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简介
本书结合《营销英语》的体例编写，共七大部分，十七个单元。每个单元分为五个部分：课文大纲、课文的中文译文、名词解释、补充材料和营销辨论。课文大纲以英语编写，提纲挈领地介绍了每一篇课文的主要内容和结构，并设有参考问题；课文的中文译文为阅读英语原文有困难的读者提供了母语参考；名词解释部分针对每一单元的内容设计了需要重点理解的专业术语；补充材料部分作为案例来和课文进行对比分析，使读者进一步掌握文中涉及的营销学原理；营销辨论为提高部分，旨在培养读者活学活用的能力，使其在独立思考后能够利用营销学知识来解释营销学中一些有争议的问题。七大部分的每一部分后面又有一篇英文小结。英文小结中囊括了每一部分的主要原理，言简意赅地英文原文的形式再现了在复杂的营销现象中起主导作用的原理及方法论。
本书重点突出，涉及面广，选材实用，结构严谨。读者既可以独立阅读此书，又可以结合《营销英语》一起阅读。
目录
目录
PART ONE Brand-building & Market Leadership 品牌建立与市场主导
UNIT 1 Wal-Mart Stores—Strategics for Market Dominance 沃尔玛特商店：保持市场主导的策略
Supplementary Readings:
（1） Globalization or Standardization?
（2） Value Pricing:Offering More for Less
UNIT 2 The Long March 中国品牌走向世界，来日方长
Supplementary Reading:
Company Case:Gatorade Defends Its No.1 Position
UNIT 3 Haagen-Dazs Ice-cream(Case A)—the Making of a Global Brand 哈根达斯冰淇淋：全球品牌的建立
Supplementary Reading:
HAAGEN-DAZS Ice-cream(Case B)—The Farggi Tub's & Ice-cream Challenge
PART TWO Market Entry & Industry Barriers 市场进入与行业壁垒
UNIT 4 How Do I Love Thee?—De Beers Woos Chinese Couples with More Than Romance 戴·比尔公司如何赢得消费者的青睐？
Supplementary Readings:
（1） Marketing Process
（2） The Baby Boomers and the Generation Xers
UNIT 5 How Legend Lives up to Its Name 联想电脑何以不负其名
Supplementary Readings:
（1） Foreign Rivals VS.the Chinese:If You Can't Beat'Em...
（2） NeXT Computer:Jobs's Lot
（3） Apple Computers
UNIT 6 NutraSweet in China 纽特健康糖在中国
Supplementary Reading:
Company Case:Mary Kay Cosmetics:Shanghai Market Entry
PART THREE Global Marketing Plan & Market Survey 全球营销计划与市场调研
UNIT 7 Unilever Marketing Plan—Personal Care Products in China 联合利华营销计划：个人护理产品在中国
Supplementary Readings:
（1） International Segmentation
（2） International Products Strategy
UNIT 8 Market Research Report of Influences on Consumer Purchasing Patterns in China 对“影响中国市场消费者购买方式诸因素”的市场调查报告
Supplementary Reading:
The Rise and Fall of New Coke:What's the Problem?
UNIT 9 Questionnaire of Service for Washer Market 对“洗衣机市场服务”的问卷调查
Supplementary Reading:
Public Policy and Ethics in Marketing Research
PART FOUR Competitive Advantage Lies in Marketing & Product Differentiation 竞争优势取决于营销与产品区分
UNIT 10 Singapore Airlines:Using Technology for Service Excellence 新加坡航空公司：运用技术优势提供优质服务
Supplementary Readings:
（1） From Stiff Upper Lip to New British Hip—British Airways Updates Its Image and Its Fleet
（2） Company Case:American Airlines'Value Pricing
UNIT 11 Consuming Passions 皮尔斯伯利公司如何激发消费者的热情
Supplementary Readings:
（1） From A-Z,Not A-B:DHL Is Far More Than Just a Carrier
（2） Company Case:FedEx—Creating Competitive Advantage
PART FIVE Online Marketing & E-business 网上营销与电子商务
UNIT 12 Eyes on Amazon 亚马逊网上书店的“眼睛”服务
Supplementary Readings:
（1） A Fable Concerning Ambition
（2） 'Twas the Season for E-splurging
UNIT 13 Microsoft Moves to Dominate Online Sales 微软力争垄断网上销售
Supplementary Readings:
（1） The Buyer Always Wins
（2） The Meat and Potatoes of Online Shopping?
PART SIX Global Marketing Strategy & Management 全球营销策略与管理
UNIT 14 Nokia Consumer Electronics(NCE) 诺基亚消费者电子产品
Supplementary Readings:
（1） Young Markets Ripe for Picking
（2） International Promotional Strategy
（3） Porter's Model of International Strategy—Value Chain
UNIT 15 Marks & Spencer Isn's Throwing off Any 玛莎公司的全球扩张计划受挫
Supplementary Readings:
（1） Is Your Company Ready for One-to-one Marketing?
