Lead: A successful copy requires a planned accumulation, and books can bring you many nutritious things. Here I introduce the recommended articles of planning books for you, and welcome you to read them for reference!
Planning book recommendation 1 Le Jianfeng's "Advertising Copy"
I have a little opinion about the war.
Black-faced advertising copy
"Copywriting fever" May Sullivan
Copywriting: The creative way of 32 top creative people and the accomplishment of a copywriter.
"Advertising idiots talk in their sleep" Lin Junming
Official documents and letters
(A) Copywriting theory
1, advertising copy writing 26.8 32K China price.
2, advertising copy 16 32 China movies
3. How to be an excellent advertising copywriter (new edition) Xiamen University
4. Advertising Copywriting Strategy 16 32 Fudan University
5, advertising writing art 5 32K friendship
6. How to create friendship advertisements
(2) Copywriting cases
1, appreciation of Chinese and foreign advertising quips 13.8 32 Cantonese
2. The Art of Advertising Writing-Talking with Five Famous Advertisers about 3.5.32 Planning
(A) planning theory
1, advertising effect mystery 22 32K democracy and construction
2, modern advertising planning-planning, implementation and measurement 16 32
3. Promotion Strategy 2 1.4 32 Shanghainese
4, catering marketing advertising planning 16 32 Central People's University
5, planning and advertising skills and misunderstandings 29 32 Sichuanese
6. Advertising Planning Creativity 26 Fudan University
7. Advertising and brand planning 24 32
8. Advertising Planning 19.8 32 China Price
9. Modern Advertising Planning 14 32 Fudan University
10, Modern Advertising Operation Skills 14 32 Fudan University
1 1, a new theory of advertising strategy (I) 15.4 32 friendship
12, training and management of advertising planners 22.8 32 Federation of Industry and Commerce
(2) Planning cases
1, the mystery of IT advertising 39 16 Guangdong economy
2, the mystery of car advertising 45 16 Guangdong economy
3. The classic case of well-known enterprise marketing and advertising 928 16 China Direct Supply.
4, successful advertising case analysis 28 32 China business.
5. Brand Supreme 20 32 Huaxia
6, icon brand integration 36 China Three Gorges 32
7. Corporate advertising operations 24 32 China standards
8, modern advertising case theory and analysis 22 Fudan University 32 pages
9. Illuminate the Sun of the Brand 150 16 Heilongjiang Science and Technology
(3) Creating experience works
1, a new planning concept-Ye Maozhong talks about planning 25 32 China Federation of Industry and Commerce
2, the new planning concept-Ye Maozhong on brand 25 China Federation of Industry and Commerce 32
3, the new planning concept-Ye Maozhong on advertising 25 China Federation of Industry and Commerce 32.
4. Expose an advertiser's "conspiracy" 23 32 Henan people
5, turn to look at the planning 36 32 China Federation of Industry and Commerce.
The profoundness of planning determines that the planner has profound knowledge. The following 10 books are representative works of China, America, Germany, Japan and Britain. They cover politics, economy, literature, military, ideological research and other aspects, and are the essence of human civilization. They are especially recommended to future planners for the growth of special research and planning skills:
1. The Art of War
On the desk of Roger 6 1 Enrico, president of Pepsi-Cola Company in the United States, there is an English translation of this sacred book of human military science. As Mao, a military scientist at the end of the Ming Dynasty, said: "The grandson of the former grandson can't stay; Grandchildren can't leave their grandchildren. " Today, more than 2000 years later, when people talk about grandchildren, they can still collide with the sparks of wisdom and sagacity. Its winning strategies, such as strangeness, interest, yin and yang, and quickness, can be used by planners. Liddell 6 1 Hart, a famous British strategic theorist, once commented: "The Art of War".
2. Romance of the Three Kingdoms Luo Guanzhong
Romance of the Three Kingdoms can be said to be the most widely circulated and far-reaching calendar in China. There are hundreds of "fan clubs of the Three Kingdoms" in neighboring Japan. Thousands of Japanese regard the Romance of the Three Kingdoms as a life training, a way to treat people, a successful way to organize, lead and discuss strategies, and Japanese entrepreneurs regard it as a management textbook. With seven facts and three fictional stories, The Romance of the Three Kingdoms brilliantly depicts the historical process from the end of the Han Dynasty, when Wei, Shu and Wu stood up after fierce competition, to the reunification of Sima's family under the foundation of Cao Cao. The thrilling military, political and diplomatic struggles in the book are complex and subtle. The twists and turns of the plot are amazing. The essence of politics, military science, diplomacy, talent science, management, strategy, operational research and ethics contained in The Romance of the Three Kingdoms is enough to be the ideological source of the planners, and the hundred-year-old picture scroll displayed in the book is enough to become a broad "audition" space and imagination stage for the planners.
3. Selected Works of Mao Zedong and Mao Zedong
Selected Works of Mao Zedong is the only political work in 65,438+00 volumes, but its grand and profound thoughts, rigorous and simple thinking and imaginative romance are really a "red book" for a planner who needs to know how politics works.
The thoughts of the great man who created the new China and influenced the progress of the whole world are worth pondering by the planners: for example, how to balance, channel and utilize various political forces (on the Coalition government); How to gain insight into the current situation (on protracted war); How to explore the strategy with China characteristics (the strategic problem of China's revolutionary war); How to conduct investigation and analysis (rural investigation, Hunan rural movement investigation report) ... Selected Works of Mao Zedong is a great political planning book of this great man. If you read this precious book with a planning eye, you will definitely read a brand-new feeling.
