在经济全球化背景下,中国企业参与国际竞争的机会越来越多。为了应对需求多变、竞争激烈的国际市场情况,必须培养既了解营销理论和技巧又熟练掌握外语的复合型人才,这是经济发展的客观需求。本着这样的思路,编者编写了这本教材。
本书改编自美国J.Paul Peter和James H.Donnelly,Jr.合著的畅销世界的市场营销学教材——Preface to Marketing Management(第11版)。此书的特点是,在简单明了、由浅入深地介绍市场营销知识的同时,还可以使读者增加营销专业的英语词汇量,提高读者的英语阅读水平和交际能力。
本教材分为十三个章节,全面系统地介绍了营销管理的基本概念与理论。**章介绍了怎样制订营销计划和做出营销决策;第二章介绍了市场调查的过程和方法;第三章介绍了消费者行为,分析了消费者购买决策过程中的影响因素;第四章介绍了组织购买行为,分析了企业、政府和机构购买决策的特点;第五章介绍了怎样进行市场细分和市场定位;第六章介绍了怎样制定产品战略和品牌战略;第七章介绍了新产品的计划和研发过程;第八章介绍了整合营销沟通的方法,分析了怎样运用广告、促销、公共关系

Chapter 1 Strategic Planning and the Marketing Management Process
The Marketing Concept
What Is Marketing?
What Is Strategic Planning?
Strategic Planning and Marketing Management
The Strategic Planning Process
The Complete Strategic Plan
The Marketing Management Process
Situation Analysis
Marketing Planning
Implementation and Control of the Marketing Plan
Marketing Information Systems and Marketing Research
The Strategic Plan, the Marketing Plan, and Other
Functional Area Plans
Marketing's Role in Cross-Functional Strategic Planning
Conclusion
Chapter 2 Marketing Research: Process and Systems for Decision Making
The Role of Marketing Research
The Marketing Research Process
Purpose of the Research
Plan of the Research
Performance of the Research
Processing of Research Data
Preparation of the Research Report
Limitations of the Research Process
Marketing Information Systems
Conclusion
Chapter 3 Consumer Behavior
Social Influences on Consumer Decisi6n Making
Culture and Subculture
Social Class
Reference Groups and Families
Marketing Influences on Consumer Decision Making
Product Influences
Price lnfluences
Promotion lnfluences
Place Influences
Situational Influences on Consumer Decision Making
Psychological Influences on Consumer Decision Making
Product Knowledge
Product lnvolvement
Consumer Decision Making
Need Recognition
Alternative Search
Alternative Evaluation
Purchase Decision
Postpurchase Evaluation
Conclusion
Chapter 4 Business,Government adn Institutional Buying
Chapter 5 Market Segmentation
Chapter 6 Product and Brand Strategy
Chapter 7 New Product Planning and Development
Chapter 8 Integrated Marketing Communications:Advertising,Sales Promotion,Public Relations and Direct Marketing
Chapter 9 Personal Selling,Relationship Building,and Sales Management
Chapter 10 Distribution Strategy
Chapter 11 Pricing Strategy
Chapter 12 The Marketing of Services
Chapter 13 Global Marketing