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Jingdong book

世纪高教·管理学英文版教材系列:市场营销学(第8版)(英文版)

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世纪高教·管理学英文版教材系列:市场营销学(第8版)(英文版)

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《世纪高教·管理学英文版教材系列:市场营销学(第8版)(英文版)》作为21世纪的市场营销学教材,无论在理论还是方法上都是对以往市场营销学教材的超越、发展和创新。本书适应全球化、数字化和网络化的趋势,引导学生思考当今市场营销学的诸多热点话题,例如“全球营销”、“在线营销”、“企业家精神”、“市场营销与道德规范”、“客户价值”、“团队合作”、 “营销创新”和“跨部门连接”等。
《世纪高教·管理学英文版教材系列:市场营销学(第8版)(英文版)》分为7部分总计20章,每一章节都有一个非常清晰的脉络。从篇首的小故事热身开始,经过理论的层层分析,一直到“呼应篇首 ”、“学以致用”、“营销与企业家”和“视频案例 ”各个专题。同时,在每一部分的开始还有“功能的交叉与连接”专栏,结尾又设有“营销失误”、“深思熟虑”、“营销计划”、“网络营销计划活动”和 “职能部门交叉协作的解决方案”等专栏,引发读者从宏观的层面上思考营销的实践问题。本书注重引导学生利用最现代的学习、研究和实践手段去掌握营销学的基本理论,“即时”地将学习的成果应用于实践。
Content Description

《世纪高教·管理学英文版教材系列:市场营销学(第8版)(英文版)》是一部在欧美高校广为使用的优秀教材,其受欢迎程度并不次于科特勒主编的同类教科书。同前几版相比,这《世纪高教·管理学英文版教材系列:市场营销学(第8版)(英文版)》的内容更加丰富,更加适宜教师和学生使用。作者几乎对每一章的内容都进行了精心的修改,而且具体修改的地方都在序言中清晰地作了说明。《世纪高教·管理学英文版教材系列:市场营销学(第8版)(英文版)》语言活泼,内容详实,案例丰富,被誉为最生动有趣的营销教材。
Author Description

小查尔斯·兰姆,英国肯特大学博士、得克萨斯州基督教大学M.J尼利(M.J.Neeley)商学院市场营销学教授,市场营销学系主任。目前,他还担任市场营销学学术委员会的主任。他曾获得得克萨斯州基督教大学校长颁发的“研究与创新杰出奖”,并荣获过M.J.尼利商学院研究成果奖、市场营销学学术委员会优秀成员奖和市场营销学西南联合会优秀成员奖等。 小约瑟夫·海尔,路易斯安那州立大学阿尔文·C.科普兰(Alvin C.Copeland)学院名誉院长,企业家精神研究院院长。他曾是密西话比大学菲尔· B.哈丁(Phil B.Hardin)市场营销学院院长。多年来一直为本科生和研究生讲授市场营销学及营销研究课程。 卡尔·麦克丹尼尔,亚利桑那州立大学博士、得克萨斯大学阿林顿分校的市场营销学教授。自1976年起,他一直担任该校市场营销学系主任,并多次获得杰出教学奖。他还一直担任着贝尔电话公司西南分公司的销售部经理一职。目前,他是得克萨斯州北部高等教育指导委员会的委员。
Catalogue

第一部分 市场营销面面观
第1章 市场营销学概述
第2章 相对优势与战略决策
第3章 营销环境、社会责任与营销道德
第4章 建立全球化视野
第二部分 分析营销机遇
第5章 消费者决策
第6章 产业营销
第7章 市场细分和目标市场定位
第8章 决策支持系统与营销调研
第三部分 产品决策
第9章 产品概念
第10章 产品的开发与管理
第11章 服务业及非营利机构的营销活动
第四部分 分销决策
第12章 营销渠道和供应链管理
第13章 零售
第五部分 促销决策
第14章 营销沟通的整合
第15章 广告与公共关系
第16章 营销推广与个人推销
第六部分 定价决策
第17章 定价的概念
第18章 制定正确的价格
第七部分 技术对市场营销的推动
第19章 网络营销
第20章 客户关系管理
附录

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