市場營銷專業英語（簡體書）

《市場營銷專業英語》以培養職業能力為核心，以項目為導向，采用案例、項目、任務驅動力等模式進行編寫。《市場營銷專業英語》的特點是通用性強，突出培養學生的實際市場營銷工作的能力。內容涉及市場營銷的定義、市場環境、全球市場、戰略規劃、市場調研、市場細分、市場的產、銷和定價、網絡營銷、社會媒體性營銷等。全書體現了項目的完整性和系統性，實現了市場營銷的操作技能與語言技能的融合。

《市場營銷專業英語》為21世紀高職高專專業英語系列教材之一。

Chapter One What Is Marketing？ / 1
Chapter Two The Marketing Concept / 22
Chapter Three The Marketing Environment / 44
ChaPter Four Giobai Markets and Marketing / 63
Chapter Five Strateple Marketing Planning / 81
Chapter Six Information and Technology / 101
Chapter seven Buyer's Behavior/120
Chapter Eight Market Segmentation / 142
Chapter Nine Product / 161
Chapter Ten Distribution/ 181
Chapter Eleven Pricing / 201
Chapter Twelve Promotion / 220
Chapter Thirteen Public Relations / 240
ChaPterFourt_een Branding / 257
Chapter Fifteen Online Marketing / 272
Chapter Sixteen Social Media Marketing / 285
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Since 1980s,the dramatic changes taking place in the governments and economieshave created new and stronger international competitors. Trade agreements are alteringthe global business picture.The European Union, the North American Free TradeAgreement, and the Asia-Pacific Economic Cooperation have reduced economic barriersand liberalized trade between their members.As trade agreements increase the mar-keting opportunities for firms within the member countries, more and more Chinese firmsare looking abroad. They are concluding that their profits and growth objectives are mostlikely to be achieved through a combination of domestic and international marketing,rather than solely from domestic marketing.
Domestically
We can get an idea of the significance of marketing by looking at how many people are employed in some way in marketing and how much of what we spend covers the cost of marketing.Between one-fourth and one-third of the U. S.civilian labor force is engaged in marketing activities.The figures includes employees in retailing, whole- saling, transportation, warehousing, and communications industries, as well as people who work in marketing departments of manufactures and those who work in agricultural, mining, and service industries.