商務(wù)英語(yǔ)系列讀物：營(yíng)銷文化
- 所屬分類：
- 作者：
劉燕 主編
- 出版社：
天津大學(xué)出版社
- ISBN：9787561830185
- 出版日期：2009-5-1
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原價(jià)：
￥28.00元
現(xiàn)價(jià)：￥22.40元
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圖書(shū)簡(jiǎn)介
神的靈運(yùn)行于水上。
神說(shuō)？要有先。便有了先。
于是，先芒所至，點(diǎn)亮了今日熟知的世界，一片生機(jī)勃勃，一派五色雜陳。然而這花團(tuán)錦簇之中，卻魚(yú)龍混雜，泥沙俱下。真理隱沒(méi)于萬(wàn)象，阡陌荒蕪子四野，宛如明球投暗，白玉蒙塵；不徑去粗取精的挑揀，不經(jīng)去偽存真的爭(zhēng)鳴，世界依然是沒(méi)有規(guī)律的混沌，缺乏雕琢的毛坯。
創(chuàng)世的傳說(shuō)，開(kāi)拓的夢(mèng)想，在世界各民族的文化傳統(tǒng)中都閃爍著亙古不滅的光輝。將看似沖動(dòng)的行為規(guī)范化，將瞬間閃現(xiàn)的靈先規(guī)律化，生活由此被分門別類，用精準(zhǔn)的刻度使之成為可掌控和量化的對(duì)象。
目錄
第一章 美食營(yíng)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(yíng)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(yíng)銷文化：裝點(diǎn)另類的娛樂(lè)
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(yíng)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(yíng)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
