本书由11个专题组成：市场营销、消费者行为学、整合营销传播、当代广告学、销售管理、战略品牌管理、营销调研、零售营销、服务营销、全球营销和网络营销，其中每个专题又由导言案例、正文、专业术语解释和知识扩展等四个部分组成。

推荐序
前 言
Chapterl Marketing Management营销管理
案例Case
正文Text
1．1 Marketing Management Philosophies
1．2 Market SegmentatiOn，Market TargetinS and Positioning
1．3 Relationship MarketinS
核心词汇CoreWon：IsandExpressions
知识扩展MoreKnowledSe
Chapter2 COnSUmerBehavior 消费者行为
案例Case
正文Text
2．1 The Buyer DecisiOnPmcess
2．2 Factors lnfluencinS Consumer BehaviOr
2．3 MOdels Of Consumer BehaviOr
核心词汇CoreWoldsandExpressions
知识扩展MoreKnowledSe
Chapter3 IntegratedMarketing CommunicationS整合营销传播
案例Cabe
正文Text
3．1 What is Integrated Marketing Communications
3．2 Publicity and Public Relafions
3．3 The Practice and the Adoption Process fOr IMC
核心词汇COreWordsandExpressions
知识扩展MoreKnowledSe
Chapter4 ContempOrary Adyertising当代广告
案例Cabe
正文Text
4．1 Types of AdveaisinS
4．2 Advenising nanning
4．3 Criticisms ofAdvertising
核心词汇Core Words and ExPressions
知识扩展MoreKnowledSe
Chapter5 Sales Force Management销售管理
案例Case
正文Text
5．1 The Tasks OfSsles Management
5．2 Steps in the Selling Process
核心词汇CoreWordsandExpressions
知识扩展MOreKnowledSe
Chapter6 BrandManagement品牌管理
案例Case
正文Text
6．1 What ls Brand
6．2 New Products and Brand ExtensiOn
6．3 AdVantages OfExtensiOn8
6．4 Dissdvantages OfBrand Extensi0118
核心词汇CoreWordsMdExpressions
知识扩展MoreKnowledSe
Chapter7 Marketing Research营销调研
案例Case
正文Text
7．1 The Types Of Marketing Research
7．2 Focus Groups
7．3 DepthIntervieWSandProiectiveTests
7．4 Types OfSurveys
核心词汇CoreWordsandExpressiOns
知识扩展MoreKnowledge
Chapter8 Retail Marketing零售营销
案例Case
正文Text
8．1 lncroasing Sales from the Existing Customer Base
8．2 1ncreaseSalesbyExpandingtheCustomerBase
核心词汇CoreWordsandExpressions
知识扩展MoroKnowledge
Chapter9 Marketing of Services 服务营销
案例Case
正文Text
9．1 The Uniqueness OfService
9．2 How Consumers Punhase Services
9．3 Managing the Marketing()fServices
核心问汇CoreWordsand Expressions
知识扩展MoreKnowledge
Chapterl0 Global Marketing全球营销
案例Case
正文Text
10．1 The Scope ofGlobal Marketing
10．2 Emergence Ofa Borderless Economic World
10．3 Cross—Culture Analysis in a Global Economy
核心词汇CoreWordsandExpressions
知识扩展MoreKnowledge
Chapter11 E-Marketing电子营销
案例Case
正文Text
11．1 The Emergence Of E—Marketing
11．2 E—Marketing Environment
11．3 E—MarketinginEmerpnSEconomies
核心词汇CoreWordsandExpressions
知识扩展MoreKnowledge
参考文献