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正版新书]市场营销专业英语(第2版)沈铖9787111530497
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推荐序
前言
Chapter 1 Marketing Management 营销管理
案例Case
正文Text
1.1 What is Marketing
1.2 How Marketing Discovers and Satisfies Consumer Needs
1.3 The Production, Product and Selling Concepts
1.4 The Marketing Concept and Societal Marketing Concept
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 2 Consumer Behavior 消费者行为
案例Case
正文Text
2.1 The Buyer Decision Process
2.2 Factors Influencing Consumer Behavior
2.3 Models of Consumer Behavior
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 3 Marketing Environment营销环境
案例Case
正文Text
3.1 Demographics and Culture
3.2 Economic forces and Regulatory Forces
3.3 Technological Forces and competitive forces
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 4 Marketing Research 营销调研
案例Case
正文Text
4.1 The Types of Marketing Research
4.2 Focus Groups
4.3 Depth Interviews and Projective Tests
4.4 Types of Surveys
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 5 Marketing Strategy and Relationship Marketing营销战略和关系营销
案例Case
正文Text
5.1 Market Segmentation
5.2 Market Targeting
5.3 Positioning
5.4 Relationship Marketing
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 6 Marketing Mix 1:Product Strategy市场营销组合1:产品策略
案例Case
正文Text
6.1 The New Product Process
6.2 Product Life Cycle
6.3 packaging
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 7 Marketing Mix 2:Pricing 市场营销组合2:价格
案例Case
正文Text
7.1 Nature and Important of Price
7.2 The Pricing Constraints and Objectives
7.3 Demandbased Methods
7.4 Competitivebased Methods
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 8 Marketing Mix 3:Place市场营销组合3:渠道
案例Case
正文Text
8.1 Marketing Channel
8.2 Retailing
8.3 Logistic Management
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 9 Integrated Marketing Communications整合营销传播
案例Case
正文Text
9.1 What is Integrated Marketing Communications
9.2 Publicity and Public Relations
9.3 The Practice and the Adoption Process for IMC
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 10 Brand Management品牌管理
案例Case
正文Text
10.1 What Is Brand
10.2 New Products and Brand Extension
10.3 Advantages of Extensions
10.4 Disadvantages of Brand Extensions
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 11 Global Marketing全球营销
案例Case
正文Text
11.1 The Scope of Global Marketing
11.2 Emergence of a Borderless Economic World
11.3 Cross-Culture Analysis in a Global Economy
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 12 E-Marketing网络营销
案例Case
正文Text
12.1 The Emergence of E—Marketing
12.2 E—Marketing Environment
12.3 E—Marketing in Emerging Economies
核心词汇Core Words and Expressions
知识扩展More Knowledge
Chapter 1 3 Marketing of Services服务营销
案例Case
正文Text
13.1 The Uniqueness of Service
13.2 How Consumers Purchase Services
13.3 Managing the Marketing of Services
核心词汇Core WoMs and Expressions
知识扩展More Knowledge
参考文献
沈铖 副教授,硕士生导师,企业管理博士。讲授“市场营销学” “靠前市场营销学”和“靠前市场调研”等专业课程。先后主持及参与靠前合作、重量等科研项目六项,主编教材两部,参编教材多部。2004年及201 6年两次赴加拿大做访问学者。
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