{{sellerTotalView > 1 ? __("sellers", {number: sellerTotalView}) : __("seller", {number: sellerTotalView}) }}, {{numTotalView > 1 ? __("items", {number: numTotalView}) : __("item", {number: numTotalView}) }}
free FREE

Change Your Zip Code

Inventory information and delivery speeds may vary for different locations.

Location History

{{email ? __('Got it!') : __('Restock Alert')}}

We will notify you by email when the item back in stock.

Cancel
Yami

Jingdong book

营销学精选教材·英文影印版:市场营销学(第2版)

{{buttonTypePin == 3 ? __("Scan to view more PinGo") : __("Scan to start")}}

营销学精选教材·英文影印版:市场营销学(第2版)

{{__(":people-members", {'people': item.limit_people_count})}} {{ itemCurrency }}{{ item.valid_price }} {{ itemCurrency }}{{ item.invalid_price }} {{ itemDiscount }}
Ends in
{{ itemCurrency }}{{ item.valid_price }}
{{ itemCurrency }}{{ priceFormat(item.valid_price / item.bundle_specification) }}/{{ item.unit }}
{{ itemDiscount }}
{{ itemCurrency }}{{ item.valid_price }} {{ itemCurrency }}{{ priceFormat(item.valid_price / item.bundle_specification) }}/{{ item.unit }} {{ itemCurrency }}{{ item.invalid_price }} {{itemDiscount}}
{{ itemCurrency }}{{ item.valid_price }}
Sale ends in
Sale will starts after Sale ends in
{{ getSeckillDesc(item.seckill_data) }}
{{ __( "Pay with Gift Card to get sale price: :itemCurrency:price", { 'itemCurrency' : itemCurrency, 'price' : (item.giftcard_price ? priceFormat(item.giftcard_price) : '0.00') } ) }} ({{ itemCurrency }}{{ priceFormat(item.giftcard_price / item.bundle_specification) }}/{{ item.unit }}) Details
Best before

Currently unavailable.

We don't know when or if this item will be back in stock.

Unavailable in your area.
Sold Out

Details

Full product details
Content Description

《营销学精选教材:市场营销学(第2版)(英文影印版)》是专为中国现在与未来的管理者而写的一本市场营销学教科书。我们的读者主要包括在商学院学习和实践市场营销的管理学高年级本科生、硕士研究生、工商管理硕士(MBA)、高级工商管理硕士(EMBA),以及参加高级管理培训(EDP)的企业家和高级管理者等。跨国公司的高级管理者们同样可以阅读《营销学精选教材:市场营销学(第2版)(英文影印版)》以更加深入理解在中国的市场环境下如何设定和执行营销及相关的企业战略。
Author Description

Noel Capon,国际市场营销学R.C.Kopf教授,曾任哥伦比亚大学商学院市场营销系系主任,开创哥伦比亚大学商学院一中欧国际工商学院高层营销管理项目、瑞士圣加伦大学全球客户经理认证项目以及全球首席销售主管论坛,是一位经验丰富的营销和销售管理方面的教育家。他在《管理科学》、《营销研究学报>等众多管理及营销学术界顶级学报上发表研究论文60余篇,出版《21世纪的营销管理》、《全面整合营销>等著作20余本,并被翻译成中文、西班牙文、俄文等多种文字。同时他也是美国营销学会(AMA)《管理大全手册》一书中营销学等章节的主编。
Willem Burgers,中欧国际工商学院(CEIBS)拜耳市场战略讲席教授。荣获2008年和2009年中欧国际工商学院优秀教学奖和2007年EMBA最喜爱的教授荣誉。同时也是荷兰Nijenrode大学的访问教授,并在美国哥伦比亚大学为高层经理讲授工业品营销课程。他的研究与著述集中于战略学、营销学和国际商务领域,成果发表于《战略管理学报》、《国际管理评论》等期刊。他所出版的等书被翻译为中文、西班牙文、俄文、越南文、波兰文、韩文等多种文字。
郑毓煌,清华大学经济管理学院市场营销系博士项目主任、副教授、博士生导师,清华大学中国企业研究中心研究员。美国营销科学研究院(MSI)会员,《营销科学学报》编委。担任清华营销实战案例分析高级培训项目的责任教授.清华一中欧-哈佛高层经理培训等项目的主讲教授。论文发表在《营销研究学报》、《营销科学学报>等国际国内顶级营销学术期刊,并曾多次获得国际国内营销界的学术荣誉。他的研究论文在2011年荣获美国营销学会(AMAX《 营销研究学报》(JMR)“对营销理论、方法和实践最具影响力和长期贡献的学术论文”William O’Dell奖的最终提名。
Comments

