| 摘要 | 第1-5页 |
| Abstract | 第5-6页 |
| Acknowledgements | 第6-9页 |
| Introduction | 第9-14页 |
| Chapter One Word-of-Mouth Marketing of Starbucks before 2007 | 第14-27页 |
| ·Definition of Word-of-Mouth Marketing | 第14-15页 |
| ·Reasons Contributing to Starbucks’ Choice for Word-of-Mouth Marketing | 第15-16页 |
| ·Word-of-Mouth Marketing Reinforced in the Starbucks’ Values | 第16-27页 |
| ·Superb-quality Coffee | 第17-18页 |
| ·Excellent Service | 第18-19页 |
| ·“Third-place” Atmosphere | 第19-20页 |
| ·Distribution and Decoration Strategy | 第20-21页 |
| ·Starbucks’ Partners | 第21-22页 |
| ·Partners’ Delivering of Service | 第22-23页 |
| ·Measuring Service Performance | 第23-24页 |
| ·Cards | 第24-27页 |
| Chapter Two Starbucks’s Changing Attitudes towards Advertisements | 第27-37页 |
| ·High Popularity of Starbucks without Much Publicity | 第27-30页 |
| ·Cause of Starbucks’ Changing attitudes to Advertisements | 第30-35页 |
| ·Ad Wars between Dunkin’ Donuts and Starbucks | 第30-32页 |
| ·Ad Campaign of Macdonald’s and Starbucks | 第32-35页 |
| ·Flaws of the Word-of-Mouth Marketing | 第35-37页 |
| Chapter Three Contemporary Features of Starbucks Advertisements | 第37-44页 |
| ·Various Manifestation Forms | 第37-38页 |
| ·Fulfillment of the Basic Needs of People | 第38-39页 |
| ·Concise and Simple Styles | 第39页 |
| ·Unqualified Comparison | 第39-40页 |
| ·Design with Local Characters | 第40-41页 |
| ·The Changing Process of Starbucks’ logos | 第41-42页 |
| ·Advertisements for Charity | 第42-44页 |
| Conclusion | 第44-46页 |
| Works Cited | 第46-48页 |
