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内容简介
本书提供了理解营销模型的基础信息。内容包括营销学的概念、发展和现状，营销环境，市场细分，消费者行为，营销调研，营销工具以及营销管理。本书采用以学生为主体的教学方法，对营销概念的介绍清楚易懂，同时鼓励读者在本书学习过程中努力应用所学概念。大量的案例和实际应用活动将营销变成一个诱人的话题。
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目录
Preface
Acknowledgements
guided?tour
technology?to?enhance?teaching?and?learning
PART?1:THIS?IS?MARKETING
1.the?development?of?marketing
challenges
kley?concepts
chapter?overview
introduction
definitions?of?marketing
what?marketing?is?not
before?marketing
modern?marketing
the?marketing?function
demand?and?supply
exchanges
marketing''''''''s?changing?emphasis
the?rise?of?consumerism
the?focus?themes
summary
challenges?reviewed
reading?around
self-review?questions
mini?case?study:relaunching?liverpool
references
2.marketing?today
challemges
key?concepts
chapter?overview
introduction
mixed?terminology?and?mixed?claims
markets
market?dynamics
marketing?strategies
Objectives
strategic?orientations
focusing?on?customers
summary
challenges?reviewed
reading?around
sel-review?questions
minl?case?study:virgin?loyalty
references
PART?2:MARKETING?ANALYSIS
3.the?marketing?environment
……
4.market?segmentation
5.buyer?behaviour
6.marketing?research
PART?3:MARKETING?TOOLS
7.product
8.promotion
9.place
10.price
11.the?marketing?mix
PART?4:THE?MARKETERS
12.marketing?management
what?do?marketers?do?postScript:careers?in?marketing
Glossary
index
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