了得網管理_市場營銷（第10版，雙語教學通用版）

編輯推薦

羅傑·凱林等人的Marketing一書二十餘年來一直是美國高校本科市場營銷課程的領導者教材，而《市場營銷（第10版，雙語教學通用版）》是在4位作者通力合作所成國際版的基礎上開發出的雙語教學通用版。

《市場營銷（第10版，雙語教學通用版）》的注譯者結合多年市場營銷課程的教學經驗，對關鍵概念、重點難點做了部分的翻譯和注釋，為學習者提供了必要的學習支持，是高校市場營銷課程雙語教學的理想教材。

內容簡介

羅傑·凱林、史蒂文·哈特利和威廉·魯迪裡爾斯教授的Marketing一書幾十年來一直是美國高校本科市場營銷課程教科書中的領導品牌，而《市場營銷（第10版，雙語教學通用版）》是在三位作者通力合作所成*版的基礎上開發的雙語教學通用教材。

《市場營銷（第10版，雙語教學通用版）》運用獨特、創新和有效的教學方法，全面綜合地展現了當代以顧客關繫管理和顧客價值創造為核心的營銷理念，分析了*的虛擬營銷、互動營銷和多渠道營銷等主題。同時，在嚴密的邏輯構架下，引入大量描述企業、營銷專家和企業家的生動案例，便於讀者更深入地理解和掌握市場營銷。

《市場營銷（第10版，雙語教學通用版）》共15 章，內容包括：通過營銷建立客戶關繫與創造顧客價值；制定成功的營銷與公司戰略；了解消費者行為；了解客戶組織；營銷調研；市場細分、確定目標市場與定位；開發新產品和服務；成功的產品與品牌管理；服務營銷；管理營銷渠道與批發等。

《市場營銷（第10版，雙語教學通用版）》一書適合作為高等院校市場營銷課程的雙語教材，也適合市場營銷專業及其他對營銷感興趣的讀者。

作者簡介

羅傑·A·凱林（Roger A. Kerin），美國明尼蘇達大學商業管理博士，現任南衛理公會大學考克斯商學院市場營銷學特聘教授、美國營銷科學院主管委員會成員。他的教學和研究領域為營銷規劃與戰略、產品管理、營銷的財務方面和市場調研。

史蒂文·W·哈特利（Steven W. Hartley），美國明尼蘇達大學商業管理博士，現任丹佛大學丹尼爾斯商學院市場營銷學教授，曾在科羅拉多大學、明尼蘇達大學任教。他的教學領域包括市場營銷原理、市場調研和營銷規劃。

威廉·魯迪裡爾斯（William Rudelius），美國賓夕法尼亞大學沃頓商學院應用經濟學博士，現任明尼蘇達大學市場營銷學教授，曾在聖托瑪斯大學任教。他的研究領域包括新產品開發、市場細分和分析以及高技術創業公司等。

1 CreatingCustomer Relationships and Value through Marketing 2
通過營銷建立客戶關繫，創造顧客價值
2 Developing Successful Marketing andOrganizational Strategies 24
制定成功的營銷與公司戰略
3 Understanding Consumer Behavior 50
了解消費者行為
4 UnderstandingOrganizations as Customers 78
了解客戶組織
5 MarketingResearch: From Customer Insights to Actions 100
營銷調研：將消費者信息變成行動
6 MarketSegmentation, Targeting, and Positioning 128
市場細分、確定目標市場與定位
7 Developing New Products and Services 152
開發新產品和服務

