01 案例教学基础 ······················································································· 1
**节 案例教学及其特点···································································· 3
第二节 案例教学的组织与实施···························································· 6
02 市场分析案例 ··················································································· 13
案例1 营销环境分析案例···································································· 15
案例2 市场调研案例分析···································································· 23
03 购买行为分析案例 ········································································· 29
案例3 消费者购买行为分析案例························································ 31
案例4 组织市场购买行为案例···························································· 38
04 STP战略案例 ····················································································· 43
案例5 STP战略案例 ············································································· 45
案例6 市场定位案例············································································ 51
05 市场竞争战略案例 ········································································· 57
案例7 市场竞争战略案例···································································· 59
案例8 市场竞争战略案例···································································· 64
案例9 产品整体概念案例···································································· 71
06 产品策略案例 ·················································································· 77
案例10 产品组合策略案例·································································· 79
案例11 新产品开发推广案例 ······························································ 87
案例12 品牌建设案例·········································································· 93
案例13 品牌竞争案例········································································ 100
案例14 产品包装案例········································································ 105
案例15 定价方法与策略案例 ····························································111
目录
案例16 价格战案例···········································································118
案例17 价格调整案例······································································ 125
07 分销渠道策略案例 ······································································· 133
案例18 渠道建设案例······································································ 135
案例19 渠道管理案例······································································ 142
案例20 特许经营案例······································································ 147
08 促销案例 ·························································································· 153
案例21 人员推销案例······································································ 155
案例22 营业推广案例······································································ 161
案例23 广告促销案例······································································ 166
案例24 公共关系危机案例······························································ 171
案例25 促销综合案例······································································ 177
09 营销综合案例 ················································································ 183
案例26 市场营销综合案例分析······················································ 185
案例27 营销组合案例······································································ 194
案例28 营销综合案例······································································ 200
案例29 营销与法律案例·································································· 209
案例30 广告促销与法律案例·························································· 216
10 营销前沿案例 ················································································· 223
案例31 整合营销案例······································································ 225
案例32 关系营销案例······································································ 231
案例33 事件营销案例······································································ 237
案例34 文化营销案例······································································ 242
案例35 体育营销案例······································································ 249
案例36 网络营销案例······································································ 255
北京吉利大学房地产学院/万科物业学院 副教授、院长
本书的案例紧紧围绕“市场营销学” 课程的教学内容编撰而成. 其资料来源既有笔者实地调研而形成的一手资料. 也有笔者精心从现有资料中收集整理的二手资料. 它避免了直接选取各种媒体上已发表的、作者倾向性很强的有关报道作为案例带来的针对性不强等缺陷. 本书在按照市场分析、购买行为分析、ＳＴＰ 战略、市场竞争战略、产品策略、分销渠道策略、促销 等专题案例的基础上. 又编写了为数不少的营销综合案例. 以及运用新型营销理论和手段的营销前沿案例. 每个案例均由知识要点、案例正文、分析与讨论和教学组织建议组成. 内容丰富、体例新颖、叙述客观. 问题的设置既有动态性. 又有前瞻性. 本书可作为高职高专财经类各专业的“市场营销学” 课程教学配套教材、市场营销专业的“营销案例分析” 课程教材和非财经类专业学生选修市场营销课程时的辅助教材. 也可作为企业营销人员培训的参考用书.
本书是“十二五”职业教育国家规划教材，案例经典、丰富，讨论题设计新颖。 本书可作为高职高专财经类各专业的“市场营销学” 课程教学配套教材、市场营销专业的“营销案例分析” 课程教材和非财经类专业学生选修市场营销课程时的辅助教材. 也可作为企业营销人员培训的参考用书.
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