his text deals with the problems of communicating in an overcommunicated society. It shows how to position a company within the mind of the prospective buyer/customer and how to stay there.

这是一本讲述社会化媒体营销的书。今天，社会化媒体营销和移动互联网的势头已经是锐不可当的了，而这两者正正是最需要创意才能跟顾客，跟大众建立关系，创造利润的。假如国内的企业还是以不规范的手段来做营销行为，那么我们的营销水平一定会更加低落。本书作者一直以提升国内营销素质和营销人员的水平作为使命，经常穿梭于世界各地，本书正是作者工作经验的结晶，在书中，作者列举了大量国内外的成功（失败）案例，以帮助读者理解社会化媒体营销的威力，做到能“四两拨千斤”，投入有限的资源，创造最大的利润。

In Seth Godin's most inspiring book, he challenges readers to find the courage to treat their work as a form of art Everyone knows that Icarus's father made him wings and told him not to fly too close to the sun; he ignored the warning and plunged to his doom. The lesson: Play it safe. Listen to the experts. It was the perfect propaganda for the industrial economy. What boss wouldn't want employees to believe that obedience and conformity are the keys to success? But we tend to forget that Icarus was also warned not to fly too low, because seawater would ruin the lift in his wings. Flying too low is even more dangerous than flying too high, because it feels deceptively safe. The safety zone has moved. Conformity no longer leads to comfort. But the good news is that creativity is scarce and more valuable than ever. So is choosing to do something unpredictable and brave: Make art. Being an artist isn't a genetic disposition or a specific talent. It's an attitude we can all adopt. It's a hunger to seize new ground, make connections, and work without a map. If you do those things you're an artist, no matter what it says on your business card. Godin shows us how it's possible and convinces us why it's essential.

For undergraduate and graduate courses in marketing management. Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice. This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. The world of marketing is changing everyday and in order for students to have a competitive edge, they need a textbook that reflects the best of today's marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice. Remaining true to its gold-standard status, the fourteenth edition includes an overhaul of new material and updated information, and now is available with mymarketinglab Pearson's online tutorial and assessment platform. MyLab或是Mastering系列是在线作业系统。Access Code Card是在线作业系统的访问码，是老师和学生课堂之外网络互动及交流的平台，个人是无法使用这个平台的。请读者注意您购买的这个ISBN是不带Access Code Card的。

《Marketing Management in China (营销管理中国版) 》是营销大师菲利浦•科特勒《营销售理》13版的中国版本。本书结合了国际视野与中国市场学习营销管理这一重要领域。本书内容、结构符合中国高速成长及发展的学习需要，实为21世纪关注中国营销学习不可或缺的专业图书。 Marketing Management in China brings the landmark work of marketing gurus Philip Kotler and Kevin Lane Keller to China. This edition, adapted by Professor Lu Tai Hong of Zhongshan University, takes a journey into a truly Chinese vista of marketing management. With content, language, and presentation shaped to the demands of the world s fastest burgeoning economy, this is one textbook that the Chinese marketing student of the new millennium cannot do without. Finding quality China-context cases that are current is challenging for most instructors. This adaptation provides hard-to-find and well-researched China cases that offer insights while covering a wide variety of contexts, spanning international companies operating in China to Chinese companies that are beginning to venture overseas. At the same time, the Kotler/Keller s MM 13e framework has been restructured to suit the way typical marketing management courses in China would teach this subject. Also, to suit the reading preference of Chinese readers, the text has been made more concise without losing the depths and insights the original Kotler/Keller MM 13e provides. As most Chinese are non-native speakers, the language used in the text is kept simple and easy-to-read. This text offers Chinese executives and students an opportunity to improve their grasp of the English language while developing their professional marketing skills killing one bird with two stones. New Features with Great Benefits and Advantages In this edition, you will find that we have: ¬Included a strong selection of the most current Chinese cases for your course ¬Restructured the framework of Kotler s Marketing Management 13e to suit the curricula found in most China s institutions ¬Made the content more concise to fit the reading preferences of China s audience ¬Provided you with good instructor s support for your course preparation and lesson planning 1) A Strong Selection of International and Chinese Cases. The cases have been carefully selected to give your students a comprehensive understanding of Marketing Management in China s context, with a focus on helping Chinese companies to internationalize their businesses overseas. 2) Restructured Text for Conciseness with In-depth Perspectives. From our research, most institutions in China would complete their course on Marketing Management within 4-6 months, with a focus on using case studies to develop students critical thinking and analysis skills. Based on this feedback, we have modified the Marketing Management text to suit the needs of most Chinese courses. 3) Easy to Read with Vibrant Presentations. Chinese students are non-native speakers of English. An English textbook with a simpler level of the language will help students understand and learn key concepts better. At the same time, this provides them an opportunity to improve their grasp of the language. ★亚马逊网络独家首发 ★一本经典的教科书 ★一部营销学领域的百科全书 ★一卷惠泽数亿人的巨著 ★“营销学之父”创造的“营销圣经”

工业社会在本质上是干燥的。机器轰鸣、热火朝天的工业化将社会关系中带有人情味的成分蒸发掉了，然后用各组实体组织将个体连接起来。而正在到来的互联网新经济时代在本质上是湿呼呼的。返璞归真回到人类文明的原点，让被工业社会、大众营销烤干的人情冷暖再重新湿润起来。彼此之间的认同喜欢将是未来“湿”营销的基础。 “湿”的东西是活的象征、生命的象征，鲜活生动的个性以社区、互联网进行分享、对话、合作和行动，形成改变商业规则的强大力量。本书的目的就是要探索这些规则，因为这将关系到目前的营销业和广告业何去何从。 目录 第一篇 碎片化经济 大众市场之后的圈子化世界 第一章 新型社会网络的崛起 第二章 集体兴奋——网络的财富 第三章 永恒的信息瀑 第二篇 消费者新思维 全球互联网市场的用户现状 第四章 选择的困惑 第五章 贵在参与 第六章 从提供选择到提供需要 第三篇 湿营销时代 真实人性的回归 第七章 网络式互利交换 第八章 返璞归真 第九章 身份即营销 第四篇 生财有道 湿营销时代的现状和未来 第十章 湿营销的存在基础——新的信任体系 第十一章 湿营销面临的新秩序 第十二章 走向未来