内容简介
目录
Chapter 1 The Nature of Marketing
Chapter 2 The Global Marketing Environment
Chapter 3 Understanding Customer Behavior
Chapter 4 Marketing Information and Marketing Research
Chapter 5 Segmentation, Targeting, Positioning and Differentiation
Chapter 6 Products, Services and Brands
Chapter 7 Pricing
Chapter 8 Place
Chapter 9 Promotion
Chapter 10 Marketing Planning
Glossary