MARC状态：审校 文献类型：西文图书 浏览次数：88
- 题名/责任者:
- Marketing an introduction (Eleventh edition) / Gary Armstrong, Philip Kotler = 市场营销学 (第11版) / 加里·阿姆斯特朗，菲利普·科特勒著, 王永贵改编
- 出版发行项:
- 北京 : 中国人民大学出版社, 2016.
- ISBN:
- 9787300225500
- 载体形态项:
- vi, 479 p. : ill. ; 28cm.
- 变异题名:
- 市场营销学 (第11版)
- 丛编说明:
- 工商管理经典教材·市场营销系列
- 个人责任者:
- Armstrong, Gary.
- 附加个人名称:
- Kotler, Philip.
- 附加个人名称:
- Wang, yonggui(王永贵).
- 论题主题:
- Marketing study.
- 中图法分类号:
- F713.50
- 一般附注:
- 教育部高校工商管理类教学指导委员会双语教学推荐教材
- 书目附注:
- Includes bibliographical references (p. 457-479).
- 摘要附注:
- Eleventh edition extends the framework of customer value, and provides a clear and comprehensive customer value analysis method. Each chapter has revised and expanded the influence of the new marketing technology, the new digital marketing and online technology is affecting the marketing staff and the customer's cognitive style and interdependence. Revised the content related to the rapid establishment and change of customer relationship, establish new relationship tools including website, micro-blog, live events and online communities and social video sharing platform, and gives a good example. Added a large number of customers and brand new content, such as two-way interaction, such as customer management, customer management, customer service and customer marketing. The rapid change of the integrated marketing communication, marketing and network marketing is the content of the revision and development, elaborated the marketing staff is the new digital technology, direct (from Internet, mobile marketing, viral marketing, micro-blog video and online community network) with the integration of traditional media to create a more accurate positioning, more personalized, interactive customer relationship.
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