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    6. 意外行銷:轉危為機的行銷藝術

    意外行銷:轉危為機的行銷藝術

    Author Eddy Tse
    Publisher Eddy Tse /EDIGITAL
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    Released
    2025/06/30
    Language
    Traditional Chinese
    File format
    EPUB Reflowable (99KB), fit in all devices and Pubook
    Pages
    118
    ID
    589799
    Provide Adobe DRM
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    • Intro

    英國KFC因為鬧雞荒被迫全國分店停業受盡千夫所指,憑藉一個廣告扭轉公關劣勢;
    ASOS意外將有錯字的包裝袋寄出,靠一個社交媒體帖子化解尷尬;
    一位美國Tiktok網紅誤墮訂房騙局,Airbnb成功英雄救美贏得掌聲…

    意外,並非總是行銷人的敵人。它雖然可以是引爆炸彈的危險火花,但只要運用得宜,它同樣也能成為點燃品牌光芒的重要火苗。

    在瞬息萬變的商業世界,企業面臨的挑戰從來不是「會不會出錯」,而是「如何在錯誤發生後力挽狂瀾」,究竟會淪為公關災難,還是成為企業展現個性的舞台,有時僅僅取決於行銷人的一念之間。

    《意外行銷》深入淺出,透過了解不同企業在應對意外時的成功和失敗案例,從中找出一些可以參考的行動準則,繪製出一張清晰、實用的「意外行銷行動地圖」,讓行銷人在面對突如其來的風雨時不再驚慌失措,而是能夠冷靜判斷、精準行動,將意外轉化為行銷的寶貴良機。

    本書淺白、易懂、有趣,適合不同背景讀者或學生閱讀。

    作者簡介:
    Eddy Tse,香港資深市場行銷人,先後任職多間跨國廣告行銷代理公司及大型企業,客戶包括迪士尼樂園、雀巢、華為、UNIQLO等知名品牌。
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    Released
    2025/06/30
    Language
    Traditional Chinese
    File format
    EPUB: Fit in all devices
    Provide Adobe DRM
    Provide EPUB
    Offer DRM free license
    No
    ID
    589799

    行銷

    Marketing

    市場學

    行銷策略

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    意外行銷:轉危為機的行銷藝術

    淝水之戰:謝氏殞華

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