本系列教材主要有以下几个特点:(1)教材种类丰富。本系列教材首
批推出7本商务知识双语教材,组成“英语专业工商管理双语教学教材系列
”,包括《管理》(Jeff Madura著)、《运营管理与创新》(David
Needle著)、《市场营销》(Louis Boone & David Kurtz著)、《会计与
财务管理》(Jeff Madura著)、《商业伦理与社会责任》(Jaff Madura著
)以及《创办新企业》(Jaff Madura著),国内同类题材教材较少。(2)
版本较新。本系列教材选摘自国外*新教材,内容了相应学科的*新理念和
*新的真实案例。(3)内容规范、简洁,语言难易得当,适合双语教学。
本系列教材简要地概述了各职能领域*重的要基本概念、基本原理和主要理
论,在每本书后加入了这门学科的相关重要术语,并对术语的词头进行了中
文释义。

Chapter1 Customer-Driven Marketing
Chapter Overview
What Is Marketing?
How Marketing Creates Utiluty
Evolution of the Marketing Concept
Emergence of the Marketing Concetp
Deliuering Added Value through Customer Satesfaction and Quality
Customer Satisfaction and Feedback
Expanding Mardeting’s Traditional Boundaries
Not-for-Profit Marketing
Nontraditional Marketing
Developing a Marketing Strategy
Selecting a Target Market
Deueloping a Marketing Mix
Deueloping a Marketing Mix for Internatinal Markets
Marketing Research for Improved Marketing Decisions
Obtaining Mraketing Research Data
Applying Marketing Research Data
Computer-Based Marketing Research Systems
Data Mining
Marekt Segmentation
How Market Segmentation Works
Segmenting Consumer Markets
Segmenting Business Markets
Buyer Behavior:Determining What Customers Want
Determinants of Consumer Behavior
Determinants of Business Buying Behavior
Steps in the Consumer Behavior
Creating,Maintainingm,and Strengthening Mardeting Relationships
Benefits of Relationship Marketing
Tools for Nurturing Customer Realtionships
What’s Ahead
Summary of Learrning Goals
Business Terms You Need to Know
Other Important Business Terms
Reuiew Questions
Projects and Applications
Experiential Exercise
Nothing But Net
Case12.1 Marketing to Tweens
Chapter2 Product and Distribution Strategies
Chapter3 Promotion and Pricing Strategies
Case 3.1 Wow!It s Yao!
Glossary
Ntes

本系列教材主要有以下几个特点:(1)教材种类丰富。本系列教材首批推出7本商务知识双语教材,组成“英语专业工商管理双语教学教材系列”,包括《管理》(Jeff Madura著)、《运营管理与创新》(David Needle著)、《市场营销》(Louis Boone & David Kurtz著)、《会计与财务管理》(Jeff Madura著)、《商业伦理与社会责任》(Jaff Madura著)以及《创办新企业》(Jaff Madura著),国内同类题材教材较少。(2)版本较新。本系列教材选摘自国外*新教材,内容了相应学科的*新理念和*新的真实案例。(3)内容规范、简洁,语言难易得当,适合双语教学。本系列教材简要地概述了各职能领域*重的要基本概念、基本原理和主要理论,在每本书后加入了这门学科的相关重要术语,并对术语的词头进行了中文释义。