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内容大纲
本书改编自J.Paul Peter和James H.Donnelly，Jr.合著的市场营销学教材——A Preface to Marketing Management（Fifteenth Edition）。这本教材畅销世界，曾多次再版。本书的最大特色在于，在简单明了、由浅入深地向读者介绍市场营销知识的同时，还可以帮助读者增加营销专业的英语词汇量，提高读者的英语阅读水平和表达能力。全书分为四个部分：第一部分是营销管理的基本知识，第二部分是营销活动中的实际问题和案例分析，第三部分是市场营销决策的财务分析，第四部分是营销计划的制订和撰写。
本书可以作为商务英语专科和本科高年级学生作为行业和专业英语课教材，也可以作为经济管理类专业学生的选修课教材使用。 -
作者介绍
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目录
Section Ⅰ Essentials of Marketing Management
Part A Introduction
Chapter 1 Strategic Planning and the Marketing Management Process
The Marketing Concept
What Is Marketing
What Is Strategic Planning
Strategic Planning and Marketing Management
The Strategic Planning Process
The Complete Strategic Plan
The Marketing Management Process b
Situation Analysis
Marketing Planning
Implementation and Control of the Marketing Plan
Marketing Information Systems and Marketing Research
The Strategic Plan,the Marketing Plan, and Other rie
Functional Area Plans
Marketing's Role in Cross-Functional Strategic Planning
Summary
Part B Marketing Informatun Research,and Understanding the Target Market
Chapter 2 Marketing Research: Process and Systems for Decision Making
The Role of Marketing Research
The Marketing Research Process
Purpose of the Research
Plan of the Research 341 bae imnutTui
Performance of the Research
Processing of Research Data
Preparation of the Research Report 42e
Limitations of the Research Process
Marketing Information Systems
Summary
Chapter 3 Consumer Behavior
Social Influences on Consumer Decision Making
Culture and Subculture
Social Class
Reference Groups and Families
……
Section Ⅱ Analyzing Marketing Problems and Cases
Section Ⅲ Financial Analysis for Marketing Decisions
Section Ⅳ Developing Marketing Plans
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