举荐丨2018年文案、策划、营销人必读的30本书
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">新的一年给自己制定一份书单，<span style="color: black;">亦</span>是一件<span style="color: black;">特别有</span>仪式感的事情。大<span style="color: black;">都数</span>人的学习，<span style="color: black;">伴同</span>着大学教育的结束就戛然而止了。其实学习是一件终身教育，尤其是这个时代，人人焦虑，大<span style="color: black;">都数</span>人的焦虑其实都是读书太少，头脑和内心<span style="color: black;">不足</span>强大。就像杨绛先生说的“你的问题<span style="color: black;">重点</span>是读书不多而想法太多”。<span style="color: black;">因此</span>给自己列一个2018年的读书充电<span style="color: black;">名单</span>，<span style="color: black;">特别有</span>必要。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在新的营销环境下，<strong style="color: blue;"><span style="color: black;">针对</span>文案、策划、营销<span style="color: black;">关联</span>岗位的人<span style="color: black;">来讲</span>，<span style="color: black;">更加是</span><span style="color: black;">必须</span>有<span style="color: black;">海量</span>的“吞吐量”和实践来充实自己，既要构建专业的知识体系<span style="color: black;">同期</span>又要<span style="color: black;">保准</span>知识的宽度</strong>。我结合自己在这方面的总结，<span style="color: black;">亦</span>综合<span style="color: black;">有些</span>行业大咖的<span style="color: black;">意见</span>，整理出来一份文案策划人<span style="color: black;">能够</span>参考的书单，以专业为主，但不局限于专业书籍。供你参考。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">▼</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1. 《营销管理》——菲利普·科特勒 第15版 精装版</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">面向移动互联网时代的<strong style="color: blue;">营销圣经</strong>|被<span style="color: black;">加入</span><span style="color: black;">各样</span>管理类图书的必读书单 | 作者科特勒被誉为<strong style="color: blue;">“营销教父”</strong>，启迪了一代又一代营销人。这是一部大部头的作品，很经典，<span style="color: black;">况且</span>面对新的营销环境<span style="color: black;">始终</span>在与时俱进的一部作品，能够帮你更好的<span style="color: black;">创立</span>自己的知识体系。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBVMrmzAWX9goEobhAibDCgFXTILtC8ra1sgKgoB1H92WPzhF2IScDR8ug/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2. 《战略品牌管理》——凯文·莱恩·凯勒 第4版</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">被誉为<strong style="color: blue;">“品牌圣经”</strong>的一部经典著作，自出版<span style="color: black;">败兴</span>，广受美国和世界许多商学院及企业界的好评。全书系统地总结和阐述了<span style="color: black;">相关</span>品牌的战略管理方面的<span style="color: black;">许多</span>问题，<span style="color: black;">包含</span>品牌<span style="color: black;">为何</span>重要，品牌向消费者展示了什么，企业应该<span style="color: black;">怎样</span>管理品牌等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBVE0ILcCicwfXcPxpUuSVxUiaTTjw3T9njdhJKiaGX2tydzibn6O4d4sNaaQ/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3. 《一个<span style="color: black;">宣传</span>人的自白》——大卫·奥格威（纪念版）</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span>界经典作品，可能是<span style="color: black;">宣传</span>史上对<span style="color: black;">宣传</span>人影响最大的一本书。<span style="color: black;">倘若</span>一个<span style="color: black;">宣传</span>人只<span style="color: black;">晓得</span>一个人，那个人应该是奥格威，只<span style="color: black;">晓得</span>一本书，那这本书应该是《一个<span style="color: black;">宣传</span>人的自白》。作者是<span style="color: black;">宣传</span>教父级传奇<span style="color: black;">名人</span>，<span style="color: black;">亦</span>是奥美<span style="color: black;">宣传</span>的创始人。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBVTbFB08Iib7ZKuGPIe0BT1PzQupDdZBNgvJZZ9ygQZxGC7wwcN7WWVVA/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">4. 