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    6. 行銷企劃
    邏輯、創意、執行力3/e

    行銷企劃

    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
    2018/08/01
    Language
    Traditional Chinese
    File format
    EPUB fixed layout (197MB), fit in large screen and Pubook
    Pages
    622
    ID
    234496
    ISBN
    9789869612883
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    Series 行銷類

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    庫存
    • Intro

    • Chapters

    • Author

    掌握思考、架構、下筆的訣竅,有效提升行銷企劃力!

      企劃無法輕鬆學、馬上通,但經由學習正確有效的思考、架構與下筆,讀者可以越來越接近專業。為此,作者憑藉二十餘年行銷教學與業界輔導經驗為本書注入以下特色:

      .全面剖析行銷企劃的觀念與方法-
      本書配合直擊要點的圖表照片與生動的案例,完整分析行銷企劃各個層面,讓讀者掌握正確的企劃思考與架構。

      .呈現精彩的實務企劃與評述-
      本書收錄12份實務企劃,藉由觀摩原汁原味的作品與一針見血的評述,讀者將學會如何判斷企劃品質,並領略企劃撰寫的技巧。

      .傳授企劃達人的寶貴經驗-
      本書「企業導航」專欄納入總經理、業務總監、創意總監、品牌主管等共9名業界人士的企劃經驗談,讀者可快速吸收過來人的智慧。

      .提供動腦練習的機會-
      本書以筆記頁方式呈現「暫停一下」方塊,讀者可透過練習方塊中的問題、閱讀解惑文字,熟練行銷企劃的觀念與方法。
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    第一篇 掌握企劃的本質與方向
    第 1 章 行銷企劃的本質
    第 2 章 行銷企劃目標

    第二篇 進行情況分析
    第 3 章 外部環境分析
    第 4 章 內部環境分析

    第三篇 制定行銷企劃方案
    第 5 章 激發行銷企劃創意
    第 6 章 新產品上市行銷企劃
    第 7 章 公關與事件行銷企劃
    第 8 章 促銷企劃案
    第 9 章 其他類行銷企劃:案例與分析

    第四篇 呈現行銷企劃
    第10章 行銷企劃的撰寫與簡報

    More
    曾光華

      政大企管學士、美國密蘇里大學行銷管理碩士、博士;曾任中正大學圖書館館長;現任中正大學企管系所暨行銷管理研究所副教授、在職專班執行長。

      作者多年來重視另一種SCI(Social Contribution Index;社會貢獻指標),致力於行銷知識的推廣與應用,教學和著書都堅持以清晰的架構、深刻的分析和生動的溝通,讓學員與讀者從大處看趨勢、從小處看現象、用感性與理性求知。

      他每年受邀到產官學界演講或授課達200-300小時,題目涵蓋行銷管理、國際行銷、創意思考、教學方法等;另外還實踐「讓讀者讀得下、讀得懂、讀出興趣、讀出知識」的寫作理念,除了本書,另著有《行銷管理:理論解析與實務應用》、《行銷管理概論》、《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》、《金融服務行銷》、《消費者行為:洞察生活,掌握行銷》、《國際行銷:突破眼界,突圍市場》等,都是相關領域暢銷書。十餘年來累積超過30萬名讀者,影響甚廣。
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    Details

    Released
    2018/08/01
    Language
    Traditional Chinese
    File format
    EPUB: Fit in all devices
    Provide Adobe DRM
    Provide EPUB
    Offer DRM free license
    No
    ID
    234496
    ISBN
    9789869612883

    商業理財

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    廣告

    行銷

    Buy products firstAnd download app to watch

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    See more 景芸文化 / 前程文化事業股份有限公司

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