理论与实践相结合，融入数字经济、信息技术等领域的市场营销学新观念、新思维、新成果。
电子书
内容简介
本书突出了广告、价格、促销等营销策略；展现了讨价还价、销售谈判、达成交易中的营销手段；强调了商品纠纷处理、保证服务、售后回访中与客户的沟通技巧；介绍了网络营销、服务营销、绿色营销、整合营销等新兴的营销活动。
章节目录
- Chapter 1 Understanding Marketing
- Preview Case
- 1.1 Key Concept
- 1.1.1 The Marketing Concept
- 1.1.2 Wants, Needs and Satisfaction
- 1.2 Vocabulary Exercise
- 1.2.1 Cloze：The Family Firm and Its Marketing
- 1.2.2 Fill the gaps：Marketing Words
- 1.3 Case Study
- Chapter 2 Marketing Environment
- Preview Case
- 2.1 Key Concept
- 2.2 Vocabulary Exercise
- 2.2.1 Put the words from the box into the correct columns
- 2.2.2 Colze：Marketing
- 2.2.3 Match and Blank
- 2.3 Case Study
- Chapter 3 Consumer Behavior
- Preview Case
- 3.1 Key Concept
- 3.2 Vocabulary Exercise
- 3.2.1 Cloze: The Vole of Government
- 3.2.2 Matching and Completing Sentences
- 3.2.3 Group work: Discussion & Analysis
- 3.3 Case Study
- Chapter 4 Marketing Research
- Preview Case
- 4.1 Key Concept
- 4.2 Vocabulary Exercise
- 4.2.1 Cloze：The Car Insurance
- 4.2.2 Blank Filling：How to Make a Good Research
- 4.3 Case Study
- 4.4 Over to you
- Chapter 5 Target Marketing
- Preview Case
- 5.1 Key Concept
- 5.2 Vocabulary Exercise
- 5.2.1 Cloze：How to Satisfy Your Customers
- 5.2.2 Match and Complete
- 5.3 Case Study
- 5.4 Over to you
- Chapter 6 Product
- Preview Case
- 6.1 Key Concept
- 6.2 Vocabulary Exercise
- 6.2.1 Boxing：The True Meaning of Product
- 6.2.2 Cloze：SHARP’s Product Strategy
- 6.2.3 Blank：Know More Words of Product
- 6.3 Case Study
- 6.4 Over to you
- Chapter 7 Brand Management
- Preview Case
- 7.1 Key Concept
- 7.2 Vocabulary Exercise
- 7.2.1 Blank-Filling：Brand Positioning
- 7.2.2 Cloze：Sports and Brand Value
- 7.2.3 Match and Complete the Sentence
- 7.3 Case Study
- 7.4 Over to you
- Chapter 8 Price Strategy
- Preview Case
- 8.1 Key Concept
- 8.2 Vocabulary Exercise
- 8.2.1 Cloze：New Product and It’s Price
- 8.2.2 Match and Complete the Sentence
- 8.3 Case Study
- 8.4 Over to you
- Chapter 9 Distribution Strategy
- Preview Case
- 9.1 Key Concept
- 9.2 Vocabulary Exercise
- 9.2.1 Cloze：The New Distribution Channel
- 9.2.2 Blank：Filling More Information of Distribution
- 9.2.3 Group Discussion
- 9.3 Case Study
- 9.4 Over to you
- Chapter 10 Promotion
- Preview Case
- 10.1 Key Concept
- 10.2 Vocabulary Exercise
- 10.2.1 Blank: A Good Promotion for Coca-Cola
- 10.2.2 Over to you —Presentations
- 10.2.3 Cloze：Promotion in Internet
- 10.2.4 Match and Complete the Sentence
- 10.3 Case Study
- 10.4 Over to you
- Chapter 11 The Marketing of Services
- Preview Case
- 11.1 Key Concept
- 11.2 Vocabulary Exercise
- 11.2.1 Cloze：Zane’s Cycles and Their Good Service
- 11.2.2 Match and Blank-Filling
- 11.2.3 Match: Types of Service
- 11.3 Case Study
- 11.4 Over to you
- Chapter 12 Global Marketing
- Preview Case
- 12.1 Key Concept
- 12.2 Vocabulary Exercise
- 12.2.1 Cloze: Cooperation and Globalization
- 12.2.2 Match and Blank-Filling
- 12.3 Case Study
- 12.4 Over to you
- Chapter 13 Ethic of Marketing
- Preview Case
- 13.1 Key Concept
- 13.2 Vocabulary Exercise
- 13.2.1 Cloze：Green Marketing and New Energy
- 13.2.2 Blank-Filling
- 13.3 Case Study
- 13.4 Over to you
- Chapter 14 Financial Management
- Preview Case
- 14.1 Key Concept
- 14.2 Vocabulary Exercise
- 14.2.1 Cloze
- 14.2.2 Blank-Filling
- 14.3 Case study
- 14.4 Over to you
- Chapter 15 Information Management
- Preview Case
- 15.1 Key Concept
- 15.2 Vocabulary Exercise
- 15.2.1 Cloze
- 15.2.2 Blank-Filling
- 15.3 Case Study
- 15.4 Over to you
- Appendix I
- Appendix II Preparing an effectivemarketing plan
- Appendix III
- Appendix IV Oral Exercise
- Answer key
- Bibliography
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市场营销英语是2015年由人民邮电出版社出版,作者贾娟娟。
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