Preface to Marketing Management pdf epub mobi txt 电子书 下载 2026
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具体描述
The original purpose of A Preface to Marketing Management —to deliver a clear and concise presentation of the basic principles of marketing—is as relevant today as it was in earlier editions. To us this means emphasizing quality content and avoiding excess verbiage, pictures, and lists. We think we have succeeded in doing so since a reviewer called our book "pound for pound the best introductory marketing text available."
We introduce the 12 th edition with a sense of accomplishment knowing that our book and its eight foreign translations have been used throughout the world whenever courses require an overview of the critical aspects of marketing management. Consequently, the book has been used successfully in a wide variety of different course settings and is the best selling book of its kind. We believe it has endured because we continuously fine tune and update it to ensure that it meets the current and evolving needs of both students and instructors. Because marketing is about figuring out how to do a superior job of satisfying customers, we simply seek to practice what we preach. We refer to our book as the Preface. Welcome to this edition which is organized into four sections.
作者简介
J. Paul Peter has been a faculty member at the University of Wisconsin since 1981. He was a member of the faculty at Indiana State, Ohio State, and Washington University before joining the Wisconsin faculty. While at Ohio State, he was named Outstanding Marketing Professor by the students and has won the John R. Larson Teaching Award at Wisconsin. He has taught a variety of courses including Marketing Management, Marketing Strategy, Consumer Behavior, Marketing Research, and Marketing Theory, among others.
Professor Peter's research has appeared in the Journal of Marketing, the Journal of Marketing Research, the Journal of Consumer Research, the Journal of Retailing, and the Academy of Management Journal, among others. His article on construct validity won the prestigious William O'Dell Award from the Journal of Marketing Research, and he was a finalist for this award on two other occasions. Recently, he was the recipient of the Churchill Award for Lifetime Achievement in Marketing Research, given by the American Marketing Association and the Gaumnitz Distinguished Faculty Award from the School of Business, University of Wisconsin–Madison. He is an author or editor of over 30 books, including A Preface to Marketing Management eleventh edition; Marketing Management: Knowledge and Skills, eighth edition; Consumer Behavior and Marketing Strategy; eighth edition; Strategic Management: Concepts and Applications, third edition; and Marketing: Creating Value for Customers, second edition. He is one of the most cited authors in the marketing literature.
Professor Peter has served on the review boards of the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Journal of Business Research and was measurement editor for JMR and professional publications editor for the American Marketing Association. He has taught in a variety of executive programs and consulted for several corporations as well as the Federal Trade Commission.
James H. Donnelly, Jr. has spent his academic career in the Gatton College of Business and Economics at the University of Kentucky. In 1990 he received the first Chancellor's Award for Outstanding Teaching given at the University. Previously, he had twice received the UK Alumni Association's Great Teacher Award, an award one can only be eligible to receive every 10 years. He has also received two Outstanding Teacher awards from Beta Gamma Sigma, national business honorary. In 1992 he received an Acorn Award recognizing “those who shape the future” from the Kentucky Advocates for Higher Education. In 2001 and 2002 he was selected as “Best University of Kentucky Professor.” In 1995 he became one of six charter members elected to the American Bankers Association's Bank Marketing Hall of Fame. He has also received a “Distinguished Doctoral Graduate Award” from the University of Maryland.
During his career he has published in the Journal of Marketing Research, Journal of Marketing, Journal of Retailing, Administrative Science Quarterly, Academy of Management Journal, Journal of Applied Psychology, Personnel Psychology, Journal of Business Research, and Operations Research among others. He has served on the editorial review board of the Journal of Marketing. He is the author of more than a dozen books, which include widely adopted academic texts as well as professional books.
Professor Donnelly is very active in the banking industry where he has served on the board of directors of the Institute of Certified Bankers and the ABA's Marketing Network. He has also served as academic dean of the ABA's School of Bank Marketing and Management.
