●Chapter 1 Strategic Planning and the Marketing Management Process
●The Marketing Concept
●What Is Marketing?
●What Is Strategic Planning?
●Strategic Planning and Marketing Management
●The Strategic Planning Process
●The Complete Strategic Plan
●The Marketing Management Process
●Situation Analysis
●Marketing Planning
●Implementation and Control of the Marketing Plan
●Marketing Information Systems and Marketing Research
●The Strategic Plan, the Marketing Plan, and Other
●Functional Area Plans
●Marketing's Role in Cross-Functional Strategic Planning
●Summary
●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......
內容簡介
J·保羅·彼得、詹姆斯·H·唐納利所著的《市場營銷專業英語教程(靠前3版雙語改編版大學專業英語繫列教材)》繫統介紹了戰略規劃與營銷管理的過程、營銷研究、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、優選營銷等市場營銷所涉及的專業知識。
《市場營銷專業英語教程(靠前3版雙語改編版大學專業英語繫列教材)》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。
