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正版新书]市场营销专业英语教程(第十五版)(大学专业英语系列
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Section I Essentials of Marketing Management
Part A Introduction
Chapter 1 Strategic Planning and the Marketing Managemenrces
The Marketing Concept
What Is Marketing?
What Is Strategic Planning?
Strategic Planning and Marketing management
The Strategic Planning Process
The Complete Strategic Plan
The Marketing Managemenrces
Situation Analysis
Marketing Planning
Implementation and Control of the Marketing Plan
Marketing Information Systems and Marketing Research
The Strategic Plan,the Marketing Plan,and Other
Functional Atea Plans
Mcrrketing'sRoleinCross-FunctionalStrategicPlanning Summary
Part B Marketing Information,Research,and Understanding the Target Market
Chapter 2 Marketing Research:Process and Systems for Decision Making
The Role ofMarketing Research
The Marketing Research Process
Purpose of the Research
Plan of the Research
Performance of the Research
Processing of Research Data
Preparation of the Research Report
Limitations of the Research Process
Marketing Information Systems
Summary
Chapter 3 Consumer Behavior
Social Influences on Consumer Decision Making
Culture and Subculture
Social Class
Reyefence Groups and Families
……
Chapter 4 Business,Government and Institutional Buying
Chapter 5 Market Segmentation
Part C The Marketing Mix
Chapter 6 Product and Brand Strategy
Chapter 7 New Product Planning and Development
Chapter 8 Integrated Marketing Communications
Chapter 9 Personal Selling,Relationship Building,and Sales Management
Chapter 10 Distribution Strategy
Chapter 11 Pricing Strategy
Part D Marketing in Special Fields
Chapter 12 The Marketing of Service
Chapter 13 Global Marketing
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