管理學(xué)經(jīng)典入門(mén)教材：營(yíng)銷(xiāo)學(xué)導論（英文影印版）簡(jiǎn)介，目錄書(shū)摘
2019-10-15 17:23
來(lái)源：京東
作者：京東
管理學(xué)經(jīng)典入門(mén)教材：營(yíng)銷(xiāo)學(xué)導論（英文影印版）
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內容簡(jiǎn)介: 本書(shū)提供了理解營(yíng)銷(xiāo)模型的基礎信息，內容包括營(yíng)銷(xiāo)學(xué)的概念、發(fā)展和現狀、營(yíng)銷(xiāo)環(huán)境，市場(chǎng)細分，消費者行為，營(yíng)銷(xiāo)調研，營(yíng)銷(xiāo)工具以及營(yíng)銷(xiāo)管理。本書(shū)采用以學(xué)生為主體的教學(xué)方法，對營(yíng)銷(xiāo)概念的介紹清楚易懂，同時(shí)鼓勵讀者在學(xué)習本書(shū)的過(guò)程中努力應用所學(xué)概念。大量的案例和實(shí)際應用活動(dòng)將營(yíng)銷(xiāo)變成一個(gè)誘人的話(huà)題。
本教材適合市場(chǎng)營(yíng)銷(xiāo)類(lèi)專(zhuān)業(yè)本科生使用。
本教材適合市場(chǎng)營(yíng)銷(xiāo)類(lèi)專(zhuān)業(yè)本科生使用。
作者簡(jiǎn)介: 羅莎琳德·馬斯特森是得蒙福德大學(xué)萊斯特商學(xué)院營(yíng)銷(xiāo)系教師，主要研究領(lǐng)域有營(yíng)銷(xiāo)溝通、國際營(yíng)銷(xiāo)以及電子營(yíng)銷(xiāo)?！ ?
戴維·皮克頓是得蒙福德大學(xué)萊斯特商學(xué)院營(yíng)銷(xiāo)系主任，他營(yíng)銷(xiāo)溝通領(lǐng)域主要的創(chuàng )始人。
戴維·皮克頓是得蒙福德大學(xué)萊斯特商學(xué)院營(yíng)銷(xiāo)系主任，他營(yíng)銷(xiāo)溝通領(lǐng)域主要的創(chuàng )始人。
目錄:Preface
Acknowledgements
guided tour
technology to enhance teaching and learning
PART 1：THIS IS MARKETING
1.the development of marketing
challenges
kley concepts
chapter overview
introduction
definitions of marketing
what marketing is not
before marketing
modern marketing
the marketing function
demand and supply
exchanges
marketings changing emphasis
the rise of consumerism
the focus themes
summary
challenges reviewed
reading around
self-review questions
mini case study：relaunching liverpool
references
2.marketing today
challemges
key concepts
chapter overview
introduction
mixed terminology and mixed claims
markets
market dynamics
marketing strategies
objectives
strategic orientations
focusing on customers
summary
challenges reviewed
reading around
sel-review questions
minl case study：virgin loyalty
references
PART 2：MARKETING ANALYSIS
3.the marketing environment
……
4.market segmentation
5.buyer behaviour
6.marketing research
PART 3：MARKETING TOOLS
7.product
8.promotion
9.place
10.price
11.the marketing mix
PART 4：THE MARKETERS
12.marketing management
what do marketers do?postscript：careers in marketing
Glossary
index
Acknowledgements
guided tour
technology to enhance teaching and learning
PART 1：THIS IS MARKETING
1.the development of marketing
challenges
kley concepts
chapter overview
introduction
definitions of marketing
what marketing is not
before marketing
modern marketing
the marketing function
demand and supply
exchanges
marketings changing emphasis
the rise of consumerism
the focus themes
summary
challenges reviewed
reading around
self-review questions
mini case study：relaunching liverpool
references
2.marketing today
challemges
key concepts
chapter overview
introduction
mixed terminology and mixed claims
markets
market dynamics
marketing strategies
objectives
strategic orientations
focusing on customers
summary
challenges reviewed
reading around
sel-review questions
minl case study：virgin loyalty
references
PART 2：MARKETING ANALYSIS
3.the marketing environment
……
4.market segmentation
5.buyer behaviour
6.marketing research
PART 3：MARKETING TOOLS
7.product
8.promotion
9.place
10.price
11.the marketing mix
PART 4：THE MARKETERS
12.marketing management
what do marketers do?postscript：careers in marketing
Glossary
index
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