本書(shū)內(nèi)容淺顯、概括性強(qiáng)，正好適合作為“營(yíng)銷專業(yè)英語(yǔ)”的入門級(jí)教材。本書(shū)主系統(tǒng)介紹了戰(zhàn)略規(guī)劃與營(yíng)銷管理的過(guò)程、營(yíng)銷研究：進(jìn)程與決策系統(tǒng)、消費(fèi)者行為、新產(chǎn)品規(guī)劃與開(kāi)發(fā)、銷售策略、定價(jià)策略、營(yíng)銷服務(wù)、全球營(yíng)銷等市場(chǎng)營(yíng)銷所涉及的專業(yè)知識(shí)。本書(shū)適合商務(wù)英語(yǔ)�？坪捅究聘吣昙�(jí)學(xué)生作為行業(yè)和專業(yè)英語(yǔ)課教材使用，也可以作為經(jīng)濟(jì)管理類專業(yè)學(xué)生的選修課教材使用。

J.保羅彼得是美國(guó)威斯康星-麥迪遜大學(xué)營(yíng)銷學(xué)教授，他曾于2004獲得“營(yíng)銷研究終生成就獎(jiǎng)”。他寫過(guò)30多部書(shū)，其中包括《營(yíng)銷管理：知識(shí)與技能》，《消費(fèi)者行為與市場(chǎng)策略》，《戰(zhàn)略管理：概念與應(yīng)用》，《營(yíng)銷：為顧客創(chuàng)造價(jià)值》等。

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