国际市场营销(双语版 第2版)电子书

前言

Chapter 1 Creating Value with Customers: Marketing and International Marketing

Learning Objectives 学习目标

Marketing Case Discussion 市场营销案例讨论

1.1 Market and Customer Needs 市场与顾客需求

1.2 Creating Value with Customers 与顾客共同创造价值

1.3 Understanding the International Marketing 认识国际市场营销

Summary 本章小结

Exercises 课后练习

Project Practice 项目实训

Chapter 2 Understanding Customer Value: The Analysis of International Marketing Environments

Learning Objectives 学习目标

Marketing Case Discussion 市场营销案例讨论

2.1 Introduction to the International Marketing Environment 国际市场营销环境概述

2.2 Macro-environment Analysis 宏观环境分析

2.3 Micro-environment Analysis 微观环境分析

Summary 本章小结

Exercises 课后练习

Project Practice 项目实训

Chapter 3 Exploring Customer Value: International Marketing Research

Learning Objectives 学习目标

Marketing Case Discussion 市场营销案例讨论

3.1 Introduction to Marketing Research 市场营销调研概述

3.2 Methods of Marketing Research 市场营销调研方法

Summary 本章小结

Exercises 课后练习

Project Practice 项目实训

Chapter 4 Understanding Customer Value: Analysis of Buying Behaviour

Learning Objectives 学习目标

Marketing Case Discussion 市场营销案例讨论

4.1 Analysing Consumer Markets 分析消费者市场

4.2 Understanding the Buying Decision Process 了解购买决策过程

4.3 Analysing Business Markets 分析组织市场

Summary 本章小结

Exercises 课后练习

Project Practice 项目实训

Chapter 5 Identifying Customer Value: Target Market Positioning

Learning Objectives 学习目标

Marketing Case Discussion 市场营销案例讨论

5.1 Segmenting the Market 细分市场

5.2 Targeting the Market 瞄准目标市场

5.3 Positioning the Market 定位市场

Summary 本章小结

Exercises 课后练习

Project Practice 项目实训

Chapter 6 Building Customer Value: Products, Services, and Brands

Learning Objectives 学习目标

Marketing Case Discussion 市场营销案例讨论

6.1 Sorting out Product Attributes and Grouping Products 整理产品属性及产品分组

6.2 Marketing through Product Life Cycle 产品生命周期营销

6.3 Building a Brand 建立品牌

6.4 Packaging Products 包装产品

Summary 本章小结

Exercises 课后练习

Project Practice 项目实训

Chapter 7 Obtaining Customer Value: Pricing a Product

Learning Objectives 学习目标

Marketing Case Discussion 市场营销案例讨论

7.1 Setting Prices for Products 设定产品价格

7.2 Determining the Pricing Strategy 确定定价策略

Summary 本章小结

Exercises 课后练习

Project Practice 项目实训

Chapter 8 Delivering Customer Value: Marketing Channels

Learning Objectives 学习目标

Marketing Case Discussion 市场营销案例讨论

8.1 Building Supply Chains and Marketing Distribution Channels 建立供应链与分销渠道

8.2 Managing Marketing Logistics and Distribution Channels 管理营销物流与分销渠道

8.3 Intermediaries 中间商

Summary 本章小结

Exercises 课后练习

Project Practice 项目实训

Chapter 9 Spreading Customer Value: Promotion Strategy

Learning Objectives 学习目标

Marketing Case Discussion 市场营销案例讨论

9.1 Promotion and Promotion Mix 促销与促销组合

9.2 Advertising 广告

9.3 Sales Promotion, Personal Selling, and Public Relations 营业推广、人员推销与公共关系

Summary 本章小结

Exercises 课后练习

Project Practice 项目实训

Chapter 10 Engaging Customers in Marketing: New Marketing Strategies in Digital Economy

Learning Objectives 学习目标

Marketing Case Discussion 市场营销案例讨论

10.1 Understanding Digital Marketing and Social Media Marketing 了解数字营销和社交媒体营销

10.2 Conducting Content Marketing 开展内容营销

Summary 本章小结

Exercises 课后练习

Project Practice 项目实训