《MBA专业精品教材 市场营销学（英文版·第2版）》

PART 1 DEVELOPING MARKETING PLANS AND STRATEGIES1

Marketing：Creating Value for Customers 41

Environmental Analysis 262

Global Marketing Challenges 543

Marketing Planning and Organization Strategy 824

PART 2 UNDERSTANDlNG CUSTOMERS AND MARKETS5

Marketing Research：Information and Technology 1105

Consumer Behavior 1406

Organizational Buying Behavior 1687

Market Segmentation 1988

PART 3 MANAGING AND DEVELOPING PRODUCTS AND SERVICES9

Managing Existing Products 2289

　Developing New Products 25610

　Marketing Services 28411

PART 4 PRICING PRINCIPLES AND STRATEGIES12

Fundamentals of Pricing 30812

Pricing Goods and Services 33213

PART 5 PLACEMENT：DISTRIBUTING GOODS AND SERVICES14

Managing Distribution Channels 36414

Wholesaling and Physical Distribution 39015

Retailing 41216

PART 6 PROMOTION：INTEGRATED MARKETING COMMUNICATIONS17

Managing Marketing Communications 44217

Advertising，Sales Promotion，and Publicity 46818

Personal Selling and Sales Management 50019

PART 7 EVALUATING MARKETING EFFECTIVENESS20

Implementing and Controlling Marketing Activities 53220