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市场营销专业英语教程 (美)彼得 (美)唐纳利 袁奇 9787300110585 中国人民大学出版社

ISBN：9787300110585
出版社：中国人民大学出版社
定　价：￥30.00
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• 作　　者：(美)彼得 (美)唐纳利 袁奇 改编
• 出 版 社：中国人民大学出版社
• 出版时间：2009年08月
• 页　　数：203
• 字　　数：0
• 版　　次：1

• 图书详情

• 书名： 市场营销专业英语教程
  作者： (美)彼得 (美)唐纳利 袁奇 改编
  出版社： 中国人民大学出版社
  版次： 1
  出版日期： 2009年08月
  页数： 203
  定价： 30.00 元
  参考重量： 0.300
  -------------------------
  图书情况：正版二手旧书，绝不影响正常阅读！
  绝无缺页少页，发货前再次检查，请放心购买！
  * 内容提要 *
  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
  Conclusion
  Chapter 2 Marketing Research: Process and Systems for Decision Making
  The Role of Marketing Research
  The Marketing Research Process
  Purpose of the Research
  Plan of the Research
  Performance of the Research
  Processing of Research Data
  Preparation of the Research Report
  Limitations of the Research Process
  Marketing Information Systems
  Conclusion
  Chapter 3 Consumer Behavior
  Social Influences on Consumer Decisi6n Making
  Culture and Subculture
  Social Class
  Reference Groups and Families
  Marketing Influences on Consumer Decision Making
  Product Influences
  Price lnfluences
  Promotion lnfluences
  Place Influences
  Situational Influences on Consumer Decision Making
  Psychological Influences on Consumer Decision Making
  Product Knowledge
  Product lnvolvement
  Consumer Decision Making
  Need Recognition
  Alternative Search
  Alternative Evaluation
  Purchase Decision
  Postpurchase Evaluation
  Conclusion
  Chapter 4 Business,Government adn Institutional Buying
  Chapter 5 Market Segmentation
  Chapter 6 Product and Brand Strategy
  Chapter 7 New Product Planning and Development
  Chapter 8 Integrated Marketing Communications:Advertising,Sales Promotion,Public Relations and Direct Marketing
  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
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