本書是“十二五”職業教育國家規劃教材，案例經典、豐富，討論題設計新穎。本書可作為高職高專財經類各專業的“市場營銷學” 課程教學配套教材、市場營銷專業的“營銷案例分析” 課程教材和非財經類專業學生選修市場營銷課程時的輔助教材. 也可作為企業營銷人員培訓的參考用書.

●01   案例教學基礎 ······················································································· 1    第一節  案例教學及其特點···································································· 3    第二節  案例教學的組織與實施···························································· 602  市場分析案例 ··················································································· 13    案例1  營銷環境分析案例···································································· 15    案例2  市場調研案例分析···································································· 2303   購買行為分析案例 ········································································· 29    案例3  消費者購買行為分析案例························································ 31    案例4  組織市場購買行為案例···························································· 3804   STP戰略案例 ····················································································· 43    案例5  STP戰略案例 ············································································· 45    案例6  市場定位案例············································································ 5105   市場競爭戰略案例 ········································································· 57    案例7  市場競爭戰略案例···································································· 59    案例8  市場競爭戰略案例···································································· 64    案例9  產品整體概念案例···································································· 7106   產品策略案例 ·················································································· 77    案例10  產品組合策略案例·································································· 79    案例11  新產品開發推廣案例 ······························································ 87    案例12  品牌建設案例·········································································· 93    案例13  品牌競爭案例········································································ 100    案例14  產品包裝案例········································································ 105     案例15  定價方法與策略案例 ····························································111目錄     案例16  價格戰案例···········································································118     案例17  價格調整案例······································································ 12507   分銷渠道策略案例 ······································································· 133     案例18  渠道建設案例······································································ 135    案例19  渠道管理案例······································································ 142     案例20  特許經營案例······································································ 14708   促銷案例 ·························································································· 153     案例21  人員推銷案例······································································ 155     案例22  營業推廣案例······································································ 161     案例23  廣告促銷案例······································································ 166     案例24  公共關繫危機案例······························································ 171     案例25  促銷綜合案例······································································ 17709   營銷綜合案例 ················································································ 183     案例26  市場營銷綜合案例分析······················································ 185     案例27  營銷組合案例······································································ 194     案例28  營銷綜合案例······································································ 200     案例29  營銷與法律案例·································································· 209     案例30  廣告促銷與法律案例·························································· 21610   營銷前沿案例 ················································································· 223     案例31  整合營銷案例······································································ 225     案例32  關繫營銷案例······································································ 231     案例33  事件營銷案例······································································ 237     案例34  文化營銷案例······································································ 242     案例35  體育營銷案例······································································ 249     案例36  網絡營銷案例······································································ 255

本書的案例緊緊圍繞“市場營銷學” 課程的教學內容編撰而成. 其資料來源既有筆者實地調研而形成的一手資料. 也有筆者精心從現有資料中收集整理的二手資料. 它避免了直接選取各種媒體上已發表的、作者傾向性很強的有關報道作為案例帶來的針對性不強等缺陷. 本書在按照市場分析、購買行為分析、ＳＴＰ 戰略、市場競爭戰略、產品策略、分銷渠道策略、促銷等專題案例的基礎上. 又編寫了為數不少的營銷綜合案例. 以及運用新型營銷理論和手段的營銷前沿案例. 每個案例均由知識要點、案例正文、分析與討論和教學組織建議組成. 內容豐富、體例新穎、敘述客觀. 問題的設置既有動態性. 又有前瞻性. 本書可作為高職高專財經類各專業的“市場營銷學” 課程教學配套教材、市場營銷專業的“營銷案例分析” 課程教材和非財經類專業學生選修市場營銷課程時的輔助教材. 也可作為企業營銷人員培訓的參考用書.

彭於壽 著 彭於壽 譯