Recommend a few books on advertising planning, be practical.

World Advertising Wars

Economic wars come and go, and the participants have countries and families, and the end is intensifying.

Economic warfare is a cross-century world war.

The most exciting scene in the economic war is the advertising war.

The more developed the economy, the more prosperous advertising becomes. China in the 90s is bound to enter the age of advertising. The modern economy is the most input-output. Advertising is invested in spirit, and the output is economy, and this output is "increasing productivity by culture".

Products are born from the field of production and exchanged in the field of circulation, and it is advertising that pushes the product into the field of circulation.

Like people, products have a gestation period, an introduction period, a growth period, and then a maturity period.

Although advertising is not material, not energy, not wealth, but it enriches the world commodity economy with its own life.

Advertising can't be great without paying a price. In business wars, competition is often talked about, and competition is a battle for products and sales. And the focus of competition is to compete for customers.

All enterprises and entrepreneurs, the first step to enter the palace of commodity economy is the door of advertising.

Advertising Psychological Warfare

The essence of advertising psychological warfare is to formulate different advertising strategies according to the different consumption psychology of consumers.

Are consumers really unpredictable? Are their purchases disorganized? These have become the most important concerns of businessmen.

Psychological research has found that consumers' "moodiness" is only a superficial phenomenon, and behind their behavior, there is a certain motivation to support. If advertisers can put themselves in their shoes, their motivations, and their purposes, will they find consumption? Sorry for the sizzling machine?

"Delirium" is an unintentional joke, but making customers buy products in a delirious state is exactly what manufacturers and advertisers dream of. Consumers' consumption behavior is irrational, but it is also reasonable. The key is whether advertising can really pull the string of their psyche.

How can advertisers understand the mind of "God" and make themselves invincible? This is the subtlety of advertising psychological warfare.

Advertising Planner

It's an eBook that teaches you how to plan!

What will the book teach you? Only you know!

Chapter 1 Ogilvy: Advertising the Great Pope.

Chapter 2 The Six Giants of the Advertising Palace.

Chapter 3: McKinner: Archbishop of Silicon Valley.

Chapter 4 A Stroke of God.

Chapter 5 Ushering in a New Era.

Chapter 6 Advertising Process: Planning and Research.

Chapter 7 Examples of Advertising Planning (1).

Chapter 8 Examples of Advertising Planning (2).

Chapter 9 Examples of Advertising Planning (3).

Chapter 10 Examples of Advertising Planning (4).

Chapter 11 Examples of Advertising Planning (5).

Klapner Advertising Tutorial, Seventeenth Edition.

1. "Sales is to get people".

Sales is to get the eggplant Wang people" was published by Yunnan People's Publishing House on January 3, 2011, and the author is Ni Jianwei. This book shows countless highlights of a sales general manager's sales career in the form of cases and comments, which has practical guiding significance for the majority of sales professionals and is highly praised by netizens.

2. "Marketing War".

Marketing Warfare is a book published by China Finance and Economics Publishing House in August 2002, which is known as the "War Theory" for corporate marketing by the American business community, this book focuses on four common strategic forms in marketing campaigns, such as defensive warfare, offensive warfare, flank warfare and guerrilla warfare; For each form, there are three principles that should be followed.

1. "Sales is to get people".

Sales is to get people" was published by Yunnan People's Publishing House on January 3, 2011, and the author is Ni Jianwei. This book shows countless highlights of a sales general manager's sales career in the form of case tease, letters, examples, and comments, which has practical guiding significance for the majority of sales professionals and is highly respected by netizens.

2. "Marketing War".

Marketing Warfare is a book published by China Finance and Economics Publishing House in August 2002, which is known as the "War Theory" for corporate marketing by the American business community, this book focuses on four common strategic forms in marketing campaigns, such as defensive warfare, offensive warfare, flank warfare and guerrilla warfare; For each form of clear concession, three principles that should be followed are proposed.

Sound Wave Spread" by Li Boting.

Say two copies in pdf format, click to jump**

Contemporary Advertising, by Cao Shengbin.

Contemporary Advertising (8th Edition) General Textbook Edition, Volume II, by Ahrens.

0.Li Xinpin's "Eslite***" and "Advertising Fetishism".

1 Contemporary Advertising, William Ahrens, Huaxia Publishing House, 19992 Confessions of an Advertising Man, David Ogilvy, China Friendship Publishing House3 Modern Public Relations, Huang Xizhen, Guangdong Higher Education Publishing House4 The Complete Book of Planning, Hu Yi, China Social Publishing House.

