- 作 者：应斌主编；李莺莉副主编
- 出 版 社：武汉：武汉理工大学出版社
- 出版年份：2005
- ISBN：7562922373
- 标注页数：448 页
- PDF页数：457 页
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CONTENTS 3
PART Ⅰ Marketing Rudiments 3
1 Introduction of Marketing 3
1.1 A Brief History of Marketing Management 3
1.2 The Concept of Marketing Management 7
1.3 How to Make Marketing Plan 21
2 Marketing Environment 35
2.1 Introduction to the Marketing Environment 35
2.2 Population Paradigm Shift Mandates New Marketing 49
2.3 Baby Boomers'Economic Impact 52
2.4 The New Term—Echo Boomers 54
3 Consumer Behavior 63
3.1 Characteristics Affecting Consumer Behavior 63
3.2 Models of Consumer Behavior 78
3.3 The Buyer Decision Process 82
4 Marketing Research 95
4.1 Marketing Information System 95
4.2 Marketing Research 98
4.3 Marketing Forecasting 117
5 Market Segmentation,Market Targeting and Positioning 130
5.1 Market Segmentation 130
5.2 Market Targeting 145
5.3 Positioning 152
PRAT Ⅱ Marketing Strategies 167
6 Product 167
6.1 Basic Concepts 167
6.2 Branding 175
6.3 Develop New Products 188
6.4 Packages and Labeling 192
7.1 Understanding Price 200
7 Price 200
7.2 Setting Price 209
7.3 Price Adjustment 215
8 Place 231
8.1 What Is a Marketing Channel 231
8.2 Types of Channel 235
8.3 The Conflict of Channel 240
9 Promotion 252
9.1 Promotional Mix 253
9.2 Advertising 263
9.3 Personal Selling 269
9.4 Sales Promotion 282
9.5 Publicity and Public Relations 290
10.1 Nature and Characteristics of Services 307
PART Ⅲ New Marketing Theories 307
10 Service Marketing 307
10.2 Marketing Strategies for Service Firms 317
11 Global Marketing 335
11.1 Global Marketing in Twenty-first Century 335
11.2 Understanding the Global Environment 347
11.3 Global Marketing Strategy 358
12 Marketing Models 380
12.1 Social Marketing 380
12.2 Internet Marketing 389
12.3 Relationship Marketing 397
12.4 Green Marketing 403
Answer 417
Glossary for Marketing 420