市场营销学(双语教材)(本科教材)

Part Ⅰ About Marketing
Chapter 1 Production and Development of Marketing
1．1 Production of Marketing
1．2 Development of Marketing
1．2．1 Classical Schools
1．2．2 Management Schools
1．2．3 Behavior Schools
1．3 Connotation and Nature of Marketing
1．3．1 Connotation of Marketing
1．3．2 Nature of Marketing
1．4 Research Approaches of Marketing
1．4．1 Commodity Research
Approach
1．4．2 Functional Research
Approach
1．4．3 InstitutionaI Research
Approach
1．4．4 Managerial Research
Approach
1．4．5 Systematic Research
Approach
1．5 Summary
Chapter 2 Marketing Philosophy
2．1 Production Concept
2．1．1 Background of Production
Concept
2．1．2 Meaning of Production
Concept
2．1．3 Characteristics of
Production Concept
2．2 Product Concept
2．2．1 Background of Product
Concept
2．2．2 Connotation of Product
Concept
2，2．3 Characteristics of Product
Concept
2．3 Selling Concept
2．3．1 Background of Selling
Concept
2．3．2 Contents of Selling Concept
2．3．3 Features of Selling Concept
2．4 Marketing Concept
2．4．1 Background of Marketing
Concept
2．4．2 Contents of Marketing
Concept
2．4．3 Four Pillars of Marketing
Concept
2．5 Social Marketing Concept
2．5．1 Background of Social
Marketing Concept
2．5．2 Contents bf Social
Marketing Concept
2．5．3 Features of Social
Marketing Concept
2．6 Mega-Marketing Concept
……
Part Ⅱ Market Elements
Chapter 3 Analysis of Marketplace and Marketing Environment
Chapter 4 Analysis of Market Behavio
Chapter 5 Market Segmentation，Targeting and Positioning
Part Ⅲ Marketing Elements
Chapter 6 Marketing Strategies
Chapter 7 Marketing Competitive
Chapter 8 Marketing Engineering
Chapter 9 Marketing Investigation and Market Forecast
Part Ⅳ Marketing Mix
Chapter 10 Product Strategies
Chapter 11 Price Strategies
Chapter 12 Place Strategies
Chapter 13 Promotional Strategies
Part Ⅴ Relative Marketing Issues
Chapter 14 Marketing Management
Chapter 15 Other Marketing
参考文献