塞斯•高汀
Yahoo前營銷副總裁,被美國業界譽為當今觀察力最敏銳、最直觀的營銷大師。他是《特許營銷》、《釋放創意病毒》、《生存並不是全部》,以及引發營銷理念革命的《紫牛》係列著作的作者。這些著作多數都曾名列華爾街日報、紐約時報和商業周刊的暢銷書排行榜。高汀同時也是知名的演說傢及《快速公司》雜誌(Fast Company)的資深編輯。
在綫閱讀本書
Every marketer tells a story. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche Cayenne is vastly superior to a $36,000 VW Touareg, which is virtually the same car. We believe that $225 Pumas will make our feet feel better-and look cooler-than $20 no-names . . . and believing it makes it true. Successful marketers don't talk about features or even benefits. Instead, they tell a story. A story we want to believe. This is a book about doing what consumers demand-painting vivid pictures that they choose to believe. Every organization-from nonprofits to car companies, from political campaigns to wineglass blowers-must understand that the rules have changed (again). In an economy where the richest have an infinite number of choices (and no time to make them), every organization is a marketer and all marketing is about telling stories. Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner or the iPod. But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That's a lesson learned the hard way by telemarketers and Marlboro. This is a powerful book for anyone who wants to create things people truly want as opposed to commodities that people merely need.
賽斯.高汀真是見解深刻、富於洞察力的專傢,看瞭這本書,不管是營銷人,還是非營銷人(如果從展示自我的角度看,人人需要營銷自我);都會改變對營銷的看法,從新設計自己的營銷方案。
評分之所以看這本書,就是因為他的另類的書名,可見書名確實擁有很神奇的力量。書很薄,看著也很輕鬆,我喜歡寫得簡潔通俗又有趣的的書。 不過覺得還是沒有《怪誕行為學》好看,從這本書也印證瞭消費者都是不理性的。這本書的核心就是在錶達,營銷人必須會講一個生動的具有吸引力...
評分值得談論的書,值得買給你的員工、老闆、朋友的書。不隻是關於營銷,也關於生活。
评分All marketers are storytellers. Only the losers are liars.
评分值得談論的書,值得買給你的員工、老闆、朋友的書。不隻是關於營銷,也關於生活。
评分值得談論的書,值得買給你的員工、老闆、朋友的書。不隻是關於營銷,也關於生活。
评分所有營銷人都是騙子,其實所有營銷人都不是騙子,隻不過是講故事的高手。
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