目录信息
PART A INTRODUCTION
Chapter 1 Strategic Planning and the Marketing Management Process
PART B MARKETING INFORMATION, RESEARCH, AND UNDERSTANDING THE TARGET MARKET
Chapter 2 Marketing Research: Process and Systems for Decision Making
Chapter 3 Consumer Behavior
Chapter 4 Business, Government, and Institutional Buying
Chapter 5 Market Segmentation
PART C THE MARKETING MIX
Chapter 6 Product and Brand Strategy
Chapter 7 New Product Planning and Development
Chapter 8 Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing
Chapter 9 Personal Selling, Relationship Building, and Sales Management
Chapter 10 Distribution Strategy
Chapter 11 Pricing Strategy
PART D MARKETING IN SPECIAL FIELDS
Chapter 12 The Marketing of Services
Chapter 13 Global Marketing
SECTION II ANALYZING MARKETING PROBLEMS AND CASES
SECTION III FINANCIAL ANALYSIS FOR MARKETING DECISIONS
SECTION IV DEVELOPING MARKETING PLANS
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翻阅《Preface to Marketing Management》的过程，与其说是在学习，不如说是一种对管理思维的再校准。这本书最让我感到惊喜的是，它没有将“管理”与“执行”割裂开来。作者花了相当篇幅来讨论组织结构、跨部门协作在营销成功中的关键作用，这通常是在专门的管理学著作中才会深入探讨的议题，但在这里被巧妙地整合进营销的流程中。这种跨学科的视角，极大地拓宽了我的视野，让我意识到，一个成功的营销活动，背后往往需要整个组织流程的支撑与配合。行文风格上，它非常克制，没有过度使用耸动的语言或夸张的口号，一切都建立在严谨的商业逻辑之上，这反而赋予了它一种经得起时间考验的权威感。当然，也正因为这种稳健，导致它在阐述创新管理和颠覆性商业模式（Disruptive Business Models）时，篇幅相对有限，更像是将它们作为现有框架的补充而非核心驱动力来讨论。对于渴望了解如何**系统化**地管理营销职能的专业人士，这本书绝对是案头必备的工具书，它教你如何建立一套可持续运行的高效体系。
评分作为一名资深的市场从业者，我抱着审视的态度打开了《Preface to Marketing Management》，主要想看看它能否提供一些能即刻在工作中派上用场的“工具箱”。这本书的价值并不在于提供最新的“黑科技”，而在于它对营销核心逻辑的回归和强调。让我印象深刻的是它对营销组合（4Ps/4Cs）的阐述，它没有停留在简单的定义上，而是深入探讨了它们之间相互影响、动态平衡的复杂关系。作者对“价值创造与传递”这一核心概念的解读，尤其深刻，它提醒我们，营销的本质始终是围绕客户价值展开的，技术和渠道的变迁只是实现这一目标的手段。在阅读过程中，我不得不承认，这本书成功地让我慢了下来，重新审视自己日常工作中的一些“想当然”的假设。它就像一面镜子，照出了我在追求快速见效的战术层面操作中，可能忽略了战略层面的基础稳固性。如果说有什么不足，那就是对于如何在高度不确定的商业环境中进行“敏捷营销”的实践案例分享略显不足，更多是基于相对稳定的市场假设进行推演，这或许是其“Preface”（前言/基础）定位的必然限制。
