捧读厚达千页的《营销管理—分析、计划和控制》一书,竟会有一种全新的感觉:正在一块迷人乐土愉快旅行。作者菲力普·科特勒教授执教于美国西北大学,此书1967年完成后,旋即成为美国众多大学营销管理课程的首选教材,并被译成了十几种文字。我看到的版本是1990年上海人民出版社根据1987年该书第五版译出的,1994年第四次印刷本。美国的大学教材我国翻译了很多。如萨缪尔森的《经济学》、克雷奇等的《心理学纲要》、贺兰特·凯查杜里安的《人类性学基础》等,作为理论研究的结晶,这些书有一个共同的特点:界面设置令人目爽神清,就像你使用windows’95时的感觉一 Reading a thousand pages of “Marketing Management - Analysis, Planning and Control,” a book, there will be a whole new feeling: is a pleasant paradise travel happily. The author Professor Philip Kotler taught at Northwestern University, the book completed in 1967, immediately became the United States many university marketing management course of choice textbooks, and was translated into a dozen words. The version I saw was translated by People’s Publishing House of Shanghai in 1990 according to the fifth edition of the book in 1987, the fourth printed edition in 1994. American university textbooks translated a lot of our country. Such as Samuelson’s “Economics”, “Psychology Outline” such as Kletch, and “Humanity Basics” by Helanke Katruturian, etc., as the crystallization of theoretical research, these books have a Common characteristics: the interface settings make your eyes look, just like when you use the feeling of windows’95