Marketing English

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作者：金阳主编

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ISBN：9787040121599

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简介
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简介

　　本书涉及市场营销4P的主要环节,并进行展开,包括产品品牌、企业形象、企业文化、广告、推销、营销环境、市场调研、消费者行为、售后服务和营销员培养等章节。每课课文以对话的形式,向读者介绍中心内容、专门的术语及专业表达法,并配以适当的听说练习,使读者能身临其境各以了解营销的整个过程,从中触类旁通,举一反三。本书主要为高职高专学生编写,侧重于营销基本操作技能的训练。亦可当作其他涉外营销人员入行前的实战训练教程。　　

Chapter 1 Social and Cultural Envi ronment 1
Part A Basic Knowledge 1
Part B Dialogues 10
Part C Extended ActiVities 75

Chapter 2 Marketing Planning 22
Part A Basic Knowledge 22
Part B Dialogues 31
Parl C Extended ActiVities 34

Chapter 3 Marketing Research 37
Part A Basic Knowledge 37
Part B Dialogues 41
Part C Extended Activities 46

Chapter 4 Distribution 49
Part A Basic Knowledge 49
Part B Dialogues 55
Part C Extended ActiVities 60

Chapter 5 Price 66
Part A Basic Knowledge 66
Part B Dialogues 70
Part C Extended Activities 76

Chapter 6 Promotion（1）：Advertising 80
Part A Basic Knowledge 80
Part B Dialogues 86
Part C Extended Activities 90

Chapter 7 Promotion（2）：Personal Selling 96
Part A Basic Knowledge 96
Part B Dialogues 101
Part C Extended Activities 106

Chapter 8 Promotion（3）：Fair Promotion 110
Part A Basic Knowledge 110
Part B Dialogues 116
Part C Extended ActiVities 122

Chapter 9 Promotion（4）：Public Relations 127
Part A Basic Knowledge 127
Part B Dialogues 131
Part C Extended Activities 741

Chapter 10 Promotion（5）：Festive Promotion 146
Part A Basic Knowledge 146
Part B Dialogues 152
Part C Extended Activities 757

Chapter 11 Promotion（6）：Promotion of Service Industry 163
Part A Basic Knowledge 163
Part B Dialogues 169
Part C Extended Activities 775

Chapter 12 After-sales Service 178
Part A Basic Knowledge 178
Part B Dialogues 183
Part C Extended Activities 787
Reference Keys 192

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