STRATEGIC MARKETING MANAGEMENT 官方课本 (464 pages)

1 Planning and Strategy 1
Introduction 2
The Planning Process 2
Developing Plans 6
Strategic Planning 19
2 The Marketing Function, Objectives and Strategy 29
Introduction 30
Marketing and Markets 30
Basic Concepts of Marketing 34
Marketing Objectives 38
Marketing Strategy 46
3 Marketing and Strategic Choice


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14 Distribution Channel Management 405
Introduction 406
The Chain of Distribution 406
Characteristics of Different Channels 408
Distribution Management 416
Dealing with Intermediaries 422
Physical Distribution Management (PDM) 428
15 Pricing Policies and Price Setting 435
Introduction 436
What does a Price Represent? 436
The Pricing Decision 438
Price and Costs 449
Price and Demand 454
Price and Value for Money 457