市场营销 定义、解释及应用 双语教学版
￥48.00定价
作者： [美]迈克尔·利文斯
出版时间：2014-07
出版社：人民邮电出版社
- 人民邮电出版社
- 9787115355911
- 22413
- 2014-07
- F713.50
内容简介
迈克尔·利文斯编著的这本《市场营销（定义解释及应用双语教学版）》是一本实用的市场营销入门级教材。作为双语教学版，本书对重点术语进行了中文注释。
本书以反映当前顾客关系管理和顾客价值创造为核心的市场营销理念为指导思想，从整个市场营销专业教学出发，在内容设置上通过“导读、定义、解释、应用、案例和小结”的写作方式，化繁为简、深入浅出地介绍了专业知识。结构体系完整、规范；理论和专业术语阐释清晰、简洁；图文并茂、表述生动有趣；案例丰富，习题类型多样。
本书可作为本科院校或高职高专市场营销类专业的教学用书，也适合作为商务英语等相关专业的学习用书。
本书以反映当前顾客关系管理和顾客价值创造为核心的市场营销理念为指导思想，从整个市场营销专业教学出发，在内容设置上通过“导读、定义、解释、应用、案例和小结”的写作方式，化繁为简、深入浅出地介绍了专业知识。结构体系完整、规范；理论和专业术语阐释清晰、简洁；图文并茂、表述生动有趣；案例丰富，习题类型多样。
本书可作为本科院校或高职高专市场营销类专业的教学用书，也适合作为商务英语等相关专业的学习用书。
目录
PART 1 Explaining
Chapter 1 – The Meaning of Marketing
Chapter 2 – The Market in Marketing
Chapter 3 – Planning and Marketing in an Organization
Chapter 4 – A Broader Perspective on Marketing
PART 2 Creating
Chapter 5 – Value for Customers
Chapter 6 – A Perspective on Consumer Behavior
Chapter 7 – Consumer Insight
Chapter 8 – The Brand
PART 3 Strategizing
Chapter 9 – Segmenting, Targeting, and Positioning
Chapter 10 – The Marketing Plan
PART 4 Managing
Chapter 11 – Product and Service Strategies
Chapter 12 – Pricing Strategies
Chapter 13 – Supply Chain and Distribution Strategies
Chapter 14 – Consumer-Influence Strategies
Chapter 15 – Personal Selling and Direct Marketing Strategies
PART 5 Integrating
Chapter 16 – The Media Mix
Chapter 17 – The Marketing Mix
Appendix
Notes
Glossary
Index
Chapter 1 – The Meaning of Marketing
Chapter 2 – The Market in Marketing
Chapter 3 – Planning and Marketing in an Organization
Chapter 4 – A Broader Perspective on Marketing
PART 2 Creating
Chapter 5 – Value for Customers
Chapter 6 – A Perspective on Consumer Behavior
Chapter 7 – Consumer Insight
Chapter 8 – The Brand
PART 3 Strategizing
Chapter 9 – Segmenting, Targeting, and Positioning
Chapter 10 – The Marketing Plan
PART 4 Managing
Chapter 11 – Product and Service Strategies
Chapter 12 – Pricing Strategies
Chapter 13 – Supply Chain and Distribution Strategies
Chapter 14 – Consumer-Influence Strategies
Chapter 15 – Personal Selling and Direct Marketing Strategies
PART 5 Integrating
Chapter 16 – The Media Mix
Chapter 17 – The Marketing Mix
Appendix
Notes
Glossary
Index
