市场营销专业英语-第2版

本书特色

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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*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。

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目录

目录推荐序前言Chapter 1 Marketing Management 营销管理案例Case正文Text1��1What is Marketing目录

推荐序

前言

Chapter 1 Marketing Management 营销管理

案例Case

正文Text

1��1What is Marketing

1��2How Marketing Discovers and Satisfies Consumer Needs

1��3The Production, Product and Selling Concepts

1��4The 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

2��1The Buyer Decision Process

2��2Factors Influencing Consumer Behavior

2��3Models 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

3��1Demographics and Culture

3��2Economic forces and Regulatory Forces

3��3Technological 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

4��1The Types of Marketing Research

4��2Focus Groups

4��3Depth Interviews and Projective Tests

4��4Types 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

5��1Market Segmentation

5��2Market Targeting

5��3Positioning

5��4Relationship 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

6��1The New Product Process

6��2Product Life Cycle

6��3packaging

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

7��1Nature and Important of Price

7��2The Pricing Constraints and Objectives

7��3Demand�瞓ased Methods

7��4Competitive�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

8��1Marketing Channel

8��2Retailing

8��3Logistic 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

9��1What is Integrated Marketing Communications

9��2Publicity and Public Relations

9��3The 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

10��1What Is Brand

10��2New Products and Brand Extension

10��3Advantages of Extensions

10��4Disadvantages 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

11��1The Scope of Global Marketing

11��2Emergence of a Borderless Economic World

11��3Cross�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

12��1The Emergence of E�睲arketing

12��2E�睲arketing Environment

12��3E�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

13��1The Uniqueness of Service

13��2How Consumers Purchase Services

13��3Managing the Marketing of Services

核心词汇Core Words and Expressions

知识扩展More Knowledge

参考文献
信息

封面

书名:市场营销专业英语-第2版

作者:沈铖

页数:219

定价:¥30.0

出版社:机械工业出版社

出版日期:2016-03-01

ISBN:9787111530497

PDF电子书大小:75MB 高清扫描完整版

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