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蘋果滋味 一咬上癮的行銷管理創意學

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蘋果滋味 一咬上癮的行銷管理創意學
Product Code:
116105
Model:
9789866472015
Product by:
商周出版
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Product Information

ISBN: 9789866472015

出版日期: 2009-03-27

作者: 曾孟卓

裝訂: 平裝.單色印刷.480頁.

 

   生意如果這麼好做,有訂單從天上來的話, 公司養隻狗站在大門口咬個籃子接單也就夠了!

  2003年,《蘋果日報》來台創刊,備受爭議,無人看好。

  2008年,《蘋果日報》躍居台灣第一大報,閱報率和廣告量均為平面媒體之冠。

  《蘋果日報》在台灣的成功案例,足以引證最現代行銷管理學的每個環節。

  本書集結《蘋果日報》行銷業務五年來的實戰心得,解析《蘋果日報》顛覆市場的行銷創意遊戲以及挑戰高難度業務目標的攻略奇謀,讀者將可一窺《蘋果日報》逆勢成長、引領台灣報業風騷的精采情節,及其幕後精準有效的行銷管理觀念和機制。全書分為四大篇: 一.蘋果滋味──創刊篇

  《蘋果日報》的經營方式一直備受爭議,因為外界從不同的角度,會看見不一樣的蘋果。因職務的關係,我從行銷及廣告的角度切入。 二.我的工作是競爭──實戰篇

  對外是與近二百個媒體爭奪客戶的同一筆行銷預算;對內是如何維繫業務員積極進取、正面競爭的心態。 三.唯陳言之務去──流行概念篇

  多年來實務上遇到困境會去找書本求教,書本讀不懂會拿到實務中直接驗證,兩相觀照下,消除了大量的不切實際或言過其實的所謂專業觀點。 四.見說蠶叢路──媒體趨勢篇

  篇名引自李白的<送友人入蜀>一詩:「見說蠶叢路,崎嶇不易行。」剖析產業局勢,展望未來發展,構思因應之道。儘管前路看似崎嶇,驚險百出,最後必將能化險為夷。

作者簡介

曾孟卓

  洋名Gordon,1971年生的魔羯男。香港中文大學工商管理系畢業,現為台灣《蘋果日報》、台灣《壹週刊》、《爽報》總經理。

  香港經歷:零售及直銷管理,SebaMed 5.5及Huggies產品經理

  最高成就:出品一個漂亮乖巧的女兒

  好玩資歷:詩人、象棋冠軍、職業小丑

  好玩作品:詩集《不喜歡你》

  曾孟卓部落格「iamgordon」iamgordon.pixnet.net/blog

蘋果滋味 一咬上癮的行銷管理創意學
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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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