marketing 18/e - hwatai.com.t · ch 7 consumer buying behavior ch 8 business markets and buying...

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ContentsPART I: MARKETING STRATEGY

AND CUSTOMER RELATIONSHIPS

Ch 1 An Overview of Strategic Marketing

Ch 2 Planning, Implementing, and Evaluating Marketing Strategies

PART II: ENVIRONMENTAL FORCES AND SOCIAL AND ETHICAL RESPONSIBILITIES

Ch 3 The Marketing EnvironmentCh 4 Social Responsibility and

Ethics in MarketingPART III: MARKETING RESEARCH

AND TARGET MARKET ANALYSIS

Ch 5 Marketing Research and Information Systems

Ch 6 Target Markets: Segmentation and Evaluation

PART IV: BUYING BEHAVIOR, GLOBAL MARKETING, AND DIGITAL MARKETING

Ch 7 Consumer Buying Behavior

Ch 8 Business Markets and Buying Behavior

Ch 9 Reaching Global MarketsCh 10 Digital Marketing and Social

NetworkingPART V: PRODUCT DECISIONSCh 11 Product Concepts,

Branding, and PackagingCh 12 Developing and Managing

ProductsCh 13 Services MarketingPART VI: DISTRIBUTION DECISIONSCh 14 Marketing Channels and

Supply-Chain ManagementCh 15 Retailing, Direct Marketing,

and WholesalingPART VII: PROMOTION DECISIONSCh 16 Integrated Marketing

CommunicationsCh 17 Advertising and Public

RelationsCh 18 Personal Selling and Sales

PromotionPART VIII: PRICING DECISIONSCh 19 Pricing ConceptsCh 20 Setting Prices

作者：William M. Pride, Texas A&M University O. C. Ferrell, University of New Mexico

適用課程：行銷學

年份：2016　規格：687頁 /彩色 /平裝　定價：1360元

ISBN-13：9781285858340　ISBN-10：1285858344

教學配件：教學資源光碟（PowerPoint /教師手冊 /

題庫 / Cognero）

MARKETING 18/e

NEW

PART I: INTRODUCTION TO MARKETING MANAGEMENT

Ch 1 Scope of Marketing for the New Realities

Ch 2 Marketing Strategies and Plans

Ch 3 Marketing Research and Analysis PART II: CONNECTING WITH

CUSTOMERSCh 4 Building Long-Term

Customer Relationships Ch 5 Buying Dynamics of

Consumer and Business PART III: STRATEGIC BRAND

MANAGEMENTCh 6 Target Marketing Ch 7 Competitive and Effective

Brand PositioningCh 8 Branding and Core Growth PART IV: VALUE CREATIONCh 9 Product Mix and New

Offerings Ch 10 Analyzing and Marketing

Services Ch 11 Concepts and Tools for

Strategic Pricing

PART V: VALUE DELIVERYCh 12 Developing and Managing

Strategic and Integrated Marketing Channels

Ch 13 Managing Retailing, Wholesaling, and Logistics

PART VI: VALUE COMMUNICATIONCh 14 Designing and Managing

Integrated Marketing Communications

Ch 15 Managing Mass Communications: Advertising, Sales Promotion, Events and Experiences, and Public Relations

Ch 16 Managing Digital Communications: Online, Social Media, and Mobile

Ch 17 Managing Personal Communications: Direct

and Database Marketing and Personal SellingPART VII: MANAGING THE

MARKETING ORGANIZATION FOR LONG-TERM SUCCESS

Ch 18 Responsible Marketing in a Global Environment

作者：Philip Kotler, Northwestern University Kevin Lane Keller, Dartmouth College

適用課程：行銷管理

年份：2016　規格：344頁 /雙色 /平裝　定價：1250元

ISBN-13：9781292093147　ISBN-10：1292093145


題庫）

A FRAMEWORK FOR MARKETING MANAGEMENT 6/e

Contents

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作者：Gary Armstrong, University of North Carolina Philip Kotler, Northwestern University

