Marketing is closely related to everyone. Whether it is marketing products, services, properties, people, places, events, information, ideas or organizations, it is often inseparable from marketing. Marketing Management has always enjoyed a high reputation among students, teachers and business people. The book constantly strives to keep pace with the times and update in time. Both students and teachers feel that they can acquire or impart knowledge directly through this book, and it is quite convenient to buy.

The success of marketing management in the market is mainly attributed to its perfection in depth, breadth and relevance, and it is these three aspects that constitute the fundamental characteristics of the best marketing teaching materials. Specifically, their basic meanings are as follows:

Depth: Does a book have a solid academic foundation? Does it cover important theoretical concepts, models and frameworks? Does it provide conceptual guidance for solving practical problems?

Breadth: Does a book cover all the important topics? Have these themes been properly emphasized?

Relevance: Can a book attract readers? Is this book interesting to read? Does it include many interesting examples?

Based on the advantages of previous editions, the fourteenth edition of Marketing Management is obviously different from other marketing management textbooks on the market at present, mainly in the following aspects:

Management orientation: This book focuses on the main decisions that marketing managers and senior managers face when trying to coordinate organizational goals, capabilities and market resources around market demand and opportunities.

Analysis method: This book provides readers with a conceptual tool and framework for analyzing standard problems, and expounds the important marketing principles, marketing strategies and marketing practices through case images.

Multidisciplinary perspective: This book integrates the research results from different disciplines-economics, behavioral science, management theory and mathematics, and the basic concepts and tools can be directly applied to the practice of marketing.

Universal Applicability: This book uses strategic thinking to explain all marketing objects such as products, services, people, places, information, creativity, good causes and festivals, covering consumer markets and organizational markets, profit-making organizations and non-profit organizations, domestic and foreign companies, large and medium-sized enterprises, manufacturing enterprises and intermediary enterprises (service organizations), traditional enterprises and high-tech enterprises.

Comprehensiveness and comprehensiveness: This book covers all the topics that experienced marketing managers need to know in implementing strategic marketing, strategic marketing and marketing management.

abstract:

McDonald's and the Lost Ring

As the official sponsor of the 2008 Beijing Olympic Games, McDonald's has taken various marketing activities. Noting that today's young people are tired of traditional media advertisements, McDonald's and its advertiser AKQA, together with well-known game designer Jane McGonigal, have developed a global and multilingual alternative reality game-The Lost Ring. This web-based game revolves around a virtual character Ariadne, an Olympic athlete with amnesia, who comes from a parallel universe in our world. In order to solve the mystery of the ancient Olympic Games in an online mission, gamers from all over the world unite. As a sponsor of this competition, McDonald's has kept a low profile. At the beginning of the game, 50 bloggers who participated in the game received a mysterious package on leap day on February 29th, 2008. The package contains an Olympic-themed poster from 1920, information of other game testers and a clue to TheLostRing*com. In the end, this competition, which ended at the same time as the Beijing Olympic Games on August 24th, 2008, attracted about 3 million players from 100 countries and regions. This game won the Best Topic Marketing Award in 2008 selected by Adweek magazine (2008 Buzz Award).

References:

Marketing Management (14 Edition) 2012 August Gezhi Publishing House

Translators: philip kotler, kevin lane keller, Wang Yonggui, Chen Rong, He Jiaxun, Xu Lan, Yu Hongyan and Zhang Hongxia.

Translation of Classic Business Administration Textbooks

Book number: 978-7-5432-2 144-4

Publication date: 2065438+August 2002

Pricing: 138 yuan