张初愚主编的《市场营销英语教程》适合专业学生使用。本书所选文章多为英文原版文章,选材新颖,语言地道,为学生介绍详细的市场营销知识。内容覆盖全面,课文难度适中,并配有形式多样的习题帮助学生巩固所学。此外,附录中配有课文译文,帮助学生更好地理解。在准确界定市场营销概念的基础上,对各方面做了有侧重的描述介绍。其中涉及顾客导向营销、市场定位、资源配置、问卷调查、企业购买行为、产品与服务的设计、定价策略、营销渠道以及国际营销。还特别介绍了如何避免一些常见的错误营销。

Unit 1 What is Marketing?
Unit 2 Customer—Driven Marketing Strategy
Unit 3 Position,Perception and Value
Unit 4 Allocating Corporate Resources
Unit 5 Questionnaire
Unit 6 Organizational Buying Behavior
Unit 7 Designing and Marketing New Products and Services
Unit 8 Pricing
Unit 9 Place and Channel Systems
Unit 10 Promotion——Introduction to Integrated Marketing Communications
Unit 11 A Means—End Theory of Brand Evolution
Unit 12 Avoid Mistakes in Advertising
Unit 13 International Marketing
Appendix Ⅰ Reference Translation of the Main Texts
Appendix Ⅱ Key to the Exercises
Appendi ⅢTapescripts
Appendix Ⅳ Glossary