MARKETING EXPRESS (行销直通车)

Marketing express is the fast-track route to mastering all aspects of marketing.
It introduces and explains all the key techniques successful marketers use,from CRM to brand management,and from failsafe planning to making the most of technology.
It is illustrated with examples and lessons from some of the worlds most successful businesses,including Sony,Sephora,Apple,Zara,Henkel,Best Buy and Wal*Mart,and ideas from experts like C.K.Prahalad,Theodore Levitt,Philip Kotler,David Aaker,Al Ries and Jack Trout.
It includes a glossary of key concepts,a comprehensive resources guide and a fast,easy-to-read summary of "ten steps to making it work."
Marketing express gets straight to the essentials so you can read up and act...fast.

John Mariotti is an internationally recognised executive,advisor,speaker,and author.Formerly President of Huffy Bicycles and Rubbermaid Office Products,he now serves on boards of four consumer and industrial products companies.He is the author of several books including Smart Things to Know About Marketing.

01 Introduction
02 Definition of Terms
03 The Evolution of Marketing
04 The E-Dimension
05 The Global Dimension
06 The State of the Art
07 In Practice
08 Key Concepts and Thinkers
09 Resources
10 Ten Steps to Making it Work
Frequently Asked Questions (FAQs)
Index