市場營銷（簡體書）

本系列教材主要有以下幾個特點：（1）教材種類豐富。本系列教材首批推出7本商務知識雙語教材，組成“英語專業工商管理雙語教學教材系列”，包括《管理》（Jeff Madura著）、《運營管理與創新》（David Needle著）、《市場營銷》（Louis Boone ＆ David Kurtz著）、《會計與財務管理》（Jeff Madura著）、《商業倫理與社會責任》（Jaff Madura著）以及《創辦新企業》（Jaff Madura著），國內同類題材教材較少。（2）版本較新。本系列教材選摘自國外最新 教材，內容了相應學科的最新理念和最新的真實案例。（3）內容規范、簡潔，語言難易得當，適合雙語教學。本系列教材簡要地概述了各職能領域最重的要基本概念、基本原理和主要理論，在每本書后加入了這門學科的相關重要術語，并對術語的詞頭進行了中文釋義。

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