Different 2024 pdf epub mobi 电子书

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Youngme Moon is the Donald K. David Professor at Harvard Business School. One of HBS’s most popular teachers, Dr. Moon has received the Student Association Faculty Award for teaching excellence on multiple occasions. Dr. Moon’s research focuses on innovative consumer-marketing strategies and her work has been published widely, including in Harvard Business Review.

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发表于2024-12-22

Different 2024 pdf epub mobi 电子书

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Different 电子书读后感

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这本书跟普通谈business的书大不相同。作者是harvard business school的老师，书在讨论可以做什么，什么策略被证明很有效的同时，也展示了the humbleness to admit，无论做多少研究，最后反而越来越不能“斩钉截铁的肯定，business的复杂度可以被不失去价值的降低到几条的简...

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当所有的营销书本再告诉你如何去强化品牌的时候，却没有人告诉你如何去强化优势。就像“丰富”已经不再是人们所渴望的东西，丰富的资讯，丰富的资源，丰富的人脉，丰富的产品，丰富的选择，这么多的丰富之下，意味着消费者无从选择，从业者面对要做的工作已经不知从措无从下手...

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As a person who have zero experience with marketing, someone with more of a consumer's than a business person's perspective, I find this book a nice introduction to the marketing world. Competitive herding, as the author called it, nicely characterizes the...

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1.叙述方式写书有两种方式：理性（ppt式核心展示）和感性（生动的说话方式）如果以读者对观点的吸收程度作为衡量标准，娓娓道来的方式也许会更胜一筹！其一，假设面前的一桌饭菜变成各种营养的维生素瓶并且被有条有理地码成一排，你吃得下去吗？其二，通过主动对故事案例进...

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出版者:Crown Business

作者:Youngme Moon

出品人:

页数:288

译者:

出版时间:2010-4-6

价格:USD 26.00

装帧:Hardcover

isbn号码:9780307460851

丛书系列:

图书标签: 思维商业商业模式市场营销创新经济 Innovation 战略

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Review

“...to give a bullet-point summation of takeaways is to deny the real value of this lovely book.”--Harvard Business Review

Product Description

Why trying to be the best … competing like crazy … makes you mediocre

Every few years a book—through a combination of the author’s unique voice, storytelling ability, wit, and insight—simply breaks the mold. Bill Bryson’s A Walk in the Woods is one example. Richard Feynman’s “Surely You’re Joking, Mr. Feynman!” is another.

Now comes Youngme Moon’s Different, a book for “people who don’t read business books.” Actually, it’s more like a personal conversation with a friend who has thought deeply about how the world works … and who gets you to see that world in a completely new light.

If there is one strain of conventional wisdom pervading every company in every industry, it’s the absolute importance of “competing like crazy.” Youngme Moon’s message is simply “Get off this treadmill that’s taking you nowhere. Going tit for tat and adding features, augmentations, and gimmicks to beat the competition has the perverse result of making you like everyone else.” Different provides a highly original perspective on what it means to offer something that is meaningfully different—different in a manner that is both fundamental and comprehensive.

Youngme Moon identifies the outliers, the mavericks, the iconoclasts—the players who have thoughtfully rejected orthodoxy in favor of an approach that is more adventurous. Some are even “hostile,” almost daring you to buy what they are selling. The MINI Cooper was launched with fearless abandon: “Worried that this car is too small? Look here. It’s even smaller than you think.”

These are players that strike a genuine chord with even the most jaded consumers. In fact, almost every success story of the past two decades has been an exception to the rule. Simply go to your computer and compare AOL and Yahoo! with Google. The former pile on feature upon feature to their home pages, while Google is like an austere boutique, dominating a category filled with “extras.”

Different 2024 pdf epub mobi 电子书

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Different 2024 pdf epub mobi 用户评价

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分析起來容易，做起來難。

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很有意思的书。把市场营销上升到一个哲学的高度。逆向战略品牌告诉我们减法创新，敌意品牌告诉我们用分化来占有市场份额，而跨越行业的品牌交给我们如何通过“正名”的方式把不利转化为有利，譬如把“机器人”变成“宠物”，“尿不湿”变成“内裤”。更有意思的是作者对市场调研这种行为本身的质疑。事实上确实如此，加剧的竞争让企业通过市场调查和竞争调研弥补自己的短板，加快了commoditization的过程。事实上更重要的是增加自己的长板以确保产品差别化。另外，对于创意想法，不要上来就否定。给自己几分钟找一找肯定的理由，天才与疯子只在一念之间。创造稀缺性，坚守大创意，非常人性化，是成功市场营销的三个重点。与其虚与委蛇地大肆差异化，不如真诚实在地做些人们不常做的，被忽略的，而又有道德价值的事情。

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非常喜欢书里的概念，因为我自己本身非常不喜欢“因循守旧”。另外说一句，中译本可以说是故意背离了(everything against)原作者的写作意图，做翻译做到这个地步真是太了不起了...

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Idealism.

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明明是经营学的书，却读出了从自己出发的味道。比方说，如何实现差别化，不是通过竞争，而是如何跳出竞争的论述。很有滋味。我禁不住想到演讲，这个让我长久以来竞争不息的主题。但是，竞争的意义呢？居然似乎是——我被异质同质化了么？同时，试回想，我18年来只为一个人的演讲拼命鼓掌到手红。那是怎样的演讲，怎样的飞扬和跋扈。我并没有在梦乡，让一行行诗显得荣耀。但在亲眼目睹那种自信，充盈和英姿风发的时候，我认为那就是演讲舞台上完全的脱却。我应当始终记着我在朝着这个目标前进，靠近。有一天我会做得更棒。我一定可以。

Different 2024 pdf epub mobi 电子书