MarketingManagement,MilleniumEditionPhilipKotlerCustomEditionforUniversityofPhoenixExcerptstakenfrom:AFrameworkforMarketingManagement,byPhilipKotlerCopyright©2001byPrentice-Hall,,NewJersey07458MarketingManagementMilleniumEdition,TenthEdition,byPhilipKotlerCopyright©2000byPrentice-Hall,,inanyformorbyanymeans,pilationCopyright©.,electron-icormechanical,includingphotocopyingandrecording,orbyanyinformationstor-ageorretrievalsystem,**********Pleasevisitourwebsiteat0–536–63099-2BA993095PEARSONCUSTOMPUBLISHING75ArlingtonStreet,Suite300,Boston,panySECTIONONEUnderstandingMarketingManagementMarketingintheTwenty-FirstCenturyWewilladdressthefollowingquestions:■Whatarethetasksofmarketing?■Whatarethemajorconceptsandtoolsofmarketing?■paniesexhibitinthemarketplace?■paniesandmarketersrespondingtothenewchallenges?eleratingrate;todayisnotlikeyesterday,andtomor-’sstrategyisrisky;,tomorrow’panieswillhavetoheedthreecertainties:➤Globalforceswillcontinuetoaffecteveryone’sbusinessandpersonallife.➤Technologywillcontinuetoadvanceandamazeus.➤—globalization,technologicaladvances,andderegula-tion—?“meetingneedsprofitably.”Whetherthemar-keterisPr
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