本书内容覆盖市场营销专业的主干专业课程，有利于掌握营销领域的专业英语知识。本书由11个专题组成：市场营销、消费者行为、整合营销传播、当代广告、销售管理、品牌管理、营销调研、服务营销等。
研究生、本科生等各层次市场营销专业学生
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
7.3Demandbased Methods
7.4Competitivebased 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
书单推荐
