具体描述
内容提要
本书作为市场营销学入门的基本教材在美国和中国都被广泛使用。柯特勒教授本
人在美国营销学界享有盛誉，尤以出版营销学教科书蓄称，他的另一本教秘书《营销
管理－分析、计划、执行与控制（MarketioManagement：Analysis，Pl＇anning，Implementationand
Control》主要用在研究生教学，亦已出到第九版，在美国和中国均被广泛使用。
中国自80年代初引进市场营销学后，实际一直以柯特勒教授的上述两本教科书作
为蓝本。柯特勒教授本人亦多次应邀访问中国，与中国营销学术界有一定的来往。
由于上述原因，相信本书的英文影印版肯定将受到欢迎，尤其适合在MBA教学中
作为教材使用，进一步也可在管理学本科生中作为专业教材或专业英语教材使用。
该书共分六部分二十二章，主要内容包括营销原理与过程、营销机会分析、选择
目标市场、营销组合、营销管理、营销的扩展。直接使用影印本比译本效果更直观，
且该书语言也较通俗易懂，并附有大量案例和图片。
作者简介
目录信息
PART 1: UNDERSTANDING MARKETING AND
1.THE MARKETING PROCESS
Marketing in a Changing World: Creating
Customer Value and Sarisfaction
What Is Marketing?
Needs, Wants, and Demands Products
Vatue, Satisfaction, and Qualty Exchange,
Transactions. and Relationships
Markets Marketing
Marketing Management
Demand Managefnent
Customer Relationships
Building Profitable
Marketing Management Philosuphies
The Production Concept The Product
Concepl The Selling Concept The
M.arketing Concept The Societal Marketing
Concept
Markering Challenges into the Next Century
Growth of Nonprofit Marketing Rapid
Globalization The Changing World
Economy The Call fm More Ethics and
Social Respottsibiltty The New Marketing
Landscape
Summary Key Terms Discussing the
Issues Applying the Concepts
Referenccs
2.Strategic Planning and the Marketing
Process
Strategic Planning
Defining the Compury Mission . Setting
Company Objectises and Goals
Designing the Business Portfolio
Analyzing the Current Business Portfolio
Deteloping Growth Strategies Plannmg
Panctional Strategas
The Marketing Procsess
Target Consumers Marketing Strcatefgies for
Competitive Advantage Developing the
Marketing Mix
Managing the Marjketing Effbrt
Markettng Analysis , Marketing Planning
Marketing Implementation Marketing
Department Organization Marketing
Control The Marketing Environment
SuJmmary Key Terms Discussing thc
Issues Applying the Concepts
References
3.The Marketing Environmcnt
The Company's Microenvironment
The Company Suppliers Marketing
Intermediaries Customers
Competitors Publics
The Company's Macroenvironmenr
Demographic Environment Economic
Environment Natural Environment
Techogical Environment Political
Environment Cultural Environment
Responding to the Marketing Environmcnt
Summary Kcy Terms Discnssing rhe
Issues Applying the Concepts
Rcferences
PART 11: ANALYZING MARKETiNG
OPPORTUNITIES
4.Marketing Rcsearch and Information Systcms
Thc Markcting Information System
Assessing Informantion Detloping
Information Distributiong information
The Marketing Research Process
Defining the Problem and Research
Objectives Dweloping thr Research
Plan Implementing the Research
Plan Interpreting and Reporting the
pindings Other Marketing Resemch
Considerations
Sammary Key Terms Discussine the
Issues Applying the Concepts
References
5.Consumcr Markets and Consumer Buycr
Behavior
Modcl of Consumer Behavior
Characteristics Affecting Consumer
Behavior
Cultwal Pactors Sodal Factors
Personal Factors Psychological
Pacwrs
Consumer Buying Roles
Types of Buying Decision Bchavior
Compiex Buying Behavior Dissssonance-
Reducing Buying Behavior Habitual
Buying Behavior Variety-Seeking Buying
Behavior
The Buyer Decision Process
Heed Recognition Information
Search Evatuation of Altematives
Purchase Dension Postpurchase
Behavior
The Buyer Decision Process for New
Products
Stages m the Adoption Process Individual
Dtfferences in Innovativeness Infiuence
of Producf Characteristics on Rate of
Adoption
Consumer Behavior Across International
Borders
Summary Key Terms Discussing the
Issues Appiying the Conccpts
References
Business Markets and
Behsvior
Business Markets
Characteristics of
6.A Model of Business Business Buyer Behavior
Major Types of buying
Participants in the bus
Major influences on busiess
Business Buying Process
