全书共11个单元,分别介绍了全球营销概况、市场营销的概念、变化的营销环境、营销信息系统、消费者市场及消费行为、STP营销(市场细分、目标市场选择与产品定位)、产品、定价、地点、促销、社会责任和市场道德等关于市场营销的主要知识。

1 a changing world,a changing marketing
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2 marketing concept and 4ps
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3 changing marketing environment
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4 martketing information system
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5 consumer market and customer buying behavior
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6 stp
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7 product
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8 place
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9 price
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10 promotion
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