市场营销专业英语教程(第十五版) (大学专业英语系列教材)

Section Ⅰ Essentials of Marketing Management Part A Introduction 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 b 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 rie Functional Area Plans Marketing's Role in Cross-Functional Strategic Planning Summary Part B Marketing Informatun Research,and Understanding the Target Market 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 341 bae imnutTui Performance of the Research Processing of Research Data Preparation of the Research Report 42e Limitations of the Research Process Marketing Information Systems Summary Chapter 3 Consumer Behavior Social Influences on Consumer Decision Making Culture and Subculture Social Class Reference Groups and Families …… Section Ⅱ Analyzing Marketing Problems and Cases Section Ⅲ Financial Analysis for Marketing Decisions Section Ⅳ Developing Marketing Plans