- 作 者：王欣编
- 出 版 社：天津：天津大学出版社
- 出版年份：2009
- ISBN：9787561830185
- 标注页数：250 页
- PDF页数：258 页
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第一章 美食营销文化：引发食客的味蕾 3
CASE 1:Two global drinks brands are trying to revitalise themselves 3
CASE 2:France's answer to Wal-Mart faces some of the same difficulties 13
CASE 3:Wal-Mart tiptoes into India with the launch of a wholesale operation 24
CASE 4:Kraft has bid for Danone's biscuit unit.That's the way the cookie consolidates 35
CASE 5:That's Andrew and Peggy Cherng,owners of the wildly successful Panda Express fast-food chain 45
CASE 6:How a Frenchman is reviving McDonald's in Europe 50
CASE 7:Coca-Cola strikes it rich in Asia with a new drink 60
第二章 汽车营销文化：沸腾速度的激情 71
CASE 1:The car may be German,but its innards are nearly all from eastern Europe 71
CASE 2:Though struggling at home,General Motors is doing well in China 76
CASE 3:The prospects for the world's biggest carmaker have dramatically improved 83
CASE 4:The turbulent aircraft-maker tries to slow its descent 91
CASE 5:The South Korean carmaker,once the butt of jokes,is doing well in America 100
CASE 6:MINI's new webisodic marketing campaign is a dud 107
第三章 电子营销文化：装点另类的娱乐 123
CASE 1:Feeling unusually threatened,the software giant does an unusual deal 123
CASE 2:An end to that blue screen of death? 128
CASE 3:Staying Number One 132
CASE 4:With common customers and enemies,two internet firms form an alliance 139
第四章 网络营销文化：激发沟通的欲望 151
CASE 1:Carl Icahn takes an interest in struggling Motorola 151
CASE 2:Jeffrey Immelt opts for plastic surgery 155
CASE 3:Electronic arts:looking forward to the next level 164
CASE 4:Drop the Computer 174
CASE 5:Marketing the iPhone:where would Jesus queue? 185
第五章 生活营销文化：生存发展的本能 201
CASE 1:Piecing things together:what companies can learn from playing with Lego? 201
CASE 2:Would you like fries with that?—The power of up-selling and cross-selling 208
CASE 3:Buzz marketing 220
CASE 4:Will she,won't she? 230
CASE 5:Harry Potter,marketing magician 244