市场营销英语基础教程

作者简介

《市场营销英语基础教程》是专门为市场营销专业及相关的在校大学生和从事相关专业的在职人员编写，旨在帮助读者提高市场营销专业英语的阅读理解水平及运用英语进行业务交流和洽谈的综合能力。全书共分18单元，内容涵盖营销管理原理、市场调研、市场细分、目标市场、市场定位、产品策略、广告促销、产品定价、国际营销等领域，目的在于让学习者通过专业英语的学习，熟悉并掌握尽可能多的英语专业术语、知识及营销理念；在训练专业英语文献阅读能力的同时，使他们进一步熟悉并掌握专业英语的文体结构、风格特征及修辞技巧，以期为他们在将来的具体营销工作中能比较娴熟地运用英语打下坚实的基础。

书籍目录

Unit 1  Introduction to Core Marketing ConceptsUnit 2  Marketing EnvironmentUnit 3  Customer Value and SatisfactionUnit 4  Types of Marketing ResearchUnit 5  Consumer Purchase Decision ProcessUnit 6  A Model of Business Buyer BehaviorUnit 7  Market Segmentation, Targeting, and PositioningUnit 8  Product Classification and Product DecisionsUnit 9  Product Life Cycle and Its Marketing ImplicationsUnit 10  How to Set a Price on a ProductUnit 11  Retailer Marketing DecisionsUnit 12  Integrated Logistics ManagementUnit 13  Sales PromotionUnit 14  Steps in Developing Effective CommunicationUnit 15  Functions of AdvertisingUnit 16  Characteristics of Services and Related Marketing StrategiesUnit 17  The Competitive Industrial Environment AnalysisUnit 18  International MarketplaceSample Test 1Key to Sample Test 1Sample Test 2Key to Sample Test 2Key to ExercisesReferences

图书封面

 市场营销英语基础教程下载