營銷學(xué)導(dǎo)論

內(nèi)容概要

本書提供了理解營銷模型的基礎(chǔ)信息，內(nèi)容包括營銷學(xué)的概念、發(fā)展和現(xiàn)狀、營銷環(huán)境，市場細(xì)分，消費(fèi)者行為，營銷調(diào)研，營銷工具以及營銷管理。本書采用以學(xué)生為主體的教學(xué)方法，對營銷概念的介紹清楚易懂，同時(shí)鼓勵讀者在學(xué)習(xí)本書的過程中努力應(yīng)用所學(xué)概念。大量的案例和實(shí)際應(yīng)用活動將營銷變成一個誘人的話題。　　本教材適合市場營銷類專業(yè)本科生使用。

作者簡介

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

書籍目錄

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

圖書封面

圖書標(biāo)簽Tags

無

評論、評分、閱讀與下載

---

    營銷學(xué)導(dǎo)論 PDF格式下載

---