市场营销学是一门建立在经济科学、行为科学和现代管理理论基础之上的应用科学，是工商管理类各专业的核心课程，其研究对象是以满足消费者需求为中心的企业市场营销活动的过程及其规律性。李志宏，梁东主编的《市场营销学（双语教材高等学校应用型特色规划教材）》共十五章，主要内容包括现代市场营销理论的形成和发展、市场营销管理哲学的演变、经典的4P组合等基本理论以及市场营销环境对企业市场营销活动的影响、市场购买行为和市场营销战略与策略等基本知识，同时还包括营销工程、市场细分、目标市场选择、市场定位以及市场营销调查与预测等基本技能及其实际运用。
本书为中英文双语教材，以问题为导向组织编写，并配有丰富的案例，案例资料信息量大，选题新颖，通过案例问题讨论与案例点评，有助于读者更深入地体会市场营销理论在营销活动中的指导意义。
本书可作为高等院校工商管理、市场营销、物流管理、信息管理、会计学、财务管理及人力资源管理等专业应用型人才的教学用书，也可以作为相关从业人员的学习参考资料。

Part I About Marketing
Chapter 1 Production and Development of Marketing
1.1 Production of Marketing
1.2 Development of Marketing
1.2.1 Classical Schools
1.2.2 Management Schools
1.2.3 Behavior Schools
1.3 Connotation and Nature of Marketing
1.3.1 Connotation of Marketing
1.3.2 Nature of Marketing
1.4 Research Approaches of Marketing
1.4.1 Commodity Research Approach
1.4.2 Functional Research Approach
1.4.3 Institutional Research Approach
1.4.4 Managerial Research Approach
1.4.5 Systematic Research Approach
1.5 Summary
Chapter 2 Marketing Philosophy
2.1 Production Concept
2.1.1 Background of Production Concept
2.1.2 Meaning of Production Concept
2.1.3 Characteristics of Production Concept
2.2 Product Concept
2.2.1 Background of Product Concept
2.2.2 Connotation of Product Concept
2.2.3 Characteristics of Product Concept
2.3 Selling Concept
2.3.1 Background of Selling Concept
2.3.2 Contents of Selling Concept
2.3.3 Features of Selling Concept
2.4 Marketing Concept
2.4.1 Background of Marketing Concept
2.4.2 Contents of Marketing Concept
2.4.3 Four Pillars of Marketing Concept
2.5 Social Marketing Concept
2.5.1 Background of Social Marketing Concept
2.5.2 Contents of Social Marketing Concept
2.5.3 Features of Social Marketing Concept
2.6 Mega-Marketing Concept
2.6.1 Rise of Mega-Marketing Concept
2.6.2 Connotation of Mega-Marketing Concept
2.6.3 Features of Mega-Marketing Concept
2.7 Summary
Part II Market Elements
Chapter 3 Analysis of Marketplace and Marketing Environment
Chapter 4 Analysis of Market Behavio
Chapter 5 Market Segmentation,Targeting and Positioning
Part III Marketing Elements
Chapter 6 Marketing Strategies
Chapter 7 Marketing Competitive
Chapter 8 Marketing Engineering
Chapter 9 Marketing Investigation and Market Forecast
Part IV Marketing Mix
Chapter 10 Product Strategies
Chapter 11 Price Strategies
Chapter 12 Place Strategies
Chapter 13 Promotional Strategies
Part V Relative Marketing Issues
Chapter 14 Marketing Management
Chapter 15 Other Marketing
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