作者：沈铖,刘晓峰编著
页数：219
出版社：机械工业出版社
出版日期：2016
ISBN：9787111530497
电子书格式：pdf/epub/txt
内容简介
本书共由十三个专题组成，分别为营销管理、消费者行为学、营销环境、营销调研、营销战略和关系营销、市场营销组合1:产品策略、市场营销组合2:价格、市场营销组合3:渠道、整合营销传播、品牌管理、全球营销、电子营销、服务营销，其涵盖了市场营销专业的主干课程，每个专题所用的参考资料都是国内外尤其是国外该领域最经典的教材和专著，内容新颖，编排合理，适合研究生、本科生、大专等各层次市场营销专业英语的学习。
本书特色
本书共由十三个专题组成，分别为营销管理、消费者行为学、营销环境、营销调研、营销战略和关系营销、市场营销组合1:产品策略、市场营销组合2:价格、市场营销组合3:渠道、整合营销传播、品牌管理、全球营销、电子营销、服务营销，其涵盖了市场营销专业的主干课程，每个专题所用的参考资料都是国内外尤其是国外该领域最经典的教材和专著，内容新颖，编排合理，适合研究生、本科生、大专等各层次市场营销专业英语的学习。
目录
推荐序
前言
Chapter 1 Marketing Management 营销管理
案例Case
正文Text
11What is Marketing
目录
推荐序
前言
Chapter 1 Marketing Management 营销管理
案例Case
正文Text
11What is Marketing
12How Marketing Discovers and Satisfies Consumer Needs
13The Production, Product and Selling Concepts
14The Marketing Concept and Societal Marketing Concept
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 2 Consumer Behavior 消费者行为
案例Case
正文Text
21The Buyer Decision Process
22Factors Influencing Consumer Behavior
23Models of Consumer Behavior
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 3 Marketing Environment营销环境
案例Case
正文Text
31Demographics and Culture
32Economic forces and Regulatory Forces
33Technological Forces and competitive forces
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 4 Marketing Research 营销调研
案例Case
正文Text
41The Types of Marketing Research
42Focus Groups
43Depth Interviews and Projective Tests
44Types of Surveys
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 5 Marketing Strategy and
Relationship Marketing营销战略和关系营销
案例Case
正文Text
51Market Segmentation
52Market Targeting
53Positioning
54Relationship Marketing
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 6 Marketing Mix 1：Product Strategy市场营销组合1：产品策略
案例Case
正文Text
61The New Product Process
62Product Life Cycle
63packaging
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 7 Marketing Mix 2：Pricing 市场营销组合2：价格
案例Case
正文Text
71Nature and Important of Price
72The Pricing Constraints and Objectives
73Demand瞓ased Methods
74Competitive瞓ased Methods
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 8 Marketing Mix 3：Place市场营销组合3：渠道
案例Case
正文Text
81Marketing Channel
82Retailing
83Logistic Management
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 9 Integrated Marketing
Communications整合营销传播
案例Case
正文Text
91What is Integrated Marketing Communications
92Publicity and Public Relations
93The Practice and the Adoption Process for IMC
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 10 Brand Management 品牌管理
案例Case
正文Text
101What Is Brand
102New Products and Brand Extension
103Advantages of Extensions
104Disadvantages of Brand Extensions
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 11 Global Marketing全球营销
案例Case
正文Text
111The Scope of Global Marketing
112Emergence of a Borderless Economic World
113Cross睠ulture Analysis in a
Global Economy
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 12E睲arketing电子营销
案例Case
正文Text
121The Emergence of E睲arketing
122E睲arketing Environment
123E睲arketing in Emerging
Economies
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 13 Marketing of Services服务营销
案例Case
正文Text
131The Uniqueness of Service
132How Consumers Purchase Services
133Managing the Marketing of Services
核心词汇Core Words and Expressions
知识扩展More Knowledge
参考文献
信息
