All Marketers Are Liars pdf epub mobi txt 電子書 下載2025
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。
- 市場營銷
- business
- 商業
- 市場
- marketing
- 品牌
- book
- 經濟學
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.
具體描述
讀後感
《營銷人是個大騙子》 我場閤學員分享，營銷人必須會講故事。 因為在還沒有營銷之前，人們就開始說故事瞭。 故事讓這個世界更容易理解，也是人們散播觀念的唯一方法。 事實無關緊要，重要的是，消費者相信什麼。 成功營銷步驟1：消費者的世界觀與思維模式早已存在 2：消費者隻...
評分營銷人都需要講故事。故事講得好，纔能取信於人。我們相信，同樣的啤酒放在20元的杯子裏，比放在1元的杯子裏口感要好；我們相信，穿上2000元的彪馬運動鞋比20元的雜牌運動鞋會讓我們感覺更好，顯得更酷。。。。 成功的營銷人從來不單純的談論産品特性和産品利益，而是說故...
用戶評價
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。
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。
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