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題目 : 營銷文案寫作
總數: 2
營銷文書寫作要領與範文
作者
岳海翔
分類號
C1.6.5002
出版社
中國言實出版社
主題
語文學習
註釋
本書是《新編公務文書寫作系列》之一的《人力資源管理文案寫作要領與範文》分冊,書中收錄了行銷管理文書寫作、 市場調查管理文書寫作、銷售管道管理文書寫作、直銷與賒銷管理文書寫作、著名企業成功企劃案例選等內容。每一章 除了對營銷不同範疇的管理有詳細的概述外,更以不同的寫作範文說明,加強說明。本書適合從事人力資源管理的人士 作為參考書外,亦適合院校作為教材。 第一章 行銷管理文書寫作 一、行銷管理概述 二、行銷管理文書寫作範文 行銷管理規定 行銷管理方式 公司行銷計畫 公司行銷計畫管理規定 公司銷售管理制度 銷售管理流程 銷售業務管理規程 銷售計畫綱要 市場行銷計畫 行銷計畫報審制度 銷售目標管理辦法 行銷方案規劃準則 第二章 市場調查管理文書寫作 一、市場調查管理概述 二、市場調查管理文書寫作範文 市場調查管理辦法 市場調查注意事項 公司市場調查規程 市場調查操作流程 市場調查實施程式要點 市場調查及預測工作管理 市場行銷調查計畫 市場動態要點 開發新產品的決策報告 確定型行銷決策方案報告 未確定型行銷決策方案報告 市場行銷情報報告管理 公司訂單情報管理制度 公司個人調查操作規則 面談調查實施細則 公司競爭對手調查操作規則 市場調查問卷範例 產品原料供應商市場調查問卷 產品代理商、批發商、零售商市場調查問卷 企業部業務接洽追蹤辦法 第三章 銷售組織管理文書寫作 一、銷售組織管理概述 二、銷售組織管理文書寫作範文 公司銷售組織管理制度 行銷活動過程管理規範 月銷售目標計畫 銷售人員客戶拜訪管理辦法 經銷商年度獎勵辦法 行銷營業所查核辦法 行銷服務標準 加工品科工作細則 信用調查的注意事項 估價的注意事項 契約的注意事項 顧客管理辦法 銷售方面計數管理的注意事項 交貨、送貨的注意事項 貨款回收辦法 貨款回收處理技巧 貨款回收的注意事項 處理索賠問題的注意事項 銷售事務管理要求 銷售經理管理要求 公司降價銷售管理規定 第四章 銷售人員管理文書寫作 一、銷售人員管理概述 二、銷售人員管理文書寫作範文 銷售人員管理方案 銷售人員獎勵制度 行銷人員薪酬管理制度 員工建議改善辦法 創意提案改善制度 銷售經理管理準則 銷售途徑管理要求 新設立或撤銷分公司、營業處的注意事項 開發新產品的注意事項 市場銷售員標準作業細則 公司銷售服務標準 出差制度 出差管理辦法 差旅費、工作餐等費用開支標準的規定 行銷系統薪酬、績效考核管理制度 銷售人員考核辦法 業務員傭酬及考核晉升制度 第五章 產品、價格管理文書寫作 一、產品、價格管理概述 二、產品、價格管理文書寫作範文 新產品開發企劃案 新產品推廣計畫 產品動態分析與計畫要點 新產品宣傳工作要點 商品價格管理制度 行銷商品估價制度 行銷定價管理制度 公司定價管理制度 第六章 銷售管道管理文書寫作 一、銷售管道管理概述 二、銷售管道管理文書寫作範文 銷售管道管理方式 配銷管道管理要點 經銷商管理細則 經銷商自行調查 特許經營開發指導手冊 無店鋪銷售管理規定 中間商績效的測量要素 第七章 廣告策劃文書寫作 一、廣告策劃文書概述 二、廣告策劃文書寫作範文 廣告策劃書 廣告企劃案 廣告策劃業務規定 廣告宣傳管理規定 新產品宣傳規定 招商說明書 商品說明書 公司對外宣傳管理要求 第八章 特約店、連鎖店、代理店銷售管理文書寫作 一、特約店、連鎖店、代理店銷售管理概述 二、特約店、連鎖店、代理店銷售管理文書寫作範文 特約店設置管理規定 特約店管理規則 特約店組織制度 公司特約店經銷合同書 連鎖店管理規章 連鎖店協約通則 連鎖店分會協約 進貨管理的注意事項 商品管理的注意事項 第九章 推銷、促銷管理文件文書寫作 第十章 直銷與賒銷管理文書寫作 第十一章 客戶關係與售後服務管理文書寫作 附錄 著名企業成功企劃案例選
營銷文案寫作技巧與實例
作者
史常青、邹莉
分類號
C1.6.5 003
出版社
廣西人民出版社
主題
語文學習
註釋
《行銷文案寫作技巧與實例》一書,主要內容共分十四部分,分別為:市場調查文案、市場預測文案、市場行銷計 畫文案、產品策劃文案、產品推廣文案、行銷價格文案、廣告文案、推銷文案、促銷文案、行銷管道管理文案、客 戶管理文案、談判文案、公關文案、合同文案。 全書共83個文案,涵蓋了行銷策劃的所有文體,每個文案基本由 “技能描述”、“寫作格式與方法”、“寫作要求”、“實用範例”四個模組組成,內容上不僅提供文案寫作 的具體技巧,還有寫作格式、方法和要求,體例新穎,更有上百個經典範例,具有很強的實用性。本書語言通俗 易懂,要點清晰,層次分明,內容豐富全面,結構新穎明朗,既重理論性,更重實用性,是現代企業行銷人員、文 案寫作人員、企業管理者以及從事策劃、管理諮詢人士的實用和必備的參考書。 前言 Part 1 市場調查文案 如何寫好市場調研計畫書 如何寫好市場調查問卷 如何寫好問卷調查分析報告 如何寫好市場調查報告 Part 2 市場預測文案 如何寫好市場預測報告 如何寫好可行性研究報告 如何寫好市場行銷環境分析報告 如何寫好市場決策報告 Part 3 市場行銷計畫文案 如何寫好市場行銷戰略計畫書 如何寫好市場行銷計畫書 如何寫好網路行銷計畫書 如何寫好市場長期行銷計畫書 如何寫好市場年度行銷計畫書 如何寫好國際行銷計畫 Part 4 產品策劃文案 如何寫好行銷策劃書 如何寫好新產品開發企劃書 如何寫好新產品開發報告書 如何寫好新產品開發可行性分析報告 如何寫好新產品設計可行性分析報告 如何寫好產品包裝策劃書 Part 5 產品推廣文案 如何寫好產品推廣策劃書 如何寫好產品市場開拓計畫書 如何寫好產品上市建議書 如何寫好產品說明書 如何寫好新產品品質分析報告 Part 6 行銷價格文案 如何寫好產品價格策略分析報告 如何寫好產品成本分析報告 如何寫好產品定價分析報告 如何寫好市場價格調查報告 如何寫好產品定價方案 如何寫好產品調價分析書 Part 7 廣告文案 如何寫好廣告策劃書 如何寫好網路廣告策劃 如何寫好廣告促銷策劃 如何寫好廣告計畫書 如何寫好廣告宣傳活動策劃方案 如何寫好廣告活動調整方案 如何寫好廣告文稿 Part 8推銷文案 如何寫好推銷員職位說明書 …… Part 9 促銷文案 Part 10 行銷管道管理文案 Part 11 客房管理文案 Part 12 談判文案 Part 13 公關文案 Part 14 合同文案 參考文獻