適用課程：行銷學

年份：2017　規格：672頁 /彩色 /平裝　

ISBN-13：9781292146508　ISBN-10：1292146508


題庫）

ContentsPART I: DEFINING MARKETING

AND THE MARKETING PROCESS

Ch 1 Marketing Creating Customer Value and Engagement

Ch 2 Company and Marketing Strategy Partnering to Build Customer Engagement, Value, and Relationships

PART II: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE

Ch 3 Analyzing the Marketing Environment

Ch 4 Managing Marketing Information to Gain Customer Insights

Ch 5 Understanding Consumer and Business Buyer Behavior

PART III: DESIGNING A CUSTOMER VALUE-DRIVEN MARKETING STRATEGY AND MIX

Ch 6 Customer Value-Driven Marketing Strategy Creating Value for Target Customers

Ch 7 Product, Services, and Brands Building Customer Value

Ch 8 Developing New Products and Managing the Product Life Cycle

Ch 9 Pricing Understanding and Capturing Customer Value

Ch 10 Marketing Channels Delivering Customer Value

Ch 11 Retailing and WholesalingCh 12 Engaging Customers and

Communicating Customer Value Advertising and Public Relations

Ch 13 Personal Selling and Sales Promotion

Ch 14 Direct, Online, Social Media, and Mobile Marketing

PART IV: EXTENDING MARKETINGCh 15 The Global MarketplaceCh 16 Sustainable Marketing

Social Responsibility and Ethics

MARKETINGAn Introduction 13/e

NEW

2016華泰文化圖書目錄 www.hwatai.com.tw

Features1. Coverage of major emerging topics: include Big Data, the Digital Self,

gamification, and contextual influences on decision-making such as priming and nudging.

2. Global focus looks at consumers around the world whose diverse experiences with buying, having, and being are increasingly crucial to understand.

3. A totally restructured Table of Contents organizes material into four sections:- Section One introduces the field of consumer behavior and the issues

related to well-being.- Section Two dives deeper into micro influences such as perception and

learning.- Section Three examines how consumers make decisions toward products

and services.- Section Four shows how macro variables such as group dynamics,

culture, and communications platforms like social media influence decisions.

ContentsCh 1 Buying, Having, and Being:

An Introduction to Consumer Behavior

Ch 2 Consumer and Social Well-Being

Ch 3 PerceptionCh 4 Learning and MemoryCh 5 Motivation and AffectCh 6 The Self: Mind, Gender, and

Body

Ch 7 Personality, Lifestyles, and Values

Ch 8 Attitudes and Persuasive Communications

Ch 9 Decision MakingCh 10 Buying, Using, and DisposingCh 11 Groups and Social MediaCh 12 Income and Social ClassCh 13 SubculturesCh 14 Culture

CONSUMER BEHAVIORBuying, Having, and Being 12/e

作者：Michael R. Solomon, Saint Josephs University

適用課程：消費者行為

年份：2017　規格：624頁 /彩色 /平裝　

ISBN-13：9780134129938　ISBN-10：0134129938


題庫）

NEW

MARKETINGAn Introduction 13/e

Gary ArmstrongPhilip Kotler

CONSUMER BEHAVIORBuying, Having, and Being 12/e

Michael R. Solomon

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作者：Robert W. Lucas, Robert W. Lucas Enterprises

適用課程：顧客服務

年份：2015　規格：436頁 /彩色 /平裝　定價：1220元

ISBN-13：9781259252945　ISBN-10：1259252949


題庫）

C ustomer Service: Skills for Success 6e addresses real-world customer service issues and provides a variety of updated resources, activities,

examples and tips from the author and active professionals in the industry to gain and hold readers’ interest while providing insights into the concepts and skills related to customer service.

The text begins with a macro view of what customer service involves today and provides projections for the future then focuses on specific skills and related topics.

