Êг¡ÓªÏúѧ(Ë«Óï½Ì²Ä)(±¾¿Æ½Ì²Ä)

Part ¢ñ About Marketing
Chapter 1 Production and Development of Marketing
1£®1 Production of Marketing
1£®2 Development of Marketing
1£®2£®1 Classical Schools
1£®2£®2 Management Schools
1£®2£®3 Behavior Schools
1£®3 Connotation and Nature of Marketing
1£®3£®1 Connotation of Marketing
1£®3£®2 Nature of Marketing
1£®4 Research Approaches of Marketing
1£®4£®1 Commodity Research
Approach
1£®4£®2 Functional Research
Approach
1£®4£®3 InstitutionaI Research
Approach
1£®4£®4 Managerial Research
Approach
1£®4£®5 Systematic Research
Approach
1£®5 Summary
Chapter 2 Marketing Philosophy
2£®1 Production Concept
2£®1£®1 Background of Production
Concept
2£®1£®2 Meaning of Production
Concept
2£®1£®3 Characteristics of
Production Concept
2£®2 Product Concept
2£®2£®1 Background of Product
Concept
2£®2£®2 Connotation of Product
Concept
2£¬2£®3 Characteristics of Product
Concept
2£®3 Selling Concept
2£®3£®1 Background of Selling
Concept
2£®3£®2 Contents of Selling Concept
2£®3£®3 Features of Selling Concept
2£®4 Marketing Concept
2£®4£®1 Background of Marketing
Concept
2£®4£®2 Contents of Marketing
Concept
2£®4£®3 Four Pillars of Marketing
Concept
2£®5 Social Marketing Concept
2£®5£®1 Background of Social
Marketing Concept
2£®5£®2 Contents bf Social
Marketing Concept
2£®5£®3 Features of Social
Marketing Concept
2£®6 Mega-Marketing Concept
¡­¡­
Part ¢ò Market Elements
Chapter 3 Analysis of Marketplace and Marketing Environment
Chapter 4 Analysis of Market Behavio
Chapter 5 Market Segmentation£¬Targeting and Positioning
Part ¢ó Marketing Elements
Chapter 6 Marketing Strategies
Chapter 7 Marketing Competitive
Chapter 8 Marketing Engineering
Chapter 9 Marketing Investigation and Market Forecast
Part ¢ô Marketing Mix
Chapter 10 Product Strategies
Chapter 11 Price Strategies
Chapter 12 Place Strategies
Chapter 13 Promotional Strategies
Part ¢õ Relative Marketing Issues
Chapter 14 Marketing Management
Chapter 15 Other Marketing
²Î¿¼ÎÄÏ×