本书是第二版，涉及市场营销4P的主要环节，并进行展开，包括产品品牌、企业形象、企业文化、广告、推销、营销环境、市场调研、消费者行为、售后服务和营销员培养等章节。每课课文以对话的形式，向读者介绍中心内容、专门的术语及专业表达法，并配以适当的听说练习，使读者能身临其境各以了解营销的整个过程，从中触类旁通，举一反三。本书主要为高职高专学生编写，侧重于营销基本操作技能的训练。亦可当作其他涉外营销人员入行前的实战训练教程。
- 目录
- Unit 1 Marketing Environment
- Background Information
- Warm-up
- Basic Knowledge
- Dialogues
- Extended Activities
- Unit 2 Marketing Planning and Strategies
- Background Information
- Warm-up
- Basic Knowledge
- Dialogues
- Extended Activities
- Unit 3 Market Research
- Background Information
- Warm-up
- Basic Knowledge
- Dialogues
- Extended Activities
- Unit 4 STP（Segmenting， Targeting and Positioning）
- Background Information
- Warm-up
- Basic Knowledge
- Dialogues
- Extended Activities
- Unit 5 Product（1）
- Background Information
- Warm-up
- Basic Knowledge
- Dialogues
- Extended Activities
- Unit 6 Product（2）
- Background Information
- Warm-up
- Basic Knowledge
- Dialogues
- Extended Activities
- Unit 7 Pricing
- Background Information
- Warm-up
- Basic Knowledge
- Dialogues
- Extended Activities
- Unit 8 Distribution
- Background Information
- Warm-up
- Basic Knowledge
- Dialogues
- Extended Activities
- Unit 9 E-Commerce & Internet Marketing
- Background Information
- Warm-up
- Basic Knowledge
- Dialogues
- Extended Activities
- Unit 10 Advertising
- Background Information
- Warm-up
- Basic Knowledge
- Dialogues
- Extended Activities
- Unit 11 Public Relations
- Background Information
- Warm-up
- Basic Knowledge
- Dialogues
- Extended Activities
- Unit 12 Sales Promotion
- Background Information
- Warm-up
- Basic Knowledge
- Dialogues
- Extended Activities
