內容概括了市場營銷的基本知識；模擬了潛在客戶開發，預約與拜訪，產品推銷的過程；突出了廣告、價格、品牌、促銷等營銷策略；展現了討價還價、銷售談判、達成交易中的營銷手段；強調了商品糾紛處理、保證服務、售后回訪中與客戶的溝通技巧；介紹了網絡營銷、服務營銷、綠色營銷、整合營銷等新興的營銷活動。
1．本書的主要特點是一本英語書，或者工具書。而不是簡單用英語重復學生已經學過的市場營銷內容。2．每章都會用相應的文章，大多摘自國外權威期刊雜志，或教材里的經典案例，用以鍛煉學生的專業英語讀寫能力。3.既可以用于課堂講授，也可用于專業知識的輔助英語類教材。
賈娟娟：北京工商大學嘉華學院副教授。 講授課程：專業英語口語I II，國際市場營銷（雙語）， 商務英語，客戶關系管理（雙語），品牌營銷（雙語）。 作者簡介：英國貝德福德大學（原盧頓大學）畢業 雙語教師，北京市口語等級考試考官， 多年從事市場營銷雙語類課程的教學與研究。
Content
Chapter one Understanding Marketing ----------------------------------------1
1.1Preview Case-------------------------------------------------------------------1
1.2 The marketing concept-------------------------------------------------------2
1.3 Vocabulary exercise-----------------------------------------------------------5
1.4 Case study----------------------------------------------------------------------7
1.5 Economy tip--------------------------------------------------------------------12
1.6 Additional Reading------------------------------------------------------------13
Chapter two marketing environment--------------------------------------------16
2.1 key term-------------------------------------------------------------------------16
2.2 Exercise-------------------------------------------------------------------------16
2.3 Case study ----------------------------------------------------------------------19
2.4Additional reading-------------------------------------------------------------21
Chapter 3 consumer behavior------------------------------------------------------25
3.1 key term---------------------------------------------------------------------------25
3.2 Exercise---------------------------------------------------------------------------26
3.3 Case study-------------------------------------------------------------------------29
3.4 Additional Reading----------------------------------------------------------31
Chapter 4 Marketing Research-----------------------------------------------33
4.1 Key term--------------------------------------------------------------------33
4.2 Exercise --------------------------------------------------------------------35
4.3 Case Study------------------------------------------------------------------37
Chapter 5 target marketing----------------------------------------------------42
5.1 key term---------------------------------------------------------------------42
5.2 Exercise---------------------------------------------------------------------43
5.3 case study-------------------------------------------------------------------45
5.4 Additional Reading--------------------------------------------------------47
Chapter 6 product--------------------------------------------------------------50
6.1 key term---------------------------------------------------------------------50
6.2 Exercise-----------------------------------------------------------------------51
6.3. Case Study-------------------------------------------------------------------55
6.4 Over to you-------------------------------------------------------------------57
Chapter 7 brand management--------------------------------------------------58
7.1 key term----------------------------------------------------------------------58
7.2 Exercise----------------------------------------------------------------------58
7.3 Case Study--------------------------------------------------------------------61
7.4 Additional Reading----------------------------------------------------------63
Chapter 8 Price strategy----------------------------------------------------------66
8.1 key term---------------------------------------------------------------------- 66
8.2 Exercise-------------------------------------------------------------------------67
8.3 case study-----------------------------------------------------------------------69
8.4 Additional Reading--------------------------------------------------------------71
Chapter9 Distribution strategy----------------------------------------------------------74
9.1 key term--------------------------------------------------------------------------74
9.2 Exercise------------------------------------------------------------------------75
9.3 case study------------------------------------------------------------------------78
9.4 Additional Reading------------------------------------------------------------80
Chapter 10 promotion------------------
新書資訊