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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/103463


    Title: 精品的價值
    Authors: 林恩盈
    Keywords: 精品;大眾傳播;行銷;書評;Jean-Noël Kapferer;Vincent Bastien
    Date: 2012-01
    Issue Date: 2016-11-07 15:45:04 (UTC+8)
    Abstract: 問題來了：有多少人認定Apple是精品？先談談本書的作者，究竟何故他們想要說服大眾了解“真正的精品＂？Kapferer為品牌專家，任教於HEC Paris（巴黎高等商學院）歐洲精品研究中心，並在世界各地為管理高層講授精品策略；Bastien則為經驗豐富的資深管理者，曾任Louis Vuitton總經理、Yves Saint Laurent（現已改名為Saint Laurent Paris）香水執行長等。而他們二位所希望說服的觀點體現在本書中，從精品的根本、精品特有的反傳統行銷法則、精品的組成要素、到精品網路化的兩難，強調即使是精品也可以是有效行銷實務的主題。
    Relation: 廣告學研究, 37, 111-114
    Data Type: article
    Appears in Collections:[The Journal of Advertising & Public Relations ] Journal Articles

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