●Section I
Essentials of Marketing Management
Part A Introduction
Chapter 1
Strategic Planning and the Marketing Management Process
Part B
Marketing Information, Research, and Understanding the Target Market
Chapter 2
Marketing Research: Process and Systems for Decision Making
Chapter 3
Consumer Behavior
Chapter 4
Business, Government and Institutional Buying
Chapter 5
Market Segmentation
Part C
The Marketing Mix
Chapter 6
Product and Brand Strategy
Chapter 7
New Product Planning and Development
Chapter 8
Integrated Marketing Communications
Chapter 9
Personal Selling, Relationship Building, and Sales Management
Chapter 10
Distribution Strategy
Chapter 11
Pricing Strategy
Part D
Marketing in Special Fields
Chapter 12
The Marketing of Service
Chapter 13
Global Marketing
Section II
Analyzing Marketing Problems and Cases
Section III
Financial Analysis for Marketing Decisions
Section IV
Developing Marketing Plans

本書內容淺顯、概括性強，正好適合作為“營銷專業英語”的入門級教材。本書主繫統介紹了戰略規劃與營銷管理的過程、營銷研究：進程與決策繫統、消費者行為、新產品規劃與開發、銷售策略、定價策略、營銷服務、全球營銷等市場營銷所涉及的專業知識。本書適合商務英語專科和本科高年級學生作為行業和專業英語課教材使用，也可以作為經濟管理類專業學生的選修課教材使用。