![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]](/img/f/027/nBnauM3XyMzN0cTM0EjN0ETN1UTM1QDN5MjM5ADMwAjMwUzLxYzLwQzLt92YucmbvRWdo5Cd0FmLxE2LvoDc0RHa.jpg "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]")
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
