【正文】 1 / 166《營銷天下》編著：四海2 / 166國際篇 .......................................................................................................................................................6英特爾的征服計劃 ...............................................................................................................................6麗卡娃娃的“長命術(shù)” .......................................................................................................................710000 個證人 ........................................................................................................................................7向陽光挑戰(zhàn) ...........................................................................................................................................7卡特匹勒公司的七原則 .......................................................................................................................8我愛美極士 ...........................................................................................................................................9張國榮：獻(xiàn)給你 .................................................................................................................................10IBM 的內(nèi)部整合營銷架構(gòu) .................................................................................................................11重塑勞斯萊斯 .....................................................................................................................................12擁有一片美國 .....................................................................................................................................12寶潔營銷 .............................................................................................................................................13“未來世界”游樂園的魅力 .............................................................................................................14香奈兒 .................................................................................................................................................15先聲奪人 .............................................................................................................................................16寶麗來百彩企劃紀(jì)實 .........................................................................................................................16《獨立日》的廣告轟炸 .....................................................................................................................18今天的讀者需要兩份報紙嗎? ...........................................................................................................18電信戰(zhàn)場 .............................................................................................................................................19希爾汁至高無上嗎? ...........................................................................................................................21阿爾比漢堡連鎖店企劃紀(jì)實 .............................................................................................................22微波爐蛋糕粉 .....................................................................................................................................24默里迪安操縱奧運營銷 .....................................................................................................................25《侏羅紀(jì)公園 2》市場推廣草案 ......................................................................................................25柯達(dá)公司的市調(diào)與營銷 .....................................................................................................................26港臺篇 .....................................................................................................................................................27走出野蠻時代 .....................................................................................................................................27UPS 臺灣市場廣告企劃實錄 .............................................................................................................28伯朗先生與咖啡 .................................................................................................................................30感性認(rèn)識 .............................................................................................................................................30鳳凰的明星策略 .................................................................................................................................30《壹周刊》企劃紀(jì)實 .........................................................................................................................31國聯(lián)洗滌用品廣告企劃實錄 .............................................................................................................32華航綠色廣告企劃紀(jì)實 .....................................................................................................................3496 年亞姐選舉企劃紀(jì)實 ....................................................................................................................35臺灣黑松飲料企劃方案 .....................................................................................................................35? 綱要 .........................................................................................................................................35? 前言 .........................................................................................................................................37? 市場目標(biāo) .................................................................................................................................37? 企劃策略架構(gòu) .........................................................................................................................37? 市場競爭態(tài)勢 .........................................................................................................................38? 商品定位 .................................................................................................................................39? 目標(biāo)市場 ................................................................................................................