ContentsPART I: THE PROFESSIONCh 1 The Customer Service

ProfessionCh 2 Contributing to the Service

CulturePART II: SKILLS FOR SUCCESSCh 3 Verbal Communication

SkillsCh 4 Nonverbal Communication

SkillsCh 5 Listening SkillsPART III: BUILDING AND

MAINTAINING RELATIONSHIPS

Ch 6 Customer Service and Behavior

Ch 7 Service Breakdowns and Service Recovery

Ch 8 Customer Service in a Diverse World

Ch 9 Customer Service via Technology

Ch 10 Encouraging Customer Loyalty

CUSTOMER SERVICESkills for Success 6/e

廣告學十版Advertising and IMC: Principles and Practice 10/e

本書特色

一、全方位的「整合行銷傳播」思維：此書以此思維撰寫，幫助讀者從閱讀中培養全方位的「整合行銷傳播」觀念。

二、全新的「得獎廣告案例」：每章開頭都完整呈現了一個「得獎廣告案例」，幫助讀者快速瞭解各章原理與重點。

三、最新的「數位、互動、體驗與行動」實例：讀者可從本教科書中，學到歐美先進國家的最新數位廣告與行銷新知。

適用課程：廣告學

年份：2016　規格：443頁 /雙色 /平裝　定價：720元

ISBN-13：9789576099915　ISBN-10：9576099915

教學配件：PowerPoint

目錄第一篇原理篇

第 1 章廣告概論第 2 章品牌行銷傳播第 3 章品牌行銷傳播與社會責任

第二篇品牌與消費者篇

第 4 章品牌行銷傳播如何創造效果

第 5 章區隔與鎖定目標消費者第 6 章策略性研究第 7 章企劃與策略

第三篇創意與設計篇

第 8 章大創意第 9 章文案寫作

第10章視覺傳播

第四篇媒體篇

第11章媒體總論與平面媒體第12章電子媒體第13章自有媒體與賺得媒體第14章媒體企劃與購買

第五篇統整篇

第15章公共關係第16章直效行銷第17章促銷第18章整合行銷傳播與特殊廣告

第19章效果評估

編譯：陳尚永輔仁大學廣告傳播學系暨大眾傳播學研究所副教授

作者：Sandra Moriarty & Nancy Mitchell & William Wells

NEW

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CONTEMPORARY ADVERTISINGand Integrated Marketing Communications 15/e

新產品管理十一版 New Products Management 11/e

本書特色

一、強調新產品管理的三個重要基礎概念：「新產品流程」、「產品創新章程」和「產品策略組合」。藉由這三項策略性的分析

方法與管理工具的運用，企業可以更有效地管理新產品的開發

與行銷。

二、新版增加、更新許多新產品管理實務與觀念，例如連續創新者、開放式創新、使用者工具包、社群媒體、群眾外包、聯合分析、

概念測試、新興市場產品開發、永續性設計等。同時也增加了

許多新個案，提供課堂上個案研討之用。

目錄

適用課程：產品管理

年份：2016　規格：498頁 /單色 /平裝　定價：680元

ISBN-13：9789863412250　ISBN-10：9863412252


第一篇概述和機會的辨認／

選擇

第 1 章產品開發的策略元素第 2 章新產品流程第 3 章機會的辨認和選擇：新產品的策略規劃

第二篇概念的產生

第 4 章創造力和產品概念第 5 章發現和解決顧客的問題第 6 章屬性分析法：導論和知覺圖的描繪

第 7 章屬性分析法：取捨分析和質化技術

第三篇概念／專案評估

第 8 章概念評估系統第 9 章概念測試第10章全面性篩選第11章銷售預測和財務分析第12章產品協定第13章設計

第四篇開發

第14章開發團隊的管理第15章產品使用測試

第五篇上市

第16章策略性上市規劃第17章策略計劃的執行第18章市場測試第19章上市管理

譯者：黃延聰東海大學企業管理學系副教授作者：C. Merle Crawford & C. Anthony Di

Benedetto

ContentsPART I: WHAT ARE ADVERTISING

AND INTEGRATED MARKETING COMMUNICATIONS?

