| 词条 | 市场营销专业英语 |
| 释义 | 高等院校市场营销及相关专业的专业英语教材和双语教材，也可供有关人员作阅读材料。 基本信息作者：蒲明 ISBN：10位[7560321992] 13位[9787560321998] 出版社：哈尔滨工业大学出版社 出版日期：2005-7 定价：￥20.00 元 内容提要本书共分40课，覆盖了市场营销专业的各个方面。内容涉及市场营销，营销管理理念，战略计划，营销环境，市场调查与信息系统，消费者市场与消费者购买行为，组织市场与组织购买行为，市场细分、选择目标市场和市场定位，产品和服务战略，新产品开发与产品生命周期策略，产品定价方法，定价策略，分销渠道及物流管理，零售与批发，整合营销沟通，广告、促销及公共关系，人员推销和销售管理，直销和网上营销，顾客关系营销和竞争营销战略，全球市场营销，营销的社会责任和营销道德等各个方面。书中还列有专业词汇，重点、难点注释以及词汇索引。 图书目录1 An Overview of Marketing 2 Marketing Management Philosophies 3 Strategic Planning in the Organization 4 Select a Strategic Alternative 5 The Company s Microenvironment 6 The Company s Macroenvironment 7 Marketing Information System 8 Primary and Secondary Data in Marketing Research 9 The Consumer Decision-Maaking Process 10 Psychological Influences on Consumer behavior 11 Major Categories of Organizational Buyers 12 Interactions with Organizational Buyers 13 Market Segmentation 14 Market Targeting and Positioning 15 Product Branding 16 Services 17 New-Product Development Process 18 The Product Life Cycle 19 Factors Influencing Price Determination 20 Approaches to Pricing 21 Pricing Strategies 22 Price-Adjustment Strategies 23 Selecting Channels of Distribution 24 Physical Distribution and Logistics 25 Retail Marketing Strategy 26 Wholesaling 27 Marketing Promotion and Communicatuion Mix 28 Developing an Optimal Promotional Mix 29 Advertising Media 30 Sales Promotion and Public Relations 31 The Sales Process 32 Implementing the Slaes Plan 33 Conducting Online Marketing 34 One-To-One Marketing 35 Customer Relationship Marketing 36 Competitive Marketing Strategies 37 Modes of Entry into Global Markets 38 The Gloal Marketing Program 39 Social Responsibilities of Marketing Management 40 Marketing Ethics 词汇索引 |
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