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Kreativnaya ideya's Blog – January 2013 Archive (2)
天下雜誌獨家越洋專訪 行銷學之父 科特勒：行銷3.0打動人心的祕訣
"現代行銷學之父"科特勒（Philip Kotler），讓行銷擺脫"只是賣東西的花俏伎倆"，成為一門嚴謹的學問。更讓企業打破做品牌需要花大錢的迷思。
如今，面對金融風暴後，經濟環境與消費者行為的轉變，科特勒再將行銷推向另一個境界。
他指出，過去六十年來，行銷概念已從行銷1.0的產品導向，進入行銷2.0的消費者導向。
"如今邁向行銷3.0時代，企業將轉變成人性導向，以社會責任來制衡獲利的追求，"
科特勒認為，未來消費者、員工、通路、股東都是企業的代言人。企業必須要能跟這些利害關係人共享品牌使用、願景與價值，才能獲利。…
ContinueAdded by Kreativnaya ideya on January 27, 2013 at 9:00am — No Comments
行銷之父科特勒: 如何讓顧客心甘情願跟隨你？
行銷大師科特勒在新書《行銷3.0》中指出，企業要提出與消費者心靈產生共鳴的價值，才能夠真正收買消費者的心。到底企業要如何跟消費者搏感情？
你是不是也發現了，消費者變了。
不管廣告何時推出，消費者可能已經從臉書上得到了新產品的訊息、上部落格搜尋討論了一番。不管產品價格為何，消費者心中已經有了決定。
今天，最能說服消費者的到底是什麼？是誰？行銷的著力點，到底在哪裡？
“企業要提出與消費者心靈產生共鳴的價值，”行銷大師科特勒（Philip Kotler）在新書《行銷3.0》中指出，這才是最強大的行銷力量，也是現今企業差異化的最堅實基礎。…
Added by Kreativnaya ideya on January 13, 2013 at 11:00am — 1 Comment
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