市场营销:第11版

内容简介

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本系列教材主要有以下几个特点：（1）教材种类丰富。本系列教材首批推出7本商务知识双语教材，组成“英语专业工商管理双语教学教材系列”，包括《管理》（Jeff Madura著）、《运营管理与创新》（David Needle著）、《市场营销》（Louis Boone ＆ David Kurtz著）、《会计与财务管理》（Jeff Madura著）、《商业伦理与社会责任》（Jaff Madura著）以及《创办新企业》（Jaff Madura著），国内同类题材教材较少。（2）版本较新。本系列教材选摘自国外*新教材，内容了相应学科的*新理念和*新的真实案例。（3）内容规范、简洁，语言难易得当，适合双语教学。本系列教材简要地概述了各职能领域*重的要基本概念、基本原理和主要理论，在每本书后加入了这门学科的相关重要术语，并对术语的词头进行了中文释义。

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目录

Chapter1 Customer-Driven MarketingChapter OverviewWhat Is Marketing？How Marketing Creates UtilutyEvolution of the Marketing ConceptEmergence of the Marketing Concetp Deliuering Added Value through Customer Satesfaction and QualityCustomer Satisfaction and FeedbackExpanding Mardeting’s Traditional BoundariesNot-for-Profit Marketing Nontraditional MarketingDeveloping a Marketing StrategySelecting a Target Market Deueloping a Marketing MixDeueloping a Marketing Mix for Internatinal MarketsMarketing Research for Improved Marketing DecisionsObtaining Mraketing Research DataApplying Marketing Research DataComputer-Based Marketing Research SystemsData Mining Marekt SegmentationHow Market Segmentation WorksSegmenting Consumer MarketsSegmenting Business MarketsBuyer Behavior：Determining What Customers WantDeterminants of Consumer BehaviorDeterminants of Business Buying BehaviorSteps in the Consumer BehaviorCreating，Maintainingm，and Strengthening Mardeting RelationshipsBenefits of Relationship MarketingTools for Nurturing Customer Realtionships What’s AheadSummary of Learrning GoalsBusiness Terms You Need to Know Other Important Business TermsReuiew QuestionsProjects and Applications Experiential ExerciseNothing But NetCase12.1 Marketing to TweensChapter2 Product and Distribution StrategiesChapter3 Promotion and Pricing StrategiesCase 3.1 Wow！It s Yao！GlossaryNtes

封面

书名:市场营销:第11版

作者:（美）布恩（Boone，L.），（美）库尔茨（Kurtz，D.）　著

页数:131

定价:¥25.0

出版社:人民邮电出版社

出版日期:2007-01-01

ISBN:9787115143969

PDF电子书大小:111MB 高清扫描完整版