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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/85257


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    题名: 直效行銷體系建立及發展之研究
    作者: 張俊銘
    贡献者: 周文賢
    張俊銘
    关键词: 直效行銷
    直接行銷
    日期: 2001
    上传时间: 2016-04-18 16:22:46 (UTC+8)
    摘要: 隨著經濟發展進步,國民生活水準提高,消費型態由重視機能、價格轉變成為重視感性、流行以及個性化,消費者的購買行為也變成少量、多樣,多次購買的現象;加上企業經營環境面臨外資加入挑戰人事、土地成本提高等多項壓力。對於這些變化,相對的行銷通路也需要做調整適應。
    參考文獻: 中文部份
    1. 行政院主計處 (2001),2001年第一季公報。
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    3. 李惠芳 (1993),廣告雜誌,1993年1月,p.67。
    4. 周文賢 (1999),行銷管理:市場分析與策略規劃,台北:智勝。
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    8. 林隆儀 (1990),「多重批發通路策略—台灣清涼飲料業之研究」,台北:國立中興大學企業管理研究所未出版碩士論文。
    9. 姜仲倩 (1998)譯,行銷學, 1st ed.,台北:台灣西書。譯自Nickels, William G. “ Marketing Principles” , (1982)。
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    11. 陳文彬 (1986)譯,直接行銷技術,台北:前程企管。譯自江尻弘源“行銷管理”(1986)。
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    17. 張瑞玲、陳雯麗 (1992)譯,行銷新十論,台北:時報文化。譯自Rapp, Stan and Thomas L. Collins “ The great marketing turnaround” (1987)。
    18. 張錫元 (1994),「通路結構決策之研究—以台北地區鞋廠內銷為例」,台北:國立中興大學企業管理研究所未出版碩士論文。
    19. 樂以媛 (1997)譯,直效行銷術,台北:聯經。譯自Drayton, Bird “Commonsense direct marketing”(1989)。
    20. 樊志育 (1980),廣告學新論,台北:三民,p.21。
    21. 葉慶輝 (2000),「綜合性生活產業將掀起21世紀產業的大革命」,物流科技與戰略,2000年四月,pp.75-78。
    22. 龍其祥 (2001),「網路交易有無消保法郵購買賣規定之適用?」,新竹律師會刊,第五卷,第四期,pp.28-30。
    23. 穆信喻 (1997),「台灣直效行銷市場機會」,動腦雜誌,1997年7月,pp.92-96。
    英文部份
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    31. Rapp, Stan and Thomas L. Collins (1987), Maximarketing : The new direction in advertising promotion and marketing strategy, N.Y.:McGraw-Hill.
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    43. Stern, L. W. and Frederick D. Sturivant (1987), “Customer-driven Distribution Systems”, Harvard Business Review, July-August 1987,pp34-41.
    44. Stone, Bob (1997), Successful Direct Marketing Methods, 6th ed. Lincolnwood, III. : NTC Business Books, p.4.
    45. Webster, Frederick E. (1994), Market-driven Management : using the new marketing concept to create a customer-oriented company, N.Y. : John Wiley and Sons.
    描述: 碩士
    國立政治大學
    企業管理學系
    87360030
    資料來源: http://thesis.lib.nccu.edu.tw/record/#A2002001427
    数据类型: thesis
    显示于类别:[企業管理學系] 學位論文

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