Chapter 1 Who moved the cheese of the enterprise
1. 1 economic crisis, how hard has the global economy been hit?
1.2 When will the global economic crisis bottom out?
1.3 What has the economic crisis changed?
1.4 which industries have been hit hard by the economic crisis?
How did the world's top 500 1.5 become a "humble bird"
1.6 How does the economic crisis get enterprises into trouble?
Case 1- 1 Why did the "Big Three" of American automobiles fall into bankruptcy crisis?
Chapter Two: Sustainable Win-Win Mode
2. 1 Sustainable win-win enterprise
Case 2- 1 Apple's innovation and change, from decline to rebirth.
Case 2-2 IBM Company innovates to solve the crisis, and the reform recasts its glory.
Case 2-3 Super Lenovo, catching up with Dell, Acer rising against the trend
2.2 What is sustainable win-win?
Case 2-4 The logic of McDonald's contrarian growth: slimming and paying more attention to profit.
2.3 Sustainable win-win model
Chapter three: the gene of continuous victory
3. 1 Continue to win and reshape the gene.
Case 3- 1 Nike: the best example of contrarian growth
3.2 Hold the mission and integrate infinite value.
3.3 Change and innovation to promote profit and growth
The second part of the plot to win and sell
Chapter IV Market Research Power: Observing Words and Observing Emotions
4. 1 market research power
4.2 Intelligence power
Case 4- 1 IBM Company: By establishing a competitive intelligence system, enterprises can turn losses into profits.
4.3 Right of investigation
4.4 insight
Case 4-2 Visiting Procter & Gamble's Consumer Village
Chapter 5: Marketing strategic strength: calculation success and decision.
5. 1 Strategic innovation leads the future
5.2 Key nodes of marketing strategy innovation
5.3 Market segment innovation
Case 5- 1 Market segmentation never stops-Enlightenment from Marriott Hotel
5.4 Target market selection innovation
Case 5-2 Sustained Profitability Against the Trend —— Enlightenment of Singapore Airlines repositioning its target customer market
5.5 Market Positioning Innovation
5.6 Marketing Strategy Type Innovation
Chapter VI Strong brand power: reputation and credibility
6. 1 Strong brand power-the power to overcome the crisis
6.2 Crisis, a good opportunity for brand rise
6.3 Strong brand creation and innovation strategy
Case 6- 1 The visual design of the orange brand has made it a top global 100 brand.
Case 6-2 Innovation of Brand Management Organization of Philips Company
Chapter VII Marketing Organizational Power: Consistent Desire
7. 1 four-way
7.2 Roll up your sleeves
Case 7- 1 Excellence of Nuco Steel Company
7.3 Lessons from the past
7.4 Crisis Tips
Case 7-2 Viewing the Essence of Marketing from the Battle of Bowangpo
7.5 Incentive measures
Case 7-3 Hairdressing Career Planning of Shanghai Wenfeng Group
The third part is the conspiracy to win and sell
Chapter VIII Product Competitiveness: New and Excellent
8. 1 product innovation, the engine of sustainable growth
Case 8- 1 Intel Corporation: Counter-cyclical product innovation strategy promotes high growth
8.2 Constantly create breakthrough new products
8.3 Product Pyramid, Building Enterprise "Profit Pool"
Case 8-2 LU ZHOU LAO JIAO CO.,LTD: Pyramid-structured Dual-brand Strategy Against Recession
8.4 product differentiation, establish competitive advantage
Chapter IX Price Management: Small profits but quick turnover
9. 1 Profit and growth pricing
9.2 Small profits but quick turnover, tapping hidden profits
9.3 differential pricing, mining hidden profits
9.4 Market segmentation pricing, mining hidden profits
9.5 contrarian price increases, brand value and profits soared.
Case 9- 1 The price increase of China Tobacco has soared in brand value and profit.
9.6 Best pricing method for profit and sales volume
9.7 Limit the price and create a high-end brand image
Case 9-2 Limited price increase, the magic weapon for high-end liquor brands to enhance their image and increase profits.
Chapter 10 Channel Distribution Power: Dynamic and Static Appropriate
10. 1 channel innovation: dynamic and static are appropriate.
Case 10- 1 Gaokou Fishery Company Super Channel
10.2 "dynamic" innovation of channel strategy: early arrival
Case 10-2 Lihua fast food: 30 minutes of life and death
Case 10-3 Hon Hai Company's "Advance Delivery"
10.3 "quiet" innovation of channel strategy: making the best use of everything.
Case 10-4 APC company channel brand
Case 10-5 Karl sewell's Channel and Promotion * * *
10.4 creative marketing channels
Case 10-6 Jiuyang PK Weiwei
Chapter 65438 +0 1 enhance strength: odd is the same.
1 1. 1 insight into customer psychological changes.
1 1.2 Integrated promotion strategy based on customer psychology
1 1.3 brand stories based on customer loyalty
Case 1 1- 1 cartier: the operator of brand story.