Ch 1 Advertising and IMC Today Ch 2 The Big Picture. The

Evolution of Advertising and IMC

Ch 3 The Big Picture. Economic and Regulatory Aspects

Ch 4 The Scope of Advertising. From Local to Global

PART II: PLANNING THE CAMPAIGNCh 5 Marketing and Consumer

Behavior. The Foundations of Advertising

Ch 6 Market Segmentation and the Marketing Mix. Determinants of Campaign Strategy

Ch 7 Research. Gathering Information for IMC Planning

Ch 8 Marketing and IMC Planning Ch 9 Planning Media Strategy.

Disseminating the Message

Ch10 Creative Strategy and the Creative Process

PART III: EXECUTING AND EVALUATING THE CAMPAIGN

Ch11 Creative Execution. Art and Copy

Ch12 Print, Electronic, and Digital Media Production

Ch13 Using Print Media Ch14 Using Electronic Media.

Television and Radio Ch15 Using Digital Interactive

Media Ch16 Social MediaCh17 Using Out-of-Home,

Exhibitive, and Supplementary Media

Ch18 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Ch19 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

作者：William F. Arens, Stratimark Consulting Michael F. Weigold, University of Florida-Gainesville Christian Arens, Catalyst: SF

適用課程：廣告學

年份：2017　規格：752頁 /彩色 /平裝　

ISBN-13：9781259921261　ISBN-10：1259921263


題庫 / Video）


NEW

NEW

38

產品設計與開發六版Product Design and Development 6/e

適用課程：新產品設計與管理、新產品設計與開發

年份：2016　規格：單色 /精裝　


第 1 章序論第 2 章開發程序和組織第 3 章確認機會第 4 章產品企劃第 5 章確認顧客需求第 6 章產品規格第 7 章概念產生第 8 章概念選擇第 9 章概念測試第10章產品結構

第11章工業設計第12章考量環境的設計第13章考量製造的設計第14章製作原型第15章穩健設計第16章專利與智慧財產權第17章服務的設計第18章產品開發經濟學第19章專案管理

編譯：張書文東海大學工業工程與經營資訊學系副教授

作者：Karl T. Ulrich & Steven D. Eppinger

NEW

ContentsPART I: AN OVERVIEWCh 1 The Scope and Challenge of

International MarketingCh 2 The Dynamic Environment of

International TradePART II: THE CULTURAL

ENVIRONMENT OF GLOBAL MARKETS

Ch 3 History and Geography: The Foundations of Culture

Ch 4 Cultural Dynamics in Assessing Global Markets

Ch 5 Culture, Management Style, and Business Systems

Ch 6 The Political Environment: A Critical Concern

Ch 7 The International Legal Environment: Playing by the Rules

PART III: ASSESSING GLOBAL MARKET OPPORTUNITIES

Ch 8 Developing a Global Vision through Marketing Research

Ch 9 Economic Development and the Americas

Ch 10 Europe, Africa, and the Middle East

Ch 11 The Asia Pacific Region

PART IV: DEVELOPING GLOBAL MARKETING STRATEGIES

Ch 12 Global Marketing Management: Planning and Organization

Ch 13 Products and Services for Consumers

Ch 14 Products and Services for Businesses

Ch 15 International Marketing Channels

Ch 16 Integrated Marketing Communications and International Advertising

Ch 17 Personal Selling and Sales Management

Ch 18 Pricing for International Markets

PART V: IMPLEMENTING GLOBAL MARKETING STRATEGIES

Ch 19 Inventive Negotiating with International Customers, Partners, and Regulators

