《市场营销专业英语-第2版》沈铖,刘晓峰编著 | PDF下载|ePub下载
市场营销专业英语-第2版 版权信息
- 出版社：机械工业出版社
- 出版时间：2016-03-01
- ISBN：9787111530497
- 条形码：9787111530497 ; 978-7-111-53049-7
市场营销专业英语-第2版 本书特色
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。
市场营销专业英语-第2版 内容简介
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。
市场营销专业英语-第2版 目录
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
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��based Methods
7��4Competitive��based 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��Culture Analysis in a Global Economy
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 12E��Marketing电子营销
案例Case
正文Text
12��1The Emergence of E��Marketing
12��2E��Marketing Environment
12��3E��Marketing 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
推荐序
前言
Chapter 1 Marketing Management 营销管理
案例Case
正文Text
1��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��based Methods
7��4Competitive��based 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��Culture Analysis in a Global Economy
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 12E��Marketing电子营销
案例Case
正文Text
12��1The Emergence of E��Marketing
12��2E��Marketing Environment
12��3E��Marketing 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
