商务计划与财务管理

Part 1 Business Planning… …………………………………… 001 Chapter 1 Business Planning Overview ……………………… 002 Chapter 2 Layout of Business Planning ……………………… 006 Chapter 3 External and Internal Analysis …………………… 015 Chapter 4 Risk Management …………………………………… 030 Part 2 Marketing………………………………………………… 047 Chapter 1 Marketing Concept ………………………………… 048 Chapter 2 The Role of Marketing in Strategic Planning ……… 063 Chapter 3 Marketing Environment …………………………… 073 Chapter 4 MIS—Marketing Information System ……………… 087 Chapter 5 Consumer Buying Behavior ………………………… 093 Chapter 6 STP—Segmentation, Targeting, Positioning ……… 105 Chapter 7 Product, Services, and Branding Strategies ………… 128 Chapter 8 New-Product Development and Product Life-CycleStrategies …………………………………………… 155 Chapter 9 Pricing Strategy …………………………………… 171 Chapter 10 Marketing Channels and Supply Chain Management 185 Chapter 11 Promotion ………………………………………… 200 Chapter 12 Customer Relationship Management ……………… 229 Chapter 13 The Global Marketplace …………………………… 241 Chapter 14 Societal Marketing & Ethics ……………………… 265 Part 3 Finance…………………………………………………… 279 Chapter 1 Sources of Finance ………………………………… 281 Chapter 2 Prepare Basic Management Accounting Information 299 Chapter 3 Prepare Basic Financial Accounting Information…… 319