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    6. 行銷源典
    任意行銷首部曲

    行銷源典

    Author 任立中
    Publisher 前程文化事業股份有限公司
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    Released
    2018/10/26
    Language
    Traditional Chinese
    File format
    PDF (7MB), fit in large screen and Pubook
    Pages
    206
    ID
    139504
    ISBN
    9789866264238
    Provide Adobe DRM
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    庫存
    • Intro

    • Chapters

    • Author

    |專文推薦|
    臺灣大學特聘教授 陳厚銘教授
    味全食品股份有限公司 張教華總經理
    尼爾森行銷研究顧問股份有限公司 王琇姿總經理
    臺灣韓國雅芳 王子云總經理

      本書將行銷的內涵與哲理,按照歷史脈絡發展出獨特的架構,詳細地介紹行銷學派形成的過程、其中之轉折、要求的訓練,及各學派的發展如何影響當代行銷思潮,而行銷思潮的典範又如何引導出行銷策略之發展,使讀者重新認識行銷的真諦,體會唯有了解行銷的科學方法後,才懂得如何科學地執行行銷,跳脫「行銷是一門藝術」的僵固思維。

      本書協助行銷學者從行銷的「原點」出發,進而展望行銷未來趨勢的變化。對於初次接觸行銷的學生,本書將是一個重要的行銷起步指南,避免你迷失在五花八門的行銷光炫世界中。而對於實務界人士而言,若能從書中的案例體會出行銷的精要,將足以發揮他山之石之效,達到「任」意行銷的境界。
    More
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    第一篇 前傳:行銷歷史與行銷學派
        第 1 章 市場的演進
        第 2 章 經濟發展與消費需求的轉變
        第 3 章 企業經營思維的演進
        第 4 章 行銷哲學的核心思維與定義
        第 5 章 消費者行為的異質性與動態性
        第 6 章 行銷修練的四大學派
    第二篇 演化:行銷思潮之典範移轉
        第 7 章 滿足消費者之所需——被動式行銷典範
        第 8 章 塑造消費者之所需——主動式行銷典範
        第 9 章 客製化消費者之所需——互動式行銷典範
        第10章 數位化消費者之所需——連鎖式行銷典範
    More
    任立中

    |學歷|
    美國俄亥俄州立大學商學院行銷博士

    |現職|
    臺灣大學國際企業學系所教授、臺灣大學國際企業學系系主任、臺灣行銷科學學會秘書長、臺灣行銷科學學報總編輯

    |研究|
    論文曾刊登於行銷領域頂尖期刊Journal of Marketing Research, Marketing Letters, Industrial Marketing Management等,以及統計領域的頂尖期刊Journal of American Statistics Association, Journal of Business & Economic Statistics等,是國內少數跨領域的傑出研究學者

    |教學|
    對於結合實際企業經營行銷環境變動,補充個案與實例,運用電腦軟體和統計分析於教學之中,多所建樹,其教學評鑑結果名列前茅,並三次獲得臺大管理學院優良教師獎。

    |實務經驗|
    曾主持聯發科技、中國信託銀行、燦坤3C、台灣大哥大、IBM、台新銀行、中華電信、資策會、Panasonic、元大京華證券、中國石油、國泰銀行、華歌爾、龍巖人本、TutorABC等數十家公民營企業之專案研究與講座。
    More

    Details

    Released
    2018/10/26
    Language
    Traditional Chinese
    File format
    PDF: Fit in large screen
    Provide Adobe DRM
    Provide PDF
    Offer DRM free license
    No
    ID
    139504
    ISBN
    9789866264238

    行銷典範

    行銷思潮

    行銷學派

    行銷歷史

    Buy products firstAnd download app to watch

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    See more 前程文化事業股份有限公司

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    服務品質管理

    行銷管理個案

    大數據行銷

    企業勝出靠智慧

    解析觀光人力資源管理

    逐鹿全球

    行銷源典

    社會企業的發展

    行銷企劃

    解析行銷管理

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    聊天機器人幫你賣更多

      

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