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Եԧ㹤͸տ絵

˹ѧͧ õҴؤҧä 4.0 觨ҧҴ͹ǹ ѧҡҹҹ͹ ˹һʴ ͡Ẻ·ҹùͨؤ ÷ʹ㨡ҫҹ˹ѧ͹ФѺ Ҵͤ絺ؤ Ҥ ҷ
Ѻҹѧҫ ԹѹҡѺΌ 㹺͡ ФѴǹ˹ҹ ͹˹ѧҧ ੾кش 觼駪 Եԧ㹤͸տ絵駔 觶繡ó֡ҨҡʺóԵԧͧͧ ͧҡդ ˹ҼФ Ѵǹŧҹ ͹¡ѹФѺ
͹ ҡ繤͸տ ()
֡ѹ˹šš ʹ㨡Ѻͧ Creative ֧ͧ˻ЪҪҵ UNCTAD йҵ繹ºɰԨšؤ Creative Economy Ѱ¡ⴴҹ繹º觪ҵ ˹ѧ͡ҡ The Creative Economy How People make money from ideas ͧ John Howkins The Flight of the Creative Class ͧ Richard Florida ش Marketing 3.0 ͧ Philip Kotler ͧ The Age of Creative Society
ѹǧõҴšѧҡ麼ŧҹͧ Steve Jobs Creative Marketing Man Creativity ͧ ҧ iPod, iPhone, iPad ѧԴšͧҤǵ 5 ء駷ҧҴ ᡹ Think Different µʹ ˹ 20 ҧ Marc Zuckerberg ɰҹ Facebook 蹡Ѻ͹;ѡѡ֡ 駷͹˹ҹ仿ѧ Bill Gates 蹾ҡ Harvard 稢ͧ Microsoft Ҫ IBM ѡ˭տҢͧԡ С繤˹·شš駷¹Է診
ءѹ ءоٴ֧ͧ Information Technology 繤١ͧš 繤˹ҷҧ Hardware Software §褹ѡ Creativity ͧ ʡ繸áԨ 駷ҪվԸդԴʹյ͹¹ɳҹҹ դǿʵͧӹǹ˹觷Ҫվµç ǡҴ ҤԴ Concept Big Idea ҧäŧҹɳ ҧ Creative Awards ͧӧҹشԵҧ仡ʹ ӤѭҧŨҡŧҹ鹡Ѻ仵Ѻ١ҺѷõҴ ´ Creativity ԹҢ´ Ŵ ҹ ѹҹ ҹ
ҹ֡ǹ Ҩ繤͸տдѺҪվ ͧ ù֡ҡ繡 繤¹ҡ繡ѹѡ ҤԴ˹ѧɳҷشš Դú 㨵 ͽѹ ǡԴҨлʺ ҧҨ⪤繾äԴǢҵ ¹ջʺó Դ÷͹ФԴ鹡Թͧ ҧ繾ǧͧ ªԵ ҹԵ˴͹硹Ӿͧⴹ俵ն֧ 7 㹷ش件֧ǧ ФӾٴӤѭ Leo Burnett ѡɳдѺ Hall of Fame¹ It is not creative unless it sells ¡ ͸տ ¡ѹ(Թӷͧ) ¶֧ 觷褹ǹ˭Դ ͽѹ ͧ͡ ¡鹤Դ鹨Ũԧ ֧¡ͧ ͸տ
ѹԵҡ繤͸տ
ͧ͹˹ ؤ դѹҡ Creative Man Ѻѡ駵͹繹Եѡ֡ ͺ˹ѧɳҡѹ 仡֡Ҫվʹء ͹ѧդйʵ 駷͹¡͵˹١ ҡ繹ѡҧäŧҹɳ ҡ繹ѡɳ Ҫվѡ㹤й͡ҡ¹˹ѧ 繻иҹŻлЪѹ ͡Ẻ ͡Ẻǧ件͹ҪԴҡǧҪմáķء ͡ẺǷЩҡҹԻ ͡Ẻ˹ѧ; 㺻 ҳ¡õ¹ѡ¹ ѹշ¹駻ԭҡ ѴԹ§ͺźҼŧҹҹѤçҹѷɳ 駷¹աҧ˹ 觤Ѻš褧Ф蹢ͧ˹µǼ 蹵˹ Ƕա´ 顮дѺõԹ ٨ҷҪվҡҡӺҡҡ ͧǧùҡ ¹¹ źŧҹǴ դ蹴ͪͺ ͡ҡ§Ѻ ҡҨ͡ پٴѧͧ ͡¹仹
