现代国际营销英语
内容简介
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现代国际营销英语是现代国际营销领域的专业语言，也是专门用途英语的一个重要分支，其句法、词法、语体等均有特色。掌握现代国际营销英语是从事国际营销和研究专门用途英语的前提。本书向读者提供纯正的国际营销英语语料，配上口语训练题和书面语言练习题，边学边练，逐步提高营销英语水平。读者在学习国际营销英语的同时也掌握许多国际营销的理论和策略，了解营销学的精要，为将来从事国际营销及其有关工作打下英语技能和专业技能两个基础。
全书共分13个单元，主要涉及“新产品开发策略”、“国际产品规划与开发”、“营销规划与渠道”、“B2B市场”、“服务、非盈利营销与社会”、“广告宣传与公共关系”、“人员推销与销售管理”、“网上营销与新媒体”、“直销、会展与交易会”、“营销与社会”、“服务营销” 等内容。本书适于作高等院校英语、外贸英语、商务英语、国际营销、国际贸易、国际经济管理等专业的英语教材，也是从事国际营销的人员提高英语水平的重要参考书。
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目录
Unit l Introduction 1.0 0verview 1.1 What Is Marketing All About? 1.1.1 The Concept of Exchange Exercises 1.2 Definitions of International Marketing 1.2.1 The Origins of Marketing Exercises Ⅰ 1.3 The Importance of Marketing 1.4 Why Should You Study Marketing? Exercises ⅡUnit 2 Consumer and Markets 2.O 0verview 2.1 The Decision—making Process 2.1.1 Problem 2.1.2 Search 2.1.3 Evaluation 2.1.4 Decision 2.1.5 Post-purchase Evaluation Process 2.2 Purchasing Situations 2.2.1 Routine PS 2.2.2 Limited PS 2.2.3 Extended PS 2.2.4 The Importance of Purcha-sing Situations Exercises Ⅰ 2.3 Environmental Influence 2.3.1 Sociocultural Influence 2.3.2 Technological Influence 2.3.3 Economic and Competitive Influence 2.3.4 Political and Legal Influence 2.4 Psychological Influences–the Individual 2.4.1 Personality Influence 2.4.2 Perception Influence 2.4.3 Learning 2.4.4 Motivation 2.4.5 Attitudes 2.5 Sociocultural Influences–the Group 2.5.1 Social Class Influence 2.5.2 Culture and Subculture Influence 2.5.3 Reference Groups Influence 2.5.4 Family Influence Exercises ⅡUnit 3 New Product Development StrategiesUnit 4 International Product Planning and DevelopmentUnit 5 Distribution Planning and ChannelsUnit 6 Business-to-Business MarketsUnit 7 Service,Nonprofit Marketing and SocietyUnit 8 Advertising and Public RealationsUnit 9 Personal Selling and Sales ManagementUnit 10 Internet Communications and New MediaUnit 11 Direct Marketing ,Exhibitions and Trade FairsUnit 12 Marketing and SocietyUnit 13 Marketing of ServicesAppendix Glossary
封面
书名:现代国际营销英语
作者:刘法公，项玲 编著
页数:408
定价:¥42.0
出版社:国防工业出版社
出版日期:2007-11-01
ISBN:9787118054378
PDF电子书大小:70MB 高清扫描完整版