基本介紹
- 書名：新視界商務英語系列教材:國際市場行銷
- 作者：小威廉·D·佩羅 (William D. Perreault Jr.)
- 出版日期：2014年5月1日
- 語種：英語, 簡體中文
- ISBN：7300192343
- 外文名：Thirteenth Edition Essentials of Marketing a Marketing Strategy Planning Approach
- 出版社：中國人民大學出版社
- 頁數：310頁
- 開本：16
- 品牌：中國人民大學出版社
基本介紹,內容簡介,作者簡介,圖書目錄,
基本介紹
內容簡介
《新視界商務英語系列教材:國際市場行銷(第十三版)》內容全面、具有前沿性。全書共分11章，涵蓋了國際市場行銷的主要領域；同時，作者以行銷戰略為主線，闡述了行銷的實質，屬於前沿性的理念。
作者簡介
作者：（美國）小威廉·D·佩羅（William D. Perreault Jr.） （美國）約瑟夫·P·坎農（Joseph P. Cannon） （美國）E·傑爾姆·麥卡錫（E. Jerome McCarthy）
圖書目錄
1 Marketing’s Value to Consumers， Firms， and Society
2 Marketing Strategy Planning
3 Focusing Marketing Strategy with Segmentation and Positioning
4 Final Consumers and Their Buying Behavior
5 Business and Organizational Customers and Their Buying Behavior
6 Distribution Customer Service and Logistics
7 Retailers， Wholesalers， and Their Strategy Planning
8 Promotion—Introduction to Integrated Marketing Communications
9 Personal Selling and Customer Service
10 Advertising， Publicity， and Sales Promotion
11 Pricing Objectives and Policies
Cases
Answers
2 Marketing Strategy Planning
3 Focusing Marketing Strategy with Segmentation and Positioning
4 Final Consumers and Their Buying Behavior
5 Business and Organizational Customers and Their Buying Behavior
6 Distribution Customer Service and Logistics
7 Retailers， Wholesalers， and Their Strategy Planning
8 Promotion—Introduction to Integrated Marketing Communications
9 Personal Selling and Customer Service
10 Advertising， Publicity， and Sales Promotion
11 Pricing Objectives and Policies
Cases
Answers