Istitutional and Government
fnstttutional Markets
Marhets
Summary Key Terms Discussing the
Issues Applying the Concepts
References
VIDEO CASE 3:DHL WORLDWIDE
EXPRESS
PART III:Measuring and Forecasring Demand
Defining the Market
7.Measuring Current Market-Demand
Estimating Total Market Demand
Estimating Area Market Demand Market-
Buildup Method Market Factor Index
Method Estimating Actual Sales and
Market Shares
Forecasting Future Demand
Survey of Buyers'Intentions Composite
of Saksforce Opinions Expert
Opinion Test Marketing Ttfne-
Series Analysis Leading tndicators
Statistical Demand Analysis
Summary Key Terms Discussing the
Issues Applying the Concepts
References
8.Market Segmentation, Targering,and Positioning For CompetitiveAdvantage
Markess
Market Segmentation
Bases for Segmenting Consumer Markets
Segmenting Business Markets Segmenting
Intemational Markets Requirements for
Effective Segmentation
Market Targeting
Evaluating Market Segments Selecting
Market Segments
Positioning for Competitive Advantage
What Is Market Positioning? Positioning
Strategies Choosing and Implementing a
Positioning Strategy
Summary Key Terms Discussing the
Issues Applying the Concepts
References
COMPANY CASE 8A: QUAKER OATS: DOUSING
ON THE COMPETJTION
COMPANY CASE 8B: RYKA: BE STRONG
COMPREHENSrVE CASE lll: LOOK OUT!
LIPTON, HERE COMES OOLONG!
PART IV: DEVELOPING THE MARKETING MIX
9.Designing Products: Products, Brands,
Packaging, and Services
What Is a Product?
Product Classifications
Consumer Products Industrial
Products
Individual Product Decisions
Product Attributes Branding
Packaging Labeling Product-
Support Semices
Product Line Decisions
Product Line Length Product Line
Modemization Product Line Featuring
Product Mix Decisions
International Product Decisions
Summary Key Terms Discussing the
Issues Applying the Concepts
References
COMPANY CASE 9: COLGATE: SQUEEZING
MORE FROM A BRAND NAME
Designing Products: New-Product
10.Development and Product Life-Cycle
Strategies
New-Product Development Strategy
New-Product Success and Failure The
New-Product Dilemma
The New-Product Development Process
Idea Generation Idea Screening
Concept Development and Testing
Marketing Strategy Development Business
Analysis Product Development Test
Marketing Commercialization
Speeding Up New-Product Development
Product Life-Cycle Strategies
Introduction Stage Growth Stage
Maturity Stage Decline Stage
Summary Key Terms Discussing the
Issues Applying the Concepts
References
COMPANY CASE 10: POLAROID: TAKING
VISION TO THE MARKETPLACE
11.Pricing Products: Pricing Considerations
and Approaches
Factors to Consider When Setting Prices
Internal Factors Affecting Pricing Decisions
Extemal Factors Affecting Pricing
Decisions
General Pricin
Cost-Based
Pricing
Approaches
Pricing Value-Based
Competition-Based Pricing
Summary Key Terms Discussing the
Issues Applying the Concepts
References
COMPANY CASE 11: U.S. AIR: SURVJVING THE
FARE WARS
12.Pricing Products: Pricing Strategies
New-Product Pricing Strategies
Market-Skimming Pricing Market-
Penetration Pricing
Product-Mix Pricing Strategies
Product Line Pricing Optional-Product
Pricing Captive-Product Pricmg
By-Product Pricing Product-Bundle
Pricing
Price-Adjustment Strategies
Discount and Allowance Pricing
Segmented Pricing Psychological
Pricing Promotional Pricing Value
Pricing Geographical Pricing
International Pricing
Price Changes
Initiating Price Changes
Price Changes
Responding to
Summary Key Terms Discussing the
Issues Applying the Concepts
References
COMPANY CASE 12: CIRCUIT CITY: SELLING
USED CARS LIKE STEREOS
13.Placing Products: Distriburion Channels and Logistics Management
The Nature of Distribution Channels
Why Are Marketing Intermediaries Used?
