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Jingdong book

肉丸冰淇淋营销学

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肉丸冰淇淋营销学

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拿什么吸引你的眼球?我的上帝!
上百个新营销实战案例和14个营销新趋势。
为你破解互联网时代营销密码!
产品、组织架构与新营销工具同步变革,才能带来NO.1销售力!
Content Description

肉丸指那些传统产品,这些产品通常千篇一律,缺乏个性。冰淇淋指新型营销工具,如MySpace和YouTube。如果用这些新型营销工具来售卖大众化的肉丸产品,做出的肉丸冰淇淋味道会怎样呢?难以想象!
虽然传统营销手法已过时,新营销工具的优势越来越明显,然而对于一些销售情况良好的传统产品来说,采用新营销手法却没能赢得消费者更多的青睐和更好的口碑。如生产百威啤酒的Anheuser-Busch斥资4 000万美元开发BudTV网络电视台,不仅没能吸引新客户,反而让老客户消化不良;然而有些老牌企业却能够顺应潮流而取得成功。有30年历史的搅拌器生产商Blendtec制作了一系列名《我能搅碎它吗》的视频,演示其生产的搅拌器如何把高尔夫球、可乐罐、iPhone手机等搅碎。只花费数百美元,就在YouTube网站上赢得了千万观众的热捧。
通过《肉丸冰淇淋营销学》,高汀改变了人们对新营销的错误认识,详细探讨了新营销时代不可忽视的14个趋势。在《肉丸冰淇淋营销学》的指引下,你能够改变自己老旧的思维,抓住新营销的精髓,让自己的公司与组织在新经济时代迅速发展。
Author Description

赛斯·高汀,当代最有影响力的商业思想家之一,雅虎前副总裁,商业杂志《快公司》专栏作家,拥有当今世界点击率和链接率最高的商业博客,其博客被评为“全球最受欢迎的100个博客之一”,斯坦福商学院MBA,国际畅销书作者
赛斯·高汀的畅销作:
《小就是大》(Small Is the New Big)
《许可营销》(Permission Marketing)
《喷嚏营销》(Unleashing the Ideavirus)
《大红毡帽》(The Big RedFez)
《公司进化》(Survival Is Not Enough)
《紫牛》(Purple Cow)
《免费力量大》(Free Prize Inside)
《行销人是大骗子》(All Marketers Are Liars)
《浅尝辄止》(Theoip)
欲知作者更多信息,请访问:www.SethGodin.com。
Comments

《肉丸冰淇淋营销学》以通俗易懂的方式向我们展示了这个新时代的非凡魅力。合上书卷之后你也许会说:“原来营销可以是这样的!”
分众传媒董事局主席兼CEO 江南春
新营销并不等于成功,更多的时候创新是风险的代名词。《肉丸冰淇淋营销学》生动地向我们展示了这一点,而且清晰地指出了在不断变化的商业营销环境中,传统产品如何拥抱网络时代的新营销并取得胜利。
《新营销》杂志创办人,中国营销资源在线董事长 段传敏
《肉丸冰淇淋营销学》作者赛斯·高汀抓住了新营销的核心。新经济对企业的影响,的确远不是停留在营销的变化上,而是整个企业的变革。
著名营销专家 俞雷
赛斯·高汀是互联网界骨灰级营销专家、畅销书作者、备受追捧的演说家、成功的企业家、令人肃然起敬的博学者、人气高涨的博主。《肉丸冰淇淋营销学》中的独到见解足以震撼整个营销界。
福布斯网站
Catalogue

专家推荐 营销的新世纪
权威推荐
前言

第1章 用肉丸来配圣代吗
在批量营销的广告时代如鱼得水的公司,
如何与后广告时代无缝对接?
达尔文的祖父是怎样将瓷器卖给俄国凯瑟琳女皇的?
企业的锚到底在哪儿?
为什么巴诺连锁书店不能变成亚马逊网上书店?

