- 作 者：江春，牟凌娟主编
- 出 版 社：北京：对外经济贸易大学出版社
- 出版年份：2006
- ISBN：7810787365
- 标注页数：330 页
- PDF页数：339 页
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Unit One Introduction to Marketing 1
Unit Two Marketing Philosophies 12
Unit Three Marketing Myopia and Marketing Strategies 27
Unit Four How to Do Market Research 42
Unit Five Making Market Segmentation Work 55
Unit Six Developing a Brand Strategy 69
Unit Seven Differentiating with Unique Selling Proposition 84
Unit Eight New Product Development and Product Life Cyde Management 101
Unit Nine Pricing Strategies for Small Businesses 114
Unit Ten Effective Marketing Communications 130
Unit Eleven Advertising 143
Unit Twelve Pop-up Surveys to Measure Ad Effectiveness 158
Unit Thirteen Case History Marketing 169
Unit Fourteen Customer Lifetime Value 182
Unit Fifteen Integrated Marketing Campaign 196
Unit Sixteen Relationship Marketing for Higher Education 213
Unit Seventeen Event Marketing 224
Unit Eighteen Guerrilla Marketing 238
Unit Nineteen Winning Campaigns:Sports Marketing in the US 251
Unit Twenty Experience Marketing at Its Best 264
Unit Twenty-one Internet Marketing:User-Friendly Website Design 279
Unit Twenty-two Marketing in the International Context 293
Key to the Exercises 307