市场营销专业英语

作者简介

本书共分40课，覆盖了市场营销专业的各个方面。内容涉及市场营销，营销管理理念，战略计划，营销环境，市场调查与信息系统，消费者市场与消费者购买行为，组织市场与组织购买行为，市场细分、选择目标市场和市场定位，产品和服务战略，新产品开发与产品生命周期策略，产品定价方法，定价策略，分销渠道及物流管理，零售与批发，整合营销沟通，广告、促销及公共关系，人员推销和销售管理，直销和网上营销，顾客关系营销和竞争营销战略，全球市场营销，营销的社会责任和营销道德等各个方面。书中还列有专业词汇，重点、难点注释以及词汇索引。

    本书适合作高等院校市场营销及相关专业的专业英语教材和双语教材，也可供有关人员作阅读材料。

书籍目录

1 An Overview of Marketing2 Marketing Management Philosophies3 Strategic Planning in the Organization4 Select a Strategic Alternative5 The Company s Microenvironment6 The Company s Macroenvironment7 Marketing Information System8 Primary and Secondary Data in Marketing Research9 The Consumer Decision-Maaking Process10 Psychological Influences on Consumer behavior11 Major Categories of Organizational Buyers12 Interactions with Organizational Buyers13 Market Segmentation14 Market Targeting and Positioning15 Product Branding16 Services17 New-Product Development Process18 The Product Life Cycle19 Factors Influencing Price Determination20 Approaches to Pricing21 Pricing Strategies22 Price-Adjustment Strategies23 Selecting Channels of Distribution24 Physical Distribution and Logistics25 Retail Marketing Strategy26 Wholesaling27 Marketing Promotion and Communicatuion Mix28 Developing an Optimal Promotional Mix29 Advertising Media30 Sales Promotion and Public Relations31 The Sales Process32 Implementing the Slaes Plan33 Conducting Online Marketing34 One-To-One Marketing35 Customer Relationship Marketing36 Competitive Marketing Strategies37 Modes of Entry into Global Markets38 The Gloal Marketing Program39 Social Responsibilities of Marketing Management40 Marketing Ethics词汇索引

图书封面

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