【[瑪其町好書] 行銷是什麼】
行銷是什麼(Marketing Insights from A to Z: 80 Concepts Every
Manager Needs to Know)
作者：菲利普．科特勒 (Philip Kotler)
出版社：商周
「大多數的執行長認為，行銷的角
色就好比一夜情，而非長期的戀愛 (Marketing is run like a one-night stand instead of a long affair) 」Philip Kotler一語道破行銷
在企業中的尷尬地位
「做生意而沒有打廣告，就好比在黑暗中對女生眨眼。你知道你自己在幹嘛，可是其他人不知道(Doing
business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.”) 」
Philip Kotler引用他信服於廣告重要性的朋友所言，也讓人會心一笑
不論是原創自Philip Kotler，或是他引經據典，這
80篇的短文都清晰地揭示重要的行銷觀念，破除慣有的迷思，有理論也有實務，涵括行銷也兼顧業務，引發問題也提供解答，例如在談到創意
時，即提供讀者幾個知名的創意激發技巧
[list]
[li]改造分析Modification analysis.[/li]
[li]列舉特徵Attribute
listing.[/li]
[li]強迫組合Forced relationships.[/li]
[li]形態分析Morphological analysis.[/li]
[li]產品問題分析
Product problem analysis.[/li]
[li]決策樹Decision trees.[/li]
[li]腦力激盪Brainstorming.[/li]
[li]關聯性思考
Synectics.[/li]
[/list]
這80則Marketing Insights,就像人體所需的維他命A, B, C, D, E..一樣，補足行銷人所需要的
行銷健康，不論你是腦力衰退、思考僵化，還是陷入瓶頸、無計可施，都可以來吞一顆行銷綜合維他命，恢復你的元氣！
參考資料
原文電子書摘要 http://books.google.com.tw/books?id=CBIOFrllHz0C
http://www.books.com.tw/exep/prod/booksfile.php?item=0010270758
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【回覆： [瑪其町
好書] 行銷是什麼】
Marketing Insights from A to Z
[list]
[li] Advertising [/li]
[li] Brands [/li]
[li] Business-to-Business Marketing [/li]
[li]
Change [/li]
[li] Communication and Promotion [/li]
[li] Companies [/li]
[li] Competitive Advantage
[/li]
[li] Competitors [/li]
[li] Consultants [/li]
[li] Corporate Branding [/li]
[li] Creativity [/li]
[li] Customer Needs [/li]
[li] Customer Orientation [/li]
[li] Customer
Relationship Management (CRM) [/li]
[li] Customers [/li]
[li] Customer Satisfaction [/li]
[li]
Database Marketing [/li]
[li] Design [/li]
[li] Differentiation [/li]
[li] Direct Mail
[/li]
[li] Distribution and Channels [/li]
[li] Employees [/li]
[li] Entrepreneurship
[/li]
[li] Experiential Marketing [/li]
[li] Financial Marketing [/li]
[li] Focusing and Niching
[/li]
[li] Forecasting and the Future [/li]
[li] Goals and Objectives [/li]
[li] Growth Strategies
[/li]
[li] Guarantees [/li]
[li] Image and Emotional Marketing [/li]
[li] Implementation and Control
[/li]
[li] Information and Analytics [/li]
[li] Innovation [/li]
[li] Intangible Assets
[/li]
[li] International Marketing [/li]
[li] Internet and E-Business [/li]
[li] Leadership
[/li]
[li] Loyalty [/li]
[li] Management [/li]
[li] Marketing Assets and Resources [/li]
[li] Marketing Department Interfaces [/li]
[li] Marketing Ethics [/li]
[li] Marketing Mix
[/li]
[li] Marketing Plans [/li]
[li] Marketing Research [/li]
[li] Marketing Roles and Skills
[/li]
[li] Markets [/li]
[li] Media [/li]
[li] Mission [/li]
[li] New Product
Development [/li]
[li] Opportunity [/li]
[li] Organization [/li]
[li] Outsourcing [/li]
[li] Performance Measurement [/li]
[li] Positioning [/li]
[li] Price [/li]
[li] Products
[/li]
[li] Profits [/li]
[li] Public Relations [/li]
[li] Quality [/li]
[li]
Recession Marketing [/li]
[li] Relationship Marketing [/li]
[li] Retailers and Vendors [/li]
[li] Sales
Force [/li]
[li] Sales Promotion [/li]
[li] Segmentation [/li]
[li] Selling [/li]
[li] Service [/li]
[li] Sponsorship [/li]
[li] Strategy [/li]
[li] Success and Failure
[/li]
[li] Suppliers [/li]
[li] Target Markets [/li]
[li] Technology [/li]
[li] Telemarketing
and Call Centers [/li]
[li] Trends in Marketing Thinking and Practice [/li]
[li] Value [/li]
[li] Word of Mouth [/li]
[li] Zest [/li]
[/list]
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