商业
类型
可以朗读
语音朗读
234千字
字数
2015-07-01
发行日期
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主编推荐语
本书全面概括市场营销知识,策略与新兴营销活动。
内容简介
本书内容概括了市场营销的基本知识；模拟了潜在客户开发，预约与拜访，产品推销的过程；突出了广告、价格、品牌、促销等营销策略；展现了讨价还价、销售谈判、达成交易中的营销手段；强调了商品纠纷处理、保证服务、售后回访中与客户的沟通技巧；介绍了网络营销、服务营销、绿色营销、整合营销等新兴的营销活动。
目录
- 封面
- 扉页
- 版权信息
- 目录
- 内容提要
- Chapter 1 Understanding Marketing
- Preview Case
- 1.1 Key Concept
- 1.1.1 The Marketing Concept
- 1.1.2 Wants, Needs and Satisfaction
- 1.2 Vocabulary Exercise
- 1.2.1 Cloze：The Family Firm and Its Marketing
- 1.2.2 Fill the gaps：Marketing Words
- 1.3 Case Study
- Additional Reading
- Chapter 2 Marketing Environment
- Preview Case
- 2.1 Key Concept
- 2.2 Vocabulary Exercise
- 2.2.1 Put the words from the box into the correct columns
- 2.2.2 Colze：Marketing
- 2.2.3 Match and Blank
- 2.3 Case Study
- Additional Reading
- Chapter 3 Consumer Behavior
- Preview Case
- 3.1 Key Concept
- 3.2 Vocabulary Exercise
- 3.2.1 Cloze: The Vole of Government
- 3.2.2 Matching and Completing Sentences
- 3.2.3 Group work: Discussion & Analysis
- 3.3 Case Study
- Chapter 4 Marketing Research
- Preview Case
- 4.1 Key Concept
- 4.2 Vocabulary Exercise
- 4.2.1 Cloze：The Car Insurance
- 4.2.2 Blank Filling：How to Make a Good Research
- 4.3 Case Study
- 4.4 Over to you
- Chapter 5 Target Marketing
- Preview Case
- 5.1 Key Concept
- 5.2 Vocabulary Exercise
- 5.2.1 Cloze：How to Satisfy Your Customers
- 5.2.2 Match and Complete
- 5.3 Case Study
- 5.4 Over to you
- Chapter 6 Product
- Preview Case
- 6.1 Key Concept
- 6.2 Vocabulary Exercise
- 6.2.1 Boxing：The True Meaning of Product
- 6.2.2 Cloze：SHARP’s Product Strategy
- 6.2.3 Blank：Know More Words of Product
- 6.3 Case Study
- 6.4 Over to you
- Chapter 7 Brand Management
- Preview Case
- 7.1 Key Concept
- 7.2 Vocabulary Exercise
- 7.2.1 Blank-Filling：Brand Positioning
- 7.2.2 Cloze：Sports and Brand Value
- 7.2.3 Match and Complete the Sentence
- 7.3 Case Study
- 7.4 Over to you
- Chapter 8 Price Strategy
- Preview Case
- 8.1 Key Concept
- 8.2 Vocabulary Exercise
- 8.2.1 Cloze：New Product and It’s Price
- 8.2.2 Match and Complete the Sentence
- 8.2.3 Discussion
- 8.3 Case Study
- 8.4 Over to you
- Chapter 9 Distribution Strategy
- Preview Case
- 9.1 Key Concept
- 9.2 Vocabulary Exercise
- 9.2.1 Cloze：The New Distribution Channel
- 9.2.2 Blank：Filling More Information of Distribution
- 9.2.3 Group Discussion
- 9.3 Case Study
- 9.4 Over to you
- Chapter 10 Promotion
- Preview Case
- 10.1 Key Concept
- 10.2 Vocabulary Exercise
- 10.2.1 Blank: A Good Promotion for Coca-Cola
- 10.2.2 Over to you —Presentations
- 10.2.3 Cloze：Promotion in Internet
- 10.2.4 Match and Complete the Sentence
- 10.3 Case Study
- 10.4 Over to you
- Additional Reading
- Chapter 11 The Marketing of Services
- Preview Case
- 11.1 Key Concept
- 11.2 Vocabulary Exercise
- 11.2.1 Cloze：Zane’s Cycles and Their Good Service
- 11.2.2 Match and Blank-Filling
- 11.2.3 Match: Types of Service
- 11.3 Case Study
- 11.4 Over to you
- Chapter 12 Global Marketing
- Preview Case
- 12.1 Key Concept
- 12.2 Vocabulary Exercise
- 12.2.1 Cloze: Cooperation and Globalization
- 12.2.2 Match and Blank-Filling
- 12.3 Case Study
- 12.4 Over to you
- Chapter 13 Ethic of Marketing
- Preview Case
- 13.1 Key Concept
- 13.2 Vocabulary Exercise
- 13.2.1 Cloze：Green Marketing and New Energy
- 13.2.2 Blank-Filling
- 13.3 Case Study
- 13.4 Over to you
- Chapter 14 Financial Management
- Preview Case
- 14.1 Key Concept
- 14.2 Vocabulary Exercise
- 14.2.1 Cloze
- 14.2.2 Blank-Filling
- 14.3 Case study
- 14.4 Over to you
- Chapter 15 Information Management
- Preview Case
- 15.1 Key Concept
- 15.2 Vocabulary Exercise
- 15.2.1 Cloze
- 15.2.2 Blank-Filling
- 15.3 Case Study
- 15.4 Over to you
- Appendix I
- Appendix II
- Appendix III
- Appendix IV
- Answer key
- Bibliography
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出版方
人民邮电出版社
人民邮电出版社是工业和信息化部主管的大型专业出版社，成立于1953年10月1日。人民邮电出版社坚持“立足信息产业、面向现代社会、传播科学知识、服务科教兴国”，致力于通信、计算机、电子技术、教材、少儿、经管、摄影、集邮、旅游、心理学等领域的专业图书出版。
