包邮市场营销专业英语教程(专门用途英语系列教材)

chapter 1 strategic planning and the marketing management process
　the marketing concept
　what is marketing?
　what is strategic planning?
　　strategic planning and marketing management
　　the strategic planning process
　　the complete strategic plan
　the marketing management process
　　situation analysis
　　marketing planning
　　implementation and control of the marketing plan
　　marketing information systems and marketing research
　the strategic plan, the marketing plan, and other
　functional area plans
　　marketing's role in cross-functional strategic planning
　conclusion
chapter 2 marketing research: process and systems for decision making
　the role of marketing research
　the marketing research process
　　purpose of the research
　　plan of the research
　　performance of the research
　　processing of research data
　　preparation of the research report
　　limitations of the research process
　marketing information systems
　conclusion
chapter 3 consumer behavior
　social influences on consumer decisi6n making
　　culture and subculture
　　social class
　　reference groups and families
　marketing influences on consumer decision making
　　product influences
　　price lnfluences
　　promotion lnfluences
　　place influences
　situational influences on consumer decision making
　psychological influences on consumer decision making
　　product knowledge
product lnvolvement
　consumer decision making 　　　　　　　　　　　　　　　　　　　　　　　　　
need recognition
alternative search
alternative evaluation
purchase decision
postpurchase evaluation
　conclusion
chapter 4 business,government adn institutional buying
chapter 5 market segmentation
chapter 6 product and brand strategy
chapter 7 new product planning and development
chapter 8 integrated marketing communications:advertising,sales promotion,public relations and direct marketing
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