●Unit 1 What is Marketing?
●Unit 2 Customer-Driven Marketing Strategy
●Unit 3 Position,Perception and Value
●Unit 4 AIIocating 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 III Tapescripts
●Appendix IV Glossary
內容簡介
張初愚主編的《市場營銷英語教程》適合專業學生使用。本書所選文章多為英文原版文章，選材新穎，語言地道，為學生介紹詳細的市場營銷知識。內容覆蓋全面，課文難度適中，並配有形式多樣的習題幫助學生鞏固所學。此外，附錄中配有課文譯文，幫助學生更好地理解。在準確界定市場營銷概念的基礎上，對各方面做了有側重的描述介紹。其中涉及顧客導向營銷、市場定位、資源配置、問卷調查、企業購買行為、產品與服務的設計、定價策略、營銷渠道以及靠前營銷。還特別介紹了如何避免一些常見的錯誤營銷。
