Planning books

Recommendation of planning books

Introduction: A successful copywriting needs a planning accumulation, and books can bring you a lot of nutritious things. Here, I will introduce the recommended articles of planning books for you. Welcome to read for reference!

Recommended Books for Planning 1

Advertising Copywriting by Le Jianfeng

I have an opinion on strategy

Black-faced Advertising Copywriting

Copywriter Fever

The Copywriter: The Creative Way of 32 Top Creative People, Self-cultivation of a Copywriter

. (a) copywriting theory

1, advertising copywriting 26.8 32K Chinese price

2, advertising copywriting 16 32 China movies

3, how to become an outstanding 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 advertisements 8 32 Friendship

(2) Copywriting cases

1. Appreciation of Chinese and foreign advertising quips 13.8 Guangdong people

2. The art of advertising writing-talking with five famous advertisers 3.5 32 Planning

(1) Planning theory

1. The mystery of advertising effectiveness 22 32K Democracy and construction

2. Implementation and measurement 16 32

3, promotion strategy 21.4 32 Shanghai people

4, catering marketing advertising planning 16 32 Central People's University of China

5, planning and advertising skills and misunderstandings 29 32 Sichuan people

6, advertising planning creativity 26 Fudan University

7, advertising and brand planning 24 32

8, Advertising planning 19.8 32 Chinese price

9, modern advertising planning 14 32 Fudan University

1, modern advertisement operation skills 14 32 Fudan University

11, new theory of advertising campaign strategy (Volume I) 15.4 32 Friendship

12, Training and management of advertising planners 22.8 32 Federation of Industry and Commerce

(2) Planning cases

1. Mystery of IT advertising 39 16 Guangdong economy

2. Mystery of automobile advertising 45 16 Guangdong economy

3. Classic practical cases of marketing and advertising of well-known enterprises 928 16 China Zhigong

4, Successful advertising case analysis 28 32 China commercial

5, brand supreme 2 32 Huaxia

6, icon brand integration 36 32 China Three Gorges

7, company advertisement operation 24 32 China standard

8, modern advertising case theory and analysis 22 32 Fudan University

9, The sun that illuminates the brand 15 16 Heilongjiang Science and Technology

(3) creative experience works

1. New planning concept-Ye Maozhong talks about planning 25 32 China Federation of Industry and Commerce

2. New planning concept-Ye Maozhong talks about brand 25 32 China Federation of Industry and Commerce

3. New planning concept-Ye Maozhong talks about advertising 25 32 China Federation of Industry and Commerce

4. Expose an advertiser's "conspiracy" 23 32 Henan people

5. Turn around and look at the planning 36 32 China Federation of Industry and Commerce's planning book recommendation 2

The profoundness of the planning determines that the planner has a profound knowledge. The following 1 books are masterpieces from China, the United States, Germany, Japan and Britain, covering politics, economy, literature, military affairs, Thinking and other aspects are the essence of human civilization. It is specially recommended to future planners for specialized research and increased planning skills:

1. The Art of War of Sun Tzu

The English version of this sacred book of human military science is impressively placed on the desk of Roger Enrico, president of Pepsi-Cola Company in the United States. As Mao Yuanyi, a military scientist in the late Ming Dynasty, said, "The grandson of the former grandson can't be left behind; Grandchildren can't leave grandchildren behind. "Today's people talk about Grandson more than 2 years later, which can still trigger sparks of wisdom and wisdom. Its winning strategies such as singularity, interest, yin and yang, and quickness are enemy and foe, outnumbered, strong and weak, offensive and defensive, advancing and retreating, Dialectical thoughts such as reality and movement can be used by planners. liddell Hart, a famous British strategic theorist, once commented: "The Art of War is the earliest military masterpiece in the world, and its content is profound and profound." Those who want to be planners must learn the essence of this book's strategy.

2. Romance of the Three Kingdoms by Luo Guanzhong

Romance of the Three Kingdoms can be said to be the most popular and influential in China. In neighboring Japan, there are hundreds of "fan clubs of the Three Kingdoms". Thousands of Japanese regard The Romance of the Three Kingdoms as a life training, a way of dealing with people, a method of success, organization, leadership and strategy. Japanese entrepreneurs even regard it as a "management textbook". The Romance of the Three Kingdoms "seven facts and three fictions" vividly depicts the formation of Wei and Shu through fierce competition from the late Han Dynasty. The tripartite confrontation between the three kingdoms of Wu and the historical process of Sima's reunification with the whole country based on the foundation laid by Cao Cao. The thrilling military, political and diplomatic struggles in the book, such as offensive and defensive, war and peace, taking, and separation, are complex and subtle, with rich content, twists and turns of plot and wonderful application. The Romance of the Three Kingdoms contains political science, military science, diplomacy, talent science, management science, strategic science, operational research, The essence of ethics is enough to be the source of planners' thoughts, and the hundred-year-old historical scroll displayed in the book is enough to be a broad "audition" space and imagination stage for planners.

3. Selected Works of Mao Zedong, Mao Zedong

Selected Works of Mao Zedong is the only political work among these 1 books, but its grand and profound thoughts, rigorous and simple thinking and imaginative romance are really the "little red book" studied by a planner who needs to understand how politics works.

