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《Marketing Management in China (營銷管理中國版) 》是營銷大師菲利浦?科特勒《營銷售理》13版的中國版本。本書結合了國際視野與中國市場學習營銷管理這一重要領域。本書內容、結構符合中國高速成長及發展的學習需要，實為21世紀關注中國營銷學習不可或缺的專業圖書。
Marketing Management in China brings the landmark work of marketing gurus Philip Kotler and Kevin Lane Keller to China. This edition, adapted by Professor Lu Tai Hong of Zhongshan University, takes a journey into a truly Chinese vista of marketing management. With content, language, and presentation shaped to the demands of the world s fastest burgeoning economy, this is one textbook that the Chinese marketing student of the new millennium cannot do without. Finding quality China-context cases that are current is challenging for most instructors. This adaptation provides hard-to-find and well-researched China cases that offer insights while covering a wide variety of contexts, spanning international companies operating in China to Chinese companies that are beginning to venture overseas. At the same time, the Kotler/Keller s MM 13e framework has been restructured to suit the way typical marketing management courses in China would teach this subject. Also, to suit the reading preference of Chinese readers, the text has been made more concise without losing the depths and insights the original Kotler/Keller MM 13e provides. As most Chinese are non-native speakers, the language used in the text is kept simple and easy-to-read. This text offers Chinese executives and students an opportunity to improve their grasp of the English language while developing their professional marketing skills killing one bird with two stones. New Features with Great Benefits and Advantages In this edition, you will find that we have: ??Included a strong selection of the most current Chinese cases for your course ??Restructured the framework of Kotler s Marketing Management 13e to suit the curricula found in most China s institutions ??Made the content more concise to fit the reading preferences of China s audience ??Provided you with good instructor s support for your course preparation and lesson planning
1) A Strong Selection of International and Chinese Cases. The cases have been carefully selected to give your students a comprehensive understanding of Marketing Management in China s context, with a focus on helping Chinese companies to internationalize their businesses overseas.
2) Restructured Text for Conciseness with In-depth Perspectives. From our research, most institutions in China would complete their course on Marketing Management within 4-6 months, with a focus on using case studies to develop students critical thinking and analysis skills. Based on this feedback, we have modified the Marketing Management text to suit the needs of most Chinese courses.
3) Easy to Read with Vibrant Presentations. Chinese students are non-native speakers of English. An English textbook with a simpler level of the language will help students understand and learn key concepts better. At the same time, this provides them an opportunity to improve their grasp of the language.
★卓越亞馬遜網絡獨家首發
★一本經典的教科書
★一部營銷學領域的百科全書
★一卷惠澤數億人的巨著
★“營銷學之父”創造的“營銷圣經”
Marketing Management in China brings the landmark work of marketing gurus Philip Kotler and Kevin Lane Keller to China. This edition, adapted by Professor Lu Tai Hong of Zhongshan University, takes a journey into a truly Chinese vista of marketing management. With content, language, and presentation shaped to the demands of the world s fastest burgeoning economy, this is one textbook that the Chinese marketing student of the new millennium cannot do without. Finding quality China-context cases that are current is challenging for most instructors. This adaptation provides hard-to-find and well-researched China cases that offer insights while covering a wide variety of contexts, spanning international companies operating in China to Chinese companies that are beginning to venture overseas. At the same time, the Kotler/Keller s MM 13e framework has been restructured to suit the way typical marketing management courses in China would teach this subject. Also, to suit the reading preference of Chinese readers, the text has been made more concise without losing the depths and insights the original Kotler/Keller MM 13e provides. As most Chinese are non-native speakers, the language used in the text is kept simple and easy-to-read. This text offers Chinese executives and students an opportunity to improve their grasp of the English language while developing their professional marketing skills killing one bird with two stones. New Features with Great Benefits and Advantages In this edition, you will find that we have: ??Included a strong selection of the most current Chinese cases for your course ??Restructured the framework of Kotler s Marketing Management 13e to suit the curricula found in most China s institutions ??Made the content more concise to fit the reading preferences of China s audience ??Provided you with good instructor s support for your course preparation and lesson planning
1) A Strong Selection of International and Chinese Cases. The cases have been carefully selected to give your students a comprehensive understanding of Marketing Management in China s context, with a focus on helping Chinese companies to internationalize their businesses overseas.
2) Restructured Text for Conciseness with In-depth Perspectives. From our research, most institutions in China would complete their course on Marketing Management within 4-6 months, with a focus on using case studies to develop students critical thinking and analysis skills. Based on this feedback, we have modified the Marketing Management text to suit the needs of most Chinese courses.
3) Easy to Read with Vibrant Presentations. Chinese students are non-native speakers of English. An English textbook with a simpler level of the language will help students understand and learn key concepts better. At the same time, this provides them an opportunity to improve their grasp of the language.
