国际营销专业英语PDF电子书下载

Unit One　Introduction to Marketing 1

Unit Two　Marketing Philosophies 12

Unit Three　Marketing Myopia and Marketing Strategies 27

Unit Four　How to Do Market Research 42

Unit Five　Making Market Segmentation Work 55

Unit Six　Developing a Brand Strategy 69

Unit Seven　Differentiating with Unique Selling Proposition 84

Unit Eight　New Product Development and Product Life Cyde Management 101

Unit Nine　Pricing Strategies for Small Businesses 114

Unit Ten　Effective Marketing Communications 130

Unit Eleven　Advertising 143

Unit Twelve　Pop-up Surveys to Measure Ad Effectiveness 158

Unit Thirteen　Case History Marketing 169

Unit Fourteen　Customer Lifetime Value 182

Unit Fifteen　Integrated Marketing Campaign 196

Unit Sixteen　Relationship Marketing for Higher Education 213

Unit Seventeen　Event Marketing 224

Unit Eighteen Guerrilla Marketing 238

Unit Nineteen Winning Campaigns:Sports Marketing in the US 251

Unit Twenty Experience Marketing at Its Best 264

Unit Twenty-one Internet Marketing:User-Friendly Website Design 279

Unit Twenty-two Marketing in the International Context 293

Key to the Exercises 307