3m69 圖解第一品牌行銷祕訣試閱檔

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    mail

    [email protected] [email protected]

    [email protected]

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    iii

    1

    001

    1-1 Lexus ............002

    1-2 Lexus ............004

    1-3 Lexus ............006

    1-4 ............008

    1-5 ............010

    1-6 ............012

    1-7 ............014

    1-8 ............016

    1-9 ............018

    1-10 ............020

    1-11 ............022

    1-12 ............024

    1-13 ............026

    1-14 ............028

    1-15 ............030

    1-16 ............032

    1-17 ............034

    1-18 ............036

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    1-19 ............0381-20 ............040

    1-21 ............042

    1-22 ............044

    1-23 ............046

    1-24 ............048

    1-25 ............050

    1-26 ............052

    1-27 ............054

    1-28 ............056

    1-29 ............058

    1-30 ............060

    1-31 ............062

    1-32 ............064

    1-33 ............066

    1-34 SK-II ............068

    1-35 SK-II ............070

    1-36 SK-II ............072

    1-37 7-SELECT ............074

    1-38 7-SELECT ............076

    1-39 7-SELECT ............078

    1-40 7-SELECT ............080

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    1-41 7-SELECT ............0821-42 7-SELECT ............084

    1-43 ............086

    1-44 ............088

    1-45 ............090

    1-46 ............092

    1-47 SOGO ............094

    1-48 SOGO ............096

    1-49 SOGO ............098

    1-50 LUXGEN ............100

    1-51 LUXGEN ............102

    1-52 LUXGEN ............104

    1-53 LUXGEN ............106

    1-54 DR.WU ............108

    1-55 DR.WU ............110

    1-56 DR.WU ............112

    1-57 ............114

    1-58 ............116

    1-59 ............118

    1-60 ............120

    1-61 ............122

    1-62 ............124

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    1-63 ............1261-64 ............128

    1-65 ............130

    1-66 ............132

    1-67 ............134

    1-68 City Caf ............136

    1-69 City Caf ............138

    1-70 City Caf ............140

    1-71 ............142

    1-72 ............144

    1-73 ............146

    1-74 ............148

    1-75 ............150

    2

    153

    2-1 Lexus ............154

    2-2 I............156

    2-3 .........158

    2-4 ............160

    2-5 I............162

    2-6 .........164

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    2-7 LG ............166

    2-8 ............168

    2-9 I............170

    2-10 .........172

    2-11 TSUBAKI ........174

    2-12 Hagen-Dazs LV ............176

    2-13 I............178

    2-14 ..........180

    2-15 I............182

    2-16 .........184

    2-17 ............186

    2-18 ............188

    2-19 ............190

    2-20 4% 36 ............192

    2-21 ............194

    2-22 ............196

    2-23 ............198

    2-24 I............200

    2-25 .........202

    2-26 ............204

    2-27 I............206

    2-28 .........208

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    2-29 adidas I............2102-30 adidas .........212

    2-31 VIP I............214

    2-32 VIP .........216

    3

    219

    3-1 ............220

    3-2 ............222

    3-3 ............224

    3-4 ............226

    3-5 ............228

    3-6 ............230

    3-7 LV ............232

    3-8 LV ............234

    3-9 ............236

    3-10 COACH ............238

    3-11 HERMES ............240

    3-12 HERMES ............242

    3-13 ............244

    3-14 ............246

    3-15 P&G ............248

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    3-16 P&G ............2503-17 5,000 ............252

    3-18 5,000 ............254

    3-19 ............256

    3-20 ............258

    3-21 OSIM ............260

    3-22 ............262

    3-23 ............264

    3-24 ............266

    3-25 HERMES ............268

    3-26 HERMES ............270

    3-27 ............272

    3-28 ............274

    3-29 ............276

    3-30 ............278

    3-31 COACH ............280

    3-32 COACH ............282

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    Le x u s

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    ( )

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    ( )

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    011

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    015

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    3M69

    .

    . , 2014.10

    ISBN 978-986-121-952-3

    1.

    496 103016938

    106 339 4

    (02)2705-5066

    (02)2706-6100

    http://www.wunan.com.tw/shu_newbook.asp

    [email protected]

    01303853

    6

    (04)2223-0891

    (04)2223-3549

    290

    (02)2249-7714 (02)2249-8716

    235 15 1 7

    2014 10

    380