Marketing Strategies for the New Economy

出版者:Wiley

作者:Lars Tvede

页数:256

出版时间:2001-03-15

价格:USD 65.00

装帧:Hardcover

isbn号码:9780471492115

具体描述

Two men meet a big bear in the forest. One of them sits down to put on his running shoes. The other looks at him and says: "It's no use. You cannot outrun a bear anyway". The first one answers: "I don't have to outrun the bear. I just have to outrun you."

Speed against competitors is just one of the key lessons outlined in this book from Lars Tvede and Peter Ohnemus. E-business is here for good and people are waking up to the fact that traditional marketing techniques may not stand up to new requirements set out by the "new economy". The question is, "which of the traditional techniques still work, and which techniques need to be revamped?" The authors outline marketing strategies that use traditional methods where appropriate but, where required, introduce new techniques. These techniques are part of a new, distinctive school of thought in marketing - the 'Digital School of Marketing'. Traditional marketing schools, for example, have observed the importance of moving fast - in the Digital School fast is not just important, it is crucial: it took Microsoft ten years to reach 100 million dollars in revenue, AOL spent nine years, Yahoo! spent five years, Onsale four, Amazon three, and Priceline spent just one and a half years reaching 100 million dollars in revenue. Speed is just one of the key lessons to learn from this book. Whether you are an entrepreneur out there on your own or a marketer in a large company, read on to discover how you can temper your marketing strategies to bring them in line with what is required today.

Synopsis

The high tech industry is expanding and will continue to expand rapidly. Every year it attracts new professionals, some of whom come from other industries that are very different in nature, especially where marketing is concerned. Also, these individuals, whilst technically very able, have limited understanding of marketing. This book will be the definitive guide to anyone involved in the marketing of high tech products and, as such will fill a gap for a book that describes all aspects of marketing management as practised by the most successful executives in the high tech industry. Although there is a plethora of books on the subject of the digital economy, e-commerce and high tech marketing this is the first book to actually provide a comprehensive understanding of the dynamics of the high tech markets. It also contains information on how companies in this sector need to position themselves correctly so that they can capture value; and to provide the information for the creation of a strategy to leverage their resources through co-operation with other companies.

While some aspects of marketing strategy apply across many sectors, there are a number of factors that are distinctive to high-tech businesses. It is therefore of value to any manager in the high-tech industry to understand the specific challenges and opportunities that a marketing strategist will confront when operating within the high-tech industry. Marketing Strategies for the New Economy provides clear explanations of how and where value and profits typically are generated in the high-tech business and how management can develop and execute strategies to position their high-tech companies for lasting success. To give the book a practical edge beyond these concepts, the authors present a "critical path" which is a coherent framework that pulls together these concepts, enabling the reader to implement a winning strategy in this highly competitive field. This work is designed to provide a comprehensive understanding of the dynamics of the high tech markets. It presents examples of marketing plan structures, a high-tech marketing audit, and a chronology of major marketing breakthroughs.

用户评价

说实话，我刚拿到这本书时，内心是抱着一丝怀疑的，毕竟市面上打着“新经济”旗号的书籍多如牛毛，真正能提供干货的凤毛麟角。然而，这本书的行文风格却出乎意料地保持了一种近乎严苛的逻辑严谨性。它没有陷入空泛的术语游戏，而是专注于构建一套可操作的、面向结果的策略框架。我特别欣赏作者在论述“数据驱动决策”这一章节时所展现出的深度和广度。他没有停留在“收集数据很重要”这种层面，而是细致入微地拆解了如何构建有效的数据采集管道，以及如何将原始数据转化为可执行的商业洞察。书中对A/B测试的讨论，其详尽程度简直可以作为一份操作手册来使用，每一个变量的设置、每一个统计显著性的判断，都被阐述得清清楚楚。对于那些习惯了依赖直觉而非实证的营销人来说，这本书无疑是一剂强效的“清醒剂”。它强迫你走出舒适区，去直面那些冷峻但真实的数字反馈，这对于提升团队的专业素养和应对复杂多变的竞争环境，具有不可估量的价值。

