市场营销专业英语PDF电子书下载

Unit 1　Introduction to Core Marketing Concepts 1

Unit 2　Marketing Environment 17

Unit 3　Customer Value and Satisfaction 34

Unit 4　Types of Marketing Research 55

Unit 5 Consumer Purchase Decision Process 69

Unit 6 A Model of Business Buyer Behavior 88

Unit 7　Market Segmentation,Targeting,and Positioning 110

Unit 8　Product Classification and Product Decisions 130

Unit 9　Product Life Cycle and Its Marketing Implications 149

Unit 10　How to Set a Price on a Product 162

Unit 11 Retailer Marketing Decisions 177

Unit 12　Integrated Logistics Management 190

Unit 13 Sales Promotion 204

Unit 14 Functions of the Advertising 217

Unit 15 Characteristics of Services and the Related Marketing Strategies 231

Unit 16 International Marketplace 247

Key to Exercises 263

References 278