5 "Positioning", Reece Trout, China Financial and Economic Publishing House6 "Strategy and Tactics of Public Relations", Dennis Wilcox et al., Liberation Publishing House.

7 "The World's Most Glamorous Public Relations Master", Xia Nianxi, Business Press8 "The Autobiography of Jack Welch", Jack Welch, John? Byrne, CITIC Press9 Haier, Made in China, Yan Jianjun, Hu Yong, Sanhuan Press10 The World's Most Outstanding Advertising Master, Bao Wenjie, Business Press.

Chinese Advertising" "International Advertising" "Modern Advertising" "Advertising Grand View" "Advertising Man" "Blue Trick" George? Luis, teach you how to forget everything you used to see, but you have to have it before! The author is a very talented person, and some people who are not talented enough want to imitate it, and the result is endless disasters.

His other book, The Art of Advertising, is similarly contented, more systematic and detailed, and more expensive. "Picking Bones in Eggs", "I Have Opinions on Creativity" Author: Huang Wenbo, the content of the book is noncommittal, and the courage of this challenge is valuable!

The content is a review of the work, and you can use other people's mouths to correct yourself. How to write good ad copy? The Japanese book translated by Huang Wenbo twenty years ago, the Taiwan edition, is difficult to buy, but *** Huang Wenbo's own two books.

So don't read the content of the book squarely, don't stop! "Advertising Archive" German magazine, specializing in all kinds of heroes of the rivers and lakes stickers, here you can see the newly created martial arts of various countries on the same stage, cost-effective, but I think I don't have the need to buy, just practice a pair of fire eyes that can see the number of various sects, can point out the flaws of the golden finger, your understanding and spirituality can leap. Thanks to:

Dragon Media Bookstore Shanghai Central Store "Left Brain Attacks Right Brain" Author: Wu Xinyi, you may not be familiar with it, but when advertising people mention "left", they must think of the left bank, and there is nikewome "I am a flower", Taiwan's famous "Tea King" is shining brightly from the hands of the guy, inspiring our generation with entertainment teaching methods. It's still the Taiwanese version, and I have to thank my former colleagues from Wonderland in Taiwan!

From Good to Excellent" Chang Que is also known as "From A to A+" Translated by Qian Feng, Taiwan version, the content also responds to his title! Break through the bottleneck zone, and the mood is suddenly brightened! "How to Be Creative" Edited by Nai Hui Defense:

Lawrence? Minsky, a collection of 13 exotic celebrities, is a collection of 13 people who are unique and mutually reinforcing! It's a great book to read over and over again!

POP Writing Manual, Digital Art Edition.

Let's take a look at Marketing Management (12th Edition), written by Philip Kotler and Kevin Keller, Shanghai People's Publishing House. This is a classic tutorial in the classics of marketing, a must-see for learning marketing.

The rest have to look for books on basic disciplines such as channels, market research, pricing, new products, consumer behavior, etc., and only by laying a solid foundation can we write a good plan. Your question is what books should be read for marketing planning, and I will focus on recommending books about planning.

Enterprise Marketing Planning" - Zhuang Guijun - Tsinghua University Press. This book focuses on explaining the basic structure of marketing planning, which is clearly organized, professional, and logical.

Marketing Methods" - Qu Yunbo - Enterprise Management Press. If you look for a new edition, I bought it from a few years ago, and this book is dedicated to introducing a variety of practical analysis methods and tools from various industries, which can be used as a reference book for beginners.

Ye Maozhong's book can be found to see, one of the representatives of the practical school, you can search for it on the Internet, and the representative work is "Ye Maozhong's Marketing Planning".

Strategic Marketing Analysis" - the authors are all foreigners, such as Rao, published by the National People's Congress, which is relatively professional in nature, and may not be easy to read, but it is very enlightening.

There are a lot of books about marketing planning, I only recommend a small part, you can go to Dangdang or the book city to choose, the selection criteria first look at the publishing house, the National People's Congress, Peking University, CITIC, etc. At the same time, it also depends on the author, Zhuang Guijun is a cattle man of the academic school, Ye Maozhong is a cattle man of the actual combat school, and the credibility of things written by such characters is relatively high, and many other miscellaneous people are patchwork, just mengmeng. Personally, I think that the book of marketing planning is better to look at the Chinese, after all, it is more in line with the needs of the Chinese market, and the main thing to look at foreigners is to exercise thinking.

