Page 7 - 市场营销模式创新与理论研究
P. 7
目录 CONTENTS
第一章 市场营销的内涵与理念 ····························································· 1
第一节 市场营销理论与基本模式 ···················································· 1
第二节 市场营销相关概念解读 ······················································· 8
第三节 市场营销的流程与职业方向 ················································14
第四节 顾客价值与顾客满意分析 ···················································20
第五节 市场营销的宏观和微观环境 ················································29
第二章 市场营销组织创新 ··································································41
第一节 市场营销组织基本概念 ······················································41
第二节 企业市场营销部门的演变 ···················································45
第三节 新时期品牌与营销的关系和组织构建 ····································54
第四节 市场经济条件下的市场营销创新 ··········································60
第五节 市场营销部门与其他部门的关系 ··········································65
第三章 市场营销控制 ········································································73
第一节 市场营销控制基本概念和控制类型 ·······································73
第二节 现代市场营销控制方法与市场营销控制原则 ···························77
第三节 市场营销计划控制与市场营销环境控制 ·································84
第四节 市场营销组合控制 ····························································89
第四章 新经济环境下市场和消费者分析 ················································97
第一节 营销环境分析 ··································································97
第二节 消费者市场和购买行为分析 ·············································· 114
第三节 团体购买行为分析 ·························································· 126
第四节 互联网消费者行为分析 ···················································· 136