The thoughts of this great man who created a new China and influenced the progress of the whole world are worth pondering by planners: for example, how to balance, channel and use various political forces (On Coalition Government); How to gain insight into the current situation (on protracted war); How to explore the strategy with China characteristics (Strategic Issues of China Revolutionary War); How to make an investigation and analysis (Rural Survey and Investigation Report on Hunan Agricultural Movement) ... The whole Selected Works of Mao Zedong is a magnificent 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. Planning Power By Hiroshi Sakata

With his own advertising, Masterpieces written by consulting experience are very popular in Hong Kong and Taiwan and reprinted many times. Although the concept of "planning" in Japan is not exactly the same as that in China, it discusses the principles of planning, such as "planning is to use the wisdom and money of others", "it is a pleasant drama", "planning should be decided immediately", "giving up the fixed model", "considering the interests of others" and "planning according to human behavior". The concepts of planning, such as "the first principle should be carried out in planning", "the experience should be detached", "expansion and expansion", "bold assumption", "pursuit of perfection", "satisfaction of desire" and "leading attack", are the philosophy of enterprise planning. The reasons for the failure of the project, etc. All these experiences sublimated from practice can give the planners profound theoretical thinking. 6 g "E4 {+I&; K8p8q "p4q

This book is a good book to break the shackles of thought, and the spark of wisdom often makes people sigh and believe that it will bring you new opportunities for creation. _;

5. The Wisdom of Strategists by Kenichi Ohmae;

The author is a management consultant of an international management consulting company with rich experience. His book is full of creative experience sparks, which is worth reading.

Kenichi Ohmae thinks: "Successful business strategy comes not from cold analysis, but from a special state of mind ... Knowledge and the driving force of 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 made an incisive exposition of this idea which is different from that of the West, especially the four creative strategies such as" focusing on key factors (KFS method) ","taking advantage of relative advantages ","taking the initiative to attack "and" taking advantage of strategic freedom "can also open up new thinking space for planning. < P > 6. On War [Germany] Clausewitz's book

Westerners juxtapose this book with Sun Tzu's Art of War by China, and it is indeed the foundation work of western military theory. The author Karl von clausewitz was born in Prussia in June 178 at the age of 12. He joined the army and often participated in the activities of military associations to study military, philosophy, history and literature. In 1818, he was promoted to major general as president of Berlin Military Academy. After 12 years of careful research on the history of war and keen exploration of military theory, he finally wrote a brilliant book. "i6o m $ k-x m+"On War ",with a volume of 7, words, gives a comprehensive and systematic theoretical summary of the nature of war, army building, operational guidance and other issues. The purpose of war, the composition of the basic element strategy of quality war discussed in it, The analysis of strategic elements, the characteristics of the main battles and so on are all ingenious. This book is the starting point of western strategic thinking, and it is worth learning the advantages of western thinking art.

7. The 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 to see how writers set high tides and low tides, how to promote plot progress and how to play roles, and understand the desires and pursuits of all kinds of people through scripts (this is one of the gist of planning! ) This kind of artistic speculation will be beneficial to planning, and Shakespeare's achievements and attainments in drama are unparalleled. 2 I9 _6 [+ A! F7 f# E Shakespeare was an English Renaissance dramatist and poet. At the age of 2, he went to London to make a living as a theater handyman and actor. Screenwriters, etc. There are a lot of works, and 37 of them are masterpieces of all ages. In the past, there were too many college students who were chained to a desk in the library of Oxford University in England and could only stand and read books.

Among Shakespeare's plays, Romeo and Juliet is recognized as a model of love tragedy in the history of world literature. Luo captures the great energy and infinite vitality of human love: noble motivation. Extreme passion blooms with extraordinary splendour and touching soul against the backdrop of Italian climate, festive scenes, joyful sonnets and dazzling and fantastic language. In addition, The Merchant of Venice, Hamlet, Othello, King Lear and Macbeth also have touching infinite charm. When reading, explore the mystery behind their charm and deeply examine the desires of various characters. Personality will make your planning attractive.

8. Innovation and Entrepreneurship by Peter Drucker

Peter Drucker is the authority of contemporary western enterprise management and enjoys a high reputation internationally. His masterpieces

Effective Manager, Management in Turbulent Times and Management are popular in political circles all over the world. Economic and business circles are widely quoted by western newspapers.

Innovation and Entrepreneurship is one of Drucker's most representative works, and the seven sources of innovation opportunities discussed in it are full of insight of the times.

It is enough for planners to analyze the current situation and seize the opportunity. The four pioneering strategies analyzed also have strategic vision and are sufficient to provide strategic weapons for the whimsy of planners. The book is full of rich examples and concrete experiences, which are vivid and enlightening to read. < P > 9. Confessions of an Advertiser David and Ogilvy < P > David Ogilvy is the founder of Ogilvy & Mather, a world-famous advertising company. He worked as a chef, salesman and market researcher in his early years. Farmers and employees of the British Intelligence Agency have rich experience. Ogilvy Advertising Company was founded in 1948, and today it has developed into an international advertising company with 278 branches in 53 countries around the world.

David Ogilvy's masterpiece Confessions of an Advertiser can be said to be a summary of Ogilvy's life experience and experience, discussing how to run an advertising company, how to win customers, how to maintain customers and how to create high-level advertisements. "How to draw advertising illustrations", "How to make excellent TV advertisements" and so on are full of his wisdom and thoughts. Future planners can be cited as good teachers and role models.

1. The author of "I am the most creative person", Dr. Alex Osborne, is the most authoritative scholar engaged in creative development research in the United States. The report he presided over by the American Creative Education Foundation not only became Harvard University, The study materials of hundreds of universities, such as Massachusetts Institute of Technology, are the blueprints that major business consortia are scrambling to adopt and implement.

As soon as it was published, this book was translated into languages of various countries, with a circulation of more than one million copies. It is said that it is a best seller in the west, which is second only to the Bible. The book introduces the obstacles to creativity, the methods to develop creativity, the principles to develop creativity, the means to make creativity more lively, and the addition, subtraction, multiplication, division, substitution, opposition and combination of creativity.