˹áѺ A.E. ١˭ҡͧѷ Shell 繪ǧԵ˹ѡ˹ʵͧ¹ҹẺҨԧ ͧ份֡ҹѹѹͨ¹Թ١ Ѻöǡا෾һ١˹ҧ ⴹ¤͸տһʸҹ 仢§ҹ١駷ҹ ҧ Ѻѹ ⴹ١Ѻšмŧҹ ͸տ ͧ ͧ ͺҹ˹ѧ Confession of An Advertising Man ͧ David Ogilvy ҹǨӢ ֡ Ҫվ Creative зѹ A.E.͡ Ҩ з ¹ɳҷ˭شͧؤ (Cathay Advertising) Creative Director 觷駹 仹觵ʹԷѺ Art Director ѹ繽ҧ Manfred Winkler ͺ·ءѹԸդԴҹɳ ǡԴ˹ѧ Art Directors ԡ仾ԡҷءѹ ´Ըչͧ ҡ鹼ɳҽ觨ҡҫչ ǵѴ纷 ҹҹ ¹ Concept ¹ẺԸդԴͧ ɳҽ繾ѹ ˭٧ͺ ѧ͡ʴͨԧ Ѻͧ 繵ѹ˹觼ͧ繤ոտ
ԵҪվ͸տʹ ´¡պҺ
ѹ˹͡ʡҶ֧ ͼɳ Bangkok Post Ѻ Copywriter ͷӧҹ Creative ¹ѹѺͧͧͧ ѹѺ˹Ңͧš (Ling) McCann Erickson ѹշɳҡѺѹ (ҧ¡ջʺóҡ¹дѺͻͧͧµع) й蹤ͨش鹷ӧҹ Creative ҡ McCann ʺóѺ١˭ Coca-Cola, Esso, Ponds, Nescafe, Milo etc Ե Copywriter ӧҹ͸տ¹չ繺٨Ե˹ѡ˹ ҹҧԴ ͡ҤԴҴʹ١ҡѺ ͧѺǤ õѺCreative Director ¹ ҧͽ觫繼ѧѺѭ Culture ֡ҵͧ 仡¡Ѵѹ֧ش ҧ駡⪤͡Ѻ ͸տ¹дѺšǨԧ١Ҫ¨ҡ ͷӧҹ Pitching ѡ١˭ ESSO ҡ觨ԧ شʹ СѺ´ն·ʹ ͹ зԷط֡駷ҴԴҡ آ繼ŧҹͧ͡ҡ ͧҹԴ ͧѺ ǹ¹ ͹ ҧ ѧ Creative Director ؤ鹵˹觹Ѻҹ
»շ᤹ Ҽ Leo Burnett (Diethem Advertising) Copy Director ӧҹѺ Creative Director 觹´ҡ David Lander зͧ˹㨴ӧҹ͸տ ¹ʤԾ˹ѧɳͧ仢§ҹ١ͧ ҡ ɳͧ˹ ¹ʤԾ ˹ѧѡաͧ¡ѹѡ ͹Тҧ˹ҫ Film Production ͤسѲ ͡ʤԾѡ Ǽͧ ˹ѧ 16 .ŧع 8 ѹҷ ʤԿդ件·١˭ͧ ҡҤسдɰ ѵԨó..Ңͧ Account ͡ ҹ蹷ʹҹǡѹ Ͷҩ´١ѹ ءúͪͺҡ ʹ١ҷءͺҡ ͧ͡ ¹ ǡҡ絡ŧԧ໭ Ҷ· 2 ʤԾ¡ѹ ١ҷͧͧ
èФԴ˹ѧŧع 8 ѹҷ С˹ѧɳҷ觴ѧشؤ (ǧѧᷤ ) ءӤӾٴ᷺ͧ 繾 ǵ...繾 ǵա....Ш´᡹ մԹ仫ǔ Ť١Ҿҡ֧Ѻҹ»շ¹˹ѧ աҹ¹蹡ɳͧ¡ѹաҡ 㨷ش ؤ ҹ⾸ʵ سǹ ҹ줹ѧؤ Ѻա һ¡¹˹ѧ 繹¡ǵͧ¡ϹД سǹ䷴Ҽ١ ͡ 繹¡ǵͧ¡ϴաҔ 繡¹ŶѺŻ ҡ¡§ лúʹ ¤آ ԷԾŢͧҹ͸տ ˭㨢ͧ
͹ ҪԵѡɳ¹ ˹١ ༪ԭ˹ҧҹҭ˭ ¹ ͫ Ӻҡʹҡ

. ҹԵ 鵹ó .. //www.smatmarketing.com
(Ѵҡ˹ѧ õҴؤҧä 4.0 ҹԵ ѵó .Ĵ ը)




 

Create Date : 13 Ҥ 2555
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Last Update : 13 Ҥ 2555 15:54:51 .
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: tiki_ԡ (tiki_ԡ ) 14 ԧҤ 2555 1:25:53 .  

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