市場營銷（第10版，雙語教學版）

定　價：￥38.00

作　者：	[美] O.C.費雷爾，杰弗里·赫特，琳達·費雷爾著
出版社：	人民郵電出版社
叢編項：
標　簽：	教材經濟管理類研究生/本科/?？平滩?/td>

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ISBN：	9787115476005	出版時間：	2018-03-01	包裝：	平裝
開本：	16	頁數：	112	字數：

內容簡介

　　《市場營銷》（第10 版，雙語教學版）選編自O.C. 費雷爾、杰弗里·赫特和琳達·費雷爾所著的Business： A Changing World（10e），一本被美國加州大學伯克利分校等多所著名大學選為通識課“商學導論”的教材。作者O.C. 費雷爾曾擔任美國營銷協會學術委員會主席；琳達·費雷爾現任市場營銷科學學會主席；杰弗里·赫特為德保羅大學金融學教授，是暢銷書Foundations of Financial Management 的作者?！妒袌鰻I銷》（第10 版，雙語教學版）語言簡練、通俗易懂、實用性強，適合作為入門級市場營銷雙語教材?！　妒袌鰻I銷》（第10 版，雙語教學版）共分三章，具體包括客戶驅動的營銷；營銷策略的維度；數字營銷和社交網絡?！妒袌鰻I銷》（第10 版，雙語教學版）保留了原版書中全部的英文及其教材要素，編者對目錄以及部分專業(yè)詞匯進行了翻譯。每章都有豐富的案例、習題和線上資源。讀者可以輕松閱讀并做練習。

作者簡介

　　O.C.費雷爾曾擔任美國營銷協會學術委員會主席；琳達·費雷爾現任市場營銷科學學會主席；杰弗里·赫特為德保羅大學金融學教授，是暢銷書FoundationsofFinancialManagement的作者。

圖書目錄

CHAPTER 1
Customer-Driven Marketing
Enter the World of Business
Banana Republic Uses Marketing to BringBrand to Life
Introduction
Nature of Marketing
The Exchange Relationship
Functions of Marketing
Creating Value with Marketing
The Marketing Concept
Evolution of the Marketing Concept
Developing a Marketing Strategy
Selecting a Target Market
Developing a Marketing Mix
Marketing Research and Information Systems
Online Marketing Research
Buying Behavior
Psychological Variables of Buying Behavior
Social Variables of Buying Behavior
Understanding Buying Behavior
The Marketing Environment
Importance of Marketing to Business andSociety
So You Want a Job in Marketing
Review Your Understanding
Revisit the World of Business
Learn the Terms
Check Your Progress
Get Involved
Build Your Skills: The Marketing Mix
Solve the Dilemma: Will It Go?
Build Your Business Plan: Customer-DrivenMarketing
See for Yourself Videocase: New BelgiumBrews Customer
Satisfaction
Team Exercise

CHAPTER 2
Dimensions of Marketing Strategy
Enter the World of Business
Corvette’s New Look and Message
Introduction
The Marketing Mix
Product Strategy
Developing New Products
Classifying Products
Product Line and Product Mix
Product Life Cycle
Identifying Products
Pricing Strategy
Pricing Objectives
Specific Pricing Strategies
Distribution Strategy
Marketing Channels
Intensity of Market Coverage
Physical Distribution
Importance of Distribution in a MarketingStrategy
Promotion Strategy
The Promotion Mix
Promotion Strategies: To Push or to Pull
Objectives of Promotion
Promotional Positioning
Importance of Marketing Strategy
So You Want to Be a Marketing Manager
Review Your Understanding
Revisit the World of Business
Learn the Terms
Check Your Progress
Get Involved
Build Your Skills: Analyzing Motel 6’sMarketing Strategy
Solve the Dilemma: Better Health withSnacks
Build Your Business Plan: Dimensions ofMarketing Strategy
See for Yourself Videocase: Groupon MastersPromotion to
Become a Popular Daily Deal Site
CHAPTER 3
Digital Marketing and Social Networking
Enter the World of Business
Microblog Marketing: Reaching Millions ofConsumers with One Click
Introduction
Growth and Benefits of DigitalCommunication
Using Digital Media in Business
Digital Media and the Marketing Mix
Social Networking
Types of Consumer-Generated Marketing andDigital Media
Social Networks
Blogs and Wikis
Media Sharing
Virtual Worlds
Mobile Marketing
Applications and Widgets
Using Digital Media to Reach Consumers
Using Digital Media to Learn aboutConsumers
Legal and Social Issues in InternetMarketing
Privacy
Identity Theft
Online Fraud
Intellectual Property
Digital Media’s Impact on Marketing
So You Want to Be a Digital Marketer
Review Your Understanding
Revisit the World of Business
Learn the Terms
Check Your Progress
Get Involved
Build Your Skills: Planning a DigitalMarketing and Social
Networking Site
Solve the Dilemma: Developing SuccessfulFreeware
Build Your Business Plan: Digital Marketingand Social
Networking
See for Yourself Videocase: ShouldEmployees Use Social Media
Sites at Work?
Team Exercise