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行銷就像談戀愛

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行銷就像談戀愛
Product Code:
153692
Model:
9789866472572
Product by:
商周出版
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Product Information

ISBN: 9789866472572

出版日期: 2009-05-08

作者: 金基浣.車英美

裝訂: 平裝.單色印刷.248頁.

 

  行銷不就是讓人難以捉摸的東西嗎?不但市場性不明確,消費者方面也不容易掌控。其實也沒什麼好困惑的,行銷就跟談戀愛一樣。緊緊擄獲消費者捉摸不定的心讓他們接受我的商品,就像是向消費者獻上深情告白嘛!

  書中的主角是一位年近三十依然尚未談過戀愛的行銷專員羅挑戰,故事的開始是他抱持著希望有人可以愛他的目標,認識了顧客柳愛,為了一定要擄獲佳人,因此他下定決心成為市場行銷的卡薩諾瓦。

  行銷市場最困難的一點就是很難洞察客戶的內心,換句話說,行銷專員和顧客總是同床異夢,行銷專員的目標總是希望以高價賣出很多自家產品,而客戶則是希望以廉價只購買自己需要的產品。除此之外,那些搜集可以擄獲客戶的市場行銷策略的行銷專員們,每個人都深信客戶會在自己計劃的策略下購買產品,不過當實際面對後發現,十之八九不如自己所願。業務到底要如何做才能準確掌握並能洞察客戶的內心?

  21世紀,在無限的競爭時代當中,企業的夢想決不會停留在單次消費,他們都渴望擁有強烈支持自家品牌的支持者,並希望鎖定那類型的顧客,而那個方法,不論是經營參與者或學者都共認為品牌最高境界,就是從每位顧客得到愛(LOVE)開始。既然如此,企業和行銷專員該如何做?為了擁有顧客的愛,企業和行銷專員就像接近自己所愛的戀人般,要費盡心思的進行與眾不同的求愛。如果是以一般的市場行銷程序市很難可以說服的艱辛過程。

  而這本《行銷就像談戀愛》的作者們提出了可以得到顧客愛意的最強行銷策略的程序“’I-L-O-V-E-U”,然後透過羅挑戰與柳愛的羅曼史,來幫助讀者掌握市場行銷的重要概念。 本書特色

  一本國內首次以看戀愛故事的方式來說明市場行銷的書籍,透過細心的市場行銷方式打倒挑剔的客戶。很多被客戶擊敗的行銷人員會低頭深思“到底客戶的腦海裡裝著什麼?”,而這一本最基本入門的書籍可以讓你豁然開朗地面對市場行銷。

  這本書不像大部分的經濟經營書籍出現述說作者觀點或指導方法。讀者可以從這本書中透過男女雙方(行銷人員和顧客)的敘述,想像整個情況,而透過這種感受,就可以瞭解到長久以來不論是企業或是行銷專員從未站在客戶立場,而只是站在自己的立場製造產品,同時整個架構像一本戀情小說,因此也可以感受到男女之間的微妙心理。

作者簡介

金基浣

  學歷:韓國外語大學經營學博士

  現任:Right Management Korea市場行銷協理、經營「魔鬼&4Ps」、創投振興院(korea institute of venture industry)市場行銷專業委員、e-best corporation 市場行銷協理。

  著作:《市場行銷, 要冷酷的計劃,熱情的執行》 車英美

  學歷:梨花女子大學、世宗大學飯店經營系碩士

  現任:三星經濟研究所(SERI)負責、執行長(CEO)社群 (community)「SERICEO」貴賓市場行銷的「e-biz」諮詢顧問,並與金基浣一起經營「魔鬼&4Ps」。

行銷就像談戀愛
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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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