市場營銷專業(yè)英語教程（第十五版）（大學(xué)專業(yè)英語系列教材）簡介，目錄書摘
2019-11-13 15:40
來源：京東
作者：京東
市場營銷專業(yè)英語教程（第十五版）（大學(xué)專業(yè)英語系列教材）
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內(nèi)容簡介:本書內(nèi)容淺顯、概括性強，正好適合作為“營銷專業(yè)英語”的入門級教材。本書主系統(tǒng)介紹了戰(zhàn)略規(guī)劃與營銷管理的過程、營銷研究：進(jìn)程與決策系統(tǒng)、消費者行為、新產(chǎn)品規(guī)劃與開發(fā)、銷售策略、定價策略、營銷服務(wù)、全球營銷等市場營銷所涉及的專業(yè)知識。本書適合商務(wù)英語?？坪捅究聘吣昙墝W(xué)生作為行業(yè)和專業(yè)英語課教材使用，也可以作為經(jīng)濟(jì)管理類專業(yè)學(xué)生的選修課教材使用。
作者簡介:J.保羅彼得是美國威斯康星-麥迪遜大學(xué)營銷學(xué)教授，他曾于2004獲得“營銷研究終生成就獎”。他寫過30多部書，其中包括《營銷管理：知識與技能》，《消費者行為與市場策略》，《戰(zhàn)略管理：概念與應(yīng)用》，《營銷：為顧客創(chuàng)造價值》等。
目錄:Section I
Essentials of Marketing Management
Part A Introduction
Chapter 1
Strategic Planning and the Marketing Management Process
Part B
Marketing Information， Research， and Understanding the Target Market
Chapter 2
Marketing Research： Process and Systems for Decision Making
Chapter 3
Consumer Behavior
Chapter 4
Business， Government and Institutional Buying
Chapter 5
Market Segmentation
Part C
The Marketing Mix
Chapter 6
Product and Brand Strategy
Chapter 7
New Product Planning and Development
Chapter 8
Integrated Marketing Communications
Chapter 9
Personal Selling， Relationship Building， and Sales Management
Chapter 10
Distribution Strategy
Chapter 11
Pricing Strategy
Part D
Marketing in Special Fields
Chapter 12
The Marketing of Service
Chapter 13
Global Marketing
Section II
Analyzing Marketing Problems and Cases
Section III
Financial Analysis for Marketing Decisions
Section IV
Developing Marketing Plans
Essentials of Marketing Management
Part A Introduction
Chapter 1
Strategic Planning and the Marketing Management Process
Part B
Marketing Information， Research， and Understanding the Target Market
Chapter 2
Marketing Research： Process and Systems for Decision Making
Chapter 3
Consumer Behavior
Chapter 4
Business， Government and Institutional Buying
Chapter 5
Market Segmentation
Part C
The Marketing Mix
Chapter 6
Product and Brand Strategy
Chapter 7
New Product Planning and Development
Chapter 8
Integrated Marketing Communications
Chapter 9
Personal Selling， Relationship Building， and Sales Management
Chapter 10
Distribution Strategy
Chapter 11
Pricing Strategy
Part D
Marketing in Special Fields
Chapter 12
The Marketing of Service
Chapter 13
Global Marketing
Section II
Analyzing Marketing Problems and Cases
Section III
Financial Analysis for Marketing Decisions
Section IV
Developing Marketing Plans
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