《奥格威谈<span style="color: black;">宣传</span>》——大卫·奥格威（全彩版）</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这本书不是写给<span style="color: black;">哪些</span>认为自己<span style="color: black;">已然</span>洞悉<span style="color: black;">宣传</span>的读者，而是给充满<span style="color: black;">期盼</span>的<span style="color: black;">青年</span>人和<span style="color: black;">哪些</span>经验丰富仍孜孜不倦上下求索，<span style="color: black;">期盼</span>自己的<span style="color: black;">宣传</span>能让<span style="color: black;">制品</span>多<span style="color: black;">挣钱</span>的人。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBVLicRtkTz0se7vLibGLW6m30wpMCeEtibYLuiat7ajK1nltq0pTlyd1Qxtg/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">5. 《定位》——艾·里斯&杰克·特劳特</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2001年，美国营销学会评选“定位”为“有史<span style="color: black;">败兴</span>对美国营销影响最大的观念”。2009年，美国《<span style="color: black;">宣传</span>时代》杂志评选《定位》为“史上最佳营销经典”第1名。解密营销混战的误区、陷阱与机遇，<span style="color: black;">倘若</span>不阅读此书就开战，胜利将无从谈起。你死我活的竞争时代，令人警醒的实战经典。除了《定位》，还有<span style="color: black;">有些</span>列的姊妹篇《重新定位》《人生定位》《显而易见》《简单的力量》《特劳特营销十要》</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBVhJKbn0amVASbfLDuibUjRtbVnILOMfYQN9PtOwh6Mia0YVp7R0yONcLg/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">6. 《社会心理学》—— 戴维·迈尔斯 （第11版 中文平装版）</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">曾经被</span>翻译成12种语言，<span style="color: black;">全世界</span>有800多万人用它来学习社会心理学，中文版曾重印42次，销量逾40万</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBVH6Pw1DxoFcecDP6OoS304wLsqxG5m6VqjRHVoZMzqTdEzichbsNpXdw/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">7. 《当代<span style="color: black;">宣传</span>学》—— 威廉·阿伦斯</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《当代<span style="color: black;">宣传</span>学（第11版）》清晰揭示了<span style="color: black;">宣传</span>的<span style="color: black;">实质</span>操作，适合高等院校普通文科、<span style="color: black;">资讯</span>、传媒和工商管理类专业的学生<span style="color: black;">运用</span>，<span style="color: black;">同期</span>，对<span style="color: black;">宣传</span>界的从业人员<span style="color: black;">亦</span>是一本极好的参考书。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBVO41oELTvjdNGXMuZ09wCzhOEaq85eySuOtWU0jwRrsibON4c5gvqV4A/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">8.《 <span style="color: black;">宣传</span>：创意与文案》——</span></strong><strong style="color: blue;"><span style="color: black;">威廉·阿伦斯<strong style="color: blue;"><span style="color: black;">（第1</span></strong><strong style="color: blue;"><span style="color: black;">1版 彩色印刷）</span></strong></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">按照</span>《当代<span style="color: black;">宣传</span>学》中“<span style="color: black;">宣传</span>创作”部分<span style="color: black;">关联</span>内容改编而成，共分3 章。<span style="color: black;">重点</span>论述了创意战略与创意过程、<span style="color: black;">怎样</span><span style="color: black;">经过</span>艺术与文案实施创意，以及印刷、电子和数字媒介的<span style="color: black;">宣传</span>制作。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBVHWXZibhtRczTfMRRSMVGdyibwIiclV7icT0NEP2ayVHbmlv7jyCzvABkeA/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">9. 《文案圣经：<span style="color: black;">怎样</span>写出有<span style="color: black;">营销</span>力的文案》——克劳德·霍普金斯</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">新<span style="color: black;">媒介</span>时代文案人写作指南。美国172所<span style="color: black;">宣传</span>院校指定阅读之书。大卫·奥格威将其列为奥美人阅读7本书之首。现代<span style="color: black;">宣传</span>之父霍普金斯35年经验精华、32个案例、逾50条<span style="color: black;">宣传</span>金律教你写出有<span style="color: black;">营销</span>力的文案。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBVeicnKlxoYFvX8wsum9pkBib8nxE1xldvMDNpVyxJuLI3ubwYC34uiaDmA/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">10. 《赖声川创意学》——赖声川</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">创意虽<span style="color: black;">奥秘</span>，<span style="color: black;">亦</span>是<span style="color: black;">能够</span>“学”的。