克洛泰尔·拉帕耶博士:法裔美国人,拥有人类学和心理学双学位,被誉为国际营销大师。目前是他创办的世界原型发现组织的董事长。他对文化密码的研究至今已达三十多年。《财富》100强企业中,至少有50家请他当顾问,甚至老布什在竞选美国总统的时候,还请他破解美国总统的文化密码。包括美国哥伦比亚广播公司王牌电视嶄闻节目《60分钟》在内的美国多家全国性媒体曾报道过他,他还一度登上《纽约时报》周日版头版。
发表于2024-11-08
The Culture Code 2024 pdf epub mobi 电子书
果然心理学博士背景的人写出的marketing的书就是不一样。 有内涵底蕴,在这么本书里透出了无穷的信息。而且都不是dead end,能引发思考,可以继续在脑中explore。像是引燃了若干的思维的节点,连锁反应,最后形成了星际大爆破的感觉。 不只是理论,解码本来就有着action的目...
评分这本书从封皮开始就贯彻起了作者的观点:任何产品的销售都要符合其所处环境的文化。 我不敢说它的封面设计是不是力求贴近中国读者的心理,至少我是被封面文字吸引了。 “为什么欧莱雅的产品在美国不强调吸引异性?” “为什么乐高玩具在美国的市场会比不上德国市场?” …… 诸...
评分最近看的一堆乱七八糟的,无非是试图从各个侧面给这个世界一个不同的解读,其中,正如封面叫嚣的那样,最有趣的的确是这本。imprint烙印的概念不是第一次遇到,但这样系统的讲述结果导出的方法是第一次,因此可以尝试从各种引言里面找到最后的那个密码,有点解谜的趣味。 而最...
评分这本书从封皮开始就贯彻起了作者的观点:任何产品的销售都要符合其所处环境的文化。 我不敢说它的封面设计是不是力求贴近中国读者的心理,至少我是被封面文字吸引了。 “为什么欧莱雅的产品在美国不强调吸引异性?” “为什么乐高玩具在美国的市场会比不上德国市场?” …… 诸...
评分没有说的那么好,而且对国人来说就打发时间看看了,针对的是美国文化,可以看出这个原籍法国的作者很爱美国。原想是增加些对全球文化的了解,培养国际视角,完全失望了哦~
图书标签: 心理学 文化 营销 文化密码 行为动机分析 社会学 culture-code 美国
Why are people around the world so very different? What makes us live, buy, even love as we do? The answers are in the codes.
In The Culture Code, internationally revered cultural anthropologist and marketing expert Clotaire Rapaille reveals for the first time the techniques he has used to improve profitability and practices for dozens of Fortune 100 companies. His groundbreaking revelations shed light not just on business but on the way every human being acts and lives around the world.
Rapaille’s breakthrough notion is that we acquire a silent system of Codes as we grow up within our culture. These Codes—the Culture Code—are what make us American, or German, or French, and they invisibly shape how we behave in our personal lives, even when we are completely unaware of our motives. What’s more, we can learn to crack the Codes that guide our actions and achieve new understanding of why we do the things we do.
Rapaille has used the Culture Code to help Chrysler build the PT Cruiser—the most successful American car launch in recent memory. He has used it to help Procter & Gamble design its advertising campaign for Folger’s coffee – one of the longest-lasting and most successful campaigns in the annals of advertising. He has used it to help companies as diverse as GE, AT&T, Boeing, Honda, Kellogg, and L’Oréal improve their bottom line at home and overseas. And now, in The Culture Code, he uses it to reveal why Americans act distinctly like Americans, and what makes us different from the world around us.
In The Culture Code, Dr. Rapaille decodes two dozen of our most fundamental archetypes—ranging from sex to money to health to America itself—to give us “a new set of glasses” with which to view our actions and motivations. Why are we so often disillusioned by love? Why is fat a solution rather than a problem? Why do we reject the notion of perfection? Why is fast food in our lives to stay? The answers are in the Codes.
Understanding the Codes gives us unprecedented freedom over our lives. It lets us do business in dramatically new ways. And it finally explains why people around the world really are different, and reveals the hidden clues to understanding us all.
论点的正确性不能抵消全书的扯淡性
评分很有意思的研究视角
评分有意思。。身处北美文化太久,知道缺陷在哪,却从来没有细致思考过,让我对各种文化更加产生兴趣。毕竟这里不是世界的中心。地球是圆的,没有中心。
评分Conveying both intriguing and predictive results from decoding messages. Good for qualitative researchers
评分韩文版看的要吐了 中文版啊中文版
The Culture Code 2024 pdf epub mobi 电子书