本书提供了理解营销模型的基础信息,内容包括营销学的概念、发展和现状、营销环境,市场细分,消费者行为,营销调研,营销工具以及营销管理。本书采用以学生为主体的教学方法,对营销概念的介绍清楚易懂,同时鼓励读者在学习本书的过程中努力应用所学概念。大量的案例和实际应用活动将营销变成一个诱人的话题。
本教材适合市场营销类专业本科生使用。

Preface
Acknowledgements
guided tour
technology to enhance teaching and learning
PART 1:THIS IS MARKETING
1.the development of marketing
challenges
kley concepts
chapter overview
introduction
definitions of marketing
what marketing is not
before marketing
modern marketing
the marketing function
demand and supply
exchanges
marketing's changing emphasis
the rise of consumerism
the focus themes
summary
challenges reviewed
reading around
self-review questions
mini case study:relaunching liverpool
references
2.marketing today
challemges
key concepts
chapter overview
introduction
mixed terminology and mixed claims
markets
market dynamics
marketing strategies
objectives
strategic orientations
focusing on customers
summary
challenges reviewed
reading around
sel-review questions
minl case study:virgin loyalty
references
PART 2:MARKETING ANALYSIS
3.the marketing environment
……
4.market segmentation
5.buyer behaviour
6.marketing research
PART 3:MARKETING TOOLS
7.product
8.promotion
9.place
10.price
11.the marketing mix
PART 4:THE MARKETERS
12.marketing management
what do marketers do?postscript:careers in marketing
Glossary
index

本书提供了理解营销模型的基础信息。内容包括营销学的概念、发展和现状,营销环境,市场细分,消费者行为,营销调研,营销工具以及营销管理。本书采用以学生为主体的教学方法,对营销概念的介绍清楚易懂,同时鼓励读者在学习本书的过程中努力应用所学概念。大量的案例和实际应用活动将营销变成一个诱人的话题。