Chapter 1 营销管理

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1.1 What is Marketing

1.2 How Marketing Discovers and Satisfies Consumer Needs

1.3 The Production,Product and Selling Concepts

1.4 The Marketing Concept and Societal Marketing Concept

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Chapter 2 消费者行为

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2.1 The Buyer Decision Process

2.2 Factors Influencing Consumer Behavior

2.3 Models of Consumer Behavior

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Chapter 3 营销环境

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3.1 Demographics and Culture

3.2 Economic forces and Regulatory Forces

3.3 Technological Forces and competitive forces

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Chapter 4 营销调研

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4.1 The Types of Marketing Research

4.2 Focus Groups

4.3 Depth Interviews and Projective Tests

4.4 Types of Surveys

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Chapter 5 营销战略和关系营销

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5.1 Market Segmentation

5.2 Market Targeting

5.3 Positioning

5.4 Relationship Marketing

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Chapter 6 市场营销组合1：产品策略

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6.1 The New Product Process

6.2 Product Life Cycle

6.3 packaging

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Chapter 7 市场营销组合2：价格

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7.1 Nature and Important of Price

7.2 The Pricing Constraints and Objectives

7.3 Demand-based Methods

7.4 Competitive-based Methods

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Chapter 8 市场营销组合3：渠道

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8.1 Marketing Channel

8.2 Retailing

8.3 Logistic Management

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Chapter 9 整合营销传播

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9.1 What is Integrated Marketing Communications

9.2 Publicity and Public Relations

9.3 The Practice and the Adoption Process for IMC

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Chapter 10 品牌管理

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10.1 What Is Brand

10.2 New Products and Brand Extension

10.3 Advantages of Extensions

10.4 Disadvantages of Brand Extensions

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Chapter 11 全球营销

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11.1 The Scope of Global Marketing

11.2 Emergence of a Borderless Economic World

11.3 Cross-Culture Analysis in a Global Economy

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Chapter 12 网络营销

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12.1 The Emergence of E-Marketing

12.2 E-Marketing Environment

12.3 E-Marketing in Emerging Economies

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Chapter 13 服务营销

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13.1 The Uniqueness of Service

13.2 How Consumers Purchase Services

13.3 Managing the Marketing of Services

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参考文献