市場行銷專業英語[2005年哈爾濱工業大學出版社出版的圖書]

市場行銷專業英語[2005年哈爾濱工業大學出版社出版的圖書]
市場行銷專業英語[2005年哈爾濱工業大學出版社出版的圖書]
更多義項 ▼ 收起列表 ▲

《市場行銷專業英語》是2005年哈爾濱工業大學出版社出版的圖書,作者是蒲明。本書是高等院校市場行銷及相關專業的專業英語教材和雙語教材,也可供有關人員作閱讀材料。

基本信息

內容提要

本書共分40課,覆蓋了市場行銷專業的各個方面。內容涉及市場行銷,行銷管理理念,戰略計畫,行銷環境,市場調查與信息系統,消費者市場與消費者購買行為,組織市場與組織購買行為,市場區隔、選擇目標市場和市場定位,產品和服務戰略,新產品開發與產品生命周期策略,產品定價方法,定價策略,分銷渠道及物流管理,零售與批發,整合行銷溝通,廣告、促銷及公共關係,人員推銷和銷售管理,直銷和網上行銷,顧客關係行銷和競爭行銷戰略,全球市場行銷,行銷的社會責任和行銷道德等各個方面。書中還列有專業辭彙,重點、難點注釋以及辭彙索引。

圖書目錄

1 An Overview of Marketing

2 Marketing Management Philosophies

3 Strategic Planning in the Organization

4 Select a Strategic Alternative

5 The Company s Microenvironment

6 The Company s Macroenvironment

7 Marketing Information System

8 Primary and Secondary Data in Marketing Research

9 The Consumer Decision-Maaking Process

10 Psychological Influences on Consumer behavior

11 Major Categories of Organizational Buyers

12 Interactions with Organizational Buyers

13 Market Segmentation

14 Market Targeting and Positioning

15 Product Branding

16 Services

17 New-Product Development Process

18 The Product Life Cycle

19 Factors Influencing Price Determination

20 Approaches to Pricing

21 Pricing Strategies

22 Price-Adjustment Strategies

23 Selecting Channels of Distribution

24 Physical Distribution and Logistics

25 Retail Marketing Strategy

26 Wholesaling

27 Marketing Promotion and Communicatuion Mix

28 Developing an Optimal Promotional Mix

29 Advertising Media

30 Sales Promotion and Public Relations

31 The Sales Process

32 Implementing the Slaes Plan

33 Conducting Online Marketing

34 One-To-One Marketing

35 Customer Relationship Marketing

36 Competitive Marketing Strategies

37 Modes of Entry into Global Markets

38 The Gloal Marketing Program

39 Social Responsibilities of Marketing Management

40 Marketing Ethics

辭彙索引

熱門詞條

聯絡我們