Thirdly, it is best to choose a planning book with a rigorous framework and careful logic, such as a book such as comic book planning.

Remember, writing planning must be a solid basic knowledge, a person who does not understand research, consumer behavior, channel management, etc., can not write any creative, executable planning, but also often practice, summary, through repeated practice to have the ability to write a good plan, and the knowledge should be wide, social, economic, cultural and so on have to understand some, usually look at "sales and marketing", "new marketing", "economic observer", "weekend pictorial" and so on, etc., It's also great for your ability to improve.

I hope my answer helps.

My specialty is marketing (business planning). I recommend you to read "Marketing Studies", "Principles of Business Planning", published by Higher Education Publishing DAO. There is also "Planning Basics" by China Planning Publishing House.

These are the principles of the comparative system. But if you want to do a good job in marketing planning, you still have to combine it more with reality and look at more cases.

I suggest you take a look at Wu Xiaobo's "The Great Defeat" series.

I majored in Marketing (Business Planning). I have also studied these books myself, and I recommend you to read "Marketing", "Principles of Business Planning" published by Higher Education Press. There is also "Planning Basics" by China Planning Publishing House.

These are the principles of the comparative system. But if you want to do a good job in marketing planning, you still have to combine it more with reality and look at more cases.

Marketing planning is based on the marketing objectives of the enterprise, through the enterprise design and planning of enterprise products, services, ideas, channels, so as to achieve the exchange process of individuals and organizations. The core is to meet the needs and desires of consumers.

Hey, it's all false. It is recommended that you take a look at Wu Xiaobo's "The Great Defeat" series, and go to the official websites of masterminds like Li Guangdou and Ye Maozhong.

Advertising Planning and Management - Textbook for the 21st Century.

Advertising planning and management.

Advertising Planning and Creativity-Higher Vocational Education Application-oriented Talent Training Engineering Series TextbookAdvertising Planning and Management (2nd Edition)-National Planning Textbook for the Eleventh Five-Year Plan for General Higher EducationAdvertising Planning-National Planning Textbook for the Fifteenth Five-Year Plan for General Higher Education.

Beyond Advertising Planning - Dumb Series.

Real Estate Advertising Planning and Creation 38

Advertising Planning and Creativity: How to Become a Master of Advertising Planning in the 21st Century Journalism and Communication Series 28

Principles and Practices of Advertising Planning--**Advertising Textbook of Radio and Television University 27Advertising Planning Study Guide--**Advertising Textbook of Radio and Television University 16Advertising Planning 15

Creative Science of Advertising Planning (2nd Edition) 40

Creative Science of Advertising Planning 40

Marketing and Advertising Planning 48

Advertising Planning and Design - Modern Art Design Series Books 76 Pharmaceutical Advertising Planning Creative Copywriting 15

Winning in Simplicity - A Quick Course in Advertising Planning and Operation (3rd Edition of the Original Book) 25 Advertising Planning - A Series of Textbooks on Marketing in Higher Vocational Education.

Advertising Planning - Haidai Advertising Book Series 25

Modern Advertising Planning 31

Modern Advertising Planning (Revised 2nd Edition)-Advertising Professional Series Textbook 32Advertising Planning (A New Model of Advertising Planning)--Dragon Media Advertising Anthology Volume 1 (8) New Edition: Modern Advertising Planning Practice 26

Marketing and Advertising Planning for Famous Enterprises (Latest Version) 26 Advertising Planning (Revised).

Modern Advertising Planning and Decision Analysis-Management Science Development Series (9) 25 Advertising Planning Creativity 45

Advertising Planning & Strategy (including CD-ROM) 55

Advertising Planning and Advertising Copywriting--21st Century Journalism and Communication Series 19Advertising Planning--Contemporary Advertising Professional Series 29

Advertising Planning 36

Marketing & Advertising Planning Tutorial 23

Advertising Planning Course Counseling - Higher Education Self-study Examination Advertising Professional Counseling Series 16 Advertising Planning and Design (2nd Edition) - Modern Art Design Series Books 48 Advertising Planning Practice and Copywriting - How to Become an Outstanding Advertiser 35 Advertising Planning and Integrated Communication - National Planning Textbook for the Eleventh Five-Year Plan for General Higher Education.