- 作 者：丁文京，刘明宇主编
- 出 版 社：北京：北京大学出版社
- 出版年份：2001
- ISBN：7301051808
- 标注页数：322 页
- PDF页数：329 页
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Section One Understanding Marketing(1) 1
1．What Is Marketing? 1
2．Marketing Goals 9
3．Marketing Strategies 16
4．Marketing Mix 24
5．Why Marketing? 30
6．Marketing Information System 37
7．Market Selections and Brand Leading 45
Section Two Understanding Marketing(2) 51
8．Social Exchange Theory in Marketing 51
9．International Marketing 58
10．Promotion 67
11．Price(1) 76
12．Price(2) 85
13．Segmentations 92
14．Segmentations Positioning 100
Section Three Sale and Sale Force 108
15．The Selling Process 108
16．Distribution Channels 118
17．Distribution 125
18．The Structure of the Sales Force 134
19．Salespeople 140
20．Sales Force Management 147
21．Recruiting and Selecting Salespeople 153
22．Motivation of Salesperson 161
23．Evaluation of Performance 169
Section Four Understanding Consumer 175
24．Consumer Behavior 175
25．Models of Consumer Behavior 183
26．Family Decision Making 191
27．Fundamentals of Consumption 199
28．Organizational Buying Behavior Versus Consumer Behavior 208
29．Characteristics of the Social Actors 217
30．Information Processing 224
Section Five Information,Communication,and Advertising 224
31．Information Management 233
32．Quantity and Quality 241
33．Communications Models 249
34．Classical Communication Model:SMMR 256
35．New Product Strategy 264
36．The Brand Development Process 272
37．Product and Brand Competitive Strategies 279
38．The Research Process 287
39．Introduction to Advertising 297
40．Advertising Management 305
41.Advertising and Society 314