市場(chǎng)營(yíng)銷專業(yè)英語
定 價(jià)：30 元
叢書名：致用·專業(yè)英語系列教材
- 作者：沈鋮, 劉曉峰編著
- 出版時(shí)間：2016/1/1
- ISBN：9787111530497
- 出 版 社：機(jī)械工業(yè)出版社
- 中圖法分類：F713.50
- 頁碼：219
- 紙張：銅版紙
- 版次：1
- 開本：16K
本書內(nèi)容覆蓋市場(chǎng)營(yíng)銷專業(yè)的主干專業(yè)課程，有利于掌握營(yíng)銷領(lǐng)域的專業(yè)英語知識(shí)。本書由11個(gè)專題組成：市場(chǎng)營(yíng)銷、消費(fèi)者行為、整合營(yíng)銷傳播、當(dāng)代廣告、銷售管理、品牌管理、營(yíng)銷調(diào)研、服務(wù)營(yíng)銷等。
研究生、本科生等各層次市場(chǎng)營(yíng)銷專業(yè)學(xué)生
推薦序
前言
Chapter 1 Marketing Management 營(yíng)銷管理
案例Case
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1.1What is Marketing
1.2How Marketing Discovers and Satisfies Consumer Needs
1.3The Production, Product and Selling Concepts
1.4The Marketing Concept and Societal Marketing Concept
核心詞匯Core Words and Expressions
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Chapter 2 Consumer Behavior 消費(fèi)者行為
案例Case
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2.1The Buyer Decision Process
2.2Factors Influencing Consumer Behavior
2.3Models of Consumer Behavior
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Chapter 3 Marketing Environment營(yíng)銷環(huán)境
案例Case
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3.1Demographics and Culture
3.2Economic forces and Regulatory Forces
3.3Technological Forces and competitive forces
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Chapter 4 Marketing Research 營(yíng)銷調(diào)研
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4.1The Types of Marketing Research
4.2Focus Groups
4.3Depth Interviews and Projective Tests
4.4Types of Surveys
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Chapter 5 Marketing Strategy and Relationship Marketing營(yíng)銷戰(zhàn)略和關(guān)系營(yíng)銷
案例Case
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5.1Market Segmentation
5.2Market Targeting
5.3Positioning
5.4Relationship Marketing
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Chapter 6 Marketing Mix 1：Product Strategy市場(chǎng)營(yíng)銷組合1：產(chǎn)品策略
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6.1The New Product Process
6.2Product Life Cycle
6.3packaging
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Chapter 7 Marketing Mix 2：Pricing 市場(chǎng)營(yíng)銷組合2：價(jià)格
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7.1Nature and Important of Price
7.2The Pricing Constraints and Objectives
7.3Demandbased Methods
7.4Competitivebased Methods
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Chapter 8 Marketing Mix 3：Place市場(chǎng)營(yíng)銷組合3：渠道
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8.1Marketing Channel
8.2Retailing
8.3Logistic Management
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Chapter 9 Integrated Marketing Communications整合營(yíng)銷傳播
案例Case
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9.1What is Integrated Marketing Communications
9.2Publicity and Public Relations
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