市场营销英语教程PDF电子书下载

Unit 1 What is Marketing? 1

Unit 2 Customer-Driven Marketing Strategy 14

Unit 3 Position,Perception and Value 28

Unit 4 Allocating Corporate Resources 39

Unit 5 Questionnaire 53

Unit 6 Organizational Buying Behavior 69

Unit 7 Designing and Marketing New Products and Services 85

Unit 8 Pricing 102

Unit 9 Place and Channel Systems 119

Unit 10 Promotion-lntroduction to Integrated Marketing Communications 134

Unit 11 A Means-End Theory of Brand Evolution 149

Unit 12 Avoid Mistakes in Advertising 163

Unit 13 International Marketing 176

Appendix Ⅰ Reference Translationof the Main Texts 192

Appendix Ⅱ Key to the Exercises 234

Appendix Ⅲ Tapescripts 240

Appendix Ⅳ Glossary 253