国际市场营销 英文版PDF电子书下载

ContentsChapter One Introduction to Marketing 1

Chapter Two The Marketing Environment 15

Chapter Three Marketing Mix 28

Chapter Four Consumer Buying Behavior 43

Chapter Five Market Information and Marketing Research 67

Chapter Six Market Segmentation and Positioning 92

Chapter Seven International Market Entry 110

Chapter Eight Service Marketing 125

Chapter Nine Green Marketing 135

Chapter Ten Marketing Communications Mix 154

Chapter Eleven Marketing Plan,Control and Audit 173

Chapter Twelve Sun Tzes Art of Warfare and Marketing 190

Appendix Ⅰ Syllabus 204

Appendix Ⅱ Model Report 213

Appendix Ⅲ Mini Dictionary of Marketing 229

Bibliography 255