Catalogue of classic marketing cases

Chapter 1 Marketing and Marketing Science

Case 1 Centennial feud between Coca Cola and Pepsi Cola

Case 2 Alternative Thinking: Wang Junyao

Chapter II Marketing Management Concept and Its Implementation

Case 1 Are McDonald's and KFC rivals or allies?

Case 2: Shi Yuzhu, a business genius: From Hanka the Giant to Melatonin.

Chapter III Strategic Planning and Marketing Management Process

Case 1 Competition Strategies of China Household Appliance Enterprises such as Changhong, Konka and TCL.

Case 2 Inheriting Culture and Innovating Yunnan Baiyao Brand

Chapter IV Marketing Environment

Case 1 Dell challenges Lenovo

Case 2 Pager: Will it become a dinosaur in the museum?

Chapter V Analysis of Consumer Market and Purchase Behavior

Case 1 Learning Revolution: Corporate Image Created by a Book

Case 2 "Shangri-La" cigarette brand came out.

Chapter VI Analysis of Organizational Market and Purchase Behavior

Case 1 middlemen challenge manufacturers

Case 2 Sports War between Adidas and Nike

Chapter VII Market Research and Forecast

Case 1 Season 5: Rebuilding Jianlibao Brand

Case 2 Study on Mobile Phone Consumption and Brand in China 10 City

Chapter VIII Target Marketing Strategy

Case 1 Wahaha and Robust: Competing for the Beverage Market in China

Case 2: When did China Ceramics go abroad?

Chapter 9 Competitive Marketing Strategy

Case 1 Yellow-green War between Kodak and Fuji

Case 2 Nongfu Spring: Is the water good or the selling point good?

Chapter 10 Product Strategy

Case 1 why did iridium fall?

Case 2 Vanke Real Estate's Brand Road

Chapter II XI Brand, Trademark and Packaging Strategy

Case 1 Multi-brand Strategy: P &；; G (Procter & Gamble) Who is competing with the front line?

Shenyang Longfei "Viagra" Dispute Case II

Case 3: What is the moon cake today?

Chapter XII Pricing Strategy

Case 1 Price Butcher: Galanz

Case 2: Southwest Airlines plays a good price card.

Chapter XIII Distribution Strategy

Case 1 Win-win strategy between L 'Oré al and its distributors

Case 2: The Channel and Terminal Strategy of Aokang Footwear Industry

Chapter XIV Promotion Strategies

Case 1 Advertising creates myth: Qin Chi, Aiduo, Harbin Medicine, a hopeful story with no ending.

Case 2 Crisis Public Relations: A Comparison between Johnson & Johnson and China.

Chapter 15 Marketing Organization, Planning and Control

Case 1 Expansion of Wal-Mart and Carrefour in China

Case 2 Channel Price War: The Expansion of Gome and Suning Appliance

Chapter 16 International Marketing

Case 1 Toyota of Japan beats the United States.

Case 2: China enterprises encounter anti-dumping.

Chapter 17 Service Marketing

Case 1 experiential marketing: Starbucks coffee and culture

Case 2 How to deal with the proliferation of counterfeit goods

Chapter 18 New fields and new concepts of marketing

Case 1 concept marketing: business communication technology creates new product concept

Case 2 Wuliangye brand extension

Discussion on the teaching method of appendix marketing case

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