【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 8:Managing 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