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Jingdong book

显而易见终结营销混乱（珍藏版）

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Jingdong book

显而易见终结营销混乱（珍藏版）

Name: 显而易见 终结营销混乱（珍藏版）
Brand: Jingdong book
SKU: 3102017451
Price: 25.78 USD
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国际部分：IBM成功转型，重铸辉煌、西南航空后来居上，价值超美国航空业三强总和、患普、宝洁、通用电气、苹果、汉堡王、美林、默克、雀巢、施乐、百事、宜家等《财富》500、强企业，“棒！约翰”、莲花公司、泽两联合银行、Repsol石油、ECO饮用水、七喜。真功夫成为直营店数量最多的“中式快餐领导品牌”。红云红河集团、劲霸男装、鲁花花生油、吾飘飘奶茶、AB集团、芙蓉王香烟、美的电器、万太厨、电、创维电器、九阳豆浆机、HYT无线通讯、乌江涪陵榨菜。

Content Description

2001年，美国蕾铺学会评选“定位”为“有史以来对美国营销影响最大的观念”。2009年，美国《广告时代》杂志评选《定位》为“史上最佳营销经典”第一名。解密营销混战的误区、陷阱与机遇如果不阅读此书就开战，胜利将无从谈起。你死我活的竞争时代令人警醒的实战经典《定位经典丛书·显而易见：终结营销混乱（珍藏版）》可能会得罪不少人，因为营销大师特劳特第一次揭露了营销界的一团糟现状。广告人被指责只会寻找创意，而非营销的真相。营销人员被指责患上了大企业狂妄症，深陷复杂的方案中无力自拔。互联网被指责制造了更多的混乱。一些超级企业被指责，因其注定要倒霉的营销规划或缺乏正确的战略。特劳特的语言幽默风趣，观点一针见血，在层层梳理了营销的种种混乱后，他给出了解困之道。

Author Description

杰克·特劳特（Jack Trout），全球最顶尖的营销战略家，“定位”之父。 1969年提出商业中的“定位”观念，并在实战中不断开创与完善了定位理论。目前是特劳特全球伙伴公司总裁，该公司是美国最负盛名的国际营销咨询公司之一，在全球26个国家设有分公司。他的作品有《定位》、《重新定位》、《商战》、《什么是战略》等畅销书。该公司是美国最负盛名的国际战略咨询公司之一，在全球27个国家设有分公司。

谢伟山，特劳特全球伙伴公司中国区合伙人。
深研定位理论多年，致力于传播定位理论，译著有《定位》、《简单的力量》、《显而易见》、《重新定位》等书。实战经验丰富，服务案例：王老吉凉茶、立白集团、香飘飘奶茶、劲霸男装、大长江集团（豪爵摩托）、燕京集团、乌江涪陵榨菜、会稽山绍兴酒、九阳豆浆机、九龙斋酸梅汤、太阳纸业、东阿阿胶、雅迪电动车、方太厨电、哎呀呀、乡村基快餐等。

谈云海，特劳特（中国）战略定位咨询公司分析师，博士。

陈逸伦，特劳特（中国）战略定位咨询公司分析师。

Catalogue

特劳特致中国读者
总序
推荐序
自序
前言
第1章 “显而易见”的真相
常识是思维的向导

第2章寻找营销的终极战场
ceo始终应是主角
来自华尔街的麻烦
没有时间思考
令人费解的调研

第3章混乱不堪的互联网
信息噪声
当心邮件
口碑营销的神话
坠入深渊

第4章迷恋创意的广告人
广告拍成电影
喜爱品牌？
情感陷阱
失控的口号
创意陷阱
整饬广告业

第5章热衷品牌延伸的营销员
全能产品
品牌分裂症

第6章 “显而易见”看营销
营销的重要性
简化营销
如何评估广告
如何评估商标
心智憎恨改变
简化品牌打造
走出误区
营销：认知之战

第7章寻找真相始于竞争
为竞争对手重新定位
应对竞争
了解你的对手
方案还是方向
使命宣言
领导地位：有效的区分点
借用的概念更简单
变幻无常的世界
求大是大敌
营销的主要失误

第8章终结混乱的基本法则
耳朵法则
细分法则
认知法则
独特法则
二元法则
资源法则

第9章营销解困
通用汽车：前车之鉴
沃尔玛：是否需要变革
可口可乐：王国的混乱
报业：何去何从
于事无补的名人们
使人困惑的啤酒生意
星巴克的出路
特许经营
难以企及的高端市场
集团分裂症
西尔斯能否被挽救
重塑美国形象
毒品“反营销”
十字路口上的中国品牌

第10章未来
错误预测未来
跋终结混乱的关键：简单
参考文献
附录A 特劳特思想应用
附录B 企业家感言

Book Abstract

把简单的东西复杂化，是造成营销混乱的罪魁祸首，用显而易见的常识思考商业世界的真相，则是终结营销混乱的解决方案。当我环游世界的时候，常被问到同一个问题：“你最喜欢的书是什么？”
好吧，我这就来告诉你。我曾读过最好的书是一本关于营销的，写于1916f#，距今已有90多年了。它只有40页篇幅，没有难懂的术语、图表和复杂的研究分析。实际上，它更像一本小册子。不过要找到它可不容易了，或许已经成了某些收藏家的藏品。
这本书就是《“显而易见”的亚当斯：一个成功商人的故事》（也有译作《大师亚当斯》），作者是罗伯特．奧普迪葛瑞夫（RobertR．Updegraff）。此书一经出版，立即风行一时。《纽约时报》曾有一段对该书的精辟评论：“准备投身广告业的年轻人应该把这本书作为自己的必备手册。实际上，任何一个年轻人，都可借助这本小册子中所讲到的显而易见，的商业智慧，来帮助自己找到出路。为什么我如此喜欢这本书呢？因为寻找营销战略就是寻找那些“显而易见”的真相。看看“显而易见”的字面定义：易于看到或理解；平实简单；明显。懂得了这个解释，你就会明白为什么这些“显而易见”的战略会如此具有威力。它简单、明显且易于理解，这也正是它极为有效的原因所在。
有趣的是，当面对一个简单而又“显而易见”的战略时，许多客户却兴奋不起来。他们习惯于寻求一些聪颖的、不那么显然的主意。经常能听到这样的质疑：“这些事情我们都知道，不会就这么简单吧？”于是我就不得不为这个“明显的主意”做些辩护，大意是这样的：“您是对的，它确实很明显。但如果它对于您明显的话，自然对您的顾客也是这样，这就是它能发挥作用的原因。”
……

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Jingdong book

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显而易见 终结营销混乱（珍藏版）

显而易见终结营销混乱（珍藏版）