描述
开 本: 16开纸 张: 胶版纸包 装: 平装-胶订是否套装: 否国际标准书号ISBN: 9787115476005
《市场营销》（第10版，双语教学版）的作者O.C. 费雷尔教授，是美国营销学会学术委员会前主席，国际知名营销学家、商业伦理学家。其妻子琳达·费雷尔教授，现任美国市场营销科学学会主席。杰弗里·赫特，是当代著名金融学教授，其所著会计与财务管理方面的教材被翻译成14 种语言，畅销31个国家和地区。
《市场营销》（第10 版，双语教学版）选编自O.C. 费雷尔、杰弗里·赫特和琳达·费雷尔所著的Business:
A Changing World（10e），一本被美国加州大学伯克利分校等多所著名大学选为通识课“商学导论”的教材。作者O.C. 费雷尔曾担任美国营销协会学术委员会主席；琳达·费雷尔现任市场营销科学学会主席；杰弗里·赫特为德保罗大学金融学教授，是畅销书Foundations of Financial Management 的作者。《市场营销》（第10 版，双语教学版）语言简练、通俗易懂、实用性强，适合作为入门级市场营销双语教材。
《市场营销》（第10 版，双语教学版）共分三章，具体包括客户驱动的营销；营销策略的维度；数字营销和社交网络。《市场营销》（第10 版，双语教学版）保留了原版书中全部的英文及其教材要素，编者对目录以及部分专业词汇进行了翻译。每章都有丰富的案例、习题和线上资源。读者可以轻松阅读并做练习。
CHAPTER 1
Customer-Driven Marketing
Enter the World of Business
Banana Republic Uses Marketing to Bring
Brand to Life
Introduction
Nature of Marketing
The Exchange Relationship
Functions of Marketing
Creating Value with Marketing
The Marketing Concept
Evolution of the Marketing Concept
Developing a Marketing Strategy
Selecting a Target Market
Developing a Marketing Mix
Marketing Research and Information Systems
Online Marketing Research
Buying Behavior
Psychological Variables of Buying Behavior
Social Variables of Buying Behavior
Understanding Buying Behavior
The Marketing Environment
Importance of Marketing to Business and
Society
So You Want a Job in Marketing
Review Your Understanding
Revisit the World of Business
Learn the Terms
Check Your Progress
Get Involved
Build Your Skills: The Marketing Mix
Solve the Dilemma: Will It Go?
Build Your Business Plan: Customer-Driven
Marketing
See for Yourself Videocase: New Belgium
Brews Customer
Satisfaction
Team Exercise
CHAPTER 2
Dimensions of Marketing Strategy
Enter the World of Business
Corvette’s New Look and Message
Introduction
The Marketing Mix
Product Strategy
Developing New Products
Classifying Products
Product Line and Product Mix
Product Life Cycle
Identifying Products
Pricing Strategy
Pricing Objectives
Specific Pricing Strategies
Distribution Strategy
Marketing Channels
Intensity of Market Coverage
Physical Distribution
Importance of Distribution in a Marketing
Strategy
Promotion Strategy
The Promotion Mix
Promotion Strategies: To Push or to Pull
Objectives of Promotion
Promotional Positioning
Importance of Marketing Strategy
So You Want to Be a Marketing Manager
Review Your Understanding
Revisit the World of Business
Learn the Terms
Check Your Progress
Get Involved
Build Your Skills: Analyzing Motel 6’s
Marketing Strategy
Solve the Dilemma: Better Health with
Snacks
Build Your Business Plan: Dimensions of
Marketing Strategy
See for Yourself Videocase: Groupon Masters
Promotion to
Become a Popular Daily Deal Site
CHAPTER 3
Digital Marketing and Social Networking
Enter the World of Business
Microblog Marketing: Reaching Millions of
Consumers with One Click
Introduction
Growth and Benefits of Digital
Communication
Using Digital Media in Business
Digital Media and the Marketing Mix
Social Networking
Types of Consumer-Generated Marketing and
Digital Media
Social Networks
Blogs and Wikis
Media Sharing
Virtual Worlds
Mobile Marketing
Applications and Widgets
Using Digital Media to Reach Consumers
Using Digital Media to Learn about
Consumers
Legal and Social Issues in Internet
Marketing
Privacy
Identity Theft
Online Fraud
Intellectual Property
Digital Media’s Impact on Marketing
So You Want to Be a Digital Marketer
Review Your Understanding
Revisit the World of Business
Learn the Terms
Check Your Progress
Get Involved
Build Your Skills: Planning a Digital
Marketing and Social
Networking Site
Solve the Dilemma: Developing Successful
Freeware
Build Your Business Plan: Digital Marketing
and Social
Networking
See for Yourself Videocase: Should
Employees Use Social Media
Sites at Work?
Team Exercise
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