它是为贯彻、实施和支持公司战略与经营战略而在企业特定的职能管理领域制定的战略。它的重点是提高企业资源的利用效 率,使企业资源的利用效率最大化

即经营单位战略。它是指在 总体性的公司战略指导下,经营 管理某一个特定的战略经营单位 的战略计划,是公司战略之下的 子战略

Factors to Consider Before Going global Selecting Foreign Markets Foreign Market Entry Product Adaption for Global Marketing Management Organization of global Activities C2000 Prentice Hall

Service Definitions Classifications How Services Differ goods Improving service Differentiation, Quality, Productivity Improving Customer Support Services

Objectives Work Performed by marketing channels Channel-Design Decisions Channel-Management Decisions Channel Dynamics

Objectives a Retailing n Wholesaling a Market logistics

Objectives The communications Process A Developing Effective Communications a Deciding on the Marketing Communications Mix a Managing and Coordinating Integrated Marketing Communications

High Performance Business Set strategies to satisfy key. Stake- holders By improving Processes critical business and Resources aligning a Organization

Research Approaches observational Focus-group Survey Behavioral Experimental C2000 Prentice Hall

Analyzing Consumer Markets and Buying Behavior Marketing Management Tenth edition Philip Kotler