简介
《国际市场营销技术》涵盖了营销基本概念、市场分析、营销调研、市场细分、目标市场选择和定位、营销计划、营销组合等各基本层面的知识和方法。
本书的内容涵盖了近年来市场营销领域最新进展，市场营销的基本理念和实施技巧，营销基本概念、市场分析、营销调研、市场细分、目标市场选择和定位、营销计划、营销组织等基本层面的的知识和方法，并介绍了近年来日益受到重视的内部营销理念、B2B营销和互联网营销。同时，基于品牌战略关系到企业生存和发展的认识，本书也对此作了专门的介绍，希望对于想了解营销的人士有所帮助，并提供大量翔实案例和营销领域最新资讯。全书共由十章内容组成，是大学商务英语专业和商务管理专业教材。
本书可作为企业营销从业人士，或其他营销爱好者进修提高的参考书，亦可作为大学商务英语专业或商务管理专业的教材。
目录
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——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（参考书目）
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（参考书目）
International Marketing Technology
- 名称
- 类型
- 大小
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