评分这本书的学术深度和广度令人称赞，尤其是在理论框架的构建上，展现了作者深厚的学术功底。我特别欣赏作者在章节间的过渡处理，它们并非是生硬的堆砌，而是逻辑链条环环相扣，使得整个营销管理体系的构建过程流畅自然，如同观看一部精心编排的纪录片。从宏观的社会文化环境分析到微观的个体购买决策过程，作者总能找到一个恰当的视角来衔接，这对于构建完整的知识体系至关重要。书中对风险评估和决策树在营销规划中的应用讲解得非常细致，这对于那些需要进行大型项目或新产品发布的管理者来说，是非常实用的理论支撑。不过，从读者的角度来看，如果能在一些关键概念的解释后，增加一些“思考题”或者“辩论点”，可能会进一步激发读者的批判性思维。目前的结构虽然严谨，但偏向于单向的知识传递，如果能增加互动性，会让学习过程更加活泼。总体而言，这是一本非常扎实的参考书，适合需要深入理解营销管理哲学而非仅仅学习操作技巧的读者。
评分这部新出的管理学教材，名为《Preface to Marketing Management》，听起来就让人对它充满期待。我最近刚翻阅完这本书，整体感觉它在营销管理的基础概念阐述上做得相当扎实。作者似乎非常注重理论的系统性和逻辑性，从市场环境分析到营销策略制定，再到实施与控制，每一个环节都梳理得井井有条。特别是对于市场细分、目标市场选择这些核心环节的探讨，书中给出了不少经典的框架和模型，这些内容对于初入营销领域的新手来说，无疑是一份非常宝贵的入门指南。我尤其欣赏它在理论引入时，会辅以一些经典案例的简要分析，虽然只是点到为止，但足以帮助读者理解抽象概念在实际商业世界中的应用场景。不过，话说回来，如果期待它提供一些前沿的、颠覆性的营销思维，这本书可能稍显传统。它更像是一部教科书，旨在建立牢不可破的理论基石，而不是激进的创新指南。对于那些希望系统性学习营销“正道”的人来说，这本书的深度和广度是令人满意的，但对于希望看到更多关于社交媒体互动、人工智能驱动的个性化营销等热门话题的深入讨论，可能会略感不足。总的来说，这是一本值得推荐的、结构严谨的入门读物，为后续更深入的研究打下了坚实的基础。
评分这本书的装帧和排版设计给我留下了深刻的印象，它透露出一种沉稳且专业的学术气息，阅读体验相当不错。纸张的质感很好，即便是长时间翻阅，也不会让人感到眼睛疲劳。我注意到作者在解释复杂的营销理论时，倾向于使用非常清晰、不带过多修饰的语言，这使得即便是那些初次接触管理学词汇的读者，也能迅速抓住重点。例如，在阐述波特五力模型时，书中的图示和文字描述相互印证，构建了一个非常直观的理解路径，这比那些充斥着晦涩术语的读物要友好得多。然而，我个人有一个小小的遗憾，那就是在某些章节，特别是关于消费者行为学的部分，作者似乎过于依赖经典的、可能略显陈旧的研究成果，对于近年来随着媒介环境巨变而产生的行为模式演变，讨论略显保守。我期待看到更多关于“数字原住民”的决策机制分析，或者更细致地探讨注意力经济下的消费者心智模型。尽管如此，这本书的优点依然是压倒性的——它成功地将一门看似枯燥的学科，通过清晰的结构和严谨的论述，变得易于理解和消化。它就像是一位耐心的导师，循循善诱，而非高高在上地布道。
评分居然是第一个发言的人，添了图片，内容，作者简介，还有目录。 优点：简单易读，薄，200/300pages,是几家MBA在marketing mgt 方面的指定用书。缺点：还是简单易读，很是high level, 可以作为mkt mgt的第一本书。要是还向寻求更多，可以参考这本书每个章节后面推荐的书目。
评分居然是第一个发言的人，添了图片，内容，作者简介，还有目录。 优点：简单易读，薄，200/300pages,是几家MBA在marketing mgt 方面的指定用书。缺点：还是简单易读，很是high level, 可以作为mkt mgt的第一本书。要是还向寻求更多，可以参考这本书每个章节后面推荐的书目。
评分居然是第一个发言的人，添了图片，内容，作者简介，还有目录。 优点：简单易读，薄，200/300pages,是几家MBA在marketing mgt 方面的指定用书。缺点：还是简单易读，很是high level, 可以作为mkt mgt的第一本书。要是还向寻求更多，可以参考这本书每个章节后面推荐的书目。
评分居然是第一个发言的人，添了图片，内容，作者简介，还有目录。 优点：简单易读，薄，200/300pages,是几家MBA在marketing mgt 方面的指定用书。缺点：还是简单易读，很是high level, 可以作为mkt mgt的第一本书。要是还向寻求更多，可以参考这本书每个章节后面推荐的书目。
评分居然是第一个发言的人，添了图片，内容，作者简介，还有目录。 优点：简单易读，薄，200/300pages,是几家MBA在marketing mgt 方面的指定用书。缺点：还是简单易读，很是high level, 可以作为mkt mgt的第一本书。要是还向寻求更多，可以参考这本书每个章节后面推荐的书目。
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