Marketing as a corporate attitude Marketing as a function The marketing mix Marketing mix analysis The input for effective marketing How much knowledge? Marketing profile analysis The value of intelligence The market and marketing research process Methods of forecasting demand Product policy and planning The product life-cyde reviewed Product portfolio management Branding Price and pricing policy Supply and demand Pricing in a monopoly Pricing in an oligopoly Different ways of looking at price Pricing and costs Price and the product life-cycle The product portfolio Price and the customer perspective Pricing and image The use of discounts Summary The promotional mix Promotional channels Promotion objectives Advertising Promotions Direct marketing Preparing the communication plan Distribution and logistics Marketing channels The choice of intermediaries Power in the distribution channel Channel motivation The logistics of distribution Customer service Developments in distribution Selling T'ne sales force: its role and objectives Improving the productivity of the sales force Sales force size The salesperson's 'profit and loss account Marketing planning Benefits of marketing planning Understanding the process Aids to marketing planning Formulating marketing strategies Marketing control Different types of control Strategic control Managerial effectiveness and efficiency control Operational controls Organizing for marketing The development of organizations The subactivities of an effective marketing organization Types of marketing organization Centralization versus decentralization Marketing organizations at the integrated phase of development Main considerations Marketing integration The meaning and scope of integration References and further reading Index