Unit 1 What is Marketing?
Unit 2 Customer-Driven Marketing Strategy
Unit 3 Position,Perception and Value
Unit 4 AIIocating Corporate Resources
Unit 5 Questionnaire
Unit 6 Organizational Buying Behavior
Unit 7 Designing and Marketing New Products and Services
Unit 8 Pricing
Unit 9 Place and Channel Systems
Unit 10 Promotion--Introduction to Integrated Marketing Communications
Unit 11 A Means-End Theory of Brand Evolution
Unit 12 Avoid Mistakes in Advertising
Unit 13 International Marketing
Appendix I Reference Translation of the Main Texts
Appendix II Key to the Exercises
Appendi III Tapescripts
Appendix IV Glossary
