市場(chǎng)營(yíng)銷學(xué)基礎(chǔ)（雙語(yǔ)教材）簡(jiǎn)介，目錄書摘
2019-11-20 14:10
來(lái)源：京東
作者：京東
市場(chǎng)營(yíng)銷學(xué)基礎(chǔ)（雙語(yǔ)教材）
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內(nèi)容簡(jiǎn)介: 《市場(chǎng)營(yíng)銷學(xué)基礎(chǔ)（雙語(yǔ)教材）》是根據(jù)《市場(chǎng)營(yíng)銷學(xué)》雙語(yǔ)教學(xué)需要編寫的。全書涵蓋了市場(chǎng)營(yíng)銷學(xué)中*重要的理論知識(shí)與方法，包括概論、產(chǎn)品營(yíng)銷、價(jià)格營(yíng)銷、渠道營(yíng)銷和促銷五個(gè)單元共11章。每一章都包括一個(gè)精選案例，還附有部分生詞的注釋和課后的思考題。
《市場(chǎng)營(yíng)銷學(xué)基礎(chǔ)（雙語(yǔ)教材）》既適合普通本科高校學(xué)生學(xué)習(xí)，也適合以英語(yǔ)方式學(xué)習(xí)市場(chǎng)營(yíng)銷學(xué)的自學(xué)者和企業(yè)市場(chǎng)營(yíng)銷的從業(yè)者使用。
《市場(chǎng)營(yíng)銷學(xué)基礎(chǔ)（雙語(yǔ)教材）》既適合普通本科高校學(xué)生學(xué)習(xí)，也適合以英語(yǔ)方式學(xué)習(xí)市場(chǎng)營(yíng)銷學(xué)的自學(xué)者和企業(yè)市場(chǎng)營(yíng)銷的從業(yè)者使用。
作者簡(jiǎn)介:
目錄:UNIT 1 INTRODUCTION（導(dǎo)論）
CHAPTER 1 MARKET AND MARKETING（市場(chǎng)與營(yíng)銷）
Case：Amazon
Ⅰ.Definition of Marketing
Ⅱ.Marketing Management Philosophies
Ⅲ.Marketing Landscape
CHAPTER 2 CONSUMER MARKET（消費(fèi)者市場(chǎng)）
Case：GoPro
Ⅰ.Model of Consumer Behavior
Ⅱ.Characteristics Affecting Consumer Behavior
Ⅲ.Buyer Decision Process
Ⅳ.Buyer Decision Process for New Product
UNIT 2 PRODUCT（產(chǎn)品）
CHAPTER 3 PRODUCT MARKETING（產(chǎn)品營(yíng)銷）
Case：Nike
Ⅰ.Definition of Product
Ⅱ.Product Decisions
Ⅲ.Services Marketing
Ⅲ.Branding Strategy
CHAPTER 4 NEW-PRODUCT MARKETING（新產(chǎn)品營(yíng)銷）
Case：Samsung
Ⅰ.New-Product Development Strategy
Ⅱ.New.Product Development Process
Ⅲ.Product Life-Cycle Strategies
UNIT 3 PRICE（價(jià)格）
CHAPTER 5 PRICING MARKETING（價(jià)格營(yíng)銷）
Case：JCPenney
Ⅰ.Definition of Price
Ⅱ.Factors Affecting Pricing Decisions
Ⅲ.General Pricing Approaches
CHAIPTER 6 PRICING STR ATEGIES（價(jià)格策略）
Case：Panera Bread
Ⅰ.New—Product Pricing Strategies
Ⅱ.Product Mix Pricing Strategies
Ⅲ.Price Adjustment Strategies
Ⅳ.Price Changes
UNIT 4 PLACE（渠道）
CHAPTER 7 CHANNEL MARKETING（渠道營(yíng)銷）
Case：Netflix
Ⅰ.Nature and Importance of Marketing Channels
Ⅱ.Channel Behavior and Organization
Ⅲ.Channel Design Decisions
Ⅳ.Channel Management Decisions
CHAIPTER 8 RETAILING AND WHOUESALING（零售與批發(fā)）
Case：Walmart
Ⅰ.Retailing
Ⅱ.Wholesaling
UNIT 5 PROMOTION（促銷）
CHAPTER 9 ADVERTISING AND PUBLIC RELATIONS（廣告與公共關(guān)系）
Case：Allstate
Ⅰ.Promotion Mix
Ⅱ.Advertising
Ⅲ.Public Relations
