编辑推荐
《工商管理经典教材·市场营销系列:市场营销学(英文版·第11版)》由中国人民大学出版社出版。
作者简介
作者：加里·阿姆斯特朗（Gary Armstrong） 菲利普·科特勒（Philip Kotler） 译者：王永贵
目录
第一部分定义市场营销和营销过程
1市场营销：创造和获取顾客价值
2公司和营销策略：建立顾客关系
第二部分了解市场和消费者
3分析营销环境
4管理营销信息以获取消费者洞见
5了解消费者行为和组织市场行为
第三部分设计顾客驱动策略与组合
6顾客驱动营销策略：为目标顾客创造价值
7产品、服务和品牌：创造顾客价值
8开发新产品与管理产品生命周期
9定价：了解和获取顾客价值
10营销渠道：传递顾客价值
11零售和批发
12传播顾客价值：广告和公共关系
13人员推销和促销
14直销和网络营销：建立直接的顾客关系
第四部分扩展营销领域
15国际市场
16可持续营销：社会责任与伦理
附录1营销计划
附录2营销计算
术语表
参考文献
文摘
版权页：
Branding
Perhaps the most distinctive skill of professional marketers is their ability tobuild and manage brands.A brand is a name， term， sign， symbol， or design， or acombination of these， that identifies the maker or seller of a product or service.Con.sumers view a brand as an important part of a product， and branding can add valueto a consumer's purchase.Customers attach meanings to brands and develop brandrelationships.As a result， brands have meaning well beyond a product's physicalattributes.For example， consider Coca—Cola：
In an interesting taste test of Coca—Cola versus Pepsi， 67 subjects were connected to brain.wave—monitoring machines while they consumed both products.When the soft drinks wereunmarked， consumer preferences were split down the middle.But when the brands Wereidentified， subjects chose Coke over Pepsi by a margin of 75 percent to 25 percent.Whendrinking the identified Coke brand， the brain areas that lit up most were those associated Withcognitive control and memory—a place where culture concepts are stored.That didn't happen asmuch when drinking Pepsi.Why？ According to one brand strategist，it's because of Coca—Cola'slong—established brand imagery—the almost 100—year—old contour bottle and cursive font andits association with iconic images ranging from Mean Joe Greene and the Polar Bears to SantaClaus.Pepsi's imagery isn't quite as deeply rooted.Although people might associate Pepsi witha hot celebrity or the "Pepsi generation" appeal， they probably don't link it to the strong andemotional American icons associated with Coke.The conclusion？ Plain and simple： Consumerpreference isn't based on taste alone.Coke's iconic brand appears to make a difference.
《工商管理经典教材·市场营销系列:市场营销学(英文版·第11版)》由中国人民大学出版社出版。
作者简介
作者：加里·阿姆斯特朗（Gary Armstrong） 菲利普·科特勒（Philip Kotler） 译者：王永贵
目录
第一部分定义市场营销和营销过程
1市场营销：创造和获取顾客价值
2公司和营销策略：建立顾客关系
第二部分了解市场和消费者
3分析营销环境
4管理营销信息以获取消费者洞见
5了解消费者行为和组织市场行为
第三部分设计顾客驱动策略与组合
6顾客驱动营销策略：为目标顾客创造价值
7产品、服务和品牌：创造顾客价值
8开发新产品与管理产品生命周期
9定价：了解和获取顾客价值
10营销渠道：传递顾客价值
11零售和批发
12传播顾客价值：广告和公共关系
13人员推销和促销
14直销和网络营销：建立直接的顾客关系
第四部分扩展营销领域
15国际市场
16可持续营销：社会责任与伦理
附录1营销计划
附录2营销计算
术语表
参考文献
文摘
版权页：
Branding
Perhaps the most distinctive skill of professional marketers is their ability tobuild and manage brands.A brand is a name， term， sign， symbol， or design， or acombination of these， that identifies the maker or seller of a product or service.Con.sumers view a brand as an important part of a product， and branding can add valueto a consumer's purchase.Customers attach meanings to brands and develop brandrelationships.As a result， brands have meaning well beyond a product's physicalattributes.For example， consider Coca—Cola：
In an interesting taste test of Coca—Cola versus Pepsi， 67 subjects were connected to brain.wave—monitoring machines while they consumed both products.When the soft drinks wereunmarked， consumer preferences were split down the middle.But when the brands Wereidentified， subjects chose Coke over Pepsi by a margin of 75 percent to 25 percent.Whendrinking the identified Coke brand， the brain areas that lit up most were those associated Withcognitive control and memory—a place where culture concepts are stored.That didn't happen asmuch when drinking Pepsi.Why？ According to one brand strategist，it's because of Coca—Cola'slong—established brand imagery—the almost 100—year—old contour bottle and cursive font andits association with iconic images ranging from Mean Joe Greene and the Polar Bears to SantaClaus.Pepsi's imagery isn't quite as deeply rooted.Although people might associate Pepsi witha hot celebrity or the "Pepsi generation" appeal， they probably don't link it to the strong andemotional American icons associated with Coke.The conclusion？ Plain and simple： Consumerpreference isn't based on taste alone.Coke's iconic brand appears to make a difference.
| ISBN | 9787300225500 |
|---|---|
| 出版社 | 中国人民大学出版社 |
| 作者 | 加里·阿姆斯特朗 (Gary Armstrong) |
| 尺寸 | 16 |