（2） International Marketing Management
PART SEVEN Social-cultural Differences & Impacts on Marketing 营销中的社会文化差异及其影响
UNIT 16 Doing Business with Americans 与美国人做生意
Supplementary Readings:
（1） Business Japanese-Style
（2） The Stressed Society:Americans & Time
（3） American's Scapegoats
UNIT 17 Nike in China 耐克公司在中国
Supplementary Readings:
（1） The Pitfalls of International Marketing
（2） The Cultural Environment
Key to the Exercises 练习参考答案
Bibliography 参考文献
)
PART ONE Brand-building & Market Leadership 品牌建立与市场主导
UNIT 1 Wal-Mart Stores—Strategics for Market Dominance 沃尔玛特商店：保持市场主导的策略
Supplementary Readings:
（1） Globalization or Standardization?
（2） Value Pricing:Offering More for Less
UNIT 2 The Long March 中国品牌走向世界，来日方长
Supplementary Reading:
Company Case:Gatorade Defends Its No.1 Position
UNIT 3 Haagen-Dazs Ice-cream(Case A)—the Making of a Global Brand 哈根达斯冰淇淋：全球品牌的建立
Supplementary Reading:
HAAGEN-DAZS Ice-cream(Case B)—The Farggi Tub's & Ice-cream Challenge
PART TWO Market Entry & Industry Barriers 市场进入与行业壁垒
UNIT 4 How Do I Love Thee?—De Beers Woos Chinese Couples with More Than Romance 戴·比尔公司如何赢得消费者的青睐？
Supplementary Readings:
（1） Marketing Process
（2） The Baby Boomers and the Generation Xers
UNIT 5 How Legend Lives up to Its Name 联想电脑何以不负其名
Supplementary Readings:
（1） Foreign Rivals VS.the Chinese:If You Can't Beat'Em...
（2） NeXT Computer:Jobs's Lot
（3） Apple Computers
UNIT 6 NutraSweet in China 纽特健康糖在中国
Supplementary Reading:
Company Case:Mary Kay Cosmetics:Shanghai Market Entry
PART THREE Global Marketing Plan & Market Survey 全球营销计划与市场调研
UNIT 7 Unilever Marketing Plan—Personal Care Products in China 联合利华营销计划：个人护理产品在中国
Supplementary Readings:
（1） International Segmentation
（2） International Products Strategy
UNIT 8 Market Research Report of Influences on Consumer Purchasing Patterns in China 对“影响中国市场消费者购买方式诸因素”的市场调查报告
Supplementary Reading:
The Rise and Fall of New Coke:What's the Problem?
UNIT 9 Questionnaire of Service for Washer Market 对“洗衣机市场服务”的问卷调查
Supplementary Reading:
Public Policy and Ethics in Marketing Research
PART FOUR Competitive Advantage Lies in Marketing & Product Differentiation 竞争优势取决于营销与产品区分
UNIT 10 Singapore Airlines:Using Technology for Service Excellence 新加坡航空公司：运用技术优势提供优质服务
Supplementary Readings:
（1） From Stiff Upper Lip to New British Hip—British Airways Updates Its Image and Its Fleet
（2） Company Case:American Airlines'Value Pricing
UNIT 11 Consuming Passions 皮尔斯伯利公司如何激发消费者的热情
Supplementary Readings:
（1） From A-Z,Not A-B:DHL Is Far More Than Just a Carrier
（2） Company Case:FedEx—Creating Competitive Advantage
PART FIVE Online Marketing & E-business 网上营销与电子商务
UNIT 12 Eyes on Amazon 亚马逊网上书店的“眼睛”服务
Supplementary Readings:
（1） A Fable Concerning Ambition
（2） 'Twas the Season for E-splurging
UNIT 13 Microsoft Moves to Dominate Online Sales 微软力争垄断网上销售
Supplementary Readings:
（1） The Buyer Always Wins
（2） The Meat and Potatoes of Online Shopping?
PART SIX Global Marketing Strategy & Management 全球营销策略与管理
UNIT 14 Nokia Consumer Electronics(NCE) 诺基亚消费者电子产品
Supplementary Readings:
（1） Young Markets Ripe for Picking
（2） International Promotional Strategy
（3） Porter's Model of International Strategy—Value Chain
UNIT 15 Marks & Spencer Isn's Throwing off Any 玛莎公司的全球扩张计划受挫
Supplementary Readings:
（1） Is Your Company Ready for One-to-one Marketing?
（2） International Marketing Management
PART SEVEN Social-cultural Differences & Impacts on Marketing 营销中的社会文化差异及其影响
UNIT 16 Doing Business with Americans 与美国人做生意
Supplementary Readings:
（1） Business Japanese-Style
（2） The Stressed Society:Americans & Time
（3） American's Scapegoats
UNIT 17 Nike in China 耐克公司在中国
Supplementary Readings:
（1） The Pitfalls of International Marketing
（2） The Cultural Environment
Key to the Exercises 练习参考答案
Bibliography 参考文献
)
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