CHAPTER 10 PERSONAL SELLING AND SALES PROMOTION（人員銷售與銷售促進(jìn)）
Case：IBM
Ⅰ.Personal Selling
Ⅱ.Managing the Sales Force
Ⅲ.Personal Selling Process
Ⅳ.Sales Promotion
CHAPTER 11 DIRECT AND ONLINE MARKETING（直銷與網(wǎng)絡(luò)營(yíng)銷）
Case：Facebook
Ⅰ.Growth and Benefits of Direct Marketing
Ⅱ.Forms of Direct Marketing
Ⅲ.Online Marketing
Ⅳ.Corporate Culture and Marketing
BIBLIOGRAPHY（參考文獻(xiàn)）
CHAPTER 1 MARKET AND MARKETING（市場(chǎng)與營(yíng)銷）
Case：Amazon
Ⅰ.Definition of Marketing
Ⅱ.Marketing Management Philosophies
Ⅲ.Marketing Landscape
CHAPTER 2 CONSUMER MARKET（消費(fèi)者市場(chǎng)）
Case：GoPro
Ⅰ.Model of Consumer Behavior
Ⅱ.Characteristics Affecting Consumer Behavior
Ⅲ.Buyer Decision Process
Ⅳ.Buyer Decision Process for New Product
UNIT 2 PRODUCT（產(chǎn)品）
CHAPTER 3 PRODUCT MARKETING（產(chǎn)品營(yíng)銷）
Case：Nike
Ⅰ.Definition of Product
Ⅱ.Product Decisions
Ⅲ.Services Marketing
Ⅲ.Branding Strategy
CHAPTER 4 NEW-PRODUCT MARKETING（新產(chǎn)品營(yíng)銷）
Case：Samsung
Ⅰ.New-Product Development Strategy
Ⅱ.New.Product Development Process
Ⅲ.Product Life-Cycle Strategies
UNIT 3 PRICE（價(jià)格）
CHAPTER 5 PRICING MARKETING（價(jià)格營(yíng)銷）
Case：JCPenney
Ⅰ.Definition of Price
Ⅱ.Factors Affecting Pricing Decisions
Ⅲ.General Pricing Approaches
CHAIPTER 6 PRICING STR ATEGIES（價(jià)格策略）
Case：Panera Bread
Ⅰ.New—Product Pricing Strategies
Ⅱ.Product Mix Pricing Strategies
Ⅲ.Price Adjustment Strategies
Ⅳ.Price Changes
UNIT 4 PLACE（渠道）
CHAPTER 7 CHANNEL MARKETING（渠道營(yíng)銷）
Case：Netflix
Ⅰ.Nature and Importance of Marketing Channels
Ⅱ.Channel Behavior and Organization
Ⅲ.Channel Design Decisions
Ⅳ.Channel Management Decisions
CHAIPTER 8 RETAILING AND WHOUESALING（零售與批發(fā)）
Case：Walmart
Ⅰ.Retailing
Ⅱ.Wholesaling
UNIT 5 PROMOTION（促銷）
CHAPTER 9 ADVERTISING AND PUBLIC RELATIONS（廣告與公共關(guān)系）
Case：Allstate
Ⅰ.Promotion Mix
Ⅱ.Advertising
Ⅲ.Public Relations
CHAPTER 10 PERSONAL SELLING AND SALES PROMOTION（人員銷售與銷售促進(jìn)）
Case：IBM
Ⅰ.Personal Selling
Ⅱ.Managing the Sales Force
Ⅲ.Personal Selling Process
Ⅳ.Sales Promotion
CHAPTER 11 DIRECT AND ONLINE MARKETING（直銷與網(wǎng)絡(luò)營(yíng)銷）
Case：Facebook
Ⅰ.Growth and Benefits of Direct Marketing
Ⅱ.Forms of Direct Marketing
Ⅲ.Online Marketing
Ⅳ.Corporate Culture and Marketing
BIBLIOGRAPHY（參考文獻(xiàn)）
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