在<span style="color: black;">这儿</span>，赖声川提出一整套创意理念，从灵感的产生到实践转化，总结出“创意金字塔”模型。赖声川结合生活体验、作品案例，分享<span style="color: black;">累积</span><span style="color: black;">数年</span>的创作和<span style="color: black;">教育</span>经验，解析创意生成和实现的过程，实用，开放，引人思索。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBVk0Dukq8IROic9x7r7nUcICXH4QqEzZyQcxlNpl8LkcsF5dR3ibBXIHKg/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">11. 《超级符号<span style="color: black;">便是</span>超级创意》——华与华</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">第1</span>版畅销50万册，口碑超级好！单项目咨询费过千万的营销咨询<span style="color: black;">机构</span>，首次公开讲述传奇营销<span style="color: black;">办法</span>！席卷中国市场14年的华与华战略营销创意<span style="color: black;">办法</span>！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBViaJwicv1n6hbkAyNwOycYhDZS4Wx9rJ8XS5xE9MIonbVYx6tPH9ambLg/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">12. 《文案发烧》</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">风靡<span style="color: black;">宣传</span>界30年的文案圣经，20次One Show金铅笔奖<span style="color: black;">得到</span>者，苹果、<span style="color: black;">公众</span>、耐克世纪经典范例集合。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBVDydrxc9K547gYvnF7RGLySNqfDiaWWgwbZn70cgkOCPfpy7V9FSK1mA/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">13.《<span style="color: black;">宣传</span>人手记》——叶茂中（精装）</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你<span style="color: black;">能够</span>不<span style="color: black;">晓得</span>奥格威，却不<span style="color: black;">能够</span>不<span style="color: black;">晓得</span>叶茂中。叶茂中专注本土市场26年的经验倾囊相授！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBVw4B8NnKk1GqJRr4iaX6JbDicicIEyh0jqvM7LcMeFHk6mhECiaqEEzomyg/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">14. 《冲突》——叶茂中</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">互联网重新定义了营销，仅仅依靠定位细分市场<span style="color: black;">已然</span>难以<span style="color: black;">得到</span>消费者的认可，利用消费者的冲突进行营销将成为当下营销的重要<span style="color: black;">办法</span>论。本书是叶茂中近三十年的营销心得，它告诉你：在营销越来越失效的时代，<span style="color: black;">怎样</span>利用消费者的冲突进行有效的营销。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBVS7G3potvbcJNlnd7k6ZT4T6BGOsQqkeFXPLyb3ANuTVD9FGW1Z6zeA/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">15. 《写给非<span style="color: black;">宣传</span>人的<span style="color: black;">宣传</span>常识》——金鹏远</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是国内<span style="color: black;">第1</span>本系统讲<span style="color: black;">宣传</span>常识的书。由金鹏远（环时互动首席知识官、环时互动CEO，杜蕾斯、可口可乐等官方<span style="color: black;">博客</span>的操盘手）联合出品，9位<span style="color: black;">宣传</span>传播业界大佬联袂<span style="color: black;">举荐</span>，非常适合新手<span style="color: black;">针对</span><span style="color: black;">宣传</span>的基本知识进行认知。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBV3sljXoVBbwMdC9Gxzfs4NXyzaObI6pGicIEM4k1ZsKlfeWQWjc4ficGQ/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">16. 《重新定义营销》</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">25位营销大咖带你重新认识“互联网营销”，汇聚<span style="color: black;">海量</span>本土营销实践案例，营销人员的“武器库”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBVX2G2yOIrfpbHYlphA44sd8pWNWjal2aJibot2zck7b1fDib0UMbOzZ4g/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">17. 《文案训练手册》—— 约瑟夫·休格曼</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这本<span style="color: black;">实质</span>的、专业的<span style="color: black;">指点</span>书充满了为<span style="color: black;">各样</span>媒介而写的高质量文案的真实范例，它会告诉你为了写出精彩的文案，你<span style="color: black;">必须</span><span style="color: black;">晓得</span>的所有事情。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBVvaTlDU5oDBSk0GSZibqh8bB5FbxFd1XHx4IgFQESMuNSiaGYNPckJpVw/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">18. 《<span style="color: black;">全世界</span>一流文案：32位世界顶尖<span style="color: black;">宣传</span>人的创意之道》</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">32位<span style="color: black;">全世界</span>一流文案大师，32篇亲笔书写的创作之道，200幅得意<span style="color: black;">宣传</span>文案作品！</p>豆瓣网友近两年高声呼唤的经典文案作品集！
