Introduction to the marketing game! - The market opportunity - Marketing department responsibilities - Submitting the marketing plan - Submitting an expanded marketing plan - Supporting the marketing plan - A new market opportunity.

本书讨论了营销和营销战略计划,具体包括:营销对于消费者、企业和社会的价值,营销战略计划,利用市场细分和市场定位充分贯彻营销战略,在多变的营销环境中评估机会等内容。

The 16th edition continues to build both the logic of the Four Ps and its strategy planning approach to support new developments in the field.

本书共二十二章,论述了市场营销的性质,分析了成功企业的经验,揭示了营销新观念,以及营销实践中的盲点和陷阱,开拓读者的市场营销新视野。最后介绍了两种不同类型的案例。