市场营销专业英语教程（第十三版） / 大学专业英语系列教材
￥38.80定价
作者： 保罗·彼得
出版时间：2014-04
出版社：中国人民大学出版社
- 中国人民大学出版社
- 9787300191683
- 150143
- 41157631-7
- 16开
- 2014-04
- 413
- 管理学
- 工商管理
- F713.5
- 非英语专业
- 本科
内容简介
J·保罗·彼得、詹姆斯·H·唐纳利所著的《市场营销专业英语教程(第13版双语改编版大学专业英语系列教材)》系统介绍了战略规划与营销管理的过程、营销研究、消费者行为、新产品规划与开发、销售策略、定价策略、营销服务、全球营销等市场营销所涉及的专业知识。
《市场营销专业英语教程(第13版双语改编版大学专业英语系列教材)》适合商务英语专科和本科高年级学生作为行业和专业英语课教材使用，也可以作为经济管理类专业学生的选修课教材使用。
《市场营销专业英语教程(第13版双语改编版大学专业英语系列教材)》适合商务英语专科和本科高年级学生作为行业和专业英语课教材使用，也可以作为经济管理类专业学生的选修课教材使用。
目录
Chapter 1 Strategic Planning and the Marketing Management Process
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 Management Process
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 Area Plans
Marketing's Role in Cross-Functional Strategic Planning
Summary
Chapter 2 Marketing Research: Process and Systems for Decision Making
Chapter 3 Consumer Behavior
Chapter 4 Business, Government and Institutional Buying
Chapter 5 Market Segmentation
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
Chapter 12 The Marketing of Services
Chapter 13 Global Marketing
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 Management Process
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 Area Plans
Marketing's Role in Cross-Functional Strategic Planning
Summary
Chapter 2 Marketing Research: Process and Systems for Decision Making
Chapter 3 Consumer Behavior
Chapter 4 Business, Government and Institutional Buying
Chapter 5 Market Segmentation
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
Chapter 12 The Marketing of Services
Chapter 13 Global Marketing
