书籍详情
营销文化
作者：刘燕 主编
出版社：天津大学出版社
出版时间：2009-05-01
ISBN：9787561830185
定价：¥28.00
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内容简介
神的灵运行于水上。神说？要有先。便有了先。于是，先芒所至，点亮了今日熟知的世界，一片生机勃勃，一派五色杂陈。然而这花团锦簇之中，却鱼龙混杂，泥沙俱下。真理隐没于万象，阡陌荒芜子四野，宛如明球投暗，白玉蒙尘；不径去粗取精的挑拣，不经去伪存真的争鸣，世界依然是没有规律的混沌，缺乏雕琢的毛坯。创世的传说，开拓的梦想，在世界各民族的文化传统中都闪烁着亘古不灭的光辉。将看似冲动的行为规范化，将瞬间闪现的灵先规律化，生活由此被分门别类，用精准的刻度使之成为可掌控和量化的对象。
作者简介
暂缺《营销文化》作者简介
目录
第一章 美食营销文化：引发食客的味蕾
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 汽车营销文化：沸腾速度的激情
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 电子营销文化：装点另类的娱乐
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 网络营销文化：激发沟通的欲望
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 生活营销文化：生存发展的本能
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
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 汽车营销文化：沸腾速度的激情
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 电子营销文化：装点另类的娱乐
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 网络营销文化：激发沟通的欲望
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 生活营销文化：生存发展的本能
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
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