市场营销案例分析教程（第二版） / 全国职业教育专规划教材·财经系列
￥37.00定价
作者： 彭于寿
出版时间：2014年8月
出版社：北京大学出版社
获奖信息：“十二五”职业教育国家规划教材
- 北京大学出版社
- 9787301250310
- 2版
- 82331
- 66239155-6
- 平装
- 16开
- 2014年8月
- 371
- 268
- 管理学
- 工商管理
- F713.50
- 经管
- 高职
作者简介
内容简介
本教材的案例紧紧围绕“市场营销学”课程的教学内容编撰而成，涉及不同经济背景下、不同行业的典型企业，其资料来源既有作者实地调研而形成的一手资料，也有作者精心从现有资料中收集整理的二手资料。本教材体例新颖、实用，有引导性分析，有相关资料链接，十分方便课堂教学。
目录
01 案例教学基础 ······················································································· 1
第一节 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·······································································
第一节 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·······································································
