作为消费者和未来营销的实践者,营销意识和理念应当从学生时代开始培养。营销的成功需要大量的企业策划和推销作为亲身体验和实践,同时营销也可以借鉴别人的理论和经验。本书的编写目的正是全面介绍营销的经典理论和*新经验的同时,帮助同学们学习英语。它适合财经类院校学生、商务英语专业学生、以及工商管理专业学生使用。通过阅读此书,同学们在未来国际化的市场竞争环境中,或在未来进入职业生涯时,会发现你们所从事的市场调研、产品的定位和定价、品牌策略与推广、市场的细分与区分、产品的促销(包括自我营销)与宣传、广告与客户的沟通、事件营销、游击营销、体验营销、关系营销、体育赞助营销、网络营销、跨文化营销等新兴的营销活动对你已不再陌生。希望此书能够在介绍营销理念和营销经验的同时,帮助你们掌握营销词汇、增加阅读能力、扩大营销视野,亦可谓“一石双鸟”吧。

Unit One Introduction to Marketing
Unit Two Marketing Philosophies
Unit Three Marketing Myopia and Marketing Strategies
Unit Four How to Do Market Research
Unit Five Making Market Segmentation Work
Unit Six Developing a Brand Strategy
Unit Seven Differentiating with Unique Selling Proposition
Unit Eight New Product Development and Product Life Cycle Management
Unit Nine Pricing Strategies for Small Businesses
Unit Ten Effective Marketing Communications
Unit Eleven Advertising
Unit Twelve Pop-up Surveys to Measure Ad Effectiveness
Unit Thirteen Case History Marketing
Unit Fourteen Customer Lifetime Value
UNit Fifteen Integrated Marketing Campaign
Unit Sixteen Relationship Marketing for Higher Education
Unit Seventeen Event Marketing
Unit Eighteen Guerrilla Marketing
Unit Nineteen Winning Campaigns:Sports Marketing in the US
Unit Twenty Experience Marketing at Its Best
Unit Twenty-one Internet Marketing:User-Friendly Website Design
Unit Twenty-two Marketing in the International Context
Key to the Exercises