Professional Documents
Culture Documents
tw
(02)2705-5066
www.wunan.com.tw
(02)2705-5066
www.wunan.com.tw
(02)2705-5066
www.wunan.com.twi
(02)2705-5066
a0824809@gmail.com
2013/12/9
iiwww.wunan.com.tw
(02)2705-5066
Contents
Part
Chapter 1
1.1
1.2
Chapter 2
Chapter 3
13
Chapter 4
15
Chapter 5
19
Chapter 6
21
www.wunan.com.twi
(02)2705-5066
Contents
Part
Chapter 7
27
7.1
28
7.2
30
7.3
SWOT
34
Chapter 8
37
8.1
38
8.2
42
Chapter 9
49
9.1
50
9.2
53
9.3
56
9.4
58
9.5
60
iiwww.wunan.com.tw
(02)2705-5066
Chapter 10
63
10.1
64
10.2
66
10.3
68
10.4
70
Chapter 11
73
11.1
74
11.2
76
11.3
78
81
www.wunan.com.twiii
(02)2705-5066
www.wunan.com.tw
(02)2705-5066
Part 1
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
www.wunan.com.tw
(02)2705-5066
www.wunan.com.tw
(02)2705-5066
Chapter
1.1
3
www.wunan.com.tw
(02)2705-5066
1.1
(Market)
(Marketing)
(Sale)
(Product)
(Service)
(Customer)
()
(Users)
()
(Buyer)
(Decision maker)
www.wunan.com.tw
(02)2705-5066
Chapter 1
(Consumer)
(Brand)
(trademark)
(brand development index)
1.1
(introduction stage)
(growth stage) (maturity stage) (decline stage)
(fadeout stage)
www.wunan.com.tw
(02)2705-5066
1.2
1.2
2.5%
(early adopters)
13.5% (early
minority)
68%
34% (early majroity)
34 % (late majority)
www.wunan.com.tw
(02)2705-5066
Chapter 1
16%
(laggards)
1.2
1.1
3 1
1
www.wunan.com.tw
(02)2705-5066
1.1
SWOT
www.wunan.com.tw
(02)2705-5066
Chapter
9
www.wunan.com.tw
(02)2705-5066
10
2.1
(infrastructure)
(team)
(best practice)
(core competence)
(corporate
marketing culture) 2.1
www.wunan.com.tw
(02)2705-5066
Chapter 2
11
SMART
1. (specic)
2. (measurable)
3. (achievable)
4. (realistic)
5. (time-bound)
www.wunan.com.tw
(02)2705-5066
12
www.wunan.com.tw
(02)2705-5066
Chapter
13
www.wunan.com.tw
(02)2705-5066
14
3.1
www.wunan.com.tw
(02)2705-5066
Chapter
17
3 2
15
www.wunan.com.tw
(02)2705-5066
16
5
4
3
SWOT
4.1
4.2
4.3
www.wunan.com.tw
(02)2705-5066
Chapter 4
17
4.4
4.5
www.wunan.com.tw
(02)2705-5066
Chapter
(environment analysis)
5.1
(constraints)
(assumptions)
(techniques)
(tools)
19
www.wunan.com.tw
(02)2705-5066
20
5.1
www.wunan.com.tw
(02)2705-5066
Chapter
(marketing management
framework) (marketing management process)
(marketing management step)
(marketing management method)
(marketing management hierarchical model)
(methodology)
6.1
(infrastructure)
21
www.wunan.com.tw
(02)2705-5066
22
(efciency) (effectiveness)
(time to market)
(marketing productivity)
www.wunan.com.tw
(02)2705-5066
Chapter 6
23
SWOT
1.
2.
3.
4.
1.
2.
3.
4.
5.
1.
2.
3.
6.1
www.wunan.com.tw
(02)2705-5066
. .
, 2014.01
ISBN 978-957-11-7464-8 ()
1. 2.
496
102025588
1FT7
106 3 3 9 4
(02)2705-5066(02)2706-6100
http://www.wunan.com.tw
wunanwunan.com.tw
0 1 0 6 8 9 5 3
/6
(04)2223-0891(04)2223-3549
/290
(07)2358-702 (07)2350-236
2 0 1 4 1
2 0 0
www.wunan.com.tw
(02)2705-5066