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    6. 行銷管理
    理論解析與實務應用8/e

    行銷管理

    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
    2020/09/01
    Language
    Traditional Chinese
    File format
    EPUB fixed layout (193MB), fit in large screen and Pubook
    Pages
    1369
    ID
    243382
    ISBN
    9789869822787
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    • Intro

    • Chapters

    • Author

    本書為需要豐富實用的行銷學理、想親近企業實務、重視思考與寬闊視野的讀者而寫,本版在增廣讀者視野、強化學習動機方面,更是達到新的境界。特色如下:

      .適量的學理+流暢的表達+清晰的排版=有效掌握行銷知識
      秉持「避免讀者被層出不窮、與實務脫節的行銷觀念疲勞轟炸而喪失閱讀興趣」的一貫原則下,本版以精簡有力、清晰流暢、圖像式的表達及層次分明的排版,幫助讀者深入掌握行銷。而邊欄仍以英文提示重點,使讀者據以加強行銷英文詞彙。

      .專欄+方塊+實例=先紮根在地而後延伸視野
      章首專欄「台灣動能」介紹台灣業界的發展與創新;「世界聚焦」方塊讓讀者見識國外企業的經典作為及全球行銷發展趨勢;「Digi-marketing」方塊串接數位時代資訊之運作,讓行銷學習與時俱進;內文實例展現台灣經典或知名的行銷事件。凡此皆有助讀者紮根在地並延伸視野。

      .影音短片+實務照片=有趣、深刻的學習
      各篇篇末的「曾的行銷」短片,憑手機掃描QRCode即可觀看。將「曾式教學風格」帶進短片中,從短片中,讀者就可見識到在一問一答之間,思考如何不斷被刺激而有所進展。本書近兩百張清晰美觀、具視覺張力、具有學理或實務意義、刺激讀者想像的照片,將使讀者的學習將更有趣、深刻。

      .YY Blog專欄+提供提示的問答題=巧妙、另類的思考
      本版保留深受好評的YYBlog專欄,利用逆向思考、水平思考、尋找特例等方法,以時而輕鬆、時而尖銳的筆調顛覆或挑戰課文內容,使讀者「看到另一種觀點」。部分進階思考題所提供之「動腦提示」,更足以引導、訓練讀者的思考力。
    More
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    第 1 章 瞭解行銷管理的本質
    第 2 章 重視價值創造與顧客關係
    第 3 章 制訂策略規劃與行銷策略
    第 4 章 執行行銷研究
    第 5 章 透視行銷環境
    第 6 章 維護行銷道德
    第 7 章 分析消費者行為
    第 8 章 分析組織購買行為
    第 9 章 分析競爭者與發展競爭策略
    第10章 發展市場區隔、目標市場與定位
    第11章 管理產品與推出新產品
    第12章 經營品牌
    第13章 發展服務與體驗行銷
    第14章 制訂價格
    第15章 建設行銷通路
    第16章 管理零售、批發與物流
    第17章 發展整合行銷溝通
    第18章 管理大眾溝通
    第19章 管理客製化與互動式溝通
    第20章 執行與控制行銷策略
    More
    曾光華

      學歷:
      政治大學企管學士、美國密蘇里大學行銷管理碩士、博士(1995)

      現職:
      中正大學企管系暨行銷管理研究所副教授、在職專班執行長

      經歷:
      重視另一種SCI(social contribution index),因此:
      ‧擔任多個政府單位、民間企業之企業諮詢顧問
      ‧每年受邀到各界演講或授課達百場,題目涵蓋行銷策略、服務行銷、創意思考、教學方法、電影賞析等,因擅長啟發學員思考而備受歡迎
      ‧出版「讓讀者讀得下、讀得懂、讀出興趣、讀出知識」的行銷教科書

      相關著作:
      《行銷管理》、《行銷管理概論》、《行銷學原理》、《服務業行銷與管理》、《觀光與餐旅行銷》、《金融服務行銷》、《消費者行為》、《行銷管理個案》、《行銷企劃》

      著作理念:
      作者喜愛從多元閱讀、悠閒旅遊、隨性攝影以及每年上百部電影中瞭解世界百態,並培養敏銳的觀察及獨立的見解;但最愛的還是透過講演與著書,以清晰的架構、深刻的分析和生動的溝通,讓更多人從大處看趨勢、從小處看現象、用感性與理性求知。
    More

    Details

    Released
    2020/09/01
    Language
    Traditional Chinese
    File format
    EPUB: Fit in all devices
    Provide Adobe DRM
    Provide EPUB
    Offer DRM free license
    No
    ID
    243382
    ISBN
    9789869822787

    行銷管理

    管理

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