营销英语

  • 作者:张竞,张强,李妍
  • 责编:丁桂焱
  • ISBN:978-7-5603-6050-8
  • 出版日期:2016.06
  • 所属丛书:
  • 定价:36.00元
  • 开本:16
  • 页数:236
  • 图书分类:G.外语类
  • 中图分类:H语言、文字
  • 点击购买:

【内容简介】

本书涵盖营销基本知识、市场调查、营销战略、4P理论、公共关系、广告、人员推销、网络营销、营销管理等内容。每章配有基本单词释义、课外阅读,以便学生和教师系统地学习和巩固相关知识。本书旨在帮助学生掌握营销专业基础英语,培养其在今后工作中运用英语进行实际营销活动的能力。本书既注重理论创新,又很好地将理论知识与实践运用紧密地结合起来,全书深入浅出,具有较强的可读性。

本书既可作为普通高等院校经济管理专业的教材和教辅用书,也可用作培训及自学参考书。

 

【目  录】

Chapter 1 Introduction ofMarketing

Part One Text

Part Two Questions

Part Three Words andPhrases

Part Four FurtherReading

Chapter 2 Nature ofMarketing

Part One Text

Part Two Questions

Part Three Words andPhrases

Part Four FurtherReading

Chapter 3 Marketing Environment

Part One Text

Part Two Questions

Part Three Words andPhrases

Part Four FurtherReading

Chapter 4 Buyer Behaviorand Consumer Decision Making Process

Part One Text

Part Two Questions

Part Three Words andPhrases

Part Four FurtherReading

Chapter 5 MarketingResearch

Part One Text

Part Two Questions

Part Three Words andPhrases

Part Four FurtherReading

Chapter 6 MarketSegmentation

Part One Text

Part Two Questions

Part Three Words andPhrases

Part Four FurtherReading

Chapter 7 New ProductDevelopment

Part One Text

Part Two Questions

Part Three Words andPhrases

Part Four FurtherReading

Chapter 8Managing theMarketing Mix

Part One Text

Part Two Questions

Part Three Words andPhrases

Part Four FurtherReading

Chapter 9 Pricing

Part One Text

Part Two Questions

Part Three Words andPhrases

Part Four FurtherReading

Chapter 10 DistributionChannel Management

Part One Text

Part Two Questions

Part Three Words andPhrases

Part Four FurtherReading

Chapter 11 Promotion Mix

Part One Text

Part Two Questions

Part Three Words andPhrases

Part Four FurtherReading

Chapter 12 The Marketingof Services

Part One Text

Part Two Questions

Part Three Words andPhrases

Part Four FurtherReading

Chapter 13 E-Marketing

Part One Text

Part Two Questions

Part Three Words andPhrases

Part Four FurtherReading

Chapter 14 InternationalMarketing

Part One Text

Part Two Questions

Part Three Words andPhrases

Part Four FurtherReading

References