市场营销专业英语PDF电子书下载

Chapter 1 营销管理 1

案例 1

正文 2

1.1 Marketing Management Philosophies 2

1.2 Market Segmentation,Market Targeting and Positioning 9

1.3 Relationship Marketing 12

核心词汇 18

知识扩展 18

Chapter 2 消费者行为 20

案例 20

正文 21

2.1 The Buyer Decision Process 21

2.2 Factors Influencing Consumer Behavior 26

2.3 Models of Consumer Behavior 40

核心词汇 43

知识扩展 44

Chapter 3 整合营销传播 46

案例 46

正文 47

3.1 What is Integrated Marketing Communications 47

3.2 Publicity and Public Relations 50

3.3 The Practice and the Adoption Process for IMC 58

核心词汇 62

知识扩展 62

Chapter 4 当代广告 64

案例 64

正文 66

4.1 Types of Advertising 66

4.2 Advertising Planning 69

4.3 Criticisms of Advertising 74

核心词汇 76

知识扩展 76

Chapter 5 销售管理 78

案例 78

正文 79

5.1 The Tasks of Sales Management 79

5.2 Steps in the Selling Process 83

核心词汇 92

知识扩展 92

Chapter 6 品牌管理 94

案例 94

正文 95

6.1 What Is Brand 95

6.2 New Products and Brand Extension 99

6.3 Advantages of Extensions 101

6.4 Disadvantages of Brand Extensions 106

核心词汇 110

知识扩展 110

Chapter 7 营销调研 112

案例 112

正文 113

7.1 The Types of Marketing Research 113

7.2 Focus Groups 117

7.3 Depth Interviews and Projective Tests 121

7.4 Types of Surveys 127

核心词汇 133

知识扩展 134

Chapter 8 零售营销 136

案例 136

正文 137

8.1 Increasing Sales from the Existing Customer Base 137

8.2 Increase Sales by Expanding the Customer Base 140

核心词汇 147

知识扩展 148

Chapter 9 服务营销 150

案例 150

正文 151

9.1 The Uniqueness of Service 151

9.2 How Consumers Purchase Services 154

9.3 Managing the Marketing of Services 156

核心词汇 159

知识扩展 159

Chapter 10 全球营销 161

案例 161

正文 162

10.1 The Scope of Global Marketing 162

10.2 Emergence of a Borderless Economic World 166

10.3 Cross-Culture Analysis in a Global Economy 169

核心词汇 175

知识扩展 175

Chapter 11 电子营销 177

案例 177

正文 178

11.1 The Emergence of E-Marketing 178

11.2 E-Marketing Environment 182

11.3 E-Marketing in Emerging Economies 189

核心词汇 194

知识扩展 194

参考文献 196