Chapter 1 营销管理

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1.1 Marketing Management Philosophies

1.2 Market Segmentation,Market Targeting and Positioning

1.3 Relationship Marketing

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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 整合营销传播

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3.1 What is Integrated Marketing Communications

3.2 Publicity and Public Relations

3.3 The Practice and the Adoption Process for IMC

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Chapter 4 当代广告

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4.1 Types of Advertising

4.2 Advertising Planning

4.3 Criticisms of Advertising

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Chapter 5 销售管理

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5.1 The Tasks of Sales Management

5.2 Steps in the Selling Process

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Chapter 6 品牌管理

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6.1 What Is Brand

6.2 New Products and Brand Extension

6.3 Advantages of Extensions

6.4 Disadvantages of Brand Extensions

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Chapter 7 营销调研

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7.1 The Types of Marketing Research

7.2 Focus Groups

7.3 Depth Interviews and Projective Tests

7.4 Types of Surveys

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Chapter 8 零售营销

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8.1 Increasing Sales from the Existing Customer Base

8.2 Increase Sales by Expanding the Customer Base

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Chapter 9 服务营销

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9.1 The Uniqueness of Service

9.2 How Consumers Purchase Services

9.3 Managing the Marketing of Services

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Chapter 10 全球营销

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10.1 The Scope of Global Marketing

10.2 Emergence of a Borderless Economic World

10.3 Cross-Culture Analysis in a Global Economy

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Chapter 11 电子营销

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11.1 The Emergence of E-Marketing

11.2 E-Marketing Environment

11.3 E-Marketing in Emerging Economies

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参考文献