Unit 1 What is Marketing? 1
Unit 2 Customer-Driven Marketing Strategy 14
Unit 3 Position,Perception and Value 28
Unit 4 Allocating Corporate Resources 39
Unit 5 Questionnaire 53
Unit 6 Organizational Buying Behavior 69
Unit 7 Designing and Marketing New Products and Services 85
Unit 8 Pricing 102
Unit 9 Place and Channel Systems 119
Unit 10 Promotion-lntroduction to Integrated Marketing Communications 134
Unit 11 A Means-End Theory of Brand Evolution 149
Unit 12 Avoid Mistakes in Advertising 163
Unit 13 International Marketing 176
Appendix Ⅰ Reference Translationof the Main Texts 192
Appendix Ⅱ Key to the Exercises 234
Appendix Ⅲ Tapescripts 240
Appendix Ⅳ Glossary 253