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    6. 國際行銷
    突破眼界、突圍市場

    國際行銷

    Author 曾光華
    Publisher 景芸文化 /前程文化事業股份有限公司
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    Released
    2018/03/01
    Language
    Traditional Chinese
    File format
    EPUB fixed layout (166MB), fit in large screen and Pubook
    Pages
    734
    ID
    234493
    ISBN
    9789869612814
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    庫存
    • Intro

    • Chapters

    • Author

    本書引領讀者在知性與友善的氛圍中吸收國際行銷知識、領略國外的文化與商場動態、見識跨國企業人士的經驗與專業。特色如下:

      •以清晰的架構納入國際行銷的知識精華,閱讀無負擔。

      •全彩與雜誌風格的排版、清新順暢的文筆,引人入勝。

      •視覺張力十足的百張照片、眾多國內外實際案例,拓展全球視野。

      •訪問15位國際行銷的專業人士,將他們的豐富經驗與獨到見解製作成50餘支短片,讓讀者輕易吸收過來人辛勤累積而成的智慧。
    More
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    第一篇 全球化與行銷環境
    第1章 全球視野與行銷
    第2章 政治與法律環境
    第3章 經濟環境
    第4章 社會與文化環境

    第二篇 全球市場機會與佈局
    第5章 全球行銷研究
    第6章 全球市場區隔與定位
    第7章 全球市場進入策略

    第三篇 創造全球化產品價值
    第8章 全球產品策略
    第9章 全球品牌策略
    第10章 全球定價策略

    第四篇 傳遞全球化產品價值
    第11章 全球通路策略
    第12章 全球溝通策略:商展、人員銷售、企業網站
    第13章 全球溝通策略:廣告、公關

    特別專題:人文、科技、全球行銷
    More
    曾光華

      出生於馬來西亞,於寬柔中學完成中學教育後,來台取得政大企管學士,赴美取得密蘇里大學行銷管理碩士、博士;現任中正大學企管系暨行銷管理研究所副教授。他重視另一種SCI(Social Contribution Index社會貢獻指標),以傳播行銷知識、人文與創新思維為志業。

      十餘年來,曾教授出版了一系列「讓讀者讀得下、讀得懂、讀出興趣、讀出知識」的行銷教科書,包含《行銷管理:理論解析與實務應用》、《行銷學原理》、《解析行銷管理:圖解與筆記》、《服務業行銷與管理:品質提升與價值創造》、《觀光與餐旅行銷:體驗、人文、美感》、《消費者行為:洞察生活、掌握行銷》、《金融服務行銷》、《行銷管理個案》、《行銷企劃:邏輯、創意、執行力》等,都是相關領域的暢銷書,並以創新精神不斷突破學習行銷的新視野。

      曾教授常受邀到業界、社團、大學演講以及為知名企業開設行銷課程,無論是行銷、品牌、創意思考或教學方法等主題,都以清晰的架構、深刻的分析和生動的溝通,激發學員深度思考。他平日喜愛從多元閱讀、深度旅遊、隨性攝影及電影中培養洞察力與獨立見解、探索百態人生及百變世界。
    More

    Details

    Released
    2018/03/01
    Language
    Traditional Chinese
    File format
    EPUB: Fit in all devices
    Provide Adobe DRM
    Provide EPUB
    Offer DRM free license
    No
    ID
    234493
    ISBN
    9789869612814

    商業理財

    業務

    廣告

    行銷

    Buy products firstAnd download app to watch

    Details

    See more 景芸文化 / 前程文化事業股份有限公司

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