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBVgS0rSn6ZRAELRibDkZtcsybd20f2j5HibicibdB9t3DNgxmDPT77FkFuNw/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">19. 《超文案：<strong style="color: blue;"><span style="color: black;">微时代的创意文案指南</span></strong>》——朱冰 </span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">TOP100案例精选和深度剖析，《超文案：微时代的创意文案指南》帮你突破文案写作瓶颈，成功勾起他人探索欲望和共鸣。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBVlibUFfNxX2pCxPLU2a8w2jffMaQsNlxcYicjNbia5kq7OuNd3AUiaWbcng/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">20. 《超级IP：互联网新物种<span style="color: black;">办法</span>论》</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">罗辑思维联合创始人吴声对<span style="color: black;">将来</span>图景的深度思考，深度解构这一移动互联时代新的连接符号和话语体系，<span style="color: black;">帮忙</span>企业、品牌、个人迎接IP时代的变革与挑战。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBVsoicmHRUM3n2Z4jyBuonvwLlMAtSwlwQqCjnZhPt7DHql5BIQ9sOzUw/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">21. 《超级网红》——丁辰灵</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在<span style="color: black;">将来</span>，<span style="color: black;">每一个</span>人都应该<span style="color: black;">作为</span>你那个群体或圈层的超级网红，所有的<span style="color: black;">机构</span>的CEO都应该是超级网红，<span style="color: black;">每一个</span>组织都应该围绕超级网红进行资源重构，集中资源打造自己企业的超级网红。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBVQgicrHNqicHwXfpkgJxANdpVdaCLibStKHicDibFp5FDI4ricqIQIFyu2TEw/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">22. 《参与感》——黎万强</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">小米口碑营销内部手册 揭开小米4年600亿奇迹<span style="color: black;">背面</span>的理念、<span style="color: black;">办法</span>和案例。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBVI05as2yv8eNhlGMRt1EmRfBsUQUMYniavDOfDGtKiangNRZKLic8IYSdQ/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">23. 《首席品牌官日志》——徐浩然 刘晓午</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">运用日志式案例分析的<span style="color: black;">办法</span>，对中国及<span style="color: black;">全世界</span>热度较高的品牌案例和事件进行了专业品牌分析与分享，总结了贴近地气的多种品牌管理模型和打法。一天一个案例，教你<span style="color: black;">怎样</span>在中国玩转品牌。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBVo0Q856EnWLncubzfzbuAYG2QaOOqIDOibAFoaRWrTfiaeKobFiaU2Kp9A/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">24. 《价值主张设计：<span style="color: black;">怎样</span>构建<span style="color: black;">商场</span>模式最重要的环节》</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这本书的基本理念与《<span style="color: black;">商场</span>模式新生代》一致，但更聚焦于<span style="color: black;">商场</span>模式设计核心的部分——价值主张设计。任何成功的<span style="color: black;">商场</span>模式都是基于伟大的价值主张的嵌入。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBV4ma35TambjfuHmtchofZZWsK5d8SlfP8cQAnxwEsVNRhicMAiaehGibtQ/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">25. 《文案创作完全手册》（精装版 第3版）</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">畅销美国30年，资深<span style="color: black;">宣传</span>人的超实用文案秘诀。8种标题、9种特质、11种<span style="color: black;">办法</span>，让你<span style="color: black;">容易</span>学会文案技巧，像资深<span style="color: black;">宣传</span>人<span style="color: black;">同样</span>写出热卖文案。