书籍详情
市场营销英语教程
作者：张初愚 主编
出版社：西安交通大学出版社
出版时间：2012-02-01
ISBN：9787560541037
定价：¥36.00
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内容简介
《新世纪专业英语系列教材：市场营销英语教程》特点：选材新。本书中百分之八十的内容选自最近新出版的英文原版著作。以市场营销为中心内容，选材全面。在准确界定市场营销概念的基础上，对各方面做了有侧重的描述介绍。其中涉及顾客导向营销、市场定位、资源配置、问卷调查、企业购买行为、产品与服务的设计、定价策略、营销渠道以及国际营销。还特别介绍了如何避免一些常见的错误营销。内容丰富。有理论，有实例；有成功，有教训。每单元有主课文一篇，副课文一篇，以利于学生既能严谨细致地学习，又能有充足的材料浏览，拓宽视野。
作者简介
暂缺《市场营销英语教程》作者简介
目录
Unit 1 What is Marketing
Unit 2 Customer-Driven Marketing Strategy
Unit 3 Position， Perception and Value
Unit 4 Allocating Corporate Resources
Unit 5 Questionnaire
Unit 6 Organizational Buying Behavior
Unit 7 Designing and Marketing New Products and Services
Unit 8 Pricing
Unit 9 Place and ChanneI Systems
Unit 10 Promotion-Introduction to Integrated Marketing Communications
Unit 11 A Means-End Theory of Brand Evolution
Unit 12 Avoid Mistakes in Advertising
Unit 13 International Marketing
Appendix Ⅰ Reference Translation of the Main Texts
Appendix Ⅱ Key to the Exercises
Appendix Ⅲ Tapescripts
Appendix Ⅳ Glossary
Unit 2 Customer-Driven Marketing Strategy
Unit 3 Position， Perception and Value
Unit 4 Allocating Corporate Resources
Unit 5 Questionnaire
Unit 6 Organizational Buying Behavior
Unit 7 Designing and Marketing New Products and Services
Unit 8 Pricing
Unit 9 Place and ChanneI Systems
Unit 10 Promotion-Introduction to Integrated Marketing Communications
Unit 11 A Means-End Theory of Brand Evolution
Unit 12 Avoid Mistakes in Advertising
Unit 13 International Marketing
Appendix Ⅰ Reference Translation of the Main Texts
Appendix Ⅱ Key to the Exercises
Appendix Ⅲ Tapescripts
Appendix Ⅳ Glossary
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