《營銷英語》涵蓋營銷基本知識、市場調(diào)查、營銷戰(zhàn)略、4P理論、公共關(guān)系、廣告、人員推銷、網(wǎng)絡(luò)營銷、營銷管理等內(nèi)容。每章配有基本單詞釋義、課外閱讀,以便學(xué)生和教師系統(tǒng)地學(xué)習(xí)和鞏固相關(guān)知識。本書旨在幫助學(xué)生掌握營銷專業(yè)基礎(chǔ)英語,培養(yǎng)其在今后工作中運(yùn)用英語進(jìn)行實(shí)際營銷活動的能力。本書既注重理論創(chuàng)新,又很好地將理論知識與實(shí)踐運(yùn)用緊密地結(jié)合起來,全書深入淺出,具有較強(qiáng)的可讀性。
《營銷英語》既可作為普通高等院校經(jīng)濟(jì)管理專業(yè)的教材和教輔用書,也可用作培訓(xùn)及自學(xué)參考書。
Chapter 1: Introduction of Marketing
Part One: Text
Part Two: Questions
Part Three: Words and Phrases
Part Four: Further Reading
Chapter 2: Nature of Marketing
Part One: Text
Part Two: Questions
Part Three: Words and Phrases
Part Four: Further Reading
Chapter 3: Marketing Environment
Part One: Text
Part Two: Questions
Part Three: Words and Phrases
Part Four: Further Reading
Chapter 4: Buyer Behavior and Consumer Decision Making Process
Part One: Text
Part Two: Questions
Part Three: Words and Phrases
Part Four: Further Reading
Chapter 5: Marketing Research
Part One: Text
Part Two: Questions
Part Three: Words and Phrases
Part Four: Further Reading
Chapter 6: Market Segmentation
Part One: Text
Part Two: Questions
Part Three: Words and Phrases
Part Four: Further Reading
Chapter 7: New Product Development
Part One: Text
Part Two: Questions
Part Three: Words and Phrases
Part Four: Further Reading
Chapter 8:Managing the Marketing Mix
Part One: Text
Part Two: Questions
Part Three: Words and Phrases
Part Four: Further Reading
Chapter 9: Pricing
Part One: Text
Part Two: Questions
Part Three: Words and Phrases
Part Four: Further Reading
Chapter 10: Distribution Channel Management
Part One: Text
Part Two: Questions
Part Three: Words and Phrases
Part Four: Further Reading
Chapter 11: Promotion Mix
Part One: Text
Part Two: Questions
Part Three: Words and Phrases
Part Four: Further Reading
Chapter 12: The Marketing of Services
Part One: Text
Part Two: Questions
Part Three: Words and Phrases
Part Four: Further Reading
Chapter 13 : E-Marketing
Part One: Text
Part Two: Questions
Part Three: Words and Phrases
Part Four: Further Reading
Chapter 14: International Marketing
Part One: Text
Part Two: Questions
Part Three: Words and Phrases
Part Four: Further Reading
References