★卓越亞馬遜網絡獨家首發
★一本經典的教科書
★一部營銷學領域的百科全書
★一卷惠澤數億人的巨著
★“營銷學之父”創造的“營銷圣經”
作者簡介
“我們合作的這本書將在中國成為營銷著作的一個標范。”
科特勒博士畢業于麻省理工學院，現為西北大學凱洛商學院名譽教授，曾擔任美國管理學院主席、美國營銷協會主席。科特勒博士在學界、業界久負盛名，著作等身，影響深遠；曾著有《營銷學原理》、《營銷學導論》、《非營利機構營銷學》等，曾有多篇論文在《哈佛商業評論》、《斯隆管理評論》、《管理科學》、《營銷研究》等著名刊物上發表。他亦曾擔任顧問，服務于多家跨國企，包括包括：美國電話電報公司、美洲銀行、福特汽車、通用電氣以及國際商業機器公司等。
Philip Kotler is one of the world’s leading authorities on marketing. He is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He received his master’s degree at the University of Chicago and his Ph.D. at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.
“我相信這本著作將作出重要貢獻。”
凱文?萊恩?凱勒是達特茅斯大學塔克商學院的營銷教授，杜克大學和澳洲管理學院的客座教授。他曾任職于斯坦福大學、加利福尼亞大學伯克萊分校以及羅納大學教堂山分校商學院的營銷部門。關于品牌研究的論文多見刊登于《營銷雜志》、《營銷研究雜志》以及《消費者研究雜志》，并被廣泛應用。凱勒教授亦擔任許多國際領先企業的顧問，這些企業包括：埃森哲、美國通運、美洲銀行、迪斯尼、英特爾公司、柯達、以及聯合利華。
Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Professor Keller has degrees from Cornell, Carnegie-Mellon, and Duke universities. At Dartmouth, he teaches MBA courses on marketing management and strategic brand management and lectures in executive programs on those topics.
盧泰宏是中國中山大學教授、國際營銷學博士生導師、EMBA主講教授，中山大學中國營銷研究中心主任。菲利浦?科特勒國際營銷理論貢獻獎大中華首位獲獎者。榮獲中國國家教委首屆人文社科優秀著作一等獎，并被評選為2005中國最具影響力的10位管理學教授、影響中國營銷進程的25位風云人物、中國廣告20年20人、推動中國品牌化進程的50位風云人物、2001中國營銷最具影響力的10 大風云人物。
曾為Motorola（中國）、SHV（中國）、Honda（中國）、香港貿易發展局、香港生產力促進中心、中國招商局集團、中國移動集團、海爾、TOL、青島啤酒、中國南方航空、平安保險、美的集團、保利地產萬等著名公司咨詢或培訓。還受聘中國中央電視臺廣告策劃顧問、《2010年上海世博會市場開發總體計劃》專家組專家、中國市場總監和銷售經理培訓認證首席專家、歷屆中國營銷人“金鼎獎”評委、中國最佳品牌建設評委和大中華最佳品牌企業獎評審等。
Lu Taihong is a professor, a PhD supervisor of Marketing, a major lecturer of EMBA programs and Director of China Marketing Research Center (CMC) at Sun Yat-sen University in China. He is also an adjunct or visiting professor at Capital University of Economics and Business, Shanghai Normal University, Guangdong University of Foreign Studies, Nanchang University, Chongqing Technology and Business University, and Hong Kong Baptist University. He is a member of the appraisal committee of management subject of the China National Natural Science Foundation, and an editor of China’s Journal of Marketing Science (JMS).
科特勒博士畢業于麻省理工學院，現為西北大學凱洛商學院名譽教授，曾擔任美國管理學院主席、美國營銷協會主席。科特勒博士在學界、業界久負盛名，著作等身，影響深遠；曾著有《營銷學原理》、《營銷學導論》、《非營利機構營銷學》等，曾有多篇論文在《哈佛商業評論》、《斯隆管理評論》、《管理科學》、《營銷研究》等著名刊物上發表。他亦曾擔任顧問，服務于多家跨國企，包括包括：美國電話電報公司、美洲銀行、福特汽車、通用電氣以及國際商業機器公司等。
Philip Kotler is one of the world’s leading authorities on marketing. He is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He received his master’s degree at the University of Chicago and his Ph.D. at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.
“我相信這本著作將作出重要貢獻。”
凱文?萊恩?凱勒是達特茅斯大學塔克商學院的營銷教授，杜克大學和澳洲管理學院的客座教授。他曾任職于斯坦福大學、加利福尼亞大學伯克萊分校以及羅納大學教堂山分校商學院的營銷部門。關于品牌研究的論文多見刊登于《營銷雜志》、《營銷研究雜志》以及《消費者研究雜志》，并被廣泛應用。凱勒教授亦擔任許多國際領先企業的顧問，這些企業包括：埃森哲、美國通運、美洲銀行、迪斯尼、英特爾公司、柯達、以及聯合利華。
Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Professor Keller has degrees from Cornell, Carnegie-Mellon, and Duke universities. At Dartmouth, he teaches MBA courses on marketing management and strategic brand management and lectures in executive programs on those topics.
