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商务英语系列读物 营销文化PDF|Epub|txt|kindle电子书版本网盘下载

商务英语系列读物 营销文化
  • 王欣编 著
  • 出版社： 天津：天津大学出版社
  • ISBN：9787561830185
  • 出版时间：2009
  • 标注页数：250页
  • 文件大小：48MB
  • 文件页数：258页
  • 主题词：英语－语言读物；市场营销学：文化学

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图书目录

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 themselves3

CASE 2:France's answer to Wal-Mart faces some of the same difficulties13

CASE 3:Wal-Mart tiptoes into India with the launch of a wholesale operation24

CASE 4:Kraft has bid for Danone's biscuit unit.That's the way the cookie consolidates35

CASE 5:That's Andrew and Peggy Cherng,owners of the wildly successful Panda Express fast-food chain45

CASE 6:How a Frenchman is reviving McDonald's in Europe50

CASE 7:Coca-Cola strikes it rich in Asia with a new drink60

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 Europe71

CASE 2:Though struggling at home,General Motors is doing well in China76

CASE 3:The prospects for the world's biggest carmaker have dramatically improved83

CASE 4:The turbulent aircraft-maker tries to slow its descent91

CASE 5:The South Korean carmaker,once the butt of jokes,is doing well in America100

CASE 6:MINI's new webisodic marketing campaign is a dud107

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 deal123

CASE 2:An end to that blue screen of death?128

CASE 3:Staying Number One132

CASE 4:With common customers and enemies,two internet firms form an alliance139

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 Motorola151

CASE 2:Jeffrey Immelt opts for plastic surgery155

CASE 3:Electronic arts:looking forward to the next level164

CASE 4:Drop the Computer174

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-selling208

CASE 3:Buzz marketing220

CASE 4:Will she,won't she?230

CASE 5:Harry Potter,marketing magician244

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