| 格式化内容附注： | Introduction to Essentials of Marketing -- Part 1. Marketing and environment. The meaning of marketing ; Strategic planning ; Market research ; The marketing environment -- Part 2. Marketing strategy and analysis. Segmentation, target marketing, and positioning ; Products ; Brands and brand management ; Pricing -- Part 3. Behaviour and relationships. Consumer and buyer behavior ; Marketing ethics, sustainability and corporate social responsibility ; Services, relationship and internal marketing -- Part 4. Communicating, selling, measuring. Principles of integrated marketing communications ; Advertising, sales promotion, public relations and sponsorship ; Personal selling and sales management ; Channel management ; Digital marketing. |
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