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消費緊縮下的行銷法則

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消費緊縮下的行銷法則
Product Code:
115725
Model:
9789866571763
Product by:
商周出版
Status:
Available Now
Delivery:
Usually ships within 4 to 6 weeks
Delivery Fee:
WM - FREE
EM - RM 12.72
FREE shipping within Malaysia for orders over RM 79.00
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RM 53.10
RM 41.95
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Product Information

ISBN: 9789866571763

出版日期: 2009-01-02

作者: 安東尼.楊、露西.艾特肯

裝訂: 平裝.單色印刷.312頁.

 

  很多公司把廣告看作是開銷而非投資,所以在這場金融風暴消費緊縮的狀況下,廣告預算常被列在最可能刪減的費用的頭幾項。

  之所以會造成這樣尷尬的處境有兩大主要因素,其一,企業的董事會已對廣告失去信心,認為與其花錢在傳統的廣告行銷上,還不如把錢拿來重新裝潢店面、改善物流,舉辦廠商促銷,以及降價促銷。其二,許多廣告商沒能搞清楚廣告與企業營收之間的關係。

  企業需要改善其行銷宣傳組合的管理,需要更清楚了解透過不同管道--直效行銷、活動、公關、數位、促銷--與客戶接觸的潛在報酬與風險高低。如果廣告公司能夠清楚呈現做廣告能夠獲得多少投資報酬率,那麼企業的財務長就不會隨便砍你的預算。

  以上就是本書的核心想法,書中還對投資原則以及廣告策略提供了獨到的見解,並說明廣告公司如何為廣告主提供卓越的投資報酬率,最後還提供了讓企業從行銷宣傳獲得最大收益的行動藍圖。

  本書將成為廣告公司幫忙廣告主創造業績成長及獲利的珍貴來源,對於非從事廣告業務的企業主管而言,本書也是一本很棒的參考書,不但可以增進知識,更懂得如何評估、挑戰及參與廣告,以獲得更棒的業績表現。



作者簡介

安東尼.楊

  Optimedia International美國地區的總裁,這是一家專門為企業規劃整體行銷傳播策略的廣告公司。在接任現職之前,安東尼.楊曾在實力傳播集團(ZenithOptimedia Group)旗下多處分支機構歷練,包括負責中國大陸地區的公司設立,以及主管亞洲地區的業務,還曾擔任該公司在英國地區的執行長。

露西.艾特肯

  自由撰稿人,專長媒體與行銷方面,她曾擔任Campaign雜誌以及Media & Marketing 雜誌的組稿編輯(commissioning editor,職責為提出一種書的構想並請作者把這種書寫出來的編輯)。

消費緊縮下的行銷法則
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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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