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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
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/85257


    Title: 直效行銷體系建立及發展之研究
    Authors: 張俊銘
    Contributors: 周文賢
    張俊銘
    Keywords: 直效行銷
    直接行銷
    Date: 2001
    Issue Date: 2016-04-18 16:22:46 (UTC+8)
    Abstract: 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。
    Reference: 中文部份
    1. 行政院主計處 (2001),2001年第一季公報。
    2. 余朝權 (1991),現代行銷管理, 1st ed.,台北:五南,pp.728-734。
    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。
    5. 周文賢與吳金潮 (1996),碩士論文撰寫方法,台北:華泰。
    6. 林宏偉 (1984),「出版業配銷通路之研究」,台北:中國文化大學企業管理研究所未出版碩士論文。
    7. 林雄川 (1993),「工業產品通路策略與通路選擇之研究—以塑膠產業為例」,台北:國立中興大學企業管理研究所未出版碩士論文。
    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)。
    10. 洪順慶 (1999),行銷管理, 1st ed.,台北:新陸。
    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)。
    12. 陳學怡 (1991),「新企業建立配銷通路之研究」,台北:中國文化大學企業管理研究所未出版碩士論文。
    13. 捷音公司電話行銷中心 (1997),「電話行銷創佳績」,動腦雜誌,1997年5月,pp.68-70。
    14. 范慶南 (1993),「郵購通路-一個看不見的戰場」,廣告雜誌,1993年1月,pp.66-68。
    15. 黃育智 (1994),直效行銷Q&A,台北:商周文化。
    16. 黃思明 (1995),「資料庫行銷及其應用」,第一屆直銷學術研討會。
    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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    6. Bucklin, L.P. (1966), A Theory of Distribution Channel Structure, Berkeley, CA: IBER Special Publications, p.107.
    7. Cespeds, F.V. (1988), ”Control VS Resources in Channel Design Distrubution Differences in One Industry”, Industrial Marketing Management , 17,1988, pp.215-227.
    8. Cox, Reavis and Thomas F. Schutte (1969), “A Look at Channel Management”, Philip R. Mcdonald (ed.), Marketing Involvement in Society and the Economy, Chicago: American Marketing Association, p.101.
    9. Dessler, Gary (2000), Human Resource Management, 8th ed. Upper saddle river, N.J.: Prentice-Hall.
    10. El-Ansary, Adel I. (1979), “Perspectives on Channel System Performance”, in Robert F. Lush and Paul H. Zinser, Contemporary Issues in Marketing Channels, Norman: The University of Oklahoma Printing Servies, p.51.
    11. Fairlie, Robin (1993), Database Marketing and Direct Mail : A practical Guide to The Techniques amd Applications, London : Kogan Page.
    12. Fenvessy, Stanley J. (1988), Fenvessy on fulfillment, Catalog Publishing Corporation, pp.2-3.
    13. Fisk, George (1967), Marketing Systems, N.Y.: Harper and Row Publisher, p.67.
    14. French, John R. P. and Betram Raven (1959), “The Bases of Social Power”, in Studies in Social Power, ed. Dorwin Cartwright, Ann Arbor: University of Michigan Press, pp.612-613.
    15. Guirdham, Maureen (1972), Marketing: The Management of Distribution Channels, Oxford, N.Y.: Program Press.
    16. Hahn, Mini and Dae R. Chang (1992), ”An Extended Framework for Adjusting Channel Startegies in Industrial Markets”, Joural of Bussiness & Industrial Marketing, vol.7, No.2, Spring 1992, pp.31-43.
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    18. Jain, Subhash C. (1990), Marketing Planning & Strategy, 6th ed,. Cincinnati, Ohio: South-Western College Publishing, p.443.
    19. Kotler, Philip (2000), Marketings Management, The millenniun ed., Prentice-Hall, Upper Saddle River, N.J.
    20. Kumar, Nirmalya (1991), A Methodolagy for Assessing Channel Intermediary Perfomrance from the Supplier’s Perspective, Northwestern University Ph.D. Dissertiation, Evanston, III, June, p.924.
    21. Lambert, Douglas M. (1978), The Distribution Channel Decision, N.Y.: National association of accountant; and Hamilton, ontario; The Society of Management Accounts of Canada.
    22. Magrath, A.J. and Kenneth G. Hardy (1987), “Selecting Sales and Distribution Channels”, Industrial Marketing Management, Vol.16, 1987, pp.273-278.
    23. Mandell, M.I. and L.J. Rosenberg (1985), Marketing, 3th ed. Englewood cliffs, N.J.:Prentice-Hall, p.426.
    24. Michman, Ronald D. (1983), “Marketing Channels: A Strategic Planning Approach”, Managerial Planning, 11-12, 1983, pp.38-42.
    25. Nickels, William G. (1982), Marketing Principles , Englewood Cliffs, N.Y.: Prentice-Hall 2nd ed.
    26. Pegram, Roger M. (1965), “Selecting and Evaluating Distributors”, N.Y., The Conference Board Record, Business Policy Study, No. 116, 1965, pp.21-91.
    27. Porter,M.E.(1985), Competitive Advantage, New York : free press, p.6.
    28. Pride, William M. (2000), Marketing Concepts and Strategies, Boston: Houghton Mifflin, 2000(ed).
    29. Rangan, V. Kasturi, Andris A. Zoltners, and Robert J. Becker (1986), “The Channel Intermediary Selection Decision: A Model and an Application”, Management Science, Vol. 32, September 1986, pp.114-123.
    30. Rangan, V. Kasturi, Melvyn A. J. Menezes, and E.p. Maier (1992), “Channel Selection for New Industrial Products : A Framework, Method, and Application”, Journal of Marketing, Vol. 56, July 1992, pp.69-82.
    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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    33. Raven, Betram H. and Arie W. Kruglanski (1970), Conflict and Power in The Structure of Conflict, Paul Swingle, N.Y.: Academic Press, pp.69-109.
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    37. Rosenbloom, Bert (1978), “Motivating Independent Channel Member”, Industrial Marketing Management, Vol.7, 1978, pp.275-281.
    38. Russell, Abratt and Leyland F. Pitt (1989), “Selection and Motivation of Industrial Distributors: A Comparative Analysis”, European Journal of Marketing, Vol. 23-2, 1989, pp.144-153.
    39. Schewe, Charles D. and Reuben M. Smith (1983), Marketing: Concepts and Applications, N.Y. : McGraw-Hill 2nd ed.
    40. Shipley, D. , Colin Egan, and Scott Edgett (1991), ”Meeting Source Selection Criteria: Direct VS Distributor Channels”, Industrial Marketing Management, Vol. 20, 1991, p.297.
    41. Simmons, David (1986), Direct Marketing-Direct Mail, ed. By Nigel Dyer BA, FCII, and Roger Anderson BSc(Econ), Great Britain Detesios Ltd, pp.238-239.
    42. Stern, L. W. , A. I. El-Ansary, and Anne T. Coughlan (1996), Marketing Channels, 5th ed. Upper Saddle River, N.J.: Prentice- Hall.
    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.
    Description: 碩士
    國立政治大學
    企業管理學系
    87360030
    Source URI: http://thesis.lib.nccu.edu.tw/record/#A2002001427
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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