国际市场营销 英文版PDF电子书下载

本书介绍国际市场营销特点：1、按照英国NVQ教学理念，体现以学生为中心，注重过程评估。2、根据教学流程，提供了教学大纲，报告模板，术语解释，教学目的，中间穿插各种问题、活动、任务。

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ContentsChapter One Introduction to Marketing 1

Chapter Two The Marketing Environment 15

Chapter Three Marketing Mix 28

Chapter Four Consumer Buying Behavior 43

Chapter Five Market Information and Marketing Research 67

Chapter Six Market Segmentation and Positioning 92

Chapter Seven International Market Entry 110

Chapter Eight Service Marketing 125

Chapter Nine Green Marketing 135

Chapter Ten Marketing Communications Mix 154

Chapter Eleven Marketing Plan,Control and Audit 173

Chapter Twelve Sun Tzes Art of Warfare and Marketing 190

Appendix Ⅰ Syllabus 204

Appendix Ⅱ Model Report 213

Appendix Ⅲ Mini Dictionary of Marketing 229

Bibliography 255

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