市場(chǎng)營(yíng)銷

內(nèi)容概要

本系列教材主要有以下幾個(gè)特點(diǎn)：（1）教材種類豐富。本系列教材首批推出7本商務(wù)知識(shí)雙語(yǔ)教材，組成“英語(yǔ)專業(yè)工商管理雙語(yǔ)教學(xué)教材系列”，包括《管理》（Jeff Madura著）、《運(yùn)營(yíng)管理與創(chuàng)新》（David Needle著）、《市場(chǎng)營(yíng)銷》（Louis Boone ＆ David Kurtz著）、《會(huì)計(jì)與財(cái)務(wù)管理》（Jeff Madura著）、《商業(yè)倫理與社會(huì)責(zé)任》（Jaff Madura著）以及《創(chuàng)辦新企業(yè)》（Jaff Madura著），國(guó)內(nèi)同類題材教材較少。（2）版本較新。本系列教材選摘自國(guó)外最新教材，內(nèi)容了相應(yīng)學(xué)科的最新理念和最新的真實(shí)案例。（3）內(nèi)容規(guī)范、簡(jiǎn)潔，語(yǔ)言難易得當(dāng)，適合雙語(yǔ)教學(xué)。本系列教材簡(jiǎn)要地概述了各職能領(lǐng)域最重的要基本概念、基本原理和主要理論，在每本書(shū)后加入了這門(mén)學(xué)科的相關(guān)重要術(shù)語(yǔ)，并對(duì)術(shù)語(yǔ)的詞頭進(jìn)行了中文釋義。

作者簡(jiǎn)介

作者：(美)路易斯·布恩 等

書(shū)籍目錄

Chapter1 Customer-Driven Marketing  Chapter Overview  What Is Marketing？    How Marketing Creates Utiluty  Evolution of the Marketing Concept    Emergence of the Marketing  Concetp     Deliuering Added Value through Customer Satesfaction and Quality    Customer Satisfaction and Feedback  Expanding Mardeting’s Traditional Boundaries    Not-for-Profit Marketing     Nontraditional Marketing  Developing a Marketing Strategy    Selecting a Target Market     Deueloping a Marketing Mix    Deueloping a Marketing Mix for Internatinal Markets  Marketing Research for Improved Marketing Decisions    Obtaining Mraketing Research Data    Applying Marketing Research Data    Computer-Based Marketing Research Systems    Data Mining   Marekt Segmentation    How Market Segmentation Works    Segmenting Consumer Markets    Segmenting Business Markets  Buyer Behavior：Determining What Customers Want    Determinants of Consumer Behavior    Determinants of Business Buying Behavior    Steps in the Consumer Behavior  Creating，Maintainingm，and Strengthening Mardeting Relationships    Benefits of Relationship Marketing    Tools for Nurturing Customer Realtionships   What’s Ahead    Summary of Learrning Goals    Business Terms You Need to Know     Other Important Business Terms    Reuiew Questions    Projects and Applications     Experiential Exercise    Nothing But Net  Case12.1 Marketing to TweensChapter2 Product and Distribution StrategiesChapter3 Promotion and Pricing Strategies  Case 3.1 Wow！It s Yao！GlossaryNtes

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