管理學經(jīng)典入門教材：營銷學導論（英文影印版）簡介，目錄書摘
2019-10-15 17:23
來源：京東
作者：京東
管理學經(jīng)典入門教材：營銷學導論（英文影印版）
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內(nèi)容簡介: 本書提供了理解營銷模型的基礎信息，內(nèi)容包括營銷學的概念、發(fā)展和現(xiàn)狀、營銷環(huán)境，市場細分，消費者行為，營銷調(diào)研，營銷工具以及營銷管理。本書采用以學生為主體的教學方法，對營銷概念的介紹清楚易懂，同時鼓勵讀者在學習本書的過程中努力應用所學概念。大量的案例和實際應用活動將營銷變成一個誘人的話題。
本教材適合市場營銷類專業(yè)本科生使用。
本教材適合市場營銷類專業(yè)本科生使用。
作者簡介: 羅莎琳德·馬斯特森是得蒙福德大學萊斯特商學院營銷系教師，主要研究領域有營銷溝通、國際營銷以及電子營銷。
戴維·皮克頓是得蒙福德大學萊斯特商學院營銷系主任，他營銷溝通領域主要的創(chuàng)始人。
戴維·皮克頓是得蒙福德大學萊斯特商學院營銷系主任，他營銷溝通領域主要的創(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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