copywriting planning. The first is the knowledge of copywriting. (office automation, literature books, copywriting)

planning. (Marketing planning, advertising planning, exhibition planning, etc.)

Find out the meaning of copywriting, and then focus on learning. Personally, I think we should start with copywriting, meaning, scope and application. Then watch marketing videos and learn different industry knowledge (the required industry knowledge must be extensive and accurate, and you can quickly grasp the dynamics and key parts of the industry. )

marketing planning, copywriting planning, advertising planning, exhibition planning. Advertising media, marketing psychology, marketing cases, extensively covered and summarized. Come on!

1. Since it is planning, it must belong to the field of marketing. I recommend the following eight books:

1. Marketing Management

Author: Philip kotler

The internationally recognized marketing bible is also the highest-level marketing classic textbook introduced in China. Marketing needs management

, and marketers also need Marketing Management. In the era of economic globalization, marketing without management is blind marketing, and

the result is doomed to failure.

How to understand marketing concept and marketing value, lock in customers and target markets, marketing mix, relationship marketing, etc. are the most precious wealth given to us by the book

Marketing Management. Maybe we are subtly applying the theory in this book

, but if we want to stand out among thousands of marketers, please don't doubt the authority and kotler.

2. The Weaknesses of Human Nature

Author: Dale Carnegie

As you can imagine, two people who have read this book will pay close attention to each other's manner and behavior when discussing problems together, because

Carnegie's logic is to build his confidence on the weaknesses of others. Under this kind of attention, the weakness itself is difficult to show

. On the contrary, the superiority of the other side is a kind of pressure for itself.

Essence comes first, and weaknesses always exist, even if we are self-aware and try to do better. Behind this book, there is a truth: people don't need to disguise, and the more they disguise, the more thoroughly they expose their weaknesses.

3. Positioning

Author: AL Ries and trout

Positioning is a must-read book for marketers, advertisers and planners. Positioning is not only the performance of strategy, but also the advertisement table

. The harvest of Positioning is that the level of "induction" is stronger than that of "teaching". Positioning is to seek a strategic fulcrum, which diverges to the extreme and also focuses on the breakthrough of "point". Positioning is more about guiding one direction.

As long as enterprises or brands make the right directional decisions and form directional differentiation, they can win a lot. But we also

can't ignore its defects. When an enterprise or brand excessively pursues differentiation, ignores the consumption environment and the external force,

it is likely to fall into a dead end.

4. The greatest salesman in the world

Author: auger mandinuo

As an excellent marketer, excellent psychological quality is indispensable. This kind of quality includes a series of indispensable self-quality training, such as psychological tolerance < P > force adjustment, psychological reaction ability adjustment, psychological and behavioral adjustment. This

process is not an advanced course or can be completed by imagination, but a continuous self-motivation process.

This book by auger mandinuo is a self-motivation book highly praised by marketers. Joe girard's success has set an omnipotent success model for the marketer

. I believe that the marketer in any situation will not be intimidated by the predicament, but will face the difficulties as long as he reads the

story of this legendary figure. This external heroic motivation has transformed a group of enthusiastic China marketers.

5. Marketing War

Author: AL Ries, trout

This book is Sun Tzu's Art of War of American enterprises. What kind of marketing method is not the secret of success, but the key

is the different marketing strategies adopted for each marketing event based on practice, which is the core of success

6.

Author: Ram Charan

It is said that this book once ranked first in the Amazon business book list in 2113, and it will bring great "shock" to entrepreneurs in China

. If it can be sold to the first place, the marketer will definitely say that this book has high marketing efficiency and good execution < P >.

I'm afraid what Chinese people are most ashamed of is the so-called efficiency problem. At present, it is too late for marketers to talk about efficiency < P >. Almost everyone is talking about strengthening enforcement and being efficient. But why is the efficiency delayed? This

is the reason why busy marketers have been shouting tired but not recognized.

Fortunately, Ram Charan's "Execution" came into being. Efficiency is competitiveness, and efficiency comes from execution. Marketers should go on their way after reading

.

7. Ogilvy & Mather's View

Ogilvy & Mather

Most marketers have a wide range of hobbies, and they have strong brains and hands-on abilities, but we can't think that marketers only pay attention to the skills and processes of marketing

in actual combat; Advertising is usually a strategic movement, but marketers seem to be naturally eager for creativity. The View of Olympic Beauty is nothing more than the work done by any advertising company: thinking, thinking, creative creation, putting it into practice, and informing the public.

for a regional market, when sales encounter market obstacles, at this time, marketers often think of increasing investment, artificially guiding consumption through advertisements or activities, and stimulating sales. This kind of behavior is derived from creative thinking. Come back to

, let's think again, do all obstacles have to be done in this way? Over time, those marketing strategies and marketing skills should really be shelved.

8. New Integrated Marketing

Author: Don Schultz

In recent years, the word "integration" is the most frequently used by planners, marketers and managers.

Old Mr. Schultz was clever. When the integration gradually took shape under the gentlemen in China, he lost no time in launching

New Integrated Marketing. If integrated marketing is a tool specially used to solve the diseases of large enterprises, what does the new integrated marketing bring < P >? Integrated marketing has been very sharp, catering to the public, and the result of integration is that all employees are soldiers, but the efficiency improvement is still not enough, so "New Integrated Marketing" has brought new changes and integrated integration. If the result of integration is that resources are

scattered, efficiency is low and profit rate cannot be improved, then what is the significance of "integration"? In this way, as a tool, "integration" has rusted before it shines. This is the

reason for the birth of New Integrated Marketing: the old integration has fallen behind.

Then, based on reality, people will ask new questions: How long will the life span of the new integration be, one or two years or three or five years? When Mr. Schultz himself can't keep up with the market rhythm, his new integration will lead to another outcome.