这是一本非常全面的市场营销学教科书……我最喜欢的是这本书的实践导向……而本书倡导的将营销活动和股东价值连接起来将是整个营销专业未来发展的方向!
——Sunil Gupta,哈佛商学院Edward W.Carter工商管理讲席教授

现今的中国市场不缺顾客,但是缺乏让顾客真正满意的理念和行动。现今的中国商人从不乏聪明,但是缺乏创造可持续发展效益的智慧。本书的每位作者对中国的市场和文化都有亲身体验与了解,其中一位更是从小浸润于中国文化的“货真价实”的中国人。通过将西方的一般性理论与中国的独特国情与文化相结合,本书将有助于中国当前及未来的管理者看清方向,理清思路,在“洋为中用”的基础上,建立和创新适用于中国市场的营销思想和方法,真正实现顾客满意,企业利润与社会利益三者的和谐发展。
——周南,香港城市大学市场营销学系教授

本书的独特之处,在于围绕“顾客和股东价值创造”,系统提出营销六大任务,清晰地将企业的主要营销决策和营销管理过程展现在读者面前。不仅如此,本书大量采用来自中国本土的实例与案例,在中西合璧上作了有益探索,既体现了视角的多样性,也极大地增加了本书的实战性和可读性。
——符国群,北京大学光华管理学院市场营销系教授

本书是专为中国企业家和经理人而写的一本市场营销教科书。本书作者虽然来自不同的国家,但他们都对中国的市场营销有着丰富的研究成果和多年的实践经验。在书中,他们为读者提供了市场营销中最本质和最精华的内容,这些内容不仅对中国本土企业家和经理人有参考价值,同时也对那些希望深刻了解如何在中国市场进行营销的跨国公司经理人具有借鉴意义。
——赵平,清华大学经济管理学院市场营销系主任、教授
Catalogue

前言
第一部分:市场营销和企业
第1章:市场营销导论
第2章:顾客价值:股东价值最大化

第二部分:战略营销的基本洞察
第3章:市场洞察
第4章:顾客洞察
第5章:关于竞争者、公司和互补者的洞察
第6章:营销研究

第三部分:营销要素
第7章:决定进入哪个市场
第8章:市场细分和目标市场
第9章:市场战略
第10章:贯穿于生命周期的管理I
第11章:品牌管理
第12章:产品线管理
第13章:新产品开发
第14章:价格和价值管理
第15章:营销沟通和广告
第16章:实地销售的执行与管理
第17章:分销决策
第18章:管理服务,客户服务和客户关系管理
第19章:营销执行:监督和控制企业表现
尾注
深度讨论题
术语表
商标使用许可
索引

Specifications

Brand Jingdong book
Brand Origin China

Disclaimer

Product packaging, specifications and price are subject to change without notice. All information about the products on our website is provided for information purposes only. Please always read labels, warnings and directions provided with the product before use.

View Full Terms of Use
Add to favorites
{{ $isZh ? coupon.coupon_name_sub : coupon.coupon_ename_sub | formatCurrency }}
{{__("Buy Directly")}} {{ itemCurrency }}{{ item.directly_price }}
Quantity
{{ quantity }}
{{ instockMsg }}
{{ limitText }}
{{buttonTypePin == 3 ? __("Scan to view more PinGo") : __("Scan to start")}}
Sold by JD@CHINA
Ship to
{{ __("Ship to United States only") }}
Free shipping over 69
Genuine guarantee