这本书的排版和装帧也值得一提，它在细节之处透露出对读者的尊重。纸张的触感温润而不反光，使得长时间阅读眼睛不易疲劳，这对于我这种需要逐字逐句研读专业书籍的人来说至关重要。在内容的呈现上，作者巧妙地运用了信息图表和流程图，将复杂的战略模型可视化，极大地降低了理解门槛。我尤其赞赏其对“跨文化营销适应性”的讨论，这在许多侧重于西方市场的营销著作中常常被忽略。书中列举了几个在亚洲和南美市场取得突破的本土化案例，分析了文化语境如何重塑了核心营销信息的传递方式，这对我正在拓展国际业务的团队来说，提供了极其宝贵的视角。总而言之，这本书不是一本可以快速浏览的书，它需要你投入时间去消化、去反思、去实践，而每一次投入，都会带来超值的回报。它是一本值得被放在书架上，并时不时翻阅、做笔记的工具书和思想指南。

这本书的封面设计简直是一场视觉盛宴，那种深邃的蓝色调搭配着简洁有力的金色字体，立刻抓住了我的眼球。我原本以为这又是一本老生常谈的营销教科书，但在翻开扉页的那一刻，我的预感就被彻底颠覆了。作者显然是深谙当代商业脉络的行家，他并没有急于抛出那些陈旧的“4P”理论，而是将笔锋直接对准了当下这个瞬息万变的市场生态。书中对于“注意力经济”的剖析极其透彻，那种对信息过载时代的深刻洞察力，让人不禁拍案叫绝。他用一系列引人入胜的案例，比如某个初创公司如何在短短六个月内通过精准的内容营销占据了垂直市场的制高点，描绘出了一幅清晰的路线图。尤其值得称赞的是，作者在探讨用户体验（UX）与品牌情感连接时所采用的叙事方式，它不是冷冰冰的理论堆砌，而是充满了人情味和实战智慧，仿佛一位经验丰富的老前辈在耳边娓娓道来，让你在学习的同时，也能感受到一种被赋能的激动。那种对未来趋势的精准把握，特别是对去中心化营销模型的深入解读，让我对接下来几年行业的走向有了更明确的判断。

与市面上充斥着大量“成功人士自传式”营销书籍不同，这本书的作者展现出一种罕见的谦逊和批判性思维。他并非把自己塑造成无所不能的导师，而是更像一个同行者，坦诚地探讨了新经济下营销策略所面临的伦理困境和潜在的陷阱。比如，在讨论个性化推送的边界时，书中关于“过度侵扰”与“精准服务”之间的微妙平衡，引发了我长时间的深思。作者没有给出简单的对错判断，而是提供了一系列框架来帮助读者在具体情境下做出负责任的决策，这体现了极高的思想成熟度。此外，书中对新兴技术，如区块链在供应链透明化和品牌溯源方面的潜力探讨，也显示出作者拥有超越当前热点的远见。这种既脚踏实地分析当下挑战，又抬头仰望未来可能性的叙事风格，让整本书读起来既有厚重感，又充满了对未来的乐观期待。

这本书的阅读体验，我只能用“酣畅淋漓”来形容。它的篇章组织极具匠心，像是一部精心编排的交响乐，由浅入深，层层递进。第一部分奠定了宏观的战略基调，让你理解“为什么”需要改变；紧接着，中间部分则像是一套精密的手术刀，精准地解剖了数字时代各项工具和技术的应用细节。我最喜欢的是它对“社群构建”这一主题的处理，作者没有采用那种鼓吹“病毒式传播”的浮躁态度，而是强调了长期主义和真实价值的交换。他通过几个全球知名的独立品牌案例，生动地展示了如何将一群松散的消费者培养成一个有凝聚力的“价值共同体”，这种深度绑定带来的客户忠诚度，是任何短期促销活动都无法企及的。读完这一部分，我立刻着手调整了我们自己团队的社群运营方案，效果立竿见影，转化率有了明显的提升。这本书的实用性，已经超越了理论指导的范畴，直接进入了效率提升的实操层面。