盧泰宏是中國中山大學教授、國際營銷學博士生導師、EMBA主講教授，中山大學中國營銷研究中心主任。菲利浦?科特勒國際營銷理論貢獻獎大中華首位獲獎者。榮獲中國國家教委首屆人文社科優秀著作一等獎，并被評選為2005中國最具影響力的10位管理學教授、影響中國營銷進程的25位風云人物、中國廣告20年20人、推動中國品牌化進程的50位風云人物、2001中國營銷最具影響力的10 大風云人物。
曾為Motorola（中國）、SHV（中國）、Honda（中國）、香港貿易發展局、香港生產力促進中心、中國招商局集團、中國移動集團、海爾、TOL、青島啤酒、中國南方航空、平安保險、美的集團、保利地產萬等著名公司咨詢或培訓。還受聘中國中央電視臺廣告策劃顧問、《2010年上海世博會市場開發總體計劃》專家組專家、中國市場總監和銷售經理培訓認證首席專家、歷屆中國營銷人“金鼎獎”評委、中國最佳品牌建設評委和大中華最佳品牌企業獎評審等。
Lu Taihong is a professor, a PhD supervisor of Marketing, a major lecturer of EMBA programs and Director of China Marketing Research Center (CMC) at Sun Yat-sen University in China. He is also an adjunct or visiting professor at Capital University of Economics and Business, Shanghai Normal University, Guangdong University of Foreign Studies, Nanchang University, Chongqing Technology and Business University, and Hong Kong Baptist University. He is a member of the appraisal committee of management subject of the China National Natural Science Foundation, and an editor of China’s Journal of Marketing Science (JMS).
目次
Brief Contents for Marketing Management in China
PartⅠ: Recognizing the Bases for Marketing Management
Chapter1: Understanding Marketing for the 21st Century
Chapter2: Examing the Infrastructure for Marketing Management
PartⅡ:Assessing Market Orientation and Customer Value
Chapter3: Scanning the Marketing Envionment and Capturing Markets
Chapter4: Creating Customer Value and Customer Relationship
Chapter5: Analyzing Consumer Markets
Chapter6: Analyzing Business Markets
PartⅢ:Choosing Value
Chapter7: Identifying Market Segments and Targets
Chapter8:Creating Positioning and Dealing with Competition
Chapter9:Building Brand Equity
PartⅣ: Offering Value
Chapter10:Setting Product Strategy
Chapter11:Designing and Managing Services
Chapter12:Developing Pricing Strategies and Programs
PartⅤ: Devlivering Value
Chapter13: Designing and Managing Integrated Marketing Channels
Chapter14: Managing Retailing, Wholesaling ,and Logistics
PartⅥ:Communicating Value
Chapter15: Designing and Managing Integrated Marketing Commuincation
Chapter16:Managing Mass Commuincation :Advertising,Sales Promotions, Events and Experiences, Public Relations
Chapter17: Managing Personal Communications:Driect and Interactive Marketing, Word of Mouth, and Personal Selling
PartⅦ:Creating Lasting Growth and Value
Chapter18: Managing Transformation Marketing
Chapter19: Managing Marketing in the New World
Appendix The Evolution of Marketing Management
PartⅠ: Recognizing the Bases for Marketing Management
Chapter1: Understanding Marketing for the 21st Century
Chapter2: Examing the Infrastructure for Marketing Management
PartⅡ:Assessing Market Orientation and Customer Value
Chapter3: Scanning the Marketing Envionment and Capturing Markets
Chapter4: Creating Customer Value and Customer Relationship
Chapter5: Analyzing Consumer Markets
Chapter6: Analyzing Business Markets
PartⅢ:Choosing Value
Chapter7: Identifying Market Segments and Targets
Chapter8:Creating Positioning and Dealing with Competition
Chapter9:Building Brand Equity
PartⅣ: Offering Value
Chapter10:Setting Product Strategy
Chapter11:Designing and Managing Services
Chapter12:Developing Pricing Strategies and Programs
PartⅤ: Devlivering Value
Chapter13: Designing and Managing Integrated Marketing Channels
Chapter14: Managing Retailing, Wholesaling ,and Logistics
PartⅥ:Communicating Value
Chapter15: Designing and Managing Integrated Marketing Commuincation
Chapter16:Managing Mass Commuincation :Advertising,Sales Promotions, Events and Experiences, Public Relations
Chapter17: Managing Personal Communications:Driect and Interactive Marketing, Word of Mouth, and Personal Selling
PartⅦ:Creating Lasting Growth and Value
Chapter18: Managing Transformation Marketing
Chapter19: Managing Marketing in the New World
Appendix The Evolution of Marketing Management
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