4. Sakata Hiroshi's The Power of Planning
Sakata Hiroshi's masterpieces based on his experience in advertising and consulting have been very popular in Hong Kong and Taiwan for many times. Although the Japanese concept of "planning" is not exactly the same as that of China, it discusses the principles of planning, such as "planning is to use the wisdom and money of others", "it is a pleasant play", "planning should be decisive", "giving up fixed patterns", "considering the interests of others" and "following people's behavior", and so on.
Philosophy of painting; Reasons for project failure, etc. These experiences sublimated from practice can give planners profound theoretical thinking. 6g“E4 {+I &； K8 P8 Q" p r4 q
This book is a good book to break the shackles of thought, and the spark of wisdom often makes people sigh. I believe it will bring you new creative opportunities. _;
5. Kenichi Ohmae's The Wisdom of Strategists;
The author is a management consultant of an international management consulting company with rich experience. His book is full of creative experience and worth reading.
Kenichi Ohmae said: "A successful business strategy does not come from calm analysis, but from a special mentality ... Knowledge and the resulting driving force for achievement will often be sublimated into a sense of mission, which will lead to a basically creative, intuitive rather than rational thinking process." In fact, this can also be said to be a planning idea. In this book, Kenichi Ohmae brilliantly discusses this kind of thinking which is different from the West, especially "focusing on key factors (KFS method)" and "using comparative advantages"
6. clausewitz on War [German].
Westerners juxtapose this book with China's The Art of War, which is indeed the foundation stone of western military theory. Author Karl 6 1 Feng 6 1 clausewitz 1780 was born in Prussia, and 12 years old. He joined the army and studied in Berlin Barracks School. He often participated in military association activities to study military, philosophy, history and literature. 18 18 was the president of Berlin Military Academy and was promoted to Major General in September. 12 His careful study of war history and keen exploration of military theory finally led him to write the famous three-volume On War .9p! The 700,000-word "i6o m $ k-x0m+" gives a comprehensive and systematic theoretical summary of the nature of war, army building, operational guidance and other issues. The purpose of the war, the mastery of means, the basic elements of quality warfare, the analysis of strategic elements and the characteristics of major battles discussed in it are all ingenious. This book is the starting point of western strategic thinking and is worth learning the advantages of western thinking art.
7. Shakespeare's Complete Works of Shakespeare's Plays
Based on the argument that planning is a wonderful performance, future planners may wish to read some drama scripts, see how the screenwriter sets the climax and low tide, how to promote the progress of the plot and how to play the role, and understand the desires and pursuits of all kinds of people through the scripts (this is one of the gist of planning! This kind of artistic speculation will be beneficial to planning, and Shakespeare's achievements and accomplishments in drama are unparalleled. 2 I9 _6 [+ A！ F7 Shakespeare was a playwright and poet in the English Renaissance. At the age of 20, he went to London to make a living and worked as a theater handyman, actor and screenwriter. He wrote many plays, 37 of which are masterpieces through the ages. In the past, in the library of Oxford University in England, too many college students were locked on the desks of the complete works of Shakespeare.
Shakespeare's plays, such as Romeo and Juliet, are recognized as a model of love tragedy in the history of world literature. The drama "Luo" captures the great energy and infinite vitality of human love: noble motives and extreme passion shine against the Italian climate, festive scenes, happy sonnets and dazzling fantasy language. Besides, The Merchant of Venice, Hamlet, Othello, King Lear, Macbeth, etc. It also has moving and infinite charm. When reading, exploring the mystery behind their charm and exploring the desires and personalities of various characters will make your planning full of charm.
8. Peter Drucker's innovation and entrepreneurship.
Peter drucker is the authority of contemporary western enterprise management and enjoys a high reputation internationally.
Effective Managers, Management in Turbulent Times and Management are very popular in the political, economic and business circles all over the world and are widely quoted by western newspapers.
Innovation and Entrepreneurship is one of Drucker's most representative works, in which the seven sources of innovation opportunities are very insightful.
It is enough for planners to analyze the current situation and seize the opportunity; The four development strategies analyzed also have strategic vision, which is enough to provide strategic weapons for the whimsy of planners. The book is full of rich examples and concrete experiences, and it is lively and enlightening to read.
9. Confessions of advertisers David and Ogilvy
David ogilvy 6 1 is the founder of Ogilvy & Mather, a world-famous advertising company. In his early years, he worked as a cook, salesman, market researcher, farmer and employee of British intelligence agency with rich experience. Ogilvy & Mather was founded in 1948 and developed into an international advertising company. Currently, it has 278 branches in 53 countries around the world.
David 6 1 Ogilvy's masterpiece Confessions of an Advertiser can be said to be a summary of Ogilvy's life experience. The discussion on how to run an advertising company, how to win customers, how to maintain customers, how to create high-level advertisements, how to compile advertising illustrations and how to make excellent TV advertisements is full of his wisdom and thinking.
10. "I am the most creative person" Alex
The author, Dr. Alex 6 1 Osborne, is the most authoritative scholar engaged in creative development research in the United States. The report obtained from the research work of the American Creative Education Foundation, which he presided over, not only became the learning materials of hundreds of universities such as Harvard University and Massachusetts Institute of Technology, but also became the blueprint adopted and implemented by major commercial consortia.
This book was translated into various languages as soon as it was published, with a circulation of over one million copies. It is said to be a best seller in the west, second only to the Bible. The book introduces the obstacles of creativity, the methods of developing creativity, the principles of developing creativity, the means to make creativity more vivid, and the methods of addition, subtraction, multiplication, division, substitution, opposition and combination of creativity, which will give people great inspiration and benefit planners when reading this book.
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