內容簡介
本書共由十三個專題組成，分別為行銷管理、消費者行為學、行銷環境、行銷調研、行銷戰略和關係行銷、市場行銷組合1:產品策略、市場行銷組合2:價格、市場行銷組合3:渠道、整合行銷傳播、品牌管理、全球行銷、電子行銷、服務行銷，其涵蓋了市場行銷專業的主幹課程，每個專題所用的參考資料都是國內外尤其是國外該領域最經典的教材和專著，內容新穎，編排合理，適合研究生、本科生、大專等各層次市場行銷專業英語的學習。
圖書目錄
推薦序
前言
Chapter 1 Marketing Management 行銷管理
案例Case
正文Text
11What is Marketing
12How Marketing Discovers and Satisfies Consumer Needs
13The Production, Product and Selling Concepts
14The Marketing Concept and Societal Marketing Concept
核心辭彙Core Words and Expressions
知識擴展More Knowledge
Chapter 2 Consumer Behavior 消費者行為
案例Case
正文Text
21The Buyer Decision Process
22Factors Influencing Consumer Behavior
23Models of Consumer Behavior
核心辭彙Core Words and Expressions
知識擴展More Knowledge
Chapter 3 Marketing Environment行銷環境
案例Case
正文Text
31Demographics and Culture
32Economic forces and Regulatory Forces
33Technological Forces and competitive forces
核心辭彙Core Words and Expressions
知識擴展More Knowledge
Chapter 4 Marketing Research 行銷調研
案例Case
正文Text
41The Types of Marketing Research
42Focus Groups
43Depth Interviews and Projective Tests
44Types of Surveys
核心辭彙Core Words and Expressions
知識擴展More Knowledge
Chapter 5 Marketing Strategy and Relationship Marketing行銷戰略和關係行銷
案例Case
正文Text
51Market Segmentation
52Market Targeting
53Positioning
54Relationship Marketing
核心辭彙Core Words and Expressions
知識擴展More Knowledge
Chapter 6 Marketing Mix 1：Product Strategy市場行銷組合1：產品策略
案例Case
正文Text
61The New Product Process
62Product Life Cycle
63packaging
核心辭彙Core Words and Expressions
知識擴展More Knowledge
Chapter 7 Marketing Mix 2：Pricing 市場行銷組合2：價格
案例Case
正文Text
71Nature and Important of Price
72The Pricing Constraints and Objectives
73Demandbased Methods
74Competitivebased Methods
核心辭彙Core Words and Expressions
知識擴展More Knowledge
Chapter 8 Marketing Mix 3：Place市場行銷組合3：渠道
案例Case
正文Text
81Marketing Channel
82Retailing
83Logistic Management
核心辭彙Core Words and Expressions
知識擴展More Knowledge
Chapter 9 Integrated Marketing Communications整合行銷傳播
案例Case
正文Text
91What is Integrated Marketing Communications
92Publicity and Public Relations
93The Practice and the Adoption Process for IMC
核心辭彙Core Words and Expressions
知識擴展More Knowledge
Chapter 10 Brand Management 品牌管理
案例Case
正文Text
101What Is Brand
102New Products and Brand Extension
103Advantages of Extensions
104Disadvantages of Brand Extensions
核心辭彙Core Words and Expressions
知識擴展More Knowledge
Chapter 11 Global Marketing全球行銷
案例Case
正文Text
111The Scope of Global Marketing
112Emergence of a Borderless Economic World
113CrossCulture Analysis in a Global Economy
核心辭彙Core Words and Expressions
知識擴展More Knowledge
Chapter 12EMarketing電子行銷
案例Case
正文Text
121The Emergence of EMarketing
122EMarketing Environment
123EMarketing in Emerging Economies
核心辭彙Core Words and Expressions
知識擴展More Knowledge
Chapter 13 Marketing of Services服務行銷
案例Case
正文Text
131The Uniqueness of Service
132How Consumers Purchase Services
133Managing the Marketing of Services
核心辭彙Core Words and Expressions
知識擴展More Knowledge
參考文獻
