具体描述
Marketing: An Introduction is your clear, comprehensive and concise guide to the key ideas in marketing, focusing on how to deliver improved customer value in order to achieve marketing success.
The second European edition of this classic text has been updated with the latest ideas in marketing and with numerous new European marketing examples and case studies. The authors prompt students to discover the concepts of marketing and translate them into real commercial practice for themselves.
PUTTING YOU IN CONTROL OF YOUR OWN JOURNEY THROUGH MARKETING:
· You will be guided through the core ideas, processes and issues that underpin marketing today and translate them into a working understanding of marketing practice.
· You will be presented with a wide variety of current examples and case studies from all over Europe that demonstrate commercial marketing as it is happening today.
· You will be provided with the most up-to-date coverage of current issues in Marketing, such as sustainability, marketing in turbulent times and changes in marketing metrics.
· Your learning experience will flow seamlessly between the book and the online environment, which includes the authors’ own blog at http://eye-tea-em.blogspot.com/and twitter feed at @IntrotoMKT. The Companion Website includes multiple-choice quizzes, video clips and case studies and sample exam questions and Lecturers are supported with an updated MyTest testbank and PowerPoint slides at www.pearsoned.co.uk/armstong.
作者简介
Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.
Philip Kotler is S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University.
Michael Harker is Lecturer in Marketing at University of Strathclyde Business School, Glasgow.
Ross Brennan is Reader in Marketing at the University of Hertfordshire Business School
'A highly readable text which I enjoyed and students will enjoy too. The authors have produced a clear, well-organised, informative and interesting book which guides the reader through each concept, combining theory and practice in an engaging way. A valuable resource for any student of marketing.'
Caroline Miller, Keele University
‘A great book that introduces students to the fascinating yet challenging world of marketing. The book is interspersed with interesting short case studies that significantly increase its relevance for European students and scholars alike.'
Jaya S. Akunuri, University of East London
'The book's strength lies in the many international practical examples and real-world cases. Special attention to customer relationships, the creation of value and brand equity reflects well today's marketing requirements. A focus on the ever-increasing importance of new technologies makes this book invaluable for business schools – in the UK and abroad.'
Ton Borchert, Hogeschool Utrecht University of Applied Sciences, The Netherlands
目录信息
读后感
用户评价
我通常对这种理论性很强的书籍敬而远之，因为它们往往晦涩难懂，读起来像是在啃一本年代久远的教科书。但令人惊喜的是，这本书的**叙事节奏感极佳**，它似乎自带一种电影般的运镜感。书中穿插的那些案例分析，无论是上世纪初芝加哥的烟草巨头之战，还是互联网早期门户网站的流量争夺，都被描绘得栩栩如生，充满了戏剧张力。作者的笔法非常**画面化**，能够让你真切地感受到决策者在历史转折点上的焦灼与豪赌。我特别欣赏它在处理复杂商业决策时所采取的**非线性叙事**，它不会按部就班地罗列步骤，而是像侦探小说一样，层层剥开迷雾，让你在跟随作者的思绪中，自然而然地领悟到那些关键的战略节点。这种阅读体验非常**沉浸**，以至于我在阅读过程中，经常需要停下来，去回味那种扑面而来的历史厚重感和商业博弈的残酷性，绝对不是那种读完就忘的快消品读物。
说实话，我最初是带着一种**实用主义的功利心**来翻阅这本书的，我期待找到一些立竿见影的“秘籍”或者“干货”。然而，这本书却以一种近乎**反高潮**的方式，引导我走向了更宏大的图景。它并没有提供给你一瓶万能药，而是让你意识到，所谓“营销”，其本质可能更多是一种**社会工程学**，而非简单的销售技巧。书中有一章关于“品牌社群的构建与解构”的论述，深刻地探讨了现代人对归属感的需求，以及企业如何巧妙地利用这种需求编织出一种虚幻的集体认同。这种洞察力是极其**锐利和冷静**的，它让你开始质疑：我所热衷追随的那个“圈子”，究竟是基于共同的价值观，还是仅仅基于我购买了特定的产品？这种反思的力度非常大，它迫使我开始审视自己消费行为背后的驱动力，从而引发了一场深刻的**个人价值重估**。
如果非要用一个词来形容阅读这本书的感受，那应该是**“祛魅”**。它像一把锋利的手术刀，精准地切开了现代商业社会那些光鲜亮丽的外衣，露出了下面那些由数据、算法和心理学巧妙编织的骨架。它不是那种读完后会让你立刻信心爆棚、觉得明天就能搞个大项目出来的书。恰恰相反，它带来的更多是一种**清醒的认识**——认识到成功的路径往往是复杂且充满不确定性的。书中对**失败案例的分析**尤其精彩，它没有将失败归咎于运气不佳或外部环境，而是深入挖掘了决策者在信息不对称和认知偏差下的系统性失误。这种对局限性的诚实面对，反而给了我一种更坚实的基础去面对未来的挑战。它让我明白，真正的“营销”，不是关于如何卖东西，而是关于**如何理解和引导人类的集体心智**，这是一种宏大且需要长期修炼的学问。
这本书的**语言风格非常独特**，它有一种古典的沉稳，却又时不时地爆发出令人拍案叫绝的**机智讽刺**。作者似乎对那些陈词滥调的商业术语有着一种本能的抵触，每当他提到一个约定俗成的概念时，总会用一种旁征博引的方式，将其拆解得支离破碎，露出其背后苍白或滑稽的本质。比如，他评论“用户体验优化”时，引述了一段关于中世纪匠人的描述，瞬间将现代科技的“优化”置于一个更长远的时间尺度下进行衡量，显得既幽默又发人深省。我尤其喜欢它在处理跨文化案例时的那种**游刃有余的平衡感**，既尊重了不同地域的商业文化差异，又揭示了其背后的普适性原则。读这本书的过程，与其说是学习，不如说更像是在听一位**见多识广的智者**，用他那套精妙的修辞和宽广的视野，为你解构这个世界的运行逻辑。
这本书简直让人醍醐灌顶，尤其是在当前这个信息爆炸的时代，它提供了一种**近乎哲学的视角**来审视我们日常生活中无处不在的“推销”行为。我记得最清楚的是它对“**需求制造**”的深入剖析，不同于那些肤浅地教你如何设计吸睛广告的工具书，它探讨的是人类心理深层的渴望与不安是如何被商业机构精准捕捉并转化为消费动力的。作者似乎拥有洞察一切的魔力，他没有直接告诉你“这样做就能成功”，而是让你透过现象看本质，理解那些看似独立的营销案例背后，其实遵循着一套**古老而恒定的人性法则**。例如，书中关于“稀缺性”的分析，不仅仅停留在“限量版”这种表层，而是追溯到部落社会中资源争夺的历史根源，这使得即便是最现代的数字营销策略，在它面前也显得有迹可循、不再神秘。读完这一部分，我发现自己对商场的橱窗、朋友间的“种草”行为，乃至政治宣传，都有了一种全新的、略带警惕的理解。那种感觉就像是突然学会了一门新的语言，瞬间解锁了对周围世界的深层解码能力。
Semester 1 - MK970 Strategic Marketing Management
Semester 1 - MK970 Strategic Marketing Management
Semester 1 - MK970 Strategic Marketing Management
Semester 1 - MK970 Strategic Marketing Management
Semester 1 - MK970 Strategic Marketing Management
