市场营销概论双语技术分析.pptVIP

Marketing Reading List: Philip Kotler， Principles of Marketing 11th ,清华大学出版社 （翻译本） 吴健安，市场营销学（第二版），高等教育出版社，2004 吕一林，现代市场营销学，清华大学出版社，2004 Marketing: Managing Profitable Customer Relationships管理营利性客户关系 Chapter 1 Learning Goals Define marketing and the marketing process. Explain the importance of understanding customers and identify the five core marketplace concepts Discuss the marketing management orientations. Discuss customer relationship management and creating value for and capturing value from customers Describe the major trends and forces changing the marketing landscape What is