市場營銷學（簡體書）

中國營銷專業教育已建立了從專科到博士的完整體系，營銷教材層出不窮，從最初的中文譯本流行發展到現在的英文原版、中文譯本和中文原版三足鼎立的局面。但是，適合中國學生學習的英文雙語教材卻比較少見。此次由武漢理工大學出版社出版的系列雙語教材正是為了解決這一問題而組織策劃的。
本教材分三個部分，第一部分為營銷基礎理論（包括概論、營銷環境、消費者分析、市場調研、市場細分和市場定位等5章）；第二部分為營銷策略（包括產品策略、價格策略、渠道策略、促銷策略等4章）；第三部分為營銷理論新發展（包括服務營銷、全球營銷、營銷新模式等3章）。每章包括教學目標、課文、生詞及短語、中文注釋、案例、習題及各章小節等內容。教學目標和各章小節有利于學生掌握各章的重點；生詞及短語、中文注釋有利于學生更好地理解課文；案例和習題則有利于學生將理論知識應用于實際問題。每章的課文有長有短，難度相當，教師可以根據課時和教學安排自行選擇其中的課文進行授課。

PARTⅠ Marketing Rudiments
1 Introduction of Marketing
1．1 A Brief History of Marketing Management
1．2 The Concept of Marketing Management
1．3 How to Make Marketing Plan
2 Marketing Environment
2．1 Introduction to the Marketing Environment
2．2 Population Paradigm Shift Mandates New Marketing
2．3 Baby BoomersEconomic Impact
2 4 The New Term——Echo Boomers
3 Consumer Behavior
3．1 Characteristics Affecting Consumer Behavior
3．2 Models of Consumer Bebavior
3．3 The Buyer Decision Process
4 Marketing Research
4．1 Marketing Information System
4．2 Marketing Research
4 3 Marketing Forecasting
5 Market Segmentation，Market Targeting and Positioning
5．1 Market Segmentation
5．2 Market Targeting
5．3 Positioning

PRATⅡ Marketing Strategies
6 Product
6．1 Basic Concepts
6．2 Branding
6．3 Develop New Products
6．4 Packages and Labeling
7 Price
7．1 Understanding Price
7．2 Setting Price
7．3 Price Adjustment
8 Place
8．1 What Is a Marketing Channel
8．2 Types of Channel
8．3 The Conflict of Channel
9 Promotion
9．1 Promotional Mix
9．2 Advertising
9．3．Personal Selling
9．4 Sales Promotion
9．5 Publicity and Public Relations

PARTⅢ New Marketing Theories
10 Service Marketing
10．1 Nature and Characteristics of Services
10．2 Marketing Strategies for Service Firms
11 Global Marketing
11．1 Global Marketing in Twenty—first Century
11．2 Understanding the Global Environment
11．3 Global Marketing Strategy
12 Marketing Models
12．1 Social MarketingI
12．2 Internet Marketing
12．3 Relationship Marketing
12．4 Green Marketing
Answer
Glossary for Marketing