市場營銷

內(nèi)容概要

本系列教材主要有以下幾個特點：（1）教材種類豐富。本系列教材首批推出7本商務(wù)知識雙語教材，組成“英語專業(yè)工商管理雙語教學教材系列”，包括《管理》（Jeff Madura著）、《運營管理與創(chuàng)新》（David Needle著）、《市場營銷》（Louis Boone ＆ David Kurtz著）、《會計與財務(wù)管理》（Jeff Madura著）、《商業(yè)倫理與社會責任》（Jaff Madura著）以及《創(chuàng)辦新企業(yè)》（Jaff Madura著），國內(nèi)同類題材教材較少。（2）版本較新。本系列教材選摘自國外最新教材，內(nèi)容了相應(yīng)學科的最新理念和最新的真實案例。（3）內(nèi)容規(guī)范、簡潔，語言難易得當，適合雙語教學。本系列教材簡要地概述了各職能領(lǐng)域最重的要基本概念、基本原理和主要理論，在每本書后加入了這門學科的相關(guān)重要術(shù)語，并對術(shù)語的詞頭進行了中文釋義。

作者簡介

作者：(美)路易斯·布恩 等

書籍目錄

Chapter1 Customer-Driven Marketing  Chapter Overview  What Is Marketing？    How Marketing Creates Utiluty  Evolution of the Marketing Concept    Emergence of the Marketing  Concetp     Deliuering Added Value through Customer Satesfaction and Quality    Customer Satisfaction and Feedback  Expanding Mardeting’s Traditional Boundaries    Not-for-Profit Marketing     Nontraditional Marketing  Developing a Marketing Strategy    Selecting a Target Market     Deueloping a Marketing Mix    Deueloping a Marketing Mix for Internatinal Markets  Marketing Research for Improved Marketing Decisions    Obtaining Mraketing Research Data    Applying Marketing Research Data    Computer-Based Marketing Research Systems    Data Mining   Marekt Segmentation    How Market Segmentation Works    Segmenting Consumer Markets    Segmenting Business Markets  Buyer Behavior：Determining What Customers Want    Determinants of Consumer Behavior    Determinants of Business Buying Behavior    Steps in the Consumer Behavior  Creating，Maintainingm，and Strengthening Mardeting Relationships    Benefits of Relationship Marketing    Tools for Nurturing Customer Realtionships   What’s Ahead    Summary of Learrning Goals    Business Terms You Need to Know     Other Important Business Terms    Reuiew Questions    Projects and Applications     Experiential Exercise    Nothing But Net  Case12.1 Marketing to TweensChapter2 Product and Distribution StrategiesChapter3 Promotion and Pricing Strategies  Case 3.1 Wow！It s Yao！GlossaryNtes

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