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Jingdong book

市场营销：定义、解释及应用（双语教学版）

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Jingdong book

市场营销：定义、解释及应用（双语教学版）

Name: 市场营销：定义、解释及应用（双语教学版）
Brand: Jingdong book
SKU: 3102017151
Price: 32.55 USD
Availability: OutOfStock

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Editer Recommend

贴近实际应用、注重案例分析的《市场营销》双语版教材；
内容言简意赅、图文并茂、形式活泼；
短小精悍、浓缩精华；
全书5个单元、17章，不足300页，适合相关学校用作双语教学使用。

Content Description

《市场营销（双语教学版）》是一本实用的市场营销入门级教材。作为双语教学版，本书对重点术语进行了中文注释。
此双语版教材以反映当前顾客关系管理和顾客价值创造为核心的市场营销理念为指导思想，从整个市场营销专业教学出发，在内容设置上通过“导读、定义、解释、应用、案例和小结”的写作方式，化繁为简、深入浅出地介绍了专业知识。结构体系完整、规范；理论和专业术语阐释清晰、简洁；图文并茂、表述生动有趣；案例丰富，习题类型多样。
《市场营销（双语教学版）》可作为本科院校或高职高专市场营销类专业的教学用书，也适合作为商务英语等相关专业的学习用书。

Author Description

迈克尔·利文斯，是沃尔什学院工商管理系和市场营销系的系主任，企业领导力研究所的所长。利文斯博士此前担任过安吉星公司消费者调查部的主管、瑞典萨博汽车公司的品牌经理，以及通用汽车公司的各种市场营销领导职务。利文斯博士还有创办企业的经验，曾在1996 年第一届国际企业家挑战赛中获得全球亚军称号。利文斯博士曾在美国和澳大利亚接受教育，在凯特林大学获得管理系统（市场营销方向）学士学位，在邦德大学获得工商管理硕士学位，在卡佩拉大学获得组织和管理（市场营销方向）博士学位。他的研究领域主要是奢侈品品牌管理、高收入消费者行为，以及混合方法论指导下的市场营销调查技术。利文斯博士在美国市场营销协会、广告研究基金会、市场营销理论与实践协会、汽车市场研究委员会和加拿大市场营销协会主办的研讨会上一直担任主要的发言人。他定期为《财富》100 强企业提供咨询服务，还免费为非营利组织做顾问。除了积极参与门萨俱乐部和美国市场营销协会的活动之外，利文斯博士还是艾森豪威尔舞团的董事会成员。

Comments

每一段或每一节结尾处的短小案例，可以帮助学生更好地理解课文内容。学生们不再需要坐下来花费大量时间，逐字逐句地阅读每章内容以此来理解每一个细节。这是一本真正的有关市场营销的教材，完全适合美国学生高速生活节奏的教材！我喜欢这本书，甚至可以说喜欢这本书以至于爱不释手！
——弗吉尼亚州立联邦大学学生圣布里奇特·琼斯

我保证，这本书绝对不会使你的学生昏昏欲睡！本书的设计完美地迎合了当代学生的学习习惯和学习方式。其内容既言简意赅又引人入胜，能非常有效地帮助学生完成学习目标。无论将其作为主修课教材还是进一步学习商务知识的基础课教材，《市场营销：定义、解释及应用》都将未来的消费者和营销者引向一条通往当代市场营销的道路。
——东北州立大学教授迪克·莫里斯

《市场营销：定义、解释及应用》与我的教学理念完全契合！学生和老师都将从这本如小说般引人入胜的教材中受益匪浅！
——亚利桑那州立大学教授约翰·伊顿

Catalogue

PART 1 Explaining 2

Chapter 1 – The Meaning of Marketing 2

Chapter 2 – The Market in Marketing 12

Chapter 3 – Planning and Marketing in an Organization 22

Chapter 4 – A Broader Perspective on Marketing 32

PART 2 Creating 46

Chapter 5 – Value for Customers 46

Chapter 6 – A Perspective on Consumer Behavior 56

Chapter 7 – Consumer Insight 68

Chapter 8 – The Brand 82

PART 3 Strategizing 94

Chapter 9 – Segmenting, Targeting, and Positioning 94

Chapter 10 – The Marketing Plan 106

PART 4 Managing 120

Chapter 11 – Product and Service Strategies 120

Chapter 12 – Pricing Strategies 134

Chapter 13 – Supply Chain and Distribution Strategies 150

Chapter 14 – Consumer-Influence Strategies 166

Chapter 15 – Personal Selling and Direct Marketing Strategies 180

PART 5 Integrating 194

Chapter 16 – The Media Mix 194

Chapter 17 – The Marketing Mix 208

Appendix 219

Notes 255

Glossary 262

Index 275

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Jingdong book

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