科特勒市场营销教程（英文原版.6）（含盘）

    本书是营销学中不可多得的一本英文版教材。内容从整体上分为4个部分，具体内容为：Part 1 UNDERSTANDING MIARKETING AND THE MARKETING PROCESS：1．Marketing in a Changing World：Creating Customer Value and Satisfaction；2．Strategic Planning and the Marketing Process。Part 2 ASSESSING OPPORTUNITIES IN A DYNAMIC MARKETING ENVIRONMENT：3．Marketing in the Internet Age；4．The Marketing Environment；5．Managing Marketing Information；6．Consumer And Business Buyer Behavior。Part 3 DEVELOPING MARKETING STRATEGY AND THE MARKETING MIX：7．Market Segmentation，Targeting，and Positioning for Competitive Advantage；8．Product and Services Strategy； 9．New-Product Development and Product Life-Cycle Strategies；10．Pricing Products： Pricing Considerations and Strategies；11．Marketing Channels and Supply Chain Management；12．Retailing and Wholesaling；13．Integrated Marketing Communications：Advertising，Sales Promotion，and Public Relations；14．Integrated Marketing Communications：Personal Selling and Direct Marketing。Part 4 EXTENDING MARKETING：15．The Global Marketplace；16．Marketing and Society：Social Responsibility and Marketing Ethics。Appendix 1 Marketing Arithmetic；Appendix 2 Careers in Marketing。Notes、Video Cases、Glossary、Credits、Indexes。

    这是“现代营销学之父”菲利普·科特勒的经典之作。他深入浅出地介绍市场营销的理论与实践。这本最新的第六版补充了有关国际营销的最新案例。科特勒教授和阿姆斯特朗教授共同努力，使错综复杂的市场营销学变得非常实用、易学，并且妙趣横生。本书是最适合我国的MBA及经理人员的营销学教材。

    

Part 1 UNDERSTANDING MIARKETING AND THE MARKETING PROCESS
1．Marketing in a Changing World：Creating Customer Value and Satisfaction
2．Strategic Planning and the Marketing Process
Part 2 ASSESSING OPPORTUNITIES IN A DYNAMIC MARKETING ENVIRONMENT
3．Marketing in the Internet Age
4．The Marketing Environment
5．Managing Marketing Information
6．Consumer And Business Buyer Behavior
Part 3 DEVELOPING MARKETING STRATEGY AND THE MARKETING MIX
7．Market Segmentation，Targeting，and Positioning for Competitive Advantage
8．Product and Services Strategy
9．New-Product Development and Product Life-Cycle Strategies
10．Pricing Products： Pricing Considerations and Strategies
11．Marketing Channels and Supply Chain Management
12．Retailing and Wholesaling
13．Integrated Marketing Communications：Advertising，Sales Promotion，and Public Relations
14．Integrated Marketing Communications：Personal Selling and Direct Marketing
Part 4 EXTENDING MARKETING
15．The Global Marketplace
16．Marketing and Society：Social Responsibility and Marketing Ethics
Appendix 1 Marketing Arithmetic
Appendix 2 Careers in Marketing
Notes
Video Cases
Glossary
Credits
Indexes