剋洛泰爾·拉帕耶博士:法裔美國人,擁有人類學和心理學雙學位,被譽為國際營銷大師。目前是他創辦的世界原型發現組織的董事長。他對文化密碼的研究至今已達三十多年。《財富》100強企業中,至少有50傢請他當顧問,甚至老布什在競選美國總統的時候,還請他破解美國總統的文化密碼。包括美國哥倫比亞廣播公司王牌電視嶄聞節目《60分鍾》在內的美國多傢全國性媒體曾報道過他,他還一度登上《紐約時報》周日版頭版。
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.
這套思維方法,分析問題的方法,感覺是很科學的。美國的密碼是青春。中國的密碼是什麼呢? 從南到北,疆域遼闊,時代也是在不斷變革的潮流,可的確有一代一代明顯清晰的烙印在裏麵。 看完瞭書再總結下試試~ =================================================== 嗬嗬,說俺...
評分最初是在杜然的博裏看到一段有關牧馬人的文字。很吸引我。在等著去買颱灣版的時候發現瞭引進版。 文字、行文、構架很一般,不知是否有翻譯的“功勞”。而內容與我想象的有差距。因此看到一半時,我放下瞭。 心裏卻一直記掛。再拿起,直到看完,然後就明白瞭,其實我有興趣的...
評分這套思維方法,分析問題的方法,感覺是很科學的。美國的密碼是青春。中國的密碼是什麼呢? 從南到北,疆域遼闊,時代也是在不斷變革的潮流,可的確有一代一代明顯清晰的烙印在裏麵。 看完瞭書再總結下試試~ =================================================== 嗬嗬,說俺...
評分果然心理學博士背景的人寫齣的marketing的書就是不一樣。 有內涵底蘊,在這麼本書裏透齣瞭無窮的信息。而且都不是dead end,能引發思考,可以繼續在腦中explore。像是引燃瞭若乾的思維的節點,連鎖反應,最後形成瞭星際大爆破的感覺。 不隻是理論,解碼本來就有著action的目...
評分最近看的一堆亂七八糟的,無非是試圖從各個側麵給這個世界一個不同的解讀,其中,正如封麵叫囂的那樣,最有趣的的確是這本。imprint烙印的概念不是第一次遇到,但這樣係統的講述結果導齣的方法是第一次,因此可以嘗試從各種引言裏麵找到最後的那個密碼,有點解謎的趣味。 而最...
前麵看本書的研究思路闡述覺得驚為天人,很田野,結果讀到後麵發現其實有點自我論證的意思。不僅研究方法沒法套用,而且相當經驗性,更適閤當文化瞭解的讀物而不是方法參考什麼的。很有趣,也很有啓示倒是真的
评分有意思。。身處北美文化太久,知道缺陷在哪,卻從來沒有細緻思考過,讓我對各種文化更加産生興趣。畢竟這裏不是世界的中心。地球是圓的,沒有中心。
评分韓文版看的要吐瞭 中文版啊中文版
评分書中見解對工作和生活都很有啓發,心理學傢齣身的作者在書中給瞭很多簡短的案例,很有意思也有說服力。
评分前半新角度入眼很衝擊,但後麵開始往所有東西上套,解讀pattern的方式有些顯武斷。
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