销售与市场营销 销售产品的25个诀窍 英文pdf电子书版本下载

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KEY 1 The need to understand the complexity of marketing 9

KEY 2 Positioning and why it is important in guiding marketing strategy 13

KEY 3 Why the job of the marketing manager is key to the success of the firm 17

KEY 4 Understanding why knowledge of the marketing environment contributes to a firm's success 20

KEY 5 Managing demand states 24

KEY 6 Why a lack of marketing research means"flying blind" 28

KEY 7 A guide for the marketing manager's involvement in the research process 32

KEY 8 The importance of understanding the consumer:Part 1 36

KEY 9 The importance of understanding the consumer:Part 2 39

KEY 10 Why selling to the entire market may not be a good idea 43

KEY 11 How to generate repeat purchases 47

KEY 12 Establishing a brand name is a key strategic advantage 50

KEY 13 The inherent advantage of the pioneer brand 53

KEY 14 How can the follower brand compete? 56

KEY 15 Can new products give new life to companies? 59

KEY 16 Issues relating to effective product strategy 63

KEY 17 Pricing could be tricky.What should I charge? 66

KEY 18 Effective ways to promote your product 69

KEY 19 Advertising as a promotional tool 72

KEY 20 Distribution as an effective component of marketing strategy 75

KEY 21 How to effectively integrate the 4 P's of marketing 78

KEY 22 International marketing as a potential focus of the company 81

KEY 23 Case Study:A marketing success story 84

KEY 24 Case Study:A marketing challenge 87

KEY 25 Future directions of marketing strategies 89