商品详情
| 商品基本信息 | |
| 商品名称： | 市场营销专业英语（第2版） |
| 作者： | 沈铖 刘晓峰 |
| 市场价： | 30.00 |
| ISBN号： | 9787111530497 |
| 版次： | 2-1 |
| 出版日期： | 2016-03 |
| 页数： | 219 |
| 字数： | 148 |
| 出版社： | 机械工业出版社 |
| 目录 | |
| 目录 推荐序 前言 Chapter 1 Marketing Management 营销管理 案例Case 正文Text 11What is Marketing 12How Marketing Discovers and Satisfies Consumer Needs 13The Production, Product and Selling Concepts 14The 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 21The Buyer Decision Process 22Factors Influencing Consumer Behavior 23Models 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 31Demographics and Culture 32Economic forces and Regulatory Forces 33Technological 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 41The Types of Marketing Research 42Focus Groups 43Depth Interviews and Projective Tests 44Types 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 51Market Segmentation 52Market Targeting 53Positioning 54Relationship 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 61The New Product Process 62Product Life Cycle 63packaging 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 71Nature and Important of Price 72The Pricing Constraints and Objectives 73Demandbased Methods 74Competitivebased 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 81Marketing Channel 82Retailing 83Logistic 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 91What is Integrated Marketing Communications 92Publicity and Public Relations 93The 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 101What Is Brand 102New Products and Brand Extension 103Advantages of Extensions 104Disadvantages 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 111The Scope of Global Marketing 112Emergence of a Borderless Economic World 113CrossCulture Analysis in a Global Economy 核心词汇Core Words and Expressions 知识扩展More Knowledge Chapter 12EMarketing电子营销 案例Case 正文Text 121The Emergence of EMarketing 122EMarketing Environment 123EMarketing 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 131The Uniqueness of Service 132How Consumers Purchase Services 133Managing the Marketing of Services 核心词汇Core Words and Expressions 知识扩展More Knowledge 参考文献 |
| 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最经典的教材和专著，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。 |
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