營(yíng)銷學(xué)導(dǎo)論

內(nèi)容概要

本書(shū)提供了理解營(yíng)銷模型的基礎(chǔ)信息，內(nèi)容包括營(yíng)銷學(xué)的概念、發(fā)展和現(xiàn)狀、營(yíng)銷環(huán)境，市場(chǎng)細(xì)分，消費(fèi)者行為，營(yíng)銷調(diào)研，營(yíng)銷工具以及營(yíng)銷管理。本書(shū)采用以學(xué)生為主體的教學(xué)方法，對(duì)營(yíng)銷概念的介紹清楚易懂，同時(shí)鼓勵(lì)讀者在學(xué)習(xí)本書(shū)的過(guò)程中努力應(yīng)用所學(xué)概念。大量的案例和實(shí)際應(yīng)用活動(dòng)將營(yíng)銷變成一個(gè)誘人的話題?！　”窘滩倪m合市場(chǎng)營(yíng)銷類專業(yè)本科生使用。

作者簡(jiǎn)介

羅莎琳德·馬斯特森是得蒙福德大學(xué)萊斯特商學(xué)院營(yíng)銷系教師，主要研究領(lǐng)域有營(yíng)銷溝通、國(guó)際營(yíng)銷以及電子營(yíng)銷。
　　戴維·皮克頓是得蒙福德大學(xué)萊斯特商學(xué)院營(yíng)銷系主任，他營(yíng)銷溝通領(lǐng)域主要的創(chuàng)始人。

書(shū)籍目錄

PrefaceAcknowledgementsguided tourtechnology to enhance teaching and learningPART 1:THIS IS MARKETING 1.the development of marketing   challenges   kley concepts   chapter overview   introduction   definitions of marketing   what marketing is not    before marketing   modern marketing   the marketing function   demand and supply   exchanges    marketing's changing emphasis   the rise of consumerism   the focus themes   summary   challenges reviewed   reading around   self-review questions   mini case study:relaunching liverpool   references 2.marketing today   challemges   key concepts   chapter overview   introduction   mixed terminology and mixed claims   markets   market dynamics   marketing strategies   objectives   strategic orientations   focusing on customers   summary   challenges reviewed   reading around   sel-review questions   minl case study:virgin loyalty   references   PART 2:MARKETING ANALYSIS  3.the marketing environment   …… 4.market segmentation 5.buyer behaviour 6.marketing researchPART 3:MARKETING TOOLS 7.product 8.promotion 9.place 10.price 11.the marketing mixPART 4:THE MARKETERS 12.marketing management    what do marketers do?postscript:careers in marketingGlossaryindex

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