本书为“商务专业英语系列丛书”之一，全面介绍了营销的经典理论和最新经验。内容包括：Introduction to Marketing，Marketing Philosophies，How to Do Market Research，Advertising等。本书为英语读物，适合财经类院校学生、商务英语专业学生、以及工商管理专业学生使用。

Unit One    Introduction to Marketing

Unit Two    Marketing Philosophies

Unit Three   Marketing Myopia and Marketing Strategies

Unit Four    How to Do Market Research

Unit Five    Making Market Segmentation Work

Unit Six    Developing a Brand Strategy

Unit Seven   Differentiating with Unique Selling Proposition

Unit Eight   New Product Development and Product Life Cycle Management

Unit Nine    Pricing Strategies for Small Businesses

Unit Ten    Effective Marketing Communications

Unit Eleven   Advertising

Unit Twelve   Pop-up Surveys to Measure Ad Effectiveness

Unit Thirteen  Case History Marketing

Unit Fourteen  Customer Lifetime Value

Unit Fifteen   Integrated Marketing Campaign

Unit Sixteen   Relationship Marketing for Higher Education

Unit Seventeen Event Marketing

Unit Eighteen  Guerrilla Marketing

Unit Nineteen   Winning Campaigns: Sports Marketing in the US

Unit Twenty    Experience Marketing at Its Best

Unit Twenty-one  Internet Marketing: User-Friendly Website Design

Unit Twenty-two  Marketing in the International Context

Key to the Exercises