作者：J·保罗·彼得
页数：259
出版社：中国人民大学出版社
出版日期：2014
ISBN：9787300191683
电子书格式：pdf/epub/txt
内容简介
本书内容浅显、概括性强，正好适合作为“营销专业英语”的入门级教材。本书主系统介绍了战略规划与营销管理的过程、营销研究：进程与决策系统、消费者行为、新产品规划与开发、销售策略、定价策略、营销服务、全球营销等市场营销所涉及的专业知识。本书适合商务英语专科和本科高年级学生作为行业和专业英语课教材使用，也可以作为经济管理类专业学生的选修课教材使用。
作者简介
J.保罗彼得是美国威斯康星-麦迪逊大学营销学教授，他曾于2004获得“营销研究终生成就奖”。他写过30多部书，其中包括《营销管理：知识与技能》，《消费者行为与市场策略》，《战略管理：概念与应用》，《营销：为顾客创造价值》等。
本书特色
1.本书内容浅显、概括性强，正好适合作为“营销专业英语”的入门级教材。 2.本书主系统介绍了战略规划与营销管理的过程、营销研究：进程与决策系统、消费者行为、新产品规划与开发、销售策略、定价策略、营销服务、全球营销等市场营销所涉及的专业知识。 3.本书适合商务英语专科和本科高年级学生作为行业和专业英语课教材使用，也可以作为经济管理类专业学生的选修课教材使用。
目录
Chapter 1 Strategic Planning and the Marketing Management Process
The Marketing Concept
What Is Marketing?
What Is Strategic Planning?
Strategic Planning and Marketing Management
The Strategic Planning Process
The Complete Strategic Plan
The Marketing Management Process
Situation Analysis
Marketing Planning
Implementation and Control of the Marketing Plan
Marketing Information Systems and Marketing Research
The Strategic Plan, the Marketing Plan, and Other
Functional Area Plans
Marketing’s Role in Cross-Functional Strategic Planning
Summary
Chapter 2 Marketing Research: Process and Systems for Decision Making
Chapter 3 Consumer Behavior
Chapter 4 Business, Government and Institutional Buying
Chapter 5 Market Segmentation
Chapter 6 Product and Brand Strategy
Chapter 7 New Product Planning and Development
Chapter 8 Integrated Marketing Communications
Chapter 9 Personal Selling, Relationship Building, and Sales Management
Chapter 10 Distribution Strategy
Chapter 11 Pricing Strategy
Chapter 12 The Marketing of Services
Chapter 13 Global Marketing
The Marketing Concept
What Is Marketing?
What Is Strategic Planning?
Strategic Planning and Marketing Management
The Strategic Planning Process
The Complete Strategic Plan
The Marketing Management Process
Situation Analysis
Marketing Planning
Implementation and Control of the Marketing Plan
Marketing Information Systems and Marketing Research
The Strategic Plan, the Marketing Plan, and Other
Functional Area Plans
Marketing’s Role in Cross-Functional Strategic Planning
Summary
Chapter 2 Marketing Research: Process and Systems for Decision Making
Chapter 3 Consumer Behavior
Chapter 4 Business, Government and Institutional Buying
Chapter 5 Market Segmentation
Chapter 6 Product and Brand Strategy
Chapter 7 New Product Planning and Development
Chapter 8 Integrated Marketing Communications
Chapter 9 Personal Selling, Relationship Building, and Sales Management
Chapter 10 Distribution Strategy
Chapter 11 Pricing Strategy
Chapter 12 The Marketing of Services
Chapter 13 Global Marketing
