了得網管理_國際市場營銷技術

編輯推薦

《國際市場營銷技術》涵蓋了營銷基本概念、市場分析、營銷調研、市場細分、目標市場選擇和定位、營銷計劃、營銷組合等各基本層面的知識和方法。

內容簡介

本書的內容涵蓋了近年來市場營銷領域*進展，市場營銷的基本理念和實施技巧，營銷基本概念、市場分析、營銷調研、市場細分、目標市場選擇和定位、營銷計劃、營銷組織等基本層面的的知識和方法，並介紹了近年來日益受到重視的內部營銷理念、B2B營銷和互聯網營銷。同時，基於品牌戰略關繫到企業生存和發展的認識，本書也對此作了專門的介紹，希望對於想了解營銷的人士有所幫助，並提供大量翔實案例和營銷領域*資訊。全書共由十章內容組成，是大學商務英語專業和商務管理專業教材。
本書可作為企業營銷從業人士，或其他營銷愛好者進修提高的參考書，亦可作為大學商務英語專業或商務管理專業的教材。

Chapter 1 Introduction of Marketing
Section 1 What Is Marketing?
Section 2 A The Notions of Marketing
B Internal Marketing
Section 3 Case Study
Introduction of Case Study
Section 4 Supplementary Reading
The Elements of a Successful Marketing Campaign
Chapter 2 Market Analysis
Section 1 Defining the Market
Section 2 A Introduction to Market Share
B Competitor Analysis
Section 3 Case Study
Market Share——DixonsChapter 1 Introduction of Marketing
Section 1 What Is Marketing?
Section 2 A The Notions of Marketing
B Internal Marketing
Section 3 Case Study
Introduction of Case Study
Section 4 Supplementary Reading
The Elements of a Successful Marketing Campaign
Chapter 2 Market Analysis
Section 1 Defining the Market
Section 2 A Introduction to Market Share
B Competitor Analysis
Section 3 Case Study
Market Share——Dixons
Section 4 Supplementary Reading
Changing Patterns in Consumer Demend——Snow Sport Holidays
Chapter 3 Consumer Behavior
Section 1 Introduction
Section 2 A Buting Process
B Customer Buting Process for New Behavior
Section 3 Case Study
Introduction of Children on Buyer Behavior
Section 4 Supplementary Reading
Un-Retiring Wallets and No Blue Hair:Senior Women
Chapter 4 Selection of Market
Chapter 5 Marketing Research
Chapter 6 Marketing Plam
Chapter 7 Marketing Mix
Chapter 8 B2B Marketing
Chapter 9 Internet-marketing
Chapter 10 Branding Strategy
References（參考書目）

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