Distribution Channel Functions Nymber
of Channel Levels Channels m the Service
Sector
Channel Behavior and Organization
Channel Behavior Vertical Marketing
Systems Horizontal Marketmg
Systems Hybrid Marketing Systems
Channel Design Decisions
Analyzing Consumer Service Needs
Setting the Channel Objectives and
Constraints Identifying Major
Altematives Evaluating the Major
Alternatives Designing International
Distribution Channels
Channel Management Decisions
Selecting Channel Members Motivating
Channel Members Evaluating Channel
Members
Physical Distribution and Logistics
Management
Nature and Importance of Physical Distribution
and Marketing Logistics Goals of the
Logistics System Major Logistics
Functions Integrated Logistics
Management
Key Terms Discussing the
Applying the Concepts
Summary
Ideas
References
COMPANY CASE 13: ICON ACOUSTICS:
BYPASSING TRADITION
14.Placing Products: Retailing and Wholesaling
Retailing
Store Retailing
Amount of Service Product Line
Relative Prices Control of Outlets
Type of Store Cluster
Nonstore Retailing
Direct Marketing Direct Selling
Automatic Vending
Retailer Marketing Decisions
Target Market and Positioning Decision
Product Assortment and Services Decision
Price Decision Promotion Decision
Place Decision
The Future of Retailing
Wholesaling
Types of Wholesalers
Merchant Wholesalers Brokers and
Agents Manufacturers' Sales Branches and
Offtces
Wholesaler Marketing Decisions
Target Market and Positioning Decision
Marketing Mix Decisions
Trends in Wholesaling
Summary Key Terms Discussing the
Issues Applying the Concepts
References
COMPANY CASE 14: SAM'S CLUB: BULKING L'P
FOR COMPETITION
15.Promoting Products: Marketing
Communication Strategy
Steps in Developing Effective
Communication
Identifying the Target Audience
Determining the Response Sought
Choosing a Message Choosing Media
Selecting the Message Source Collecting
Feedback
Setting the Total Promotion Budget and
Mix
Setting the Total Promotion Budget
Setting the Promotion Mix
The Changing Face of Marketing
Communications
The Changing Communications
Environment Growth of Direct
Marketing Integrated Marketing
Communications
Socially Responsible Marketing
Communication
Advertising Personal Selling Direct
Marketing
Summary Key Terms Discussing the
Issues Applying the Concepts
References
COMPANY CASE 15: AVON: A PROMOTIONAL
STRATEGY MAKEOVER
16.Promoring Products: Adverrising, Sales
Promotion, and Public Relations
Advertising
Major Decisions in Advertising
Setting Obfectives Setting the Advertising
Budget Advertising Strategy
Advertising Evaluation International
Advertising Decisions
Sales Promotion
Rapid Growth of Sales Promotion
Purpose of Sales Promotion Setting Sales-
Promotion Objectives Selecting
Sales-Promotion Tools Developing the
Sales-Promotion Program
Public Relations
Major Public Relations Tools Major
Public Relations Decisions
Summary Key Terms Discussing the
Issues Applying the Concepts
References
COMPANY CASE 16: BURGER KING:
SEARCHING FOR THE RIGHT MESSAGE
17.Promoting Products: Personal Selling and Sales Management
The Role of Personal Selling
The Nature of Personal Selling The Role
of the Sales Force
Managing the Sales Force
Designing Sales Force Strategy and
Structure Recruiting and Selecting
Salespeople Training Salespeople
Compensating Salespeople Supervising
Salespeople Evaluating Salespeople
Principles of Personal Selling
The Personal Selling Process Steps in the
Selling Process Relationship
Marketing
Summary Key Terms Discussing the
Issues Applying the Concepts
References
COMPANY CASE 17: IBM: RESTRUCTURING
THE SALES FORCE
VIDEO CASE 4: ROLLERBLADE: THE ASPHALT
IS CALLING
VIDEO CASE 5: TERRA CHIPS: EAT YOUR
VEGGIES!
