市场营销学

图书信息

内容简介

本书以培养本科学生营销技能为主线，在体例编排上侧重于知识目标、典型案例、思考题和实践训练等项目，在内容编排上力求介绍市场营销的新理论、新知识和新思想，在语言上采用通俗易懂的英文，以指导学生更好地理解和把握市场营销理论和知识，学会市场营销必要的营销技能。

目录

1. 市场营销学 目录
2. Chapter 1 Development of Marketing
3. Case Study 1 Erke: Awareness of National Products
4. 1.1 What Is Marketing
5. 1.1.1 Market and Marketing
6. 1.1.2 A Brief History of Marketing
7. 1.1.3 Marketing Process
8. 1.2 Key Concepts of Marketing
9. 1.2.1 Customer Needs, Wants, and Demands
10. 1.2.2 Market Offerings
11. 1.2.3 Customer Value, and customer Satisfaction
12. 1.2.4 Exchanges
13. 1.2.5 Market and Marketer
14. 1.3 Research Content and Methods in Marketing
15. 1.3.1 Research Content
16. 1.3.2 Research Methods
17. 1.4 Summary
18. 1.5 Application and Cases
19. Chapter 2 Changing Marketing Landscape
20. Case Study 2 Crazy Dangerous Elements in Daily Necessities
21. 2.1 Production Concept
22. 2.1.1 Background and Contents of Production Concept
23. 2.1.2 Characteristics of Production Concept
24. 2.2 Product Concept
25. 2.2.1 Background and Contents of Product Concept
26. 2.2.2 Characteristics of Product Concept
27. 2.3 Selling Concept
28. 2.3.1 Background and Contents of Selling Concept
29. 2.3.2 Characteristics of Selling Concept
30. 2.4 Marketing Concept
31. 2.4.1 Background and Contents of Marketing Concept
32. 2.4.2 Characteristics of Marketing Concept
33. 2.5 Social Marketing Concept
34. 2.5.1 Background and Contents of Social Marketing Concept
35. 2.5.2 Characteristics of Social Marketing Concept
36. 2.6 Summary
37. 2.7 Application and Cases
38. Chapter 3 Marketing Environment
39. Case Study 3 Pinterest
40. 3.1 Implications and Features of Marketing Environment
41. 3.1.1 Concept of Marketing Environment
42. 3.1.2 Features of Marketing Environment
43. 3.2 Analysis of Macro-Marketing Environment
44. 3.2.1 Economic Factors
45. 3.2.2 Political and Legal Factors
46. 3.2.3 Cultural and Demographic Factors
47. 3.2.4 Scientific and Technological Factors
48. 3.3 Analysis of the Micro-Marketing Environment
49. 3.3.1 The Company
50. 3.3.2 Supplier
51. 3.3.3 Marketing Intermediaries
52. 展开全部