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行銷管理:實戰指南與精華理論(3版)
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行銷管理:實戰指南與精華理論(3版) 
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Item No.:343617 BKTW-0010736838
  
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ISBN: 9789863452478
Author: 戴國良
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作者:戴國良
出版社:鼎茂
出版日期:2016年11月15日
語言:繁體中文
版別:3版
装订:平裝
印刷:單色印刷
分級:普級
ISBN:9789863452478

內容簡介



「行銷管理」的教科書,市面上已非常多了,本書顯著不同的差異化在於本書為涵蓋全方位與實戰性創新的行銷管理教科書,並具備以下五點特色:



第一:全方位實務行銷必備知識均含括在內。


第二:實戰指南與實戰工具書。


第三:豐富的本土企業及外商國際案例。


第四:輔以圖片,作為搭配與見證。


第五:表格化、圖形化、口語化、以及要點化風格呈現。



另外,過去傳播行銷教科書偏重在行銷4P,本書除納入了:產品(Product)、通路(Place)、價格(Price) 、推廣(Promotion)等4P之外,還加入品牌及服務等實務上案例。其中第八篇的行銷預算規劃與行銷績效衡量評估,以及第十篇的行銷問題解決方法、探索與步驟,也是過去教科書比較少見到的。



本版與上一版相較,新增第九篇業務管理與分析,與第十篇中行銷企劃的組織,彰顯行銷與企劃相互配合的重要性。
 



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