- 市场营销学(英文版)
- - 作者：编者:刘珺|责编:韩阳//郭婷
  - 出版社：中国纺织
  - ISBN：9787522919027
  - 出版日期：2024/08/01
  - 页数：361
- 售价：39.2

内容大纲
本书以培养本科学生营销技能为主线，在体例编排上侧重于知识目标、典型案例、思考题和实践训练等项目，在内容编排上力求介绍市场营销的新理论、新知识和新思想，在语言上采用通俗易懂的英文，以指导学生更好地理解和把握市场营销理论和知识，学会市场营销必要的营销技能。
作者介绍
目录
Chapter 1  Development of Marketing
  Case Study 1  Erke: Awareness of National Products
  1.1  What Is Marketing
    1.1.1  Market and Marketing
    1.1.2  A Brief History of Marketing
    1.1.3  Marketing Process
  1.2  Key Concepts of Marketing
    1.2.1  Customer Needs, Wants, and Demands
    1.2.2  Market Offerings
    1.2.3  Customer Value, and customer Satisfaction
    1.2.4  Exchanges
    1.2.5  Market and Marketer
  1.3  Research Content and Methods in Marketing
    1.3.1  Research Content
    1.3.2  Research Methods
  1.4  Summary
  1.5  Application and Cases
Chapter 2  Changing Marketing Landscape
  Case Study 2  Crazy Dangerous Elements in Daily Necessities
  2.1  Production Concept
    2.1.1  Background and Contents of Production Concept
    2.1.2  Characteristics of Production Concept
  2.2  Product Concept
    2.2.1  Background and Contents of Product Concept
    2.2.2  Characteristics of Product Concept
  2.3  Selling Concept
    2.3.1  Background and Contents of Selling Concept
    2.3.2  Characteristics of Selling Concept
  2.4  Marketing Concept
    2.4.1  Background and Contents of Marketing Concept
    2.4.2  Characteristics of Marketing Concept
  2.5  Social Marketing Concept
    2.5.1  Background and Contents of Social Marketing Concept
    2.5.2  Characteristics of Social Marketing Concept
  2.6  Summary
  2.7  Application and Cases
Chapter 3 Marketing Environment
  Case Study 3  Pinterest
  3.1  Implications and Features of Marketing Environment
    3.1.1  Concept of Marketing Environment
    3.1.2  Features of Marketing Environment
  3.2  Analysis of Macro-Marketing Environment
    3.2.1  Economic Factors
    3.2.2  Political and Legal Factors
    3.2.3  Cultural and Demographic Factors
    3.2.4  Scientific and Technological Factors
  3.3  Analysis of the Micro-Marketing Environment
    3.3.1  The Company
    3.3.2  Supplier
    3.3.3  Marketing Intermediaries

    3.3.4  Competitors
    3.3.5  The Public
    3.3.6  Customer
  3.4  Summary
……
Chapter 4  Market Purchase Behavior
Chapter 5  Target Marketing
Chapter 6  Marketing Strategy Generalities
Chapter 7  Marketing Competitive Strategies
Chapter 8  Product Strategies
Chapter 9  Price Strategies
Chapter 10  Place Strategies
Chapter 11  Promotional Strategies
Chapter 12  Sustainable Marketing-The Call for More Environmental and Social Responsibility
Chapter 13  Marketing Regulations
Reference

内容大纲

作者介绍

目录

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