菲利普·科特勒编著的《营销管理(英文版第5版全球版全新版工商管理经典教材)》主要讲述了营销管理方面的理论进展和实践创新。本书适合想快速了解当今营销管理理论，同时又能通过案例和模拟情境来深化理论认识的营销人员和学生。

《营销管理(英文版第5版全球版全新版工商管理经典教材)》为菲利普·科特勒与凯文·莱思·凯勒的经典著作《营销管理》最新版的精简版。

《营销管理(英文版第5版全球版全新版工商管理经典教材)》主要讲述了营销管理方面的理论进展和实践创新。在整体营销的主题下，探讨了创新对于成功营销的重要作用，整合了最新的研究成果，包括顾客价值创造、营销道德与社会责任、营销绩效计量以及科技对营销的影响等。

《营销管理(英文版第5版全球版全新版工商管理经典教材)》适合想快速了解当今营销管理理论，同时又能通过案例和模拟情境来深化理论认识的营销人员和学生。

Preface

Part 1 understanding marketing management

 1. defining marketing for the 21st century

 2. developing marketing strategies and plans

 3. collecting information and forecasting demand

Part 2 connecting with customers

 4. creating long-term loyalty relationships

 5. analyzing consumer markets

 6. analyzing business markets

 7. identifying market segments and targets

Part 3 building strong brands

 8. creating brand equity

 9. crafting the brand positioning and competing effectively

Part 4 shaping the market offerings

 10. setting product strategy and marketing through the life cycle

 11. designing and managing services

 12. developing pricing strategies and programs

Part 5 delivering value

 13. designing and managing integrated marketing channels

 14. managing retailing, wholesaling, and logistics

Part 6 communicating value

 15. designing and managing integrated marketing

 communications

 16. managing mass communications: advertising, sales promotions, events and experiences, and public relations

 17. managing personal communications: direct and interactive marketing, word of mouth, and personal selling

Part 7 creating successful long-term growth

 18. managing marketing in the global economy

Glossary