Added to Cart

Keep Shopping

More to Consider

{{ item.brand_name }}

{{ item.item_name }}

{{ item.currency }}{{ item.market_price }}

{{ item.currency }}{{ item.unit_price }}

{{ item.currency }}{{ item.unit_price }}

Coupons

{{ coupon.coupon_name_new | formatCurrency }}
Clip Clipped Over
{{ getCouponDescStr(coupon) }}
{{ coupon.use_time_desc }}
Expires soon {{ formatTime(coupon.use_end_time) }}

Share this item with friends

Cancel

Yami Gift Card

Get this exclusive deal when paying with gift card

Terms and Conditions

Gift card deals are special offers for selected products;

The gift card deals will automatically be activated if a customer uses gift card balance at check out and the balance is sufficient to pay for the total price of the shopping cart products with gift card deals;

You will not be able to activate the gift card deals if you choose other payment methods besides gift card. The products will be purchased at their normal prices;

If your account balance is not enough to pay for the products with gift card deals, you can choose to reload your gift card balance by clicking on the Reload button at either shopping cart page or check out page;

Products that have gift card deals can be recognized by a special symbol showing 'GC Deal';

For any additional questions or concerns, please contact our customer service;

Yamibuy reserves the right of final interpretation.

Sold by Yami

Service Guarantee

Yami Free Shipping over $49
Yami Easy Returns
Yami Ships from United States

Shipping

  • United States

    Standard Shipping is $5.99 (Excluding Alaska & Hawaii). Free on orders of $49 or more.

    Local Express is $5.99 (Available in Parts of CA, NJ, MA & PA). Free on orders of $49 or more.

    2-Day Express (Includes Alaska & Hawaii) starts at $19.99.

Return Policy

Yami is committed to provide our customers with a peace of mind when purchasing from us. Most items shipped from Yamibuy.com can be returned within 30 days of receipt of shipment (For Food, Beverages, Snacks, Dry Goods, Health supplements, Fresh Grocery and Perishables Goods, within 7 days of receipt of shipment due to damages or quality issues; To ensure that every customer receives safe and high-quality products, we do not provide refunds or returns for beauty products once they have been opened or used, except in the case of quality issues; Some products may have different policies or requirements associated with them, please see below for products under special categories, or contact Yami Customer Service for further assistance).
Thank you for your understanding and support.

Learn More

Sold by Yami

Terms and Conditions of Yami E-Gift Card

If you choose “Redeem automatically” as your delivery method, your gift card balance will be reload automatically after your order has been processed successfully;

If you choose “Send to Email”as your delivery method, the card number and CVV will be sent to the email address automatically;

Any user can use the card number and CVV to redeem the gift card, please keep your gift card information safely. If you have any trouble receiving email, please contact Yami customer service;

Yami gift card can be used to purchase both Yami owned or Marketplace products;

Yami gift card will never expire;

Yami gift card balance does not have to be used up at once;

All rights reserved by Yami.

Return Policy

Gift card that has already been consumed is non-refundable.

Sold by JD@CHINA

Service Guarantee

Yami Free Shipping over $49
Yami Easy Returns
Yami Ships from United States

Shipping

  • United States

    Standard Shipping is $5.99 (Excluding Alaska & Hawaii). Free on orders of $49 or more.

    Local Express is $5.99 (Available in Parts of CA, NJ, MA & PA). Free on orders of $49 or more.

    2-Day Express (Includes Alaska & Hawaii) starts at $19.99.

Return Policy

You may return product within 30 days upon receiving the product. Items returned must be new in it's original packing, including the original invoice for the purchase. Customer return product at their own expense.

Sold by JD@CHINA

Service Guarantee

Yami Cross-store Free Shipping over $69
Yami 30-days Return

Yami-China FC

Yami has a consolidation warehouse in China which collects multiple sellers’ packages and combines to one order. Our Yami consolidation warehouse will directly ship the packages to your door. Cross-store free shipping over $69.

Return Policy

You may return products within 30 days upon receiving the products. Sellers take responsibilities for any wrong shipment or missing items. Packing needs to be unopened for any other than quality issues return. We promise to pack carefully, but because goods are taking long journey to destinations, simple damages to packaging may occur. Any damages not causing internal goods quality problems are not allowed to return. If you open the package and any quality problem is found, please contact customer service within three days after receipt of goods.

