ContentsChapter One Introduction to Marketing 1
Chapter Two The Marketing Environment 15
Chapter Three Marketing Mix 28
Chapter Four Consumer Buying Behavior 43
Chapter Five Market Information and Marketing Research 67
Chapter Six Market Segmentation and Positioning 92
Chapter Seven International Market Entry 110
Chapter Eight Service Marketing 125
Chapter Nine Green Marketing 135
Chapter Ten Marketing Communications Mix 154
Chapter Eleven Marketing Plan,Control and Audit 173
Chapter Twelve Sun Tzes Art of Warfare and Marketing 190
Appendix Ⅰ Syllabus 204
Appendix Ⅱ Model Report 213
Appendix Ⅲ Mini Dictionary of Marketing 229
Bibliography 255