市場營銷學基礎（雙語教材）簡介，目錄書摘
2019-11-20 14:10
來源：京東
作者：京東
市場營銷學基礎（雙語教材）
暫無報價
5評論
75%好評
編輯推薦:
內(nèi)容簡介: 《市場營銷學基礎（雙語教材）》是根據(jù)《市場營銷學》雙語教學需要編寫的。全書涵蓋了市場營銷學中*重要的理論知識與方法，包括概論、產(chǎn)品營銷、價格營銷、渠道營銷和促銷五個單元共11章。每一章都包括一個精選案例，還附有部分生詞的注釋和課后的思考題。
《市場營銷學基礎（雙語教材）》既適合普通本科高校學生學習，也適合以英語方式學習市場營銷學的自學者和企業(yè)市場營銷的從業(yè)者使用。
《市場營銷學基礎（雙語教材）》既適合普通本科高校學生學習，也適合以英語方式學習市場營銷學的自學者和企業(yè)市場營銷的從業(yè)者使用。
作者簡介:
目錄:UNIT 1 INTRODUCTION（導論）
CHAPTER 1 MARKET AND MARKETING（市場與營銷）
Case：Amazon
Ⅰ.Definition of Marketing
Ⅱ.Marketing Management Philosophies
Ⅲ.Marketing Landscape
CHAPTER 2 CONSUMER MARKET（消費者市場）
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)品營銷）
Case：Samsung
Ⅰ.New-Product Development Strategy
Ⅱ.New.Product Development Process
Ⅲ.Product Life-Cycle Strategies
UNIT 3 PRICE（價格）
CHAPTER 5 PRICING MARKETING（價格營銷）
Case：JCPenney
Ⅰ.Definition of Price
Ⅱ.Factors Affecting Pricing Decisions
Ⅲ.General Pricing Approaches
CHAIPTER 6 PRICING STR ATEGIES（價格策略）
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）
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)絡營銷）
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）
CHAPTER 1 MARKET AND MARKETING（市場與營銷）
Case：Amazon
Ⅰ.Definition of Marketing
Ⅱ.Marketing Management Philosophies
Ⅲ.Marketing Landscape
CHAPTER 2 CONSUMER MARKET（消費者市場）
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)品營銷）
Case：Samsung
Ⅰ.New-Product Development Strategy
Ⅱ.New.Product Development Process
Ⅲ.Product Life-Cycle Strategies
UNIT 3 PRICE（價格）
CHAPTER 5 PRICING MARKETING（價格營銷）
Case：JCPenney
Ⅰ.Definition of Price
Ⅱ.Factors Affecting Pricing Decisions
Ⅲ.General Pricing Approaches
CHAIPTER 6 PRICING STR ATEGIES（價格策略）
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）
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)絡營銷）
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）
京公網(wǎng)安備 11000002000088號
