本书共分40课,覆盖了市场营销专业的各个方面。内容涉及市场营销,营销管理理念,战略计划,营销环境,市场调查与信息系统,消费者市场与消费者购买行为,组织市场与组织购买行为,市场细分、选择目标市场和市场定位,产品和服务战略,新产品开发与产品生命周期策略,产品定价方法,定价策略,分销渠道及物流管理,零售与批发,整合营销沟通,广告、促销及公共关系,人员推销和销售管理,直销和网上营销,顾客关系营销和竞争营销战略,全球市场营销,营销的社会责任和营销道德等各个方面。书中还列有专业词汇,**、难点注释以及词汇索引。
本书适合作高等院校市场营销及相关专业的专业英语教材和双语教材,也可供有关人员作阅读材料。

1 An Overview of Marketing
2 Marketing Management Philosophies
3 Strategic Planning in the Organization
4 Select a Strategic Alternative
5 The Company s Microenvironment
6 The Company s Macroenvironment
7 Marketing Information System
8 Primary and Secondary Data in Marketing Research
9 The Consumer Decision-Maaking Process
10 Psychological Influences on Consumer behavior
11 Major Categories of Organizational Buyers
12 Interactions with Organizational Buyers
13 Market Segmentation
14 Market Targeting and Positioning
15 Product Branding
16 Services
17 New-Product Development Process
18 The Product Life Cycle
19 Factors Influencing Price Determination
20 Approaches to Pricing
21 Pricing Strategies
22 Price-Adjustment Strategies
23 Selecting Channels of Distribution
24 Physical Distribution and Logistics
25 Retail Marketing Strategy
26 Wholesaling
27 Marketing Promotion and Communicatuion Mix
28 Developing an Optimal Promotional Mix
29 Advertising Media
30 Sales Promotion and Public Relations
31 The Sales Process
32 Implementing the Slaes Plan
33 Conducting Online Marketing
34 One-To-One Marketing
35 Customer Relationship Marketing
36 Competitive Marketing Strategies
37 Modes of Entry into Global Markets
38 The Gloal Marketing Program
39 Social Responsibilities of Marketing Management
40 Marketing Ethics