商务英语系列读物 营销文化PDF电子书下载

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