市场营销专业英语PDF电子书下载

1 An Overview of Marketing 1

2　Marketing Management Philosophies 11

3　Strategic Planning in the Organization 20

4　Select a Strategic Alternative 33

5　The Company's Microenvironment 41

6　The Company's Macroenvironment 50

7　Marketing Information System 60

8　Primary and Secondary Data in Marketing Research 73

9　The Consumer Decision-Making Process 82

10　Psychological Influences on Consumer Behavior 91

11　Major Categories of Organizational Buyers 101

12　Interactions with Organizational Buyers 110

13　Market Segmentation 120

14　Market Targeting and Positioning 128

15　Product Branding 136

16　Services 144

17　New-Product Development Process 153

18　The Product Life Cycle 164

19　Factors Influencing Price Determination 174

20　Approaches to Pricing 186

21　Pricing Strategies 197

22　Price-Adjustment Strategies 209

23　Selecting Channels of Distribution 222

24　Physical Distribution and Logistics 231

25　Retail Marketing Strategy 240

26　Wholesaling 250

27　Marketing Promotion and Communication Mix 259

28　Developing an Optimal Promotional Mix 268

29　Advertising Media 277

30 Sales Promotion and Public Relations 286

31　The Sales Process 297

32　Implementing the Sales Plan 307

33　Conducting Online Marketing 317

34　One-To-One Marketing 327

35　Customer Relationship Marketing 336

36　Competitive Marketing Strategies 349

37　Modes of Entry into Global Markets 363

38　The Global Marketing Program 372

39　Social Responsibilities of Marketing Management 383

40　Marketing Ethics 395

词汇索引 403