行销管理辞典PDF电子书下载

辅助设备订价法　Accessory Equipment pricing 1

向後整合　Backward Integration 29

资本支出　Capital Spending 55

行销系统之决策过程　Decision-making in marketing systems 129

早期采用者理论　Early-adopter theory 161

家庭购买行为　Family Buying Behavior 169

奇异电器的多元素组合矩阵　General Electric Multifactor Portfolio Matrix 177

「重」使用者市场区隔　Heavy User Segmentation 183

新产品构想的产生　Idea Generation 187

合资　Joint Venturing 201

租赁　Leasing 205

总体环境　Macroenviroment 209

薄利　Narrow margin 261

目标任务法　Objective-and-task Method 275

包装　Packing 279

数量折扣　Quantity Discount 307

回忆测验　Recall Test 309

销售　Sales 317

对目标市场的行销　Target marketing 345

统一交货　Uniform Delivered Pricing 361

新顾客的价值　Value of a customer 363

保证　Warranties 367

区域定价法　Zone Pricing 371

中文索引 395