作 者:彭於壽 著 彭於壽 譯
定 價:37
出 版 社:北京大學出版社
出版日期:2015年09月01日
頁 數:0
裝 幀:簡裝
ISBN:9787301250310
本書是“十二五”職業教育國家規劃教材,案例經典、豐富,討論題設計新穎。本書可作為高職高專財經類各專業的“市場營銷學” 課程教學配套教材、市場營銷專業的“營銷案例分析” 課程教材和非財經類專業學生選修市場營銷課程時的輔助教材. 也可作為企業營銷人員培訓的參考用書.
●01 案例教學基礎 ······················································································· 1 第一節 案例教學及其特點···································································· 3 第二節 案例教學的組織與實施···························································· 602 市場分析案例 ··················································································· 13 案例1 營銷環境分析案例···································································· 15 案例2 市場調研案例分析···································································· 2303 購買行為分析案例 ········································································· 29 案例3 消費者購買行為分析案例························································ 31 案例4 組織市場購買行為案例···························································· 3804 STP戰略案例 ····················································································· 43 案例5 STP戰略案例 ············································································· 45 案例6 市場定位案例············································································ 5105 市場競爭戰略案例 ········································································· 57 案例7 市場競爭戰略案例···································································· 59 案例8 市場競爭戰略案例···································································· 64 案例9 產品整體概念案例···································································· 7106 產品策略案例 ·················································································· 77 案例10 產品組合策略案例·································································· 79 案例11 新產品開發推廣案例 ······························································ 87 案例12 品牌建設案例·········································································· 93 案例13 品牌競爭案例········································································ 100 案例14 產品包裝案例········································································ 105 案例15 定價方法與策略案例 ····························································111目錄 案例16 價格戰案例···········································································118 案例17 價格調整案例······································································ 12507 分銷渠道策略案例 ······································································· 133 案例18 渠道建設案例······································································ 135 案例19 渠道管理案例······································································ 142 案例20 特許經營案例······································································ 14708 促銷案例 ·························································································· 153 案例21 人員推銷案例······································································ 155 案例22 營業推廣案例······································································ 161 案例23 廣告促銷案例······································································ 166 案例24 公共關繫危機案例······························································ 171 案例25 促銷綜合案例······································································ 17709 營銷綜合案例 ················································································ 183 案例26 市場營銷綜合案例分析······················································ 185 案例27 營銷組合案例······································································ 194 案例28 營銷綜合案例······································································ 200 案例29 營銷與法律案例·································································· 209 案例30 廣告促銷與法律案例·························································· 21610 營銷前沿案例 ················································································· 223 案例31 整合營銷案例······································································ 225 案例32 關繫營銷案例······································································ 231 案例33 事件營銷案例······································································ 237 案例34 文化營銷案例······································································ 242 案例35 體育營銷案例······································································ 249 案例36 網絡營銷案例······································································ 255
本書的案例緊緊圍繞“市場營銷學” 課程的教學內容編撰而成. 其資料來源既有筆者實地調研而形成的一手資料. 也有筆者精心從現有資料中收集整理的二手資料. 它避免了直接選取各種媒體上已發表的、作者傾向性很強的有關報道作為案例帶來的針對性不強等缺陷. 本書在按照市場分析、購買行為分析、STP 戰略、市場競爭戰略、產品策略、分銷渠道策略、促銷等專題案例的基礎上. 又編寫了為數不少的營銷綜合案例. 以及運用新型營銷理論和手段的營銷前沿案例. 每個案例均由知識要點、案例正文、分析與討論和教學組織建議組成. 內容豐富、體例新穎、敘述客觀. 問題的設置既有動態性. 又有前瞻性. 本書可作為高職高專財經類各專業的“市場營銷學” 課程教學配套教材、市場營銷專業的“營銷案例分析” 課程教材和非財經類專業學生選修市場營銷課程時的輔助教材. 也可作為企業營銷人員培訓的參考用書.
彭於壽 著 彭於壽 譯
北京吉利大學房地產學院/萬科物業學院 副教授、院長