VIDEO CASE 6: MOUNTAIN TRAVEL SOBEK:
ALL OVER THE WORLD
VIDEO CASE 7: MALL OF AMERICA: THE
ULTIMATE DESTINATJON FOR FUN
COMPREHENSFVE CASE IV: SMITH'S HOME
FOODS: BRlNGING HOME THE BACON
PART V: MANAGING THE MARKETING EFFORT
18.Building Customer Relationships through Satisfaction, Value, and Quality
Defining Customer Value and Satisfaction
Customer Value Customer
Satisfaction
Delivering Customer Value and Satisfaction
Value Chain Value Delivery System
Retaining Customers
The Cost of Lost Customers The Need
foT Customer Retention The Key:
Customer Relationship Marketing The
Ultimate Test: Customer Profitabiltty
Implementing Total Quality Marketing
Total Quality Management Marketing's
Role in Total Quality
Summary Key Terms Discussing the
Issues Applying the Concepts
References
COMPANY CASE 18: OUTBACK STEAKHOUSE:
BREAKING THE RULES
19.Crearing Competitive Advantage: Competitor Analysis and CompetiriveMarketing Strategies
Competitor Analysis
Identifying the Company's Competitors
Determining Competitors' Objectives
Identifying Competitors' Strategies
Assessing Competitors' Strengths and
Weaknesses Estimating Competitors'
Reactions Selecting Competitors to Attack
and Avoid Designing a Competitive
Intelligence System
Competitive Strategies
Basic Competitive Strategies Competitive
Positions Market-Leader Strategies
Market-Challenger Strategies Market-
Follower Strategies Market-Nicher
Strategies
Balancing Customer and Competitor
Orientations
Key Terms Discussing the
Applying the Concepts
Summary
Issues
References
COMPANY CASE 19: PROCTER GAMBLE
GOING GLOBAL-A NEW WRINKLE IN.
COSMETICS
VIDEO CASE 8: RITZ-CARLTON: SIMPLY THE
BEST
COMPREHENSIVE CASE V: NEW BALANCE:
RUNNING IN THE BUSINESS MARATHON
Economic
PART Vl: EXTENDING MARKETING
20.The Global Marketplace Global Marketing into the Twenty-first Century
Looking at the Global Marketing
Environment
The International Trade System
Environment Political-Legal
Environment Cultural Environment
Deciding Whether to Go International
Deciding Which Markets to Enter
Deciding How to Enter the Market
Exporting Joint Venturing Direct
Investment
Deciding on the Global Marketing Program
Product Promotion Price
Distribution Channels
