This world-wide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on marketing in the 21st Century that introduces the new ideas, tools and practices companies will need to successfully operate in the New Millenium. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force. For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing-along with the opportunities and needs of the marketplace in the years ahead.

这本全球畅销书突出了全球营销的最新趋势和发展，强调了营销和企业所有其他职能之间团队合作的重要性。它在成功的战略市场规划中引入了新的视角，并展示了其他公司创造性的、以市场为中心的和以客户为导向的行动的例子。报道包括对21世纪市场营销的关注，介绍了公司在新千年成功运营所需的新理念、工具和实践。第三章讨论了顾客满意度的建立、市场导向的战略规划、消费者市场和买方行为的分析、竞争的应对、定价策略和方案的设计以及销售队伍的管理。对于那些希望提高对战略、战术和管理营销的主要问题以及未来市场机遇和需求的理解的营销经理来说。