1 Creating
Customer Relationships and Value through Marketing 2

通過營銷建立客戶關繫，創造顧客價值

2 Developing Successful Marketing and
Organizational Strategies 24

制定成功的營銷與公司戰略

3 Understanding Consumer Behavior 50

了解消費者行為

4 Understanding
Organizations as Customers 78

了解客戶組織

5 Marketing
Research: From Customer Insights to Actions 100

營銷調研：將消費者信息變成行動

6 Market
Segmentation, Targeting, and Positioning 128

市場細分、確定目標市場與定位

7 Developing New Products and Services 152

開發新產品和服務

8 Managing
Successful Products and Brands 176

成功的產品和品牌管理

9 Services
Marketing 204

服務營銷

10 Managing Marketing Channels and
Wholesaling 226

管理營銷渠道與批發

11 Customer-Driven Supply Chain and
Logistics Management 252

消費者驅動的供應鏈與物流管理

12 Retailing 276

零售

13 Integrated
Marketing Communications and Direct Marketing 304

整合營銷傳播與直接營銷

14 Advertising,
Sales Promotion, and Public Relations 332

廣告、銷售促進和公共關繫

15 Pulling It All
Together: The Strategic Marketing Process 366

整合戰略營銷過程

前言

Who could have anticipated the incredible changes thepast several years have brought to business and marketing? Every aspect of ourbusiness lives—from the economy, to government’s role, to consumers’ attitudes and lifestyles—have changed recently. While many of the changes have beendisruptive, they create a unique challenge and opportunity for our discipline.
Marketing, more than any other discipline, is a fieldthat embraces the changes and facilitates the development of new products,services, and ideas to respond to the new environment and improve ourmarketplace. You’vecertainly noticed the new focus on issues such as global economic growth,regulation, consumer spending, and employment. The future promises to bringmany additional issues to our attention and to be an extraordinarily exciting timefor marketing students. Welcome to what will surely be viewed as one of ourmost dramatic periods of business history. We are excited to be part of theeducational journey you are undertaking!

Marketing, more than any other discipline, is a field
that embraces the changes and facilitates the development of new products,
services, and ideas to respond to the new environment and improve our
marketplace. You’ve
certainly noticed the new focus on issues such as global economic growth,
regulation, consumer spending, and employment. The future promises to bring
many additional issues to our attention and to be an extraordinarily exciting time
for marketing students. Welcome to what will surely be viewed as one of our
most dramatic periods of business history. We are excited to be part of the
educational journey you are undertaking!

You’ll soon discover that your past experiences as a consumer
provide you with a rich source of important information that will become part
of your business perspective. As a student of marketing you will learn how the
dynamic changes taking place change business practices. In the future, as a
marketing manager, you will use your experiences and knowledge to become a true
business professional. This text is our effort to help you begin the transition.
We appreciate the opportunity to share our own managerial and educational
expertise with you. From our perspective, your career starts here.

This edition of Marketing represents
a milestone for us for several reasons. First, it is

the 10th edition—a symbolic achievement, but more
importantly it is an indication of the need for keeping up with the changes in
business and marketing. Second, it is the result of more than 25 years of
writing—we began writing in 1983! Finally, this edition
represents our most advanced offering as an educational resource. We are
committed to (1) building on our past experiences as authors, (2) continuing
our leadership role in bringing new topics and perspectives to the classroom,
and (3) focusing on pedagogical innovation that truly responds to new teaching
and learning styles. We believe our efforts have created the most comprehensive,
up-to-date, engaging, and technically advanced textbook available today. We hope
you’ll
agree.

As you begin reading Marketing you
will find that it uses an active-learning approach to bring marketing theories
and concepts to life. Each chapter offers a balance of traditional and
contemporary perspectives presented in an easy-to-read style using familiar
examples of companies, products and services, and business strategies. This
approach has been a “perfect

Match” for
today’s
practical, visual, connected learners. The response from students and instructors
has been extraordinary. Marketing, and its
translations into 11 other languages, is now the No. 1 marketing text in the
world! Our 10th edition strives to continue the tradition of past success.

Thank you for the opportunity to share our
passion for marketing with you. We hope we succeed in making your studies fun
and interesting and that they will become the foundation of an enlightened and
productive career!

Roger A. Kerin

Steven W. Hartley

William Rudelius

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