Deciding on the Global Marketing
Organization
Summary Key Terms Discussing the
Issues Applying the Concepts
References
COMPANY CASE 20: HARDEE'S: MARKETING IN
SOUTH KOREA
21.Marketing Serviees, Organizations, Persons,Places, and Ideas
Services Marketing
Nature and Characteristics of a Service
Marketing Strategies for Service Firms
International Services Marketing
Organization Marketing
Image Assessment
Control
Person Marketing
Place Marketing
Idea Marketing
Image Planning and
Summary Key Terms Discussing the
Issues Applying the Concepts
References
COMPANY CASE 21: CITY YEAR: RUNNINC A
NONPROFIT I.IKE A RUSINESS
22.Marketing and Society: Social Responsibility and Markering Ethics
Social Criticisms of Marketing
Marketing's Impact on Indivtdual
Consumers Marketing's Impact on Society
as a Whole Marketing's Impact on Other
Businesses
Citizen and Public Actions to Regulate
Marketing
Consumerism Envirohmentalism
Public Actions to Regulate Mdrketing
Business Actions toward Socially Responsible
Marketing
Enlightened Marketing Marketing
Ethics
Principles for Public Policy toward
Marketing
Summary Key Terms Discussing the
Issues Applying the Concepts
References
COMPANY CASE 12: WSTLE: UNDER fIRE
ACAJN
VIDEO CASE 9: MTV- THINK CLOBALLY, ACT
LOCALLY
COWREHFNSIVE CASE: VI: IORD: EXPORTINC,
TO JAPAN
Appendix 1: Marketing Arithmetic Al
Appendix 2: Careers in Marketing A7
Glossary Gl
Subject Index 11
Company/Brand/Name Index
· · · · · · (收起)
读后感
评分
评分
评分
评分
用户评价
一直对营销这个领域充满好奇，从一些零散的视频和文章中了解过一些皮毛，但总感觉缺乏系统性的知识体系。《市场营销原理（第七版）》这本书，就像一位循循善诱的老师，为我打开了认识市场营销的全新大门。书的开篇就以生动有趣的案例引出了市场营销的核心概念——满足客户需求。我尤其喜欢作者在讲解“市场细分”时，并非简单罗列几种细分变量，而是深入剖析了不同细分维度背后的逻辑，以及如何根据企业资源和目标市场进行选择。例如，在介绍地理细分时，书中结合了不同国家和地区消费者在气候、文化、经济发展水平上的差异，详细阐述了这些因素如何影响产品设计、定价策略和分销渠道的建立。这种“知其然，更知其所以然”的讲解方式，让我对每一个概念都有了更深刻的理解，不再是死记硬背，而是能够灵活运用。此外，书中对“目标市场选择”的论述也十分精彩，从无差异营销、差异化营销到集中化营销，每种策略都配以详实的案例分析，让我看到了不同策略在不同情境下的优势与劣势。我特别被书中关于“差异化营销”的案例所吸引，一个品牌如何通过独特的产品特性、卓越的客户服务和鲜明的品牌形象，在竞争激烈的市场中脱颖而出，这其中的智慧和洞察力令人赞叹。总而言之，这本书以其系统性的结构、丰富详实的案例和深入浅出的讲解，为我构建了一个完整的市场营销知识框架，让我受益匪浅。
