营销文化

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

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