第2章 新营销的14个趋势
webstickcrs.com网站的报价员只花了3个小时就给出了报价,
为什么还是慢了?
为什么企业和政客把邮件当作麻烦,而不是意外之财?
《时代》杂志为何越来越薄?
沃尔玛是怎样借助口碑传播的?
选举投票也可以外包吗?祈祷都可以找人代替?

第3章 整合与应用
美国在线是怎么做大的?
高端音箱不到15年涨价超过1000%,
给渠道带来什么样的影响?
Blcndtec搅拌机公司的营销成本为什么只有600美元?

第4章 新营销经典案例研究
如何给你的苹果电脑配一张新的Vcriz0n卡?
《记录披头士》的作者为什么没按传统方式出版?
如何找到营销中的临界物质?
同样是笔记本,Moleskine为何能卖到l0~12美元一本?
迪士尼的CEO最近在心烦什么?
致谢
Book Abstract

没有营销策略,其他都免谈各行各业都是在有效的营销工具上建立的。拿电视广告来说,厂商必须大量生产才能赚回广告费。电视广告里的商品必须摆上货架,才能有求必应。此外,由于电视覆盖面广,就要求电视广告上的商品一定是面向大众顾客而生产的商品。
直接邮购的营销方式与电视广告又有所不同,直邮为分销专家们提供了一种不同于购物广场的成功之道。直邮商品不是面向大众顾客的,因为成本过高,只能是在合适的时间,直接送到合适的人手里。直邮团队要在半夜接听客户电话,要比零售商更加专业,而且必须保持低库存,因为滞销产品的库存会带来高昂的费用。
长期以来,营销人员用来吸引客户的工具确实不多。你可以做广告(电视、报纸、电台等),可以聘请推销人员,还可以在包装上标新立异。这些工具不仅数量有限,而且大部分都很陈旧。你的业务靠的就是电视广告或者电台主持的吆喝。每个公司都有一批销售人员,如果没有的话,那是因为它在依赖代理商。组织的支柱不是连锁零售店,就是电话销售团队或者分销商。
当一整套营销工具到位后,组织架构也就应该随之匹配。你生产的就是你可以销售出去的,你销售的就是你可以营销的。
Introduction

新营销时代的来临
下面的场景看上去眼熟吗?至少在我看来是。
在一个营销会议上,一个搞网络营销的家伙正在演讲,他还带来了一位时髦、收费昂贵的博客顾问。只听这位顾问开口“博客”、闭口“2.0版网站社交媒体架构”(Web 2.0 social mediainfrastructure),就等贵公司一头栽进去。“试试这些玩意,”她仿佛在说,“什么竞争力、组织体制、盈利都不必操心了。”
过去十年中,互联网和媒体的巨大变化为所有营销人员提供了一个工具箱,让他们不用付出太多努力、不用作出准备和投入多少成本就可以赢得人们的注意力。网络泡沫破裂六年后,网站、电子邮件用户却越来越多,各种创意像病毒一样在网上网下传播。有线电视有几百个频道,网络电台有几千家,这还不算户外媒体、邮件营销、MySpace网站等营销方式。
企业、非营利性组织、求职者甚至征婚者都蜂拥而至,他们想试试这些新工具的威力。人们对新营销工具的态度,犹如一个孩子拿着20块钱站在冰淇淋店里,只想着往冰淇淋上加更多的糖豆、奶油、樱桃,心想:“只管往上加,好事自然来。”
大多数企业在这种漫无目的的尝试中,折腾来折腾去,最后归于失败——既没有引起人们的注意,也没有实现销售目标。其原因不在于网络等新营销工具的失灵,而在于这些工具只有应用于合适的企业才能生效,否则企业还是会以失败而告终。
新营销犹如冰淇淋顶部的奶油泡沫和樱桃,并没有什么神奇的魔力。神奇的是,当企业应用新营销工具时,企业本身呈现出前所未有的面貌,不仅是营销方式,甚至整个组织架构都改变了。正如工业革命时期,技术推动了组织的转型;数字革命时期,新营销工具也正在推动合适的组织转型。
你的企业也可以成为那些合适的组织,对组织架构进行彻底整合,就可以和新营销同步,在新环境下茁壮成长。

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