前辅文
 Unit 1 Introduction to Marketing
  1.1 What Is Marketing?
  1.2 Evolution of Marketing
 Unit 2 The Marketing Environment
  2.1 What Is Marketing Environment?
  2.2 What Is the Company’s Microenvironment?
  2.3 Macroenvironment
 Unit 3 Marketing Mix
  3.1 The Product
  3.2 Pricing
  3.3 The Place/Distribution
  3.4 Promotion
  3.5 4Cs
 Unit 4 Consumer Buying Behavior
  4.1 The Buyer Decision Process
  4.2 The Buyer Decision Process for New Products
  4.3 Model of Consumer Behavior
  4.4 Types of Buying Decision Behavior
 Unit 5 Market Information and Marketing Research
  5.1 What Is Marketing Information System (MIS)?
  5.2 The Marketing Research Process
  5.3 Marketing Research in Small Businesses
 Unit 6 Segmenting, Targeting and Positioning
  6.1 Seven-step Approach to Market Segmentation
  6.2 Different Market Segmentation Levels
  6.3 What Are the Bases of Market Segmentation?
  6.4 What Are Effective Segments?
  6.5 Market Targeting
  6.6 Positioning for Competitive Advantage
 Unit 7 International Market Entry
  7.1 What Is Global Marketing?
  7.2 Global Business Involvement: Market Entry Strategies
  7.3 Factors Considered in Global Marketing
 Unit 8 Service Marketing
  8.1 Service Industry
  8.2 Nature and Classification of Services
  8.3 Characteristics of Services and Their Marketing Implications
  8.4 Service Quality
  8.5 Integrated Service Management: 8Ps
  8.6 After-sales Service
 Unit 9 Green Marketing
  9.1 An Introduction to Green Marketing
  9.2 Why Is Green Marketing Popular?
  9.3 Some Guidelines in Environmental/Green Marketing Claims
  9.4 Make Products Green by Design
  9.5 Green Marketing in China
  9.6 Conclusions
 Unit 10 Marketing Plan, Control and Audit
  10.1 What Is Marketing Plan?
  10.2 Why Prepare a Marketing Plan?
  10.3 Marketing Plan Components
  10.4 Marketing Control
  10.5 Marketing Audit
 Appendix I Syllabus
 Appendix II Model Report
 Appendix III Minidictionary of Marketing
 Bibliography