市场营销学(高等院校经济管理类专业双语系列教材)

中国营销专业教育已建立了从专科到博士的完整体系，营销教材层出不穷，从最初的中文译本流行发展到现在的英文原版、中文译本和中文原版三足鼎立的局面。但是，适合中国学生学习的英文双语教材却比较少见。此次由武汉理工大学出版社出版的系列双语教材正是为了解决这一问题而组织策划的。
本教材分三个部分，第一部分为营销基础理论（包括概论、营销环境、消费者分析、市场调研、市场细分和市场定位等5章）；第二部分为营销策略（包括产品策略、价格策略、渠道策略、促销策略等4章）；第三部分为营销理论新发展（包括服务营销、全球营销、营销新模式等3章）。每章包括教学目标、课文、生词及短语、中文注释、案例、习题及各章小节等内容。教学目标和各章小节有利于学生掌握各章的重点；生词及短语、中文注释有利于学生更好地理解课文；案例和习题则有利于学生将理论知识应用于实际问题。每章的课文有长有短，难度相当，教师可以根据课时和教学安排自行选择其中的课文进行授课。

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
……

插图：