市场营销学 英文版PDF电子书下载

PART 1 The World of Marketing 1

1 AN OVERVIEW OF MARKETING 4

2 STRATEGIC PLANNING FOR COMPETITIVE ADVANTAGE 28

3 THE MARKETING ENVIRONMENT AND MARKETING ETHICS 60

4 DEVELOPING A GLOBAL VISION 94

PART 2 Analyzing Marketing Opportunities 137

5 CONSUMER DECISION MAKING 140

6 BUSINESS MARKETING 184

7 SEGMENTING AND TARGETING MARKETS 212

8 DECISION SUPPORT SYSTEMS AND MARKETING RESEARCH 244

PART 3 Product Decisions 291

9 PRODUCT CONCEPTS 294

10 DEVELOPING AND MANAGING PRODUCTS 318

11 SERVICES AND NONPROFIT ORGANIZATION MARKETING 342

PART 4 Distribution Decisions 375

12 MARKETING CHANNELS AND SUPPLY CHAIN MANAGEMENT 378

13 RETAILING 422

PART 5 Promotion Decisions 469

14 INTEGRATED MARKETING COMMUNICATIONS 472

15 ADVERTISING AND PUBLIC RELATIONS 500

16 SALES PROMOTION AND PERSONAL SELLING 534

PART 6 Pricing Decisions 571

17 PRICING CONCEPTS 574

18 SETTING THE RIGHT PRICE 604

PART 7 Technology Driven Marketing 636

19 INTERNET MARKETING 637

20 ONE-TO-ONE MARKETING 640

APPENDIX: CAREERS IN MARKETING 683

GLOSSARY 685

ENDNOTES 699

COMPANY AND ORGANIZATIONAL INEX 719

SUBJECT INDEX 729

INTERNET INDEX 745