评分这本书的精髓在于其对“营销组合”（4Ps）的深入解析，远超出了我以往的认知。在“产品”部分，我学到了产品生命周期的概念，以及如何根据产品所处的不同阶段制定相应的营销策略。书中对“新产品开发”流程的详细介绍，从创意产生、概念开发到商业分析，再到产品测试和商业化，每一步都提供了详尽的指导，让我看到了一个成功新产品背后所付出的努力和智慧。尤其令我印象深刻的是，作者在分析“品牌”时，不仅仅关注品牌名称和标志，更强调了品牌作为一种承诺，是企业与消费者之间建立信任的纽带。书中对“品牌资产”的构建进行了深入的探讨，包括品牌认知度、品牌联想、品牌忠诚度和感知质量等要素，以及如何通过有效的营销活动来提升这些资产。在“价格”方面，本书不仅介绍了成本导向定价、竞争导向定价和价值导向定价等基础方法，更进一步探讨了动态定价、心理定价以及如何在不同市场环境下进行价格调整。我特别关注了书中关于“价格歧视”的讨论，理解了不同客户群体对价格敏感度的差异，以及企业如何巧妙地利用这些差异来最大化利润。在“渠道”部分，作者对“分销渠道”的设计和管理进行了系统性的阐述，包括直销渠道、间接渠道以及多渠道营销等模式，并分析了渠道成员的合作与冲突管理。书中对“零售商”和“批发商”在整个分销体系中的角色和作用进行了细致的描绘，让我看到了产品如何从生产端最终到达消费者手中。
评分《市场营销原理（第七版）》的语言风格非常吸引人，作者善于用通俗易懂的语言解释复杂的概念，并通过大量的生动案例来佐证理论。我尤其欣赏书中那种“由浅入深”的讲解方式，每一章都建立在前一章的基础上，循序渐进，让读者能够逐步建立起完整的知识体系。例如，在讲解“品牌定位”时，作者首先阐述了“细分”和“目标市场选择”的重要性，然后在此基础上引入了“定位”的概念，并详细解释了如何为产品在目标消费者心中建立独特的、有价值的认知。书中对“竞争分析”的探讨也十分深入，作者不仅分析了直接竞争者，还引导读者思考潜在竞争者和替代品的威胁。在“定价策略”部分，书中关于“价值定价”的论述让我印象深刻，它强调了价格不仅仅是成本的简单加成，更是企业为消费者提供的价值的体现。书中通过对不同行业案例的分析，展示了企业如何识别和量化其产品或服务的独特价值，并将其转化为有竞争力的价格。此外，书中对于“营销渠道的冲突管理”也进行了细致的探讨，让我看到了在复杂的渠道体系中，如何通过有效的沟通和激励机制来化解潜在的矛盾，实现渠道的顺畅运作。
评分这本书最令我称道的是它在“市场细分与目标市场选择”部分所展现出的深度和广度。作者并没有将市场细分简单地视为一种分类行为，而是将其上升到企业战略的核心层面。书中通过对不同细分变量的详细解析，包括地理、人口统计、心理和行为细分，并结合不同细分变量的组合应用，为读者提供了一个系统性的框架来理解目标市场。我特别欣赏书中关于“可衡量性”、“可及性”、“可盈利性”和“可区分性”这四大细分市场评估标准的论述，这为企业选择真正具有潜力的目标市场提供了科学的依据。在“目标市场选择”部分，书中对“无差异营销”、“差异化营销”和“集中化营销”的深入分析，以及对不同策略适用情境的详细解读，让我看到了企业如何在激烈的市场竞争中找到自己的立足之地。例如，书中关于一个专注于特定利基市场的企业，如何通过提供高度定制化的产品和服务来建立强大的品牌忠诚度和市场竞争力，这让我对“集中化营销”有了更深刻的理解。此外，书中还探讨了“市场定位”与“目标市场选择”之间的紧密联系，强调了在明确目标市场后，如何有效地为产品或服务在目标消费者心目中建立独特的价值主张。
评分《市场营销原理（第七版）》在“产品策略”部分，为我描绘了一幅完整的“产品生命周期”图景，并且提供了贯穿各个阶段的营销策略建议。我尤其对书中关于“产品创新”和“新产品开发”的讨论印象深刻。作者详细阐述了从产品创意产生、概念开发、市场测试到商业化推广的每一个环节，并强调了跨部门协作在这一过程中的重要性。书中列举了许多成功的创新产品案例，以及它们是如何通过精准的市场洞察和有效的营销推广，最终赢得消费者的青睐。我非常欣赏书中关于“品牌管理”的章节，理解了品牌不仅仅是名称和标志，更是消费者对产品或服务感知和情感的总和。书中对“品牌资产”的构建进行了深入的探讨，包括品牌知名度、品牌联想、品牌忠诚度和感知质量等要素，以及企业如何通过持续的营销投入来提升这些资产。此外，书中还涉及了“包装设计”、“产品线延伸”和“品牌延伸”等策略，为企业在产品层面实现持续增长提供了多种路径。我对书中关于“服务营销”的章节也给予了高度评价，理解了在服务业日益重要的今天，如何通过提升服务质量、客户体验以及服务人员的管理来赢得市场。
评分《市场营销原理（第七版）》在“推广”部分，为我揭示了现代营销传播的多元化和复杂性。书中对“整合营销传播”（IMC）理念的强调，让我认识到所有营销传播活动都应协同一致，以传递清晰、一致和有说服力的信息。我特别着迷于对“广告”的深度剖析，从广告目标的选择、广告信息的策划到媒体选择和效果评估，书中提供了详实的理论框架和实践指导。书中对不同广告媒介的优缺点分析，如电视广告、报纸广告、杂志广告、广播广告以及互联网广告，让我看到了在信息爆炸的时代，如何选择最适合的媒介来触达目标受众。在“销售促进”方面，我学到了诸如优惠券、折扣、赠品、抽奖、会员计划等多种工具的运用，以及如何设计有效的销售促进活动来短期内刺激销售。书中关于“公共关系”的章节也让我大开眼界，理解了公关不仅仅是危机公关，更是企业与利益相关者建立良好关系，提升品牌声誉的重要途径。我特别关注了书中关于“社交媒体营销”的案例，看到企业如何利用微信、微博、抖音等平台与消费者互动，建立社群，传播品牌价值。此外，书中对“人员推销”的论述也让我意识到，在很多B2B业务和高端消费品领域，专业、有经验的销售人员仍然是不可或缺的。书中对销售人员的培训、激励和管理提供了宝贵的建议，让我看到了销售背后的专业性和艺术性。
