产品的整体概念 产品组合决策 产品生命周期理论 新产品开发策略

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

• 第一节 分销渠道的职能与类型 • 第二节 分销渠道策略 • 第三节 批发商与零售商 • 第四节 物流策略

• 第一节 品牌与商标的基本概念 • 第二节 品牌决策 • 第三节 包装策略

• 第一节 产品整体概念 • 第二节 产品组合 • 第三节 产品生命周期 • 第四节 新产品开发

Market-Oriented Strategic Planning Objectives Resources Skills Opportunities

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