PART VI: SUPPLEMENTARY MATERIAL

The Country Notebook—A Guide for Developing a Marketing PlanCases

INTERNATIONAL MARKETING 17/e

作者：Philip R. Cateora, University of Colorado Mary C. Gilly, University of California, Irvine John L. Graham, University of California, Irvine R. Bruce Money, Brigham Young University

適用課程：國際行銷管理

年份：2016　規格：662頁 /彩色 /平裝　定價：1340元

ISBN-13：9781259253065　ISBN-10：1259253066


題庫）

本書是將行銷、設計和製造的觀點融合成產品開發的方法論，

藉此培養各領域學生具備評價「產業實務世界，以及產品

開發團隊各種成員既複雜又基本的角色」之能力。對於產業界人

士，更提供一套能夠立即應用於開發專案的產品開發方法。此外，

本書運用多元化的產業實例或個案研究來說明每一種方法，以凸

顯這些方法在各種產品開發上的應用。

目錄

NEW

39

適用課程：零售管理

年份：2015　規格：472頁 /單色 /平裝　定價：720元

ISBN-13：9789863411918　ISBN-10：9863411914


適用課程：行銷通路

年份：2016　規格：雙色 /平裝　


零售管理九版Retailing Management 9/e

行銷通路策略八版Marketing Channel Strategy 8/e

第一篇零售概論

第 1 章零售概論第 2 章零售商型態第 3 章多重通路零售

第二篇零售策略

第 4 章零售市場策略第 5 章財務策略第 6 章零售立地第 7 章零售位址第 8 章人力資源管理第 9 章資訊系統與供應鏈管理

第10章顧客關係管理

第三篇商品管理

第11章管理商品規劃流程第12章商品採購第13章零售訂價第14章零售溝通組合

第四篇商店管理

第15章管理商店第16章商店布置、設計與商品視覺傳達

第一篇介紹

第 1 章了解行銷通路

第二篇設計通路策略

第 2 章終端使用者分析：區隔與鎖定

第 3 章通路分析：稽核行銷通路

第 4 章自製或外購通路分析第 5 章通路結構與策略之設計

第三篇通路結構與策略

第 6 章零售結構與策略

第 7 章批發結構與策略第 8 章加盟結構與策略第 9 章新興通路結構與策略

第四篇執行通路策略

第10章通路權力管理第11章通路衝突管理第12章通路關係管理第13章通路政策與法規管理第14章物流管理

編譯：許英傑高雄第一科技大學行銷與流通管理系所教授

　　　黃慧玲長榮大學企業管理學系副教授作者：Michael Levy & Barton A. Weitz & Dhruv

Grewal

編譯：蕭仁傑中興大學行銷學系副教授作者：Robert W. Palmatier & Louis W. Stern &

Adel I. El-Ansary

零售業已經是高科技且全球化成長的產業了，像是沃爾瑪、

Home Depot、亞馬遜、星巴克與 Kroger等企業，在全球不只令人佩服，且走在時代的尖端。此產業發展對零售業或支撐零售業

的企業如 IBM、寶鹼 (P&G)、Google有興趣的學生，提供了許多挑戰與機會。

　　本版強調五個重要的發展：(1)大數據應用與決策分析方法；(2)社群媒體、智慧型手機應用促進顧客溝通與購物體驗；(3)運用行動通路的議題並提供給顧客多重通路的無縫體驗；(4)肩負企業社會責任，在企業決策時將社會責任納入考量；(5)全球化對零售產業的影響。

目錄

本書延續第七版的綜觀思維，由華盛頓大學 Foster商學院行銷學教授 Robert W. Palmatier和西北大學 Kellogg商學院 Louis

Stern教授領軍，在全球的視野下，從行銷出發，介紹通路設計、發展、營運、關係與衝突管理等策略性議題，詳細說明現代企業如

何在快速變化的經濟、社會、科技、人文環境下，建立強勢通路，

成為企業發展最堅實的後勤系統。

目錄

NEW


marketing 18/e - hwatai.com.t · ch 7 consumer buying behavior ch 8 business markets and buying...

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