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A_Framework_for_Marketing_Management , 6e_-_Philip_Kotler 营销管理架构 第六版.pdf 344页

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A Framework for Marketing Management This page intentionally left blank A FRAMEWORK FOR MARKETING MANAGEMENT Sixth Edition Philip Kotler N o r t h w e s t e r n U n i v e r s i t y Kevin Lane Keller D a r t m o u t h C o l l e g e Boston Columbus Indianapolis New York San Francisco Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montréal Toronto Delhi Mexico City S?o Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Brief Contents Preface xix Part 1 Understanding Marketing Management 1 1 Defining Marketing for the New Realities 1 2 Developing and Implementing Marketing Strategies and Plans 18 3 Capturing Marketing Insights and Forecasting Demand 34 Part 2 Connecting with Customers 54 4 Creating Long-Term Loyalty Relationships 54 5 Analyzing Consumer and Business Markets 68 Part 3 Building Strong Brands 92 6 Identifying Market Segments and Targets 92 7 Crafting the Brand Positioning and Competing Effectively 106 8 Creating Brand Equity and Driving Growth 121 Part 4 Creating Value 138 9 Setting Product Strategy and Introducing New Offerings 138 10 Designing and Managing Services 159 11 Developing Pricing Strategies and Programs 173 Part 5 Delivering Value 191 12 Designing and Managing Integrated Marketing Channels 191 13 Managing Retailing, Wholesaling, and Logistics 208 Part 6 Communicating Value 221 14 Designing and Managing Integrated Marketing Communications 221 15 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations 235 16 Managing Digital Communications: Online,

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