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| 編輯推薦： |
彭朝林主编的《国际市场营销（英文版）》通过过程评估及考试方式改革的全新做法，可实现学生自学能力、分析问题、信息搜寻、团队合作、口头报告、商务报告撰写诸多能力的培养，而摒弃传统教学中死记硬背商务概念和理论的做法。
本教材语言简练，难度适中，是适合中国本专科学生使用的英文版市场营销教材。
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| 目錄：
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Chapter 1 Introduction to Marketing
1.1 What Is Marketing？
1.2 Evolution of Marketing
Chapter 2 The Marketing Environment
2.1 What Is Marketing Environment？
2.2 What Is the Company’s Microenvironment？
2.3 Macroenvironment
Chapter 3 Marketing Mix
3.1 The Product
3.2 Pricing
3.3 The Place／Distribution（分销渠道）
3.4 Four Cs
Chapter 4 Coumer Buying Behavior
4.1 The Buyer Decision Process
4.2 The Buyer Decision Process for New Products
4.3 Model of Coumer Behavior
4.4 Types of Buying Decision Behavior
Chapter 5 Market Information and Marketing Research
5.1 What Is Marketing Information System（MIS）？
5.2 The Marketing Research Process
5.3 Marketing Research in Small Businesses
Chapter 6 Segmenting, Targeting and Positioning
6.1 Seven-step Approach to Market Segmentation
6.2 Different Market Segmentation Levels
6.3 What Are the Bases of Market Segmentation？
6.4 What Are Effective Segments？
6.5 Market Targeting
6.6 Positioning for Competitive Advantage
Chapter 7 International Market Entry
7.1 What Is Global Marketing？
7.2 Global Business Involvement: Market Entry Strategies
7.3 Facto Coidered in Global Marketing
Chapter 8 Service Marketing
8.1 Service Industry
8.2 Nature and Classification of Services
8.3 Characteristics of Services and Their Marketing Implicatio
8.4 Service quality
8.5 Integrated Service Management: 8Ps
8.6 After-sales Service
Chapter 9 Green Marketing
9.1 An Introduction to Green Marketing
9.2 Why Is Green Marketing Popular？
9.3 Some Guidelines in EnvironmentalGreen Marketing Claims
9.4 Make Products Green by Design
9.5 Green Marketing in China
9.6 Conclusio
Chapter 10 Marketing Communicatio Mix
10.1 What Is Marketing Communication Mix？
10.2 Advertising
10.3 Peonal Selling
10.4 Sales Promotion
10.5 Public Relatio and Promotion
Chapter 11 Marketing Plan, Control and Audit
11.1 What Is Marketing Plan？
11.2 Why Prepare a Marketing Plan？
11.3 Marketing Plan Components
11.4 Marketing Control
11.5 Marketing Audit
Appendix I Syllabus
Appendix II Model Report
Appendix III Mini Dictionary of Marketing
Bibliography
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