《國際商務(wù)系列教材：現(xiàn)代營銷學(xué)（英文版）》涉及市場營銷的各相關(guān)方面，共十四章，包括市場營銷概念、買方行為、市場營銷環(huán)境、市場研究、品牌化、定價、促銷、廣告、市場營銷計劃、全球市場營銷、數(shù)字營銷和社交媒體等。
Chapter 1 Get to Know Marketing
Chapter 2 Buyer and Buyer Behaviour
Chapter 3 Marketing Environment
Chapter 4 Segmentation， Targeting and Positioning
Chapter 5 Marketing Research
Chapter 6 Product， Branding and Packaging
Chapter 7 Pricing
Chapter 8 Distribution Channels
Chapter 9 Promotion and IMC
Chapter 10 Advertising & Public Relations
Chapter 11 Personal Selling & Sales Promotion
Chapter 12 Strategic Marketing Planning
Chapter 13 Global Marketing
Chapter 14 Digital Marketing and Social Media
References
Source of Figures
Source of Tables
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