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
