作者	An Introduction
出版社	华夏出版社
出版时间	2003-10-01

特色：
这是“现代营销学之父”菲利普·科特勒的经典之作。他深入浅出地介绍市场营销的理论与实践。这本*新的第六版补充了有关国际营销的*新案例。科特勒教授和阿姆斯特朗教授共同努力，使错综复杂的市场营销学变得非常实用、易学，并且妙趣横生。本书是*适合我国的MBA及经理人员的营销学教材。

本书是营销学中不可多得的一本英文版教材。内容从整体上分为4个部分，具体内容为：Part 1 UNDERSTANDING MIARKETING AND THE MARKETING PROCESS：1．Marketing in a Changing World：Creating Customer Value and Satisfaction；2．Strategic Planning and the Marketing Process。Part 2 ASSESSING OPPORTUNITIES IN A DYNAMIC MARKETING ENVIRONMENT：3．Marketing in the Internet Age；4．The Marketing Environment；5．Managing Marketing Information；6．Consumer And Business Buyer Behavior。Part 3 DEVELOPING MARKETING STRATEGY AND THE MARKETING MIX：7．Market Segmentation，Targeting，and Positioning for Competitive Advantage；8．Product and Services Strategy； 9．New-Product Development and Product Life-Cycle Strategies；10．Pricing Products： Pricing Considerations and Strategies；11．Marketing Channels and Supply Chain Management；12．Retailing and Wholesaling；13．Integrated Marketing Communications：Advertising，Sales Promotion，and Public Relations；14．Integrated Marketing Communications：Personal Selling and Direct Marketing。Part 4 EXTENDING MARKETING：15．The Global Marketplace；16．Marketing and Society：Social Responsibility and Marketing Ethics。Appendix 1 Marketing Arithmetic；Appendix 2 Careers in Marketing。Notes、Video Cases、Glossary、Credits、Indexes。