推荐序
前言
Chapter1 MarketingManagement营销管理
案例 Case
正文 Text
1.1 MarketingManagementPhilosophies
1.2 MarketSegmentation，MarketTargetingandPositioning
1.3 RelationshipMarketing
核心词汇 CoreWordsandExpressions
知识扩展 MoreKnowledge
Chapter2 ConsumerBehavior消费者行为
案例 Case
正文 Text
2.1 TheBuyerDecisionProcess
2.2 FactorsInfluencingConsumerBehavior
2.3 ModelsofConsumerBehavior
核心词汇 CoreWordsandExpressions
知识扩展 MoreKnowledge
Chapter3 IntegratedMarketingCommunications整合营销传播
案例 Case
正文 Text
3.1 WhatisIntegratedMarketingCommunications
3.2 PublicityandPublicRelations
3.3 ThePracticeandtheAdoptionProcessforIMC
核心词汇 CoreWordsandExpressions
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Chapter4 ContemporaryAdvertising当代广告
案例 Case
正文 Text
4.1 TypesofAdvertising
4.2 AdvertisingPlanning
4.3 CriticismsofAdvertising
核心词汇 CoreWordsandExpressions
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Chapter5 SalesForceManagement销售管理
案例 Case
正文 Text
5.1 TheTasksofSalesManagement
5.2 StepsintheSellingProcess
核心词汇 CorewordsandExpressions
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Chapter6 BrandManagement品牌管理
案例 Case
正文 Text
6.1 WhatIsBrand
6.2 NewProductsandBrandExtension
6.3 AdvantagesofExtensions
6.4 DisadvantagesofBrandExtensions
核心词汇 Corew0耐sandExpressions
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Chapter7 MarketingResearch营销调研
案例 Case
正文 Text
7.1 TheTypesofMarketingResearch
7.2 FocusGroups
7.3 DepthInterviewsandProjectiveTests
7.4 TypesofSurveys
核心词汇 CoreWordsandExpressions
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Chapter8 RetailMarketing零售营销
案例 Case
正文 Text
8.1 IncreasingSalesfromtheExistingCustomerBase
8.2 IncreaseSalesbyExpandingtheCustmerBase
核心词汇 CoreWordsandExpressions
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Chapter9 MarketingofServices服务营销
案例 Case
正文 Text
9.1 TheUniquenessofService
9.2 HowConsumersPurchaseServices
9.3 ManagingtheMarketingofServices
核心词汇 CoreWordsandExpressions
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Chapter10 GlobalMarketing全球营销
案例 Case
正文 Text
10.1 TheScopeofGlobalMarketing
10.2 EmergenceofaBorderlessEconomicWorld
10.3 Cross-CultureAnalysisinaGlobalEconomy
核心词汇 CorewordsandExpressions
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Chapter11 E-Marketing电子营销
案例 Case
正文 Text
11.1 TheEmergenceofE-Marketing
11.2 E-MarketingEnvironment
11.3 E-MarketinginEmergingEconomies
核心词汇 CoreWordsandExpressions
知识扩展 MoreKnowledge
参考文献
