本书内容选自美国*新商务资料,试图从心理学、社会学等多角度分析商务活动中的市场、销售、消费等行为。每课附有注释、练习、补充阅读材料,既可供本科高年级学生作为专业课教材使用,亦可作为具备英语四级以上水平的在校生或商界人士的自学材料。相信本书有助于全面提高读者的商务英语水平。全书共课,每课均有课文、注释、练习、补充阅读材料几部分组成。其中注释部分既有专业概念,也有超过四级水平的日常词汇。

Section one Understanding Marketing(1)
1.What Is Marketing?
2.Marketing Goals
3.Marketing Strategies
4.Mardeting Mix
5.Why Marketing?
6.Marketing Information System
7.Market Selections and Brand Leading
Section Two Understanding Marketing (2)
8.Social Exchange Theory in Marketing
9.International Marketing
10.Promotion
11.Price(1)
12.Price(2)
13.Segmentations
14.Segmentations & Positioning
Section Three Sale and Sale Force
15.The Selling Process
16.Distribution Channels
17.Distribution
18.The Structure of the Sales Force
19.Salespeople
20.Sales Force Management
21.Recruiting and Selecting Salespeople
22.Motivation of Salesperson
23.Evaluation of Performance
Section Four Understanding Consumer
24.Consumer Behavior
25.Models of Consumer Behavior
26.Family Decision Making
27.Fundamentals of Consumption
28.Organizational Buying Behavior Versus Consumer Behavior
29.Characteristics of the Social Actors
Section Five Information,Communication,and Advertising
30.Information Processing
31.Information Management
32.Quantity and Quality
33.Communications Models
34.Classical Communication Model:SMMR
35.New Product Strategy
36.The Brand Development Process
37.Product and Brand Competitive Strategies
38.The Research Process
39.Introduction to Advertising
40.Advertising Management
41.Advertising and Society

本书由旅美华人学者丁文京博士及国内大学有关专业几位教师共同编写。本书内容选自美国*新商务资料,试图从心理学、社会学等多角度分析商务活动中的市场、销售、消费等行为。每课附有注释、练习、补充阅读材料,既可供本科高年级学生作为专业课教材使用,亦可作为具备英语四级以上水平的在校生或商界人士的自学材料。相信本书有助于全面提高读者的商务英语水平。