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  • ISBN:9787115476005
  • 装帧:一般胶版纸
  • 册数:暂无
  • 重量:暂无
  • 开本:16开
  • 页数:112
  • 出版时间:2018-03-01
  • 条形码:9787115476005 ; 978-7-115-47600-5

本书特色

《市场营销》(第10 版,双语教学版)选编自O.C. 费雷尔、杰弗里·赫特和琳达·费雷尔所著的Business: A Changing World(10e),一本被美国加州大学伯克利分校等多所著名大学选为通识课“商学导论”的教材。作者O.C. 费雷尔曾担任美国营销协会学术委员会主席;琳达·费雷尔现任市场营销科学学会主席;杰弗里·赫特为德保罗大学金融学教授,是畅销书Foundations of Financial Management 的作者。《市场营销》(第10 版,双语教学版)语言简练、通俗易懂、实用性强,适合作为入门级市场营销双语教材。 《市场营销》(第10 版,双语教学版)共分三章,具体包括客户驱动的营销;营销策略的维度;数字营销和社交网络。《市场营销》(第10 版,双语教学版)保留了原版书中全部的英文及其教材要素,编者对目录以及部分专业词汇进行了翻译。每章都有丰富的案例、习题和线上资源。读者可以轻松阅读并做练习。

内容简介

《市场营销》(第10版,双语教学版)的作者O.C. 费雷尔教授,是美国营销学会学术委员会前主席,国际知名营销学家、商业伦理学家。其妻子琳达·费雷尔教授,现任美国市场营销科学学会主席。杰弗里·赫特,是当代著名金融学教授,其所著会计与财务管理方面的教材被翻译成14 种语言,畅销31个国家和地区。

目录

CHAPTER 1 Customer-Driven Marketing Enter the World of Business Banana Republic Uses Marketing to Bring Brand to Life Introduction Nature of Marketing The Exchange Relationship Functions of Marketing Creating Value with Marketing The Marketing Concept Evolution of the Marketing Concept Developing a Marketing Strategy Selecting a Target Market Developing a Marketing Mix Marketing Research and Information Systems Online Marketing Research Buying Behavior Psychological Variables of Buying Behavior Social Variables of Buying Behavior Understanding Buying Behavior The Marketing Environment Importance of Marketing to Business and Society So You Want a Job in Marketing Review Your Understanding Revisit the World of Business Learn the Terms Check Your Progress Get Involved Build Your Skills: The Marketing Mix Solve the Dilemma: Will It Go? Build Your Business Plan: Customer-Driven Marketing See for Yourself Videocase: New Belgium Brews Customer Satisfaction Team Exercise CHAPTER 2 Dimensions of Marketing Strategy Enter the World of Business Corvette’s New Look and Message Introduction The Marketing Mix Product Strategy Developing New Products Classifying Products Product Line and Product Mix Product Life Cycle Identifying Products Pricing Strategy Pricing Objectives Specific Pricing Strategies Distribution Strategy Marketing Channels Intensity of Market Coverage Physical Distribution Importance of Distribution in a Marketing Strategy Promotion Strategy The Promotion Mix Promotion Strategies: To Push or to Pull Objectives of Promotion Promotional Positioning Importance of Marketing Strategy So You Want to Be a Marketing Manager Review Your Understanding Revisit the World of Business Learn the Terms Check Your Progress Get Involved Build Your Skills: Analyzing Motel 6’s Marketing Strategy Solve the Dilemma: Better Health with Snacks Build Your Business Plan: Dimensions of Marketing Strategy See for Yourself Videocase: Groupon Masters Promotion to Become a Popular Daily Deal Site CHAPTER 3 Digital Marketing and Social Networking Enter the World of Business Microblog Marketing: Reaching Millions of Consumers with One Click Introduction Growth and Benefits of Digital Communication Using Digital Media in Business Digital Media and the Marketing Mix Social Networking Types of Consumer-Generated Marketing and Digital Media Social Networks Blogs and Wikis Media Sharing Virtual Worlds Mobile Marketing Applications and Widgets Using Digital Media to Reach Consumers Using Digital Media to Learn about Consumers Legal and Social Issues in Internet Marketing Privacy Identity Theft Online Fraud Intellectual Property Digital Media’s Impact on Marketing So You Want to Be a Digital Marketer Review Your Understanding Revisit the World of Business Learn the Terms Check Your Progress Get Involved Build Your Skills: Planning a Digital Marketing and Social Networking Site Solve the Dilemma: Developing Successful Freeware Build Your Business Plan: Digital Marketing and Social Networking See for Yourself Videocase: Should Employees Use Social Media Sites at Work? Team Exercise
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作者简介

O.C. 费雷尔曾担任美国营销协会学术委员会主席; 琳达·费雷尔现任市场营销科学学会主席; 杰弗里·赫特为德保罗大学金融学教授,是畅销书Foundations of Financial Management 的作者。

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