《营销管理》（第13版·中国版）由菲利普·科特勒、凯文·莱恩·凯勒、卢泰宏三位教授合著。原著英文书名：Marketing Management in China，原著中有“This book is adapted from the latest MARKETING MANAGEMENT 13^th EDITION and it views China’s major marketing opportunities and challenges from a local and global perspective”，故书名可表述为“《营销管理》（中国版）——改编自第13版”，《营销管理》（第13版·中国版）为简洁表述。《营销管理》（第13版）翻译版由上海人民出版社出版。

为避免混淆，请读者根据不同定位选择。以下提供两本书的简明目录供参考。

1） Brief Contents for Marketing Management in China

《营销管理》（第13版·中国版）简明目录
Part I: Recognizing the Bases for Marketing Management

Chapter 1: Understanding Marketing for the 21st Century

Chapter 2: Examining the Infrastructure for Marketing Management

Part II: Assessing Market Orientation and Customer Value

Chapter 3: Scanning the Marketing Environment and Capturing Markets

Chapter 4: Creating Customer Value and Customer Relationship

Chapter 5: Analyzing Consumer Markets

Chapter 6: Analyzing Business Markets

Part III: Choosing Value

Chapter 7: Identifying Market Segments and Targets

Chapter 8: Creating Positioning and Dealing with Competition

Chapter 9: Building Brand Equity

Part IV: Offering Value

Chapter 10: Setting Product Strategy

Chapter 11: Designing and Managing Services

Chapter 12: Developing Pricing Strategies and Programs

Part V: Delivering Value

Chapter 13: Designing and Managing Integrated Marketing Channels

Chapter 14: Managing Retailing, Wholesaling, and Logistics

Part VI: Communicating Value

Chapter 15: Designing and Managing Integrated Marketing Communications

Chapter 16: Managing Mass Communications: Advertising, Sales Promotions, Events and

 Experiences, and Public Relations

Chapter 17: Managing Personal Communications: Direct and Interactive Marketing,

Word-of-Mouth, and Personal Selling

Part VII: Creating Lasting Growth and Value

Chapter 18: Managing Transformation Marketing

Chapter 19: Managing Marketing in the New World

2） Brief Contents for Marketing Management， 13^th Edition

《营销管理》（第13版）简明目录

Part I: Understanding Marketing Management

Chapter 1: Defining Marketing for the 21st Century

Chapter 2: Developing Marketing Strategies and Plans

Part II: Capturing Marketing Insights

Chapter 3: Gathering Information and Scanning the Environment
Chapter 4: Conducting Marketing Research and Forecasting Demand

Part III: Connecting with Customers

Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
Chapter 6: Analyzing Consumer Markets
Chapter 7: Analyzing Business Markets
Chapter 8: Identifying Market Segments and Targets

Part IV: Building Strong Brands

Chapter 9: Creating Brand Equity
Chapter 10: Crafting the Brand Positioning
Chapter 11: Dealing with Competition

Part V: Shaping the Market Offerings

Chapter 12: Setting Product Strategy
Chapter 13: Designing and Managing Services
Chapter 14: Developing Pricing Strategies and Programs

Part VI: Delivering Value

Chapter 15: Designing and Managing Integrated Marketing Channels
Chapter 16: Managing Retailing, Wholesaling, and Logistics

Part VII: Communicating Value

Chapter 17: Designing and Managing Integrated Marketing Communications
Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events and

Experiences, and Public Relations
Chapter 19: Managing Personal Communications: Direct and Interactive Marketing,

Word of Mouth, and Personal Selling

Part VIII: Creating Successful Long-Term Growth

Chapter 20: Introducing New Market Offerings
Chapter 21: Tapping into Global Markets
Chapter 22: Managing a Holistic Marketing Organization

中国人民大学出版社工商管理出版分社

2009年6月