新版市场营销教材继承传统，给学生和教师带来超乎期待的价值。广泛的研究保证本版提供对市场营销领域的全面和*新的介绍。通过几百个新鲜的案例阐述基本原理，对*新概念和理论做了生动和详细的介绍。本书围绕市场营销组织编写，提供给学生一个对市场营销动态世界令人愉快的入门介绍。本书定位在两年制和四年制大学本科生和硕士生的市场营销原理课程。在两年制学校，此课程是限选课；在四年制学校，此课程是商学院学生入校时就开设的课程，此课程也是商业和广告专业的必修课。

Preface xv
PART 1
The World of Marketing
Cross-Functinal Connections:CrossFuntional Business Systems:Putting the Customer
at the Center
1 AN OVERVIEW OF MARKETING
What Is Marketing?
Marketing Management Philosophies
Differences Between Sales and Marketing Orientations
The Marketing Process
Why Study Marketing?
Looking Ahead
Looking Back
Use it Now!
Summary
Key Terms
Discussion and Writing Questions
Application for Entrepreneurs
Entrepeneurship Case:Entrypoint .com:The door to Personzlized Web Contnet
Video Case:Lord of the Boards
2 STRATEGIC PLANNING FOR COMPETITIVE ADVANTAG
The Nature of Strategic Planning
What Is a Marketing Plan?
Writing the Marketing Plan
Defining the business Mission
Setting Marketing Plan Objectives?
Conducting a Situation Analysis
Competitive Advantage
Strategic Directions
Describing the Marketing Strategy
Following Up the Marketing Plan
Effective Strategic Planning
Looking Back
Use it Now!
Summary
Key Terms
Discussion and Writing Questions
Application of for entrepreneurs
Intrapreneurship Case:Racing to the Internet
Video Case:Marketing Recovery
Through Comedy
3 THE MARKETING ENVIRONMENT AND MARKETING ETHICS
4 DEVELOPING A GLOBAL VISION
PART 2
Anzlyzing Marketing Opportunities
PART 3
Product Decisions
PART 4
Distribution Decisions
PART 5
Pomotion Decisions
PART 6
Pricing Decisions
PART 7
Technology-Driven marketing