英文原版系列教材——市场营销学原理（第二版）（英文版） (2009 年度畅销榜NO.49855 )

What is marketing in the 21st century really about ?
How do you analyse markets and competitors,position your brand,and buil a strategic marketing plan?
How do you apply marketing techniques to consumer ,industrial,services,and business-to-business market?
The answers to these quetions and more can be found in Principles of Marketing ,now in its second edition .This concise text offers a thoroughly readable,up-to-date analysis of marketing in practice .Using a wide selection of examples,Geoffrey Randall relates the central principles of marketing to the practice of management ,covering marketing informatin,research,segmentation,product markets,he shows how these elements can be drawn together in the development and imlementation of corporate strategy and explains the actual decisions that mangers have to make.
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Figures in main text ix \r\nTables in main text xi \r\nPreface xiii\r\n1 Introcuction \r\n2 Marketing strategy :delivering customer value \r\n3 E-commerce and marketing \r\n4 Understanding environments and markets \r\n5 Understanding customers and consumers \r\n6 Marketing information \r\n7 Segmentation and targeting \r\n8 differentiation and positioning \r\n9 Product policy and branding \r\n10 New product development \r\n11 Pricing \r\n12 Marketing communications \r\n13 Personal selling \r\n14 Distribution \r\n15 Marketing of services \r\n16 Business-to-business marketing \r\n17 International marketing \r\n18 Putting it all together-marketing planning \r\n Bibiography \r\n Index\r\n

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