商務(wù)計劃與財務(wù)管理

Part 1 Business Planning… …………………………………… 001
Chapter 1 Business Planning Overview ……………………… 002
Chapter 2 Layout of Business Planning ……………………… 006
Chapter 3 External and Internal Analysis …………………… 015
Chapter 4 Risk Management …………………………………… 030
Part 2 Marketing………………………………………………… 047
Chapter 1 Marketing Concept ………………………………… 048
Chapter 2 The Role of Marketing in Strategic Planning ……… 063
Chapter 3 Marketing Environment …………………………… 073
Chapter 4 MIS—Marketing Information System ……………… 087
Chapter 5 Consumer Buying Behavior ………………………… 093
Chapter 6 STP—Segmentation, Targeting, Positioning ……… 105
Chapter 7 Product, Services, and Branding Strategies ………… 128
Chapter 8 New-Product Development and Product Life-CycleStrategies …………………………………………… 155
Chapter 9 Pricing Strategy …………………………………… 171
Chapter 10 Marketing Channels and Supply Chain Management 185
Chapter 11 Promotion ………………………………………… 200
Chapter 12 Customer Relationship Management ……………… 229
Chapter 13 The Global Marketplace …………………………… 241
Chapter 14 Societal Marketing & Ethics ……………………… 265
Part 3 Finance…………………………………………………… 279
Chapter 1 Sources of Finance ………………………………… 281
Chapter 2 Prepare Basic Management Accounting Information 299
Chapter 3 Prepare Basic Financial Accounting Information…… 319