市场营销学 Marketing 中英文本PDF电子书下载

CONTENTS 3

PART Ⅰ Marketing Rudiments 3

1 Introduction of Marketing 3

1.1 A Brief History of Marketing Management 3

1.2 The Concept of Marketing Management 7

1.3 How to Make Marketing Plan 21

2 Marketing Environment 35

2.1 Introduction to the Marketing Environment 35

2.2 Population Paradigm Shift Mandates New Marketing 49

2.3 Baby Boomers'Economic Impact 52

2.4 The New Term—Echo Boomers 54

3 Consumer Behavior 63

3.1 Characteristics Affecting Consumer Behavior 63

3.2 Models of Consumer Behavior 78

3.3 The Buyer Decision Process 82

4 Marketing Research 95

4.1 Marketing Information System 95

4.2 Marketing Research 98

4.3 Marketing Forecasting 117

5 Market Segmentation,Market Targeting and Positioning 130

5.1 Market Segmentation 130

5.2 Market Targeting 145

5.3 Positioning 152

PRAT Ⅱ Marketing Strategies 167

6 Product 167

6.1 Basic Concepts 167

6.2 Branding 175

6.3 Develop New Products 188

6.4 Packages and Labeling 192

7.1 Understanding Price 200

7 Price 200

7.2 Setting Price 209

7.3 Price Adjustment 215

8 Place 231

8.1 What Is a Marketing Channel 231

8.2 Types of Channel 235

8.3 The Conflict of Channel 240

9 Promotion 252

9.1 Promotional Mix 253

9.2 Advertising 263

9.3 Personal Selling 269

9.4 Sales Promotion 282

9.5 Publicity and Public Relations 290

10.1 Nature and Characteristics of Services 307

PART Ⅲ New Marketing Theories 307

10 Service Marketing 307

10.2 Marketing Strategies for Service Firms 317

11 Global Marketing 335

11.1 Global Marketing in Twenty-first Century 335

11.2 Understanding the Global Environment 347

11.3 Global Marketing Strategy 358

12 Marketing Models 380

12.1 Social Marketing 380

12.2 Internet Marketing 389

12.3 Relationship Marketing 397

12.4 Green Marketing 403

Answer 417

Glossary for Marketing 420