營銷文化

第一章　美食營銷文化：引發(fā)食客的味蕾
　CASE 1: Two global drinks brands are trying to revitalise themselves
　CASE 2: France's answer to Wal-Mart faces some of the same difficulties
　CASE 3: Wal-Mart tiptoes into India with the launch of a wholesale operation
　CASE 4: Kraft has bid for Danone's biscuit unit. That's the way the cookie consolidates
　CASE 5: That's Andrew and Peggy Cherng, owners of the wildly successful Panda Express fast-food chain
　CASE 6: How a Frenchman is reviving McDonald's in Europe
　CASE 7: Coca-Cola strikes it rich in Asia with a new drink
第二章　汽車營銷文化：沸騰速度的激情
　CASE 1: The car may be German, but its innards are nearly all frem eastern Europe
　CASE 2: Though struggling at home, General Motors is doing weli in China
　CASE 3: The prospects for the world's biggest carmaker have dramatically improved
　CASE 4: The turbulent aircraft-maker tries to slow its descent
　CASE 5: The South Korean carmaker, once the butt of jokes, is doing well in America
　CASE 6: MINI's new webisodic marketing campaign is a dud
第三章　電子營銷文化：裝點(diǎn)另類的娛樂
　CASE 1: Feeling unusually threatened, the software giant does an unusual deal
　CASE 2: An end to that blue screen of death?
　CASE 3: Staying Number One
　CASE 4: With common customers and enemies, two internet firms form an alliance
第四章　網(wǎng)絡(luò)營銷文化：激發(fā)溝通的欲望
　CASE 1: Carl Icahn takes an interest in struggling Motorola
　CASE 2: Jeffrey Immelt opts for plastic surgery
　CASE 3: Electronic arts: looking forward to the next level
　CASE 4: Drop the Computer
　CASE 5: Marketing the iPhone: where would Jesus queue?
第五章　生活營銷文化：生存發(fā)展的本能
　CASE 1: Piecing things together: what companies can learn from playing with Lego?
　CASE 2: Would you like fries with that? --The power of up-selling and cross-selling
　CASE 3: Buzz marketing
　CASE 4: Will she, won't she?
　CASE 5: Harry Potter, marketing magician