本書以企業(yè)的營銷實(shí)踐來解釋市場營銷理論,涵蓋了市場營銷學(xué)的基本內(nèi)容,從消費(fèi)者行為分析到
營銷戰(zhàn)略三要素,再到4P 營銷理論,均有對(duì)應(yīng)的案例,并配有中英文版本。每個(gè)案例均包含知識(shí)點(diǎn)、案例正文、案例問題
三部分內(nèi)容,一方面可以讓國外學(xué)生對(duì)企業(yè)的管理實(shí)踐有直觀的認(rèn)識(shí),另一方面也可以滿足國內(nèi)高校雙
語或全英文教學(xué)的需要。
本書適合市場營銷專業(yè)的本科生使用,同時(shí)也可作為企業(yè)營銷培訓(xùn)用書或供相關(guān)領(lǐng)域從業(yè)人員參考。
馬永斌
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馬永斌,寧波大學(xué)商學(xué)院副教授,企業(yè)管理和技術(shù)經(jīng)濟(jì)學(xué)專業(yè)碩士研究生導(dǎo)師。主要研究方向?yàn)橄M(fèi)者行為、新產(chǎn)品開發(fā)。上海財(cái)經(jīng)大學(xué)市場營銷學(xué)博士,北京大學(xué)光華管理學(xué)院博士后。主持過國家自然科學(xué)基金1項(xiàng),教育部人文社會(huì)科學(xué)研究項(xiàng)目等省部級(jí)一般項(xiàng)目4項(xiàng),共發(fā)表相關(guān)期刊論文20余篇,出版專著一本。
目 錄
案例1 飯店的尷尬:如何面對(duì)不滿意的顧客.............................................................................1
案例2 善園網(wǎng):互聯(lián)網(wǎng)公益營銷的“信任戰(zhàn)”..........................................................................7
案例3 夫妻購買奶粉的決策過程...................................................................................................17
案例4 韻升音樂盒的互聯(lián)網(wǎng)營銷戰(zhàn)略轉(zhuǎn)型................................................................................27
案例5 老字號(hào)“王升大”的品牌創(chuàng)新.........................................................................................35
案例6 這里的黃昏靜悄悄:永輝超市的商業(yè)模式變革........................................................43
案例7 會(huì)耕部落:三寰農(nóng)業(yè)的O2O 營銷之路........................................................................51
案例8 小紅書網(wǎng)絡(luò)直播營銷模式的成功之路...........................................................................63
案例9 A 圖書連鎖企業(yè)的渠道變革與創(chuàng)新................................................................................71
案例10 A 公司O 品牌手機(jī)的廣告營銷策略............................................................................83
案例11 M 企業(yè)“九命牌”貓食食品公共關(guān)系營銷策略.....................................................89
案例12 讓地鐵站“創(chuàng)藝”起來:寧波創(chuàng)藝服務(wù)平臺(tái)引流之路.......................................97
Case 1 Awkward Situation at a Restaurant: How to Deal with
Dissatisfied Customers ......................................................................................................105
Case 2 ShanYuan: The“ Trust War” of Internet Charity Marketing .........................113
Case 3 The Decision-making Process of a Couple Purchasing Baby Formula ........125
Case 4 The Marketing Strategy Transformation of Yunsheng Music Box ................137
Case 5 The Innovation of the Time-honored Brand Wangshengda ............................145
Case 6 The Dusk Here Is Quiet: Yonghui Supermarket′s
Business Model Reform ..................................................................................................155
Case 7 Kitchen Garden-self Anywide: The O2O Transformation of
Anywide-Agriculture ......................................................................................................165
Case 8 Road to Success of Live Streaming on Xiaohongshu ...........................................181
Case 9 Channel Reform and Innovation of Company A ...................................................189
Case 10 Advertising and Marketing Strategy of Company A′s O Brand
Mobile Phones ...................................................................................................................203
Case 11 Public Relations Marketing Strategy of Company M′s 9
Lives Brand Cat Food ....................................................................................................211
Case 12 Let the Subway Stations Be Creative: The Method Attracting Consumers
of Ningbo TRYEE ............................................................................................................219