目錄
Chapter 1 Development of Marketing
Case Study 1 Erke: Awareness of National Products
1.1 What Is Marketing
1.1.1 Market and Marketing
1.1.2 A Brief History of Marketing
1.1.3 Marketing Process
1.2 Key Concepts of Marketing
1.2.1 Customer Needs, Wants, and Demands
1.2.2 Market Offerings
1.2.3 Customer Value, and customer Satisfaction
1.2.4 Exchanges
1.2.5 Market and Marketer
1.3 Research Content and Methods in Marketing
1.3.1 Research Content
1.3.2 Research Methods
1.4 Summary
1.5 Application and Cases
Chapter 2 Changing Marketing Landscape
Case Study 2 Crazy Dangerous Elements in Daily Necessities
2.1 Production Concept
2.1.1 Background and Contents of Production Concept
2.1.2 Characteristics of Production Concept
2.2 Product Concept
2.2.1 Background and Contents of Product Concept
2.2.2 Characteristics of Product Concept
2.3 Selling Concept
2.3.1 Background and Contents of Selling Concept
2.3.2 Characteristics of Selling Concept
2.4 Marketing Concept
2.4.1 Background and Contents of Marketing Concept
2.4.2 Characteristics of Marketing Concept
2.5 Social Marketing Concept
2.5.1 Background and Contents of Social Marketing Concept
2.5.2 Characteristics of Social Marketing Concept
2.6 Summary
2.7 Application and Cases
Chapter 3 Marketing Environment
Case Study 3 Pinterest
3.1 Implications and Features of Marketing Environment
3.1.1 Concept of Marketing Environment
3.1.2 Features of Marketing Environment
3.2 Analysis of Macro-Marketing Environment
3.2.1 Economic Factors
3.2.2 Political and Legal Factors
3.2.3 Cultural and Demographic Factors
3.2.4 Scientific and Technological Factors
3.3 Analysis of the Micro-Marketing Environment
3.3.1 The Company
3.3.2 Supplier
3.3.3 Marketing Intermediaries
3.3.4 Competitors
3.3.5 The Public
3.3.6 Customer
3.4 Summary
……
Chapter 4 Market Purchase Behavior
Chapter 5 Target Marketing
Chapter 6 Marketing Strategy Generalities
Chapter 7 Marketing Competitive Strategies
Chapter 8 Product Strategies
Chapter 9 Price Strategies
Chapter 10 Place Strategies
Chapter 11 Promotional Strategies
Chapter 12 Sustainable Marketing-The Call for More Environmental and Social Responsibility
Chapter 13 Marketing Regulations
Reference
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