PART Ⅰ Introduction to Marketing 2
Unit 1 Marketing 2
Unit 2 International Marketing 15
Unit 3 Marketing Environment 32
Unit 4 Marketing Information System 44
PART Ⅱ Consumer Analysis 60
Unit 5 Customer Value 60
Unit 6 Customer Demand 79
Unit 7 Analysis of Consumer Buying Behavior 97
PART Ⅲ Market Analysis 112
Unit 8 Market 112
Unit 9 Market Research 128
Unit 10 Market Segmentation 141
Unit 11 Market Positioning 153
Unit 12 Market Expansion 165
PART Ⅳ Strategy Analysis 184
Unit 13 Marketing Competition Strategy 184
Unit 14 Target Marketing Strategy 202
Unit 15 Product Strategy 216
Unit 16 Pricing Strategy 230
Unit 17 Promotion Strategy 245
Unit 18 Marketing Channel Strategy 260
Unit 19 Collaborative Strategy 274
PART Ⅴ Marketing Management＆The Future of Marketing 292
Unit 20 Marketing Management 292
Unit 21 The Future of Marketing 305
参考文献 317