Shipping Information

Yami Consolidation Service Shipping Fee $9.99(Free shipping over $69)

Sellers in China will ship their orders within 1-2 business days once the order is placed. Packages are sent to our consolidation warehouse in China and combined there. Our Yami consolidation warehouse will directly ship the packages to you via UPS. The average time for UPS to ship from China to the United States is about 10 working days and it can be traced using the tracking number. Due to the pandemic, the delivery time may be delayed by about 5 days. The package needs to be signed by the guest. If the receipt is not signed, the customer shall bear the risk of loss of the package.

Sold by JD@CHINA

Service Guarantee

Free shipping over 69
Genuine guarantee

Shipping

Yami Consolidated Shipping $9.99(Free shipping over $69)


Seller will ship the orders within 1-2 business days. The logistics time limit is expected to be 7-15 working days. In case of customs clearance, the delivery time will be extended by 3-7 days. The final receipt date is subject to the information of the postal company.

Yami Points information

All items are excluding from any promotion or points events on Yamibuy.com

Return Policy

You may return product within 30 days upon receiving the product. Items returned must be new in it's original packing, including the original invoice for the purchase. Customer return product at their own expense.

Yami

Download the Yami App

Back Top

Recommended for You

About the brand

Jingdong book

为您推荐

Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折

Reviews{{'('+ commentList.posts_count + ')'}}

Have your say. Be the first to help other guests.

Write a review
{{ totalRating }} Write a review
  • {{i}} star

    {{i}} stars

    {{ parseInt(commentRatingList[i]) }}%

Yami Yami
{{ comment.user_name }}

{{ showTranslate(comment) }}Show Less

{{ strLimit(comment,800) }}Show more

Show Original

{{ comment.content }}

Yami
Show All

{{ formatTime(comment.in_dtm) }} VERIFIED PURCHASE {{groupData}}

{{ comment.likes_count }} {{ comment.likes_count }} {{ comment.reply_count }} {{comment.in_user==uid ? __('Delete') : __('Report')}}
Yami Yami
{{ comment.user_name }}

{{ showTranslate(comment) }}Show Less

{{ strLimit(comment,800) }}Show more

Show Original

{{ comment.content }}

Yami
Show All

{{ formatTime(comment.in_dtm) }} VERIFIED PURCHASE {{groupData}}

{{ comment.likes_count }} {{ comment.likes_count }} {{ comment.reply_count }} {{comment.in_user==uid ? __('Delete') : __('Report')}}

No related comment~

Review

Yami Yami

{{ showTranslate(commentDetails) }}Show Less

{{ strLimit(commentDetails,800) }}Show more

Show Original

{{ commentDetails.content }}

Yami
Show All

{{ formatTime(commentDetails.in_dtm) }} VERIFIED PURCHASE {{groupData}}

{{ commentDetails.likes_count }} {{ commentDetails.likes_count }} {{ commentDetails.reply_count }} {{commentDetails.in_user==uid ? __('Delete') : __('Report')}}

Please write at least one word

Comments{{'(' + replyList.length + ')'}}

Yami Yami

{{ showTranslate(reply) }}Show Less

{{ strLimit(reply,800) }}Show more

Show Original

{{ reply.reply_content }}

{{ formatTime(reply.reply_in_dtm) }}

{{ reply.reply_likes_count }} {{ reply.reply_likes_count }} {{ reply.reply_reply_count }} {{reply.reply_in_user==uid ? __('Delete') : __('Report')}}

Please write at least one word

Cancel

That’s all the comments so far!

Write a review
How would you rate this item?

Please add your comment.

  • A nice nickname will make your comments more popular!
  • The nickname in your account will be changed to the same as here.
Thanks for your review
Our community rely on great reviews like yours to find the best of Asia.

Report

If you find this content inappropriate and think it should be removed from the Yami.com site, let us know please.

Cancel

Are you sure to delete your review?

Cancel

You’ve Recently Viewed

About the brand

Jingdong book