瘋潮行銷──華頓商學院最熱門的一堂行銷課!6大關鍵感染力,瞬間引爆大流行: Contagious: Why Things Catch On (Traditional Chinese Edition)
瘋潮行銷──華頓商學院最熱門的一堂行銷課!6大關鍵感染力,瞬間引爆大流行: Contagious: Why Things Catch On (Traditional Chinese Edition)

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口碑行銷的經典之作,打造爆紅商品的行銷聖經! 華頓商學院最熱門的一堂行銷課,口碑行銷才是王道! 葛拉威爾《引爆趨勢》實踐篇、《紐約時報》、AMAZON網路書店TOP 1暢銷書。 為什麼有些東西能爆紅,有些卻沒沒無聞?為什麼某些內容能在網路瘋傳?為什麼有些產品、理念或行為就是能贏得更多口碑? 上述所有答案,你都可以在約拿.博格教授的《瘋潮行銷》中得到解答。 【內容說明】 6大感染力法則STEPPS,顛覆你對行銷與流行的所有想像。 博格在華頓商學院開設的「感染力」(Contagious)課程,是近年最炙手可熱的行銷課程之一:經過十年鑽研,博格發現產品、理念得以瘋傳的關鍵,在於社會影響力與口碑效應。而口耳相傳的效力,遠優於廣告10倍以上,例如亞馬遜書店一則五顆星書評可以讓一本書多賣20本,一個新顧客的口碑可以增加200美元的餐廳營業額。 在本書中,博格將以大量實際案例,具體說明如何運用6大感染力原則,讓你的產品或訊息蔚為風潮! 好消息是,你不需要龐大的廣告預算、行銷天份或某種創意基因,每個人都可以從本書學到關鍵實用要領,成功運用在產品、行銷訊息的設計上。本書提供的STEPPS架構一體適用,不必砸大錢,任何人、任何產品都有望引爆趨勢、創造流行! 【作者簡介】 約拿.博格(Jonah Berger) 賓州大學華頓商學院詹姆斯.坎貝爾(James G.Campbell)講座行銷學助理教授。 已有數十篇論文發表於頂尖學術期刊,其通俗性文章亦常見於《紐約時報》(The New York Times)、 《華爾街日報》(The Wall Street Journal)、 《華盛頓郵報》(The Washington Post)、《科學》(Science)、《哈佛商業評論》(Harvard Business Review)、《連線》(Wired)、《商業週刊》(BusinessWeek)等知名媒體。 曾協助各式企業與組織,讓產品與理念大行其道。從財星500大企業到新創公司、從跨國企業到非營利機構,博格協助使其產品被接納、訊息傳達更精準,並發展出行銷策略。研究曾入選《紐約時報雜誌》(The New York Times Magazine)的「年度創意」 (Year in Ideas)。 博格在學術與教學的成就也為他贏得多項獎項,包括華頓「鐵人教授」(Iron Prof.)獎。

  • Released: November 13, 2015
  • Author: 約拿.博格( Jonah Berger),陳玉娥
  • Rating: 4,9
  • Publisher: 時報出版; 2nd edition (November 13, 2015)
  • Total Page: 310 pages
  • File Size: 2036 KB

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