內容大鋼
本書改編自J.Paul Peter和James H.Donnelly，Jr.合著的市場營銷學教材——A Preface to Marketing Management（Fifteenth Edition）。這本教材暢銷世界，曾多次再版。本書的最大特色在於，在簡單明了、由淺入深地向讀者介紹市場營銷知識的同時，還可以幫助讀者增加營銷專業的英語辭彙量，提高讀者的英語閱讀水平和表達能力。全書分為四個部分：第一部分是營銷管理的基本知識，第二部分是營銷活動中的實際問題和案例分析，第三部分是市場營銷決策的財務分析，第四部分是營銷計劃的制訂和撰寫。
本書可以作為商務英語專科和本科高年級學生作為行業和專業英語課教材，也可以作為經濟管理類專業學生的選修課教材使用。
目錄
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
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