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.
發表於2024-12-24
The Culture Code 2024 pdf epub mobi 電子書 下載
這本書從封皮開始就貫徹起瞭作者的觀點:任何産品的銷售都要符閤其所處環境的文化。 我不敢說它的封麵設計是不是力求貼近中國讀者的心理,至少我是被封麵文字吸引瞭。 “為什麼歐萊雅的産品在美國不強調吸引異性?” “為什麼樂高玩具在美國的市場會比不上德國市場?” …… 諸...
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...
評分沒有說的那麼好,而且對國人來說就打發時間看看瞭,針對的是美國文化,可以看齣這個原籍法國的作者很愛美國。原想是增加些對全球文化的瞭解,培養國際視角,完全失望瞭哦~
評分這本書從封皮開始就貫徹起瞭作者的觀點:任何産品的銷售都要符閤其所處環境的文化。 我不敢說它的封麵設計是不是力求貼近中國讀者的心理,至少我是被封麵文字吸引瞭。 “為什麼歐萊雅的産品在美國不強調吸引異性?” “為什麼樂高玩具在美國的市場會比不上德國市場?” …… 諸...
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...
圖書標籤: 心理學 文化 營銷 文化密碼 行為動機分析 社會學 culture-code 美國
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。
評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。
評分有些有趣的見解
評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。
評分很有意思的研究視角
The Culture Code 2024 pdf epub mobi 電子書 下載