本书为“商务专业英语系列丛书”之一,全面介绍了营销的经典理论和最新经验。内容包括:Introduction to Marketing,Marketing Philosophies,How to Do Market Research,Advertising等。本书为英语读物,适合财经类院校学生、商务英语专业学生、以及工商管理专业学生使用。
Unit One Introduction to Marketing
Unit Two Marketing Philosophies
Unit Three Marketing Myopia and Marketing Strategies
Unit Four How to Do Market Research
Unit Five Making Market Segmentation Work
Unit Six Developing a Brand Strategy
Unit Seven Differentiating with Unique Selling Proposition
Unit Eight New Product Development and Product Life Cycle Management
Unit Nine Pricing Strategies for Small Businesses
Unit Ten Effective Marketing Communications
Unit Eleven Advertising
Unit Twelve Pop-up Surveys to Measure Ad Effectiveness
Unit Thirteen Case History Marketing
Unit Fourteen Customer Lifetime Value
Unit Fifteen Integrated Marketing Campaign
Unit Sixteen Relationship Marketing for Higher Education
Unit Seventeen Event Marketing
Unit Eighteen Guerrilla Marketing
Unit Nineteen Winning Campaigns: Sports Marketing in the US
Unit Twenty Experience Marketing at Its Best
Unit Twenty-one Internet Marketing: User-Friendly Website Design
Unit Twenty-two Marketing in the International Context
Key to the Exercises