案例1.海尔集团公司的服务理念....................................................3案例2.电影《英雄》成功营销策略..................................................5案例3.中国瓶装饮用水市场特点...................................................10案例4.安利公司的转型策略.......................................................13案例5.2000年中国保暖内衣行业扫描..............................................16案例6.商务通创造新市场.........................................................20案例7.火红的万宝路.............................................................24案例8.摩托罗拉新形象...........................................................30案例9.伊莱克斯的亲情化营销.....................................................37案例10.活力28：瞬间芳华....................................................39案例11.抗感冒药零售市场调查报告.............................................46案例12.“丰田”向山姆大叔挑战...............................................51案例13.“加钙金锣王”火腿肠新品上市.........................................54案例14.“挑战者”润滑油营销方案.............................................62案例15.健力宝倾情打造“第五季”.............................................72案例16.新科空调市场营销策略.................................................78案例17.好火好生活——华帝营销策略...........................................85案例18.金星啤酒整合营销传播策略.............................................89案例19.日本公司利用权力和公关拓展美国市场...................................93案例20.“酷儿”，酷在哪里...................................................97案例21.色彩激活冰箱市场....................................................100案例22.春都集团公司的陷落..................................................107案例23.J牌小麦啤酒延长生命周期策略........................................111案例24.海信引爆空调市场....................................................114案例25.美的从精耕细作到决胜终端............................................117案例26.TCL空调终端制胜....................................................121案例27.分销：TCL大战长虹..................................................127案例28.苏泊尔深度分销......................................................1321案例29.娃哈哈集团营销策略..................................................140案例30.实战孔府家..........................................................147案例31.活力28广东地区广告方案.............................................149案例32.农夫山泉：以攻代守..................................................154案例33.谋断冠生园..........................................................157案例34.“大冢”反败为胜推销术..............................................162案例35.雅诗兰黛推销有术....................................................166案例36.名将之花的凋谢......................................................170案例37.立邦漆：让专业的人专心做事..........................................177案例38.远大理念创造成功营销................................................196案例39.亚莱公司的理念识别系统..............................................202案例40.万家乐迎战万和......................................................204案例41.2000年中国水战.....................................................208案例42.纳爱斯雕牌：痛并快乐着..............................................215案例43.遭受四面围攻的宝洁...........