评分这本书的内容之详实，让我不得不惊叹。它不仅仅是理论的堆砌，更充满了实践指导意义。在“消费者行为”部分，我真正理解了消费者在购买决策过程中所经历的复杂心理活动。从需求的产生，信息的搜集，方案的评估，到最终的购买决策和购后行为，每一个环节都充满了值得研究的课题。书中对“文化、亚文化、社会阶层”对消费者行为的影响分析，让我看到了不同社会背景下的消费者，其价值观、生活方式以及消费偏好会有怎样的差异。例如，书中关于不同国家消费者在“礼品文化”上的差异，以及这如何影响到特定产品的包装设计和营销策略，就给我留下了深刻的印象。在“决策过程”方面，书中对“认知失调”的讨论，让我理解了为什么消费者在购买之后，会寻找信息来证明自己购买的合理性，以及企业如何利用这一心理来巩固客户关系。此外，书中对“参照群体”的分析也让我受益匪浅，了解了朋友、家人、同事甚至偶像对个人消费选择的影响力。书中还详细介绍了“动机理论”，如马斯洛的需求层次理论，并将其应用到对消费者需求的挖掘和满足上。我特别喜欢书中关于“感知”的章节，理解了消费者如何选择、组织和解释信息，以及企业如何通过巧妙的营销信息设计来影响消费者的感知。
评分这本书在“现代营销趋势”方面的探讨，让我对未来市场营销的方向有了更清晰的认识。作者并没有停留在传统的营销理论，而是积极拥抱变化，前瞻性地分析了数字营销、社交媒体营销、内容营销以及体验式营销等新兴领域。我非常喜欢书中对“体验经济”的论述，理解了在产品同质化日益严重的今天，为消费者创造独特的、难忘的体验，已成为提升品牌竞争力的关键。书中列举了许多成功的体验式营销案例，如主题公园、沉浸式戏剧、品牌快闪店等，这些案例让我看到了营销的无限可能性。在“数字营销”方面，书中对搜索引擎优化（SEO）、搜索引擎营销（SEM）、社交媒体营销、内容营销、电子邮件营销和移动营销等进行了详细的阐述。我特别关注了书中关于“数据分析”在数字营销中的作用，理解了如何通过用户行为数据来优化营销策略，实现精准营销。书中还探讨了“个性化营销”和“客户关系管理”（CRM），让我看到了如何利用技术手段与消费者建立更深层次的连接。此外，书中对“病毒式营销”和“口碑营销”的分析也让我对如何利用社交网络和消费者传播来扩大品牌影响力有了新的认识。
评分《市场营销原理（第七版）》对于“市场营销管理”的论述，为我提供了一个全局性的视角。作者将市场营销视为一个持续的、动态的过程，而不仅仅是孤立的活动。书中对“战略规划”的强调，让我认识到市场营销必须与企业的整体战略相匹配，才能发挥最大的作用。我特别关注了书中关于“SWOT分析”的应用，理解了如何通过分析企业的优势（Strengths）、劣势（Weaknesses）、机会（Opportunities）和威胁（Threats），来制定更有效的营销策略。书中对“营销计划”的撰写提供了清晰的框架，包括市场分析、目标设定、策略制定、行动计划和控制措施，让我看到了一个完善的营销计划是如何诞生的。在“市场调研”部分，我学到了如何通过科学的方法收集和分析市场数据，以更好地理解市场趋势和消费者需求。书中对“抽样方法”、“问卷设计”和“数据分析”的介绍，都提供了实用的操作指南。我尤其对书中关于“营销控制”的章节印象深刻，理解了为何需要对营销活动的效果进行持续的监控和评估，并根据反馈进行调整。书中还探讨了“营销伦理”和“可持续营销”，让我看到了营销的社会责任感。它不仅要追求经济效益，更要关注对社会和环境的影响，这让我对营销有了更深刻的理解。
评分这本书在“营销沟通”这一重要领域，为我打开了全新的视野。作者以“整合营销传播”（IMC）为核心理念，将广告、公共关系、销售促进、人员推销和直复营销等各种沟通工具有机地结合起来，为读者构建了一个系统性的营销沟通框架。我特别欣赏书中对“广告决策”的详细剖析，从广告目标的确立，到广告信息的创意，再到媒体选择和效果评估，每一个环节都充满了智慧和实操性。书中对不同广告媒介（电视、报纸、杂志、广播、互联网）的优劣势进行对比分析，让我看到了在信息碎片化的时代，如何精准地选择最适合的沟通渠道。在“公共关系”方面，书中不仅强调了危机公关的重要性，更深入探讨了如何通过建立良好的企业形象、开展社会责任活动以及与媒体建立长期合作关系，来提升品牌的声誉和影响力。我特别关注了书中关于“社交媒体营销”的章节，理解了如何利用微信、微博、抖音等平台与消费者进行互动，建立社群，传播品牌价值，并有效地进行用户口碑管理。此外，书中对“人员推销”的论述也让我认识到，在许多B2B业务和高端消费品领域，专业、有经验的销售人员仍然是不可或缺的，并提供了关于销售人员的培训、激励和管理方面的宝贵建议。
评分 评分 评分 评分 评分相关图书
本站所有内容均为互联网搜索引擎提供的公开搜索信息，本站不存储任何数据与内容，任何内容与数据均与本站无关，如有需要请联系相关搜索引擎包括但不限于百度，google,bing,sogou 等
© 2026 book.wenda123.org All Rights Reserved. 图书目录大全 版权所有