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題 名 | 行銷規劃與策略=Marketing Planning and Strategies |
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作 者 | 張信雄; | 書刊名 | 南臺科技大學學報 |
卷 期 | 30 民94.12 |
頁 次 | 頁1-11 |
關鍵詞 | 行銷規劃; 行銷策略; 行銷管理; 產品策略; 通路策略; 推廣策略; 促銷策略; 推的策略; 拉的策略; Marketing planning; Marketing strategies; Marketing management; Product strategies; Distribtion strategies; Promotion strategies; Push strategies; Pulling strategies; |
語 文 | 中文(Chinese) |
中文摘要 | 行銷規劃與策略乃是行銷管理中(Marketing management)很重要的一環,尤其行銷策略的運用成功與否,關係到產品能否行銷成功,因此本文特從行銷策略(4Ps或7Ps)的觀點,舉很多本土或國外之實例來印證如何將4Ps或7Ps活用於企業實務上,讓企業能夠在變遷的環境中,將產品或服務行銷於國內外市場,而使企業永續發展。但也希望藉此拋磚引玉,引起大家更深入的討論。 |
英文摘要 | Marketing planning and strategies are a vital component of marketing management. The successful employment of marketing strategies is particularly important because it affects the success of product sales. This paper therefore provides perspectives on marketing strategies (e.g. 4Ps or 7Ps) through exemplification if genuine local and global marketing cases to demonstrate how 4Ps or 7Ps are employed in the actual corporate practices to merchandize products and services on global as well as local markets and perpetuate development in the ever-changing environment. It is hoped that this paper may pave the way for further discussions on the relevant issues. |
本系統中英文摘要資訊取自各篇刊載內容。