Essence of reading for commerce on the culture of marketing

　　第一章 美食营销文化：引发食客的味蕾
　　 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 汽车营销文化：沸腾速度的激情
　　 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 电子营销文化：装点另类的娱乐
　　 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 网络营销文化：激发沟通的欲望
　　 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 生活营销文化：生存发展的本能
　　 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