Part Ⅰ About Marketing Chapter 1 Production and Development of Marketing 1.1 Production of Marketing 1.2 Development of Marketing 1.2.1 Classical Schools 1.2.2 Management Schools 1.. Behavior Schools 1.3 Connotation and Nature of Marketing 1.3.1 Connotation of Marketing 1.3.2 Nature of Marketing 1.4 Research Approaches of Marketing 1.4.1 Commodity Research Approach 1.4.2 Functional Research Approach 1.4.3 InstitutionaI Research Approach 1.4.4 Managerial Research Approach 1.4.5 Systematic Research Approach 1.5 Summary Chapter 2 Marketing Philosophy 2.1 Production Concept 2.1.1 Background of Production Concept 2.1.2 Meaning of Production Concept 2.1.3 Characteristics of Production Concept 2.2 Product Concept 2.2.1 Background of Product Concept 2.2.2 Connotation of Product Concept 2,. Characteristics of Product Concept . Selling Concept ..1 Background of Selling Concept ..2 Contents of Selling Concept .. Features of Selling Concept 2.4 Marketing Concept 2.4.1 Background of Marketing Concept 2.4.2 Contents of Marketing Concept 2.4.3 Four Pillars of Marketing Concept 2.5 Social Marketing Concept 2.5.1 Background of Social Marketing Concept 2.5.2 Contents bf Social Marketing Concept 2.5.3 Features of Social Marketing Concept 2.6 Mega-Marketing Concept …… Part Ⅱ Market Elements Chapter 3 Analysis of Marketplace and Marketing Environment Chapter 4 Analysis of Market Behavio Chapter 5 Market Segmentation,Targeting and Positioning Part Ⅲ Marketing Elements Chapter 6 Marketing Strategies Chapter 7 Marketing Competitive Chapter 8 Marketing Engineering Chapter 9 Marketing Investigation and Market Forecast Part Ⅳ Marketing Mix Chapter 10 Product Strategies Chapter 11 Price Strategies Chapter 12 Place Strategies Chapter 13 Promotional Strategies Part Ⅴ Relative Marketing Issues Chapter 14 Marketing Management Chapter 15 Other Marketing 参考文献