销售商的工具(哈佛商业评论系列)MARKETER'S TOOLKIT 在线下载 pdf mobi 2025 epub 电子版

Harvard Business Essentials The Reliable Source for Busy Managers The Harvard Business Essentials series is designed to provide comprehensive advice, personal coaching, background information, and guidance on the most relevant topics in business. Drawing on rich content from Harvard Business School Publishing and other sources, these concise guides are carefully crafted to provide a highly practical resource for readers with all levels of experience. To assure quality and accuracy, each volume is closely reviewed by a specialized content adviser from a world class business school. Whether you are a new manager interested in expanding your skills or an experienced executive looking for a personal resource, these solution-oriented books offer reliable answers at your fingertips.

Effective marketing can mean the difference between runaway successes and costly flops. Covering everything from customer programs to ad campaigns to sales promotions, this is every marketer’s hands-on guide to turning opportunities into profits.

Introduction

1 Marketing Strategy

How It Fits with Business StrategF

What Is Strategy?

The Strategy Process

Where Marketing Fits In

Marketing Strategy and Product Life Cycles

Summing Up

2 Creating a Marketing Plan

An Overview

From Strategy to Plan

Implementing Your Plan via the Marketing Mix

Controlling Plan Implementation

Summing Up

3 Market Research

Listen and Learn

Formal Market Research

Two Formal Methods for Analyzing Buyer Preferences

Informal Research Methods: Close Customer Contact

Summing U

4 Market Customization

Segmentation, Targeting, and Positioning

Segmentation

From Segmentation to Targeting

Positioning

Summing Up

5 Competitor Analysis

Understand Your Opponents

Who Are Your Competitors?

Characteristics for Analysis

Porter's Five Forces Framework

Summing Up

6 Branding

Differentiation That Customers Value

Differentiation of Commodity Products and Services

Approaches to Differentiation

Differentiation That Matters

Summing Up

7 The Right Customers

Acquisition, Retention, and Development

Customer Economics

Customer Retention

Customer Development

Summing Up

8 Developing New Products and Services

The Marketer's Role

The Two Types of New Products

Extending Product Lines into New Segments

The New-Product Process

The Marketer's Role

Your New-Product Strategy

……

9 Pricing It Right

10 Integrated Marketing Communications

11 Interactive Marketing

12 Marketing Across Borders

13 The Future of Marketing

Appendix: Useful Implementation Tools

Notes

Glossary

For Further Reading

Index

About the Subject Adviser

About the Writer

Patrick Barwise is Professor of Management and marketing at London Business School and the coauthor of Simply Better: Winning and Keeping Customers by Delivering What Matters Most.

暂无出版社相关信息，正在全力查找中！

暂无相关书籍摘录，正在全力查找中！

在线阅读地址：销售商的工具(哈佛商业评论系列)MARKETER'S TOOLKIT在线阅读

在线听书地址：销售商的工具(哈佛商业评论系列)MARKETER'S TOOLKIT在线收听

在线购买地址：销售商的工具(哈佛商业评论系列)MARKETER'S TOOLKIT在线购买

暂无原文赏析，正在全力查找中！

书籍介绍

Effective marketing can mean the difference between runaway successes and costly flops. Covering everything from customer programs to ad campaigns to sales promotions, this is every marketer's hands-on guide to turning opportunities into profits.

点击链接进入中文版：

哈佛商务指南系列•营销者百宝箱

• 作者：amyli1005 发布时间：2014-01-27 12:06:24

  My boss gave this to me 6 months ago, I started the reading on the airplane to the states. it's a very good summary of what marketing people shall do to perform in marketing the products. I think as a employee of DMA team, we shall start from this book, then we will have a good understanding of what is Digital Marketing.

• 作者：冷亭 发布时间：2021-09-18 13:33:34

  汀州古城

• 作者：昵称 发布时间：2013-10-22 15:44:11

  86年前的书，由日译版转译过来的。刚看了戴胡二人的序及第一章，有不少词如马克斯，亚丹斯密，李加德，里宁等与今之译法不同。不过，这基本不影响阅读，相反，俺脚着比现在的译文更流畅，更耐读。

• 作者：豆瓣在逃江湖骗子 发布时间：2022-01-07 13:56:10

  非常厉害的一本全面入门西马的书籍，对于各个流派相关人物的梳理非常到位，单单是这种提纲书写就非常有逻辑感了！其中卢卡奇和法兰克福学派的相关内容真的是受益良多，物化理论与大众文化批判以后应该还是要继续读原典深入研究一下的，继续加油吧！

• 作者：噗 发布时间：2024-03-16 11:47:31

  22个关键词走马观花的科普了一下前世今生，作为新课程新在哪的入门通识读物很不错，但是如果想进一步学习了解，还是要结合其他书一起看

• 作者：秃顶的小浣熊 发布时间：2022-07-05 17:06:13

  永远喜欢樱木和三井

• 很好的入门理论读物，适合有3年以上实际营销经验希望在理论上有提高的marketer

  作者：季风 发布时间：2010-02-13 03:14:43

  一本很好的营销人(marketer)的入门读物。涵盖了市场营销的所有工作职责和工作流程。所有的理论要点和基本概念都有了。

  不过只是入门读物。具体的每个环节还要看别的书。如果是做了一段时间的营销需要在理论上来个提高，把这本书作为第一本书没错。

  不适合没有市场营销经验的学生，纯理论联系不到实践等于浪费时间。

  BTW，豆瓣这里怎么把营销人翻译成销售商？蹩脚的翻译。

• 请叫我标题废人

  作者：琥珀小y 发布时间：2011-05-05 10:07:32

  爱！超爱！大爱！

  做为一个忠实的周喜党这两本简直是福音啊！！虽然也会看得纠结：不认为小周是喜欢阮莹也不认为阮莹喜欢小周，那小喜到底在纠结什么呢呢呢？另外，吴部长您到底存的什么心思我真的是不懂啊不懂。

  这么说来反而是伪·反派（这漫画里有这种角色么……）的杨部长，冷冷地在一旁看着偶尔讥讽讥讽的但想要什么大家都油烟就清楚。╮(╯_╰)╭

  总之我继续爱小喜啦啦啦~

  肥仔每每看完递面纸的行径真是好玩哈哈~为什么总觉得他其实是对一切了解最清的人？