市场营销原理 英文版·第18版

本书是世界著名市场营销学者菲利普·科特勒和加里·阿姆斯特朗的力著之一，自出版以来，一直被世界各国主要的工商管理学院作为市场营销学必修课的教材。书中包括大量有趣的例子和真实的案例。本书各章后都提供了练习题，它们将帮助读者更好地理解市场营销学的概念，更熟练地掌握市场营销的技术和方法。本书既适合用作MBA、市场营销及相关专业本科生或研究生教材，也可供市场营销实际工作者参考。

[美] 菲利普·科特勒（Philip Kotler）,美国西北大学凯洛格商学院终身教授，被誉为“现代营销学之父”。美国市场营销协会（AMA）设立的“杰出营销学教育工作者奖”第一位获奖人。芝加哥大学经济学硕士、麻省理工学院经济学博士。著有许多经典的营销学教材，还为一流刊物撰写了100多篇论文。在多家国际大公司担任营销战略和计划、营销组织、整合营销方面的顾问，包括IBM、通用电气公司、美国电话电报公司、美洲银行和默克公司等。

Preface xi
Part 1 Defining Marketing and the Marketing Process 2
1 Marketing: Creating Customer Value and Engagement 2
2 Company and Marketing Strategy: Partnering to Build Customer Engagement,
Value, and Relationships 32
Part 2 Understanding the Marketplace and Consumer Value 58
3 Analyzing the Marketing Environment 58
4 Managing Marketing Information to Gain Customer Insights 88
5 Consumer Markets and Buyer Behavior 120
6 Business Markets and Business Buyer Behavior 148
Part 3 Designing a Customer Value–Driven Strategy and Mix 168
7 Customer Value–Driven Marketing Strategy: Creating Value for Target Customers 168
8 Products, Services, and Brands: Building Customer Value 196
9 Developing New Products and Managing the Product Life Cycle 228
10 Pricing: Understanding and Capturing Customer Value 252
11 Pricing Strategies: Additional Considerations 272
12 Marketing Channels: Delivering Customer Value 296
13 Retailing and Wholesaling 326
14 Engaging Consumers and Communicating Customer Value: Integrated Marketing
Communications Strategy 358
15 Advertising and Public Relations 382
16 Personal Selling and Sales Promotion 408
17 Direct, Online, Social Media, and Mobile Marketing 434