顶部
收藏

国际市场营销(第二版)

“十二五”职业教育国家规划教材

作者:
徐小贞
定价:
35.00元
ISBN:
978-7-04-047958-4
版面字数:
0.000千字
开本:
16开
全书页数:
暂无
装帧形式:
平装
重点项目:
“十二五”职业教育国家规划教材
出版时间:
2017-11-16
读者对象:
高等职业教育
一级分类:
外语类
二级分类:
商务英语专业
三级分类:
商务英语专业其他

暂无
  • 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

相关图书