Chapter 1 Activity Marketing
West Lake on Sword
Online business meeting
Online trade fair
Appendix 1: Ma Yun: See the situation clearly and find business opportunities.
Appendix 2: Top Ten Internet Merchants
Chapter II Entertainment Marketing
"With the blockbuster"
Draft marketing
Network advertising marketing
Case link 1: Samsung Electronics: Entertainment Marketing
Case link 2: LG mobile phone: taking advantage of entertainment marketing
Case link 3: Mengniu plays entertainment marketing
Chapter III Marketing Strategy
Serve small and medium-sized enterprises
Enterprise model
Four parts
Case link 1: "Smart" plan
Case Link 2 Insert Marketing: Find Your Insider
Chapter IV Product Strategy
Subdivide the target market
China Supplier
child
Case link 1: COFCO: jumping out of the lowest end of the value chain
Case Link 2: Toyota: Mining Demand
Appendix: Wei Zhe: When exporting to the domestic market, you should be used to ordering in small quantities.
Chapter V Entrepreneur's Personal Show
Speeches and performances
Crazy ma yun
Entrepreneurship marketing
Always tell the truth
Case link 1: Wang Shi: I am the spokesperson of Vanke.
Case Link 2: Pan Shiyi: Personal Brand and Company Brand
Appendix: Alibaba Business School should be an "entrepreneurial university"
Chapter VI Counter-cyclical advertisement operation
"Close the door"
Advertising during SARS
Financial Crisis: Overseas Expansion
Chapter VII Brand Marketing
A global name.
Pay attention to brand protection
word of mouth marketing
Case Link: Sony: Brand Strategy
Title: Brand name that is easy to spread.
Chapter VIII Conceptual Marketing
"online merchant" marketing
"Online Commodity" Marketing
Taobao CPI concept marketing
Buffett-style shareholders' meeting
Chapter IX Public Welfare Marketing
Regard social responsibility as an opportunity to create and enjoy value.
Create 1 10,000 jobs in five years.
Chapter 10 Forging of Sales Team
Sales team training
27 1 sales team
Case link: Giant Holding Group: ground promotion is the top priority.
Chapter 11 B2B Marketing Strategy
accurate positioning
price strategies
Case Link: Google Marketing: Stick to Simple Style
Chapter 12 Taobao Marketing Strategy
Taobao price strategy
Taobao publicity strategy
Test water offline sales
Appendix: socio-economic impact of e-commerce service industry and Alibaba's business ecology
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