营销管理
Marketing management
Philip Kotler · 初版 1967 年
6人推荐
9位读者提及
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Marketing Management 综合运用管理导向、分析方法、跨学科视角、普适应用以及平衡的内容覆盖，使其在市面上所有营销管理教材中脱颖而出。第16版在广度、深度和实用性上均无可匹敌，其内容结构更加精简，不仅更新了资料，还增添了反映最新市场动态的鲜活案例。读完这本里程碑式的著作，你将掌握在全新的市场环境中取得成功所需的知识与工具。
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科特勒的《营销管理》（Marketing Management）依然是营销实践领域最权威的教科书。很多人——包括 HN 上的某些人——都错误地把营销等同于单纯的广告，或者更宽泛地说，营销传播。但事实上……
Kotler's "Marketing Management" remains the most definitive text on the practice of marketing. Many people - including some on HN - mistakenly equate marketing with only advertising or, more broadly, marketing communications. In truth…
……2. 非常深入、科学的入门书，带有海量延伸资料链接（搞笑的是，科特勒本人并不是营销学家，但这书是我这辈子见过最全面的营销资源了）。菲利普·科特勒和凯文·莱恩·凯勒合著的《营销管理》（Marketing Management）。3. 对显而易见的事物给出了非常有趣的新视角。《创新者的窘境》（The Innovator’s Dilemma: The Revolutionary Book that Will Change the Way You Do Business）。4. 还没读过，但是……
…2. Very deep scientific introduction, with huge number of links to additional sources (humor, that Kotler is not marketologist, but book is most complete resource on marketing, I've seen in my life). Marketing Management, by Philip Kotler and Kevin Lane Keller. 3. Very interest new view on obvious things. The Innovator’s Dilemma: The Revolutionary Book that Will Change the Way You Do Business. 4. Have not read, but…
荐书：菲利普·科特勒的《营销管理》（Marketing Management）。读起来既通俗又深刻。虽然篇幅很长但绝对值。它让我眼中的营销从故弄玄虚的“障眼法”，变成了一个系统化、有趣、富有创造力的分析过程。
Book recommendation: Philip Kotler, Marketing Management. It's both easy and deep reading. Long but worth it. It changed marketing for me from smoke and mirrors to a systematic, fun, creative analytical process.
你大概见过它们：菲利普·科特勒的《营销管理》（Marketing Management）和《市场营销原理》（Marketing Principles）。它们是很不错的入门起点。
You probably saw them: Marketing Management and Marketing Principles by Philip Kotler. They are a good starting point.
菲利普·科特勒的《营销管理》（Marketing Management）是标杆级参考书。至于其他的，就看你需要什么了，因为它们都非常专注在单一领域；比如会计/财务方向：查尔斯·霍恩格伦的《成本会计》（Cost Accounting），或者……
Marketing Management by Philip Kotler is the reference. For the rest it depends on what you need since they are very focused on one domain but for instance for accounting/finance: Cost Accounting by Charles Horngren, or…
他引用了《战略营销管理》（Strategic Marketing Management），虽然有点学术，但确实是本好书。那本书里还有一句让我铭记至今的名言：“营销不是去推销产品，而是去弄清楚该卖什么产品”。
He quotes Strategic Marketing Management, which is a great book if a bit academic. Another great quote I always remember from that book: "Marketing is not about selling a product, but about figuring out what product to sell"