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBV8AZAWT9WibAePtZEeqLpfNTsGiayBcrf85VAzVkf4HBp2wdVR8fKV6LQ/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">26. 《<span style="color: black;">宣传</span>文案：文案人的自我修炼手册》</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">中国<span style="color: black;">宣传</span>创意行业经典实战教材；4A人的精英秘诀；新<span style="color: black;">媒介</span>营销实战案例；近400则华文<span style="color: black;">宣传</span>剖析</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBV1fMoWnaXuKsFYXnxSeUsWDebkY8JErIjN7GqnZ22WMcCW1ia9duoFPQ/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">27. 《尖叫感：互联网文案创意思维与写作技巧》</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">互联网营销高管十年实战经验总结，不讲概念、不谈理论，好文案不是自嗨，用户要的是尖叫！淘宝、微商、自<span style="color: black;">媒介</span>、游戏文案入门，腾讯、百度、阿里、美团内训读本。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBVEXuWWsoaThW92fjiah7RftBPduEYFI7YuVwFgIo0aXsLrbuuWicKKVXg/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">28. 《热点引爆内容营销的6个<span style="color: black;">秘码</span>》</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">百万粉丝、千万点击<span style="color: black;">背面</span>的<span style="color: black;">办法</span>、<span style="color: black;">规律</span>和心理机制。作者马克·舍费尔, 美国著名的营销实战家，社交<span style="color: black;">媒介</span>营销超级畅销书《推特之道》、《生于博客》作者。<span style="color: black;">持有</span>30<span style="color: black;">数年</span>营销经验，为戴尔、强生及美国空军等几十家组织<span style="color: black;">供给</span>营销咨询。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/fdOPic8V93nzGHgs6cIaqEGOkNhBFuGBVy1MicRZn8oGcibCcpARPqWAiaN84vj3gzA3UJ13Fl7FPCjwGB0KU3ApQg/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">29.《天才在左，疯子在右》</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">借疯子的策略，唤醒你未知的灵魂。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《天才在左 疯子在右 完整版》一本向内在无限探索的好书。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">30. 《酷MA萌的<span style="color: black;">奥密</span>》</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你可能不<span style="color: black;">晓得</span>他的名字，但你<span style="color: black;">必定</span>见过这个胖胖的，爱卖萌、耍宝的酷MA萌。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">官方授权，解密酷MA萌从吉祥物到畅销物、超级明星的进阶历程。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">全面呈现酷MA萌策划全貌，“剧情”、“<span style="color: black;">媒介</span>战略”和“免费授权”是制胜关键。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以上<span style="color: black;">便是</span>我<span style="color: black;">举荐</span>给你的2018书单了，你<span style="color: black;">能够</span>在各大电商平台<span style="color: black;">查询</span>和<span style="color: black;">仔细</span><span style="color: black;">认识</span>，<span style="color: black;">意见</span><span style="color: black;">大众</span>购买正版精装版哦，阅读体验<span style="color: black;">亦</span>是很重要的一部分，多读经典构建自己的知识体系，最后，书虽好，<span style="color: black;">然则</span><strong style="color: blue;">重要的是实践，学<span style="color: black;">导致</span>用才是硬道理</strong>。（文中<span style="color: black;">照片</span>来自于网络）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">你心目中的理想书单还有<span style="color: black;">那些</span>，欢迎来<span style="color: black;">弥补</span>哦~</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">文案<span style="color: black;">高兴</span>地</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">以文案之名，思寻<span style="color: black;">高兴</span>。</strong></span></p>
</span><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">微X</span>ID：<strong style="color: blue;">wenanfun</strong><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">长按左侧二维码关注</span></span>
论坛是一个舞台，让我们在这里尽情的释放自己。 外贸论坛是我们的，责任是我们的，荣誉是我们的，成就是我们的，辉煌是我们的。 感谢楼主的分享！我学到了很多。 回顾历史，我们感慨万千；放眼未来，我们信心百倍。 楼主的文章非常有意义，提升了我的知识水平。
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