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Jingdong book

市场营销专业英语教程（第十三版）（大学专业英语系列教材）

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Jingdong book

市场营销专业英语教程（第十三版）（大学专业英语系列教材）

Name: 市场营销专业英语教程（第十三版）（大学专业英语系列教材）
Brand: Jingdong book
SKU: 3101007911
Price: 27.20 USD
Availability: OutOfStock

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Content Description

本书内容浅显、概括性强，正好适合作为“营销专业英语”的入门级教材。本书主系统介绍了战略规划与营销管理的过程、营销研究：进程与决策系统、消费者行为、新产品规划与开发、销售策略、定价策略、营销服务、全球营销等市场营销所涉及的专业知识。本书适合商务英语专科和本科高年级学生作为行业和专业英语课教材使用，也可以作为经济管理类专业学生的选修课教材使用。

Author Description

J.保罗彼得是美国威斯康星-麦迪逊大学营销学教授，他曾于2004获得“营销研究终生成就奖”。他写过30多部书，其中包括《营销管理：知识与技能》，《消费者行为与市场策略》，《战略管理：概念与应用》，《营销：为顾客创造价值》等。
袁奇，中南财经政法大学外语学院教授，长期从事市场营销英语课程教学。

Catalogue

Chapter 1 Strategic Planning and the Marketing Management Process
Chapter 2 Marketing Research： Process and Systems for Decision Making
Chapter 3 Consumer Behavior 44
Chapter 4 Business， Government and Institutional Buying
Chapter 5 Market Segmentation
Chapter 6 Product and Brand Strategy
Chapter 7 New Product Planning and Development
Chapter 8 Integrated Marketing Communications
Chapter 9 Personal Selling， Relationship Building， and Sales Management
Chapter 10 Distribution Strategy
Chapter 11 Pricing Strategy
Chapter 12 The Marketing of Services
Chapter 13 Global Marketing

Book Abstract

What Is Marketing?
Everyone reading this book has been a customer for most of his or her life. Last evening you stopped into a local supermarket to graze at the salad bar, pick up some bottled water and a bag of Fritos corn chips. While you were there, you snapped a $1.00 coupon for a new flavor salad dressing out of a dispenser and tasted some new breakfast potatoes being cooked in the back of the store. As you sat down at home to eat your salad, you answered the phone and someone suggested that you need to have your carpets cleaned.
Later on in the evening you saw TV commercials for tires, soft drinks, athletic shoes, and the dangers of smoking and drinking during pregnancy. Today when you enrolled in a marketing course, you found that the instructor has decided that you must purchase this book. A friend has already purchased the book on the Internet. All of these activities involve marketing. And each of us knows something about marketing because it has been a part of our life since we had our first dollar to spend.
Since we are all involved in marketing, it may seem strange that one of the persistent problems in the field has been its definition.1 The American Marketing Association defines marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”2 This definition takes into account all parties involved in the marketing effort: members of the producing organization, resellers of goods and services, and customers or clients. While the broadness of the definition allows the inclusion of nonbusiness exchange processes, the primary emphasis in this text is on marketing in the business environment. However, this emphasis is not meant to imply that marketing concepts, principles, and techniques cannot be fruitfully employed in other areas of exchange as is clearly illustrated in Figure 1.1.

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