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