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成交!讓兩性都買單的行銷術

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成交!讓兩性都買單的行銷術
Product Code:
245628
Model:
9789861204185
Product by:
商周出版
Status:
Available Now
Delivery:
Usually ships within 4 to 6 weeks
Delivery Fee:
WM - RM 5.30
EM - RM 12.72
FREE shipping within Malaysia for orders over RM 79.00
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RM 46.90
RM 37.05
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Product Information

ISBN: 9789861204185

出版日期: 2010-12-12

作者: 伊娃.克萊恩卡本

譯者: 張淑惠

裝訂: 平裝.單色印刷.288頁.

 

  1.通往量身訂作的行銷策略。
  2.從性別找出行銷利基。
  3.實際案例說明成功的行銷策略(例如多芬、妮維亞男性系列、勞力士、富豪汽車),如何以不同的方式,同時對男性和女性行銷。

  女性和男性的購物方式不同,判斷的角度也不一樣,也各有選擇產品的標準。
  他們只有一個共通點:他們都是客戶!
  您的行銷策略,能達到所有客戶嗎?
  企業若只專注單一性別的客戶,將會被祭出彈性策略的競爭對手打敗!

運用性別行銷,您將成功:

  認清目標族群的複雜性
  整合性別研究與行銷策略
  開發量身訂做的產品
  達成鎖定目標的銷售

本書特色

  1.以嚴謹的方式從男性和女性間的差異論述,以循序漸進的方式告訴讀者關於性別的概念以及所衍生出的各種問題

  2.有實際的案例與產品來說明性別行銷所能帶來的效益和影響,以及該如何評估並執行設定本身產品的差異行銷。



作者簡介

伊娃.克萊恩卡本(Eva Kreienkamp)

  德國慕尼黑大學數學碩士,行銷諮詢和市場研究專家。長期任職於財務金融服務和供應商集團、電信通信公司總經理、2004年開始擔任位於德國柏林的市場行銷公司FrischCo., GmbH總經理一職,克萊恩卡本的管理事業中曾在銷售、作業流程、財務金融、控管和企業管理諮詢等多樣領域擔任不同的領導職務,工作地點遍及德國本地和全歐洲。目前她特別熱中於產品和服務的行銷工作,並在世界各地進行有關社會改變對經濟和商品世界的影響的演講。

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Shipping Information
ZoneWeightDelivery Fee (RM)
West MalaysiaFirst 2.00 kg5.30
West MalaysiaAdditional 1.00 kg2.12
East MalaysiaFirst 1.00 kg12.72
East MalaysiaAdditional 1.00 kg12.72

ZoneOrder Price Range (RM)Delivery Fee (RM)
West MalaysiaAbove 39.00FREE
East MalaysiaAbove 79.00FREE

 

 

 

 

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