英文原版系列教材——市场营销学原理（第二版）（英文版）

    What is marketing in the 21st century really about ? How do you analyse markets and competitors,position your brand,and buil a strategic marketing plan? How do you apply marketing techniques to consumer ,industrial,services,and business-to-business market? The answers to these quetions and more can be found in Principles of Marketing ,now in its second edition .This concise text offers a thoroughly readable,up-to-date analysis of marketing in practice .Using a wide selection of examples,Geoffrey Randall relates the central principles of marketing to the practice of management ,covering marketing informatin,research,segmentation,product markets,he shows how these elements can be drawn together in the development and imlementation of corporate strategy and explains the actual decisions that mangers have to make.

    This update second edition features: New sections on e-commerce,'new' marketing,marketing ethics,and technical developments such as data warehousing and data mining Updated and expanded referencesa to help the reader expore further A new design and clear layout Incorporation of learing objectives Additional web material at www.thomsonlearning.co.uk

    Geoffrey Randall is an independent consultant specializing in helping companies improve their performance through marketing training and consultancy,he also works in management education.He runs in-house training courses for major companies and has wide teaching experience at various levels.He was head of the business school at the University of Greenwich and served on several national bodies in the field of business education as well as working in industry for ten years.He is author of five other books,including Trade Marking Strategies,Branding ,and with Andrew Seth ,The Grocers:The rise and rise of the supermarket chains.

Figures in main text ix
Tables in main text xi
Preface xiii
1 Introcuction
2 Marketing strategy :delivering customer value
3 E-commerce and marketing
4 Understanding environments and markets
5 Understanding customers and consumers
6 Marketing information
7 Segmentation and targeting
8 differentiation and positioning
9 Product policy and branding
10 New product development
11 Pricing
12 Marketing communications
13 Personal selling
14 Distribution
15 Marketing of services
16 Business-to-business marketing
17 International marketing
18 Putting it all together-marketing planning
Bibiography
Index

In the eight years since the first edition of this book was published, a great deal has changed. The main impact has been that of new technology, in particular from computing, telecommunications and their convergence in the Internet. In this edition, therefore, there is a completely new chapter on e-commerce and marketing, and frequent references throughout the text to computer applications and relevant websites. Developments that have sprung from the new technologies, such as data warehousing and data mining, and customer relationship manag..

21世纪已经到来，以加强外语为新世纪人才特征的新一轮教育改革方兴未艾，“双语教学”成为热门主题，成为推进素质教育的又一项重要内容。国家教育部在2002年提出加强大学本科教学的12项措施，其中要求各高校在三年内开设5％～10％的双语课程，并引进原版教材和提高师资水平。为了推动“双语教学”的开展，经济科学出版社将引进一系列英语版教材，适用于高等院校、高职高专财经及管理类专业。 我们引进的《市场营销学原理》(第2版)，由美国汤姆森学习出版集团授权经济科学出版社在我国独家出版。汤姆森学习出版集团是全球最大的教育出版集团之一，其出版的各个层次的教材深受美国及世界很多国家的读者欢..