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