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Jingdong book

奥巴马制胜的营销密码

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Jingdong book

奥巴马制胜的营销密码

Name: 奥巴马制胜的营销密码
Brand: Jingdong book
SKU: 3102006791
Price: 24.57 USD
Availability: OutOfStock

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Content Description

我们认为，任何一个企业，要想在21世纪的Web 2.0世界中获得巨大的成功，都需要认真地研究和借鉴奥巴马在政治领域的这些具有开拓性的做法。这也正是本书的目的所在，即从企业经营的角度注解奥巴马的竞选传奇。
本书中既有我们自己的见解，也有来自媒体的看法——在这场旷日持久的竞选过程中，各种媒体都发表了很多专家评论。为了本书的写作，我们和很多奥巴马的支持者进行了面谈，也从各种渠道收集了大量的精彩报道。此外，我们一直都密切地关注着博客空间里对于总统选举的海量记述和评论。这里面有各种各样的观点和声音，既有“政治新闻”（Politico）报道，也有大量的推特（Twitter）信息，这一切使2008年成为政治领域的一个转折点。我们的目标就是从这场历史性的选举中提炼出对企业经营具有借鉴意义的内容，拿来与所有的企业领导者们分享。

Author Description

巴里·李伯特，社交软件系统供应商Mzinga公司主席，利用网络社区和Web2.0技术帮助企业获得成功和快速成长的先驱之一。他的公司现在管理着14000多个网络社区，其访客每月都超过6000多万。

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从对社交网络的利用到严格而充分的理念表述，奥巴马的竞选为各行各业的领导者们提供了很多经验。本书非常准确地把握了这些具有普遍意义的经验，为我们提供了一些可以拿来即用的方法。

——畅销书《追求卓越》作者汤姆·彼得斯
奥巴马是网络时代的第一位总统。他对社交媒体的应用以及对网络一代的理解使他成功当选美国总统。每一位企业领导者都应该读一读这本书，学一学奥巴马的做法。

——畅销书《维基经济学》作者唐·泰普斯科特
巴拉克·奥巴马是一位奇才。各行各业、各种机构的领导者都能从他出色的竞选活动中学到很多经验。你可以在本书中找到所有这些经验，并可以随时将其应用到你的工作中。

——畅销书《这是你的船》作者迈克尔·阿伯拉肖夫
多年来，人民一直希望政府能更多地借鉴企业的经营方式，但事实上是：大多数企业都可以从奥巴马的身上，从这本富有启示性、简洁明了而又实用的书中学到很多。

——畅销书《阿姆斯特朗的战争》作者丹尼尔·科尔
奥巴马是网络时代的第一位总统，正是对社交网络的应用以及网络一代的理解，使他成功当选了美国总统。本书立足于奥巴马本人以及奥巴马竞选团队的制胜之道，特别是利用网络运作竞选的成功经验，展示了对企业管理的启示：这是面向网络时代的管理之道，这是2.0精神的制胜法则。不管是在政界还是在商界，网络社区的出现正在使传统的工作方式成为过去。

Catalogue

第1章可以确信和效仿的奥巴马制胜之道
奥巴马说：“我从来都不是一个希望最大的竞选者。”但正是这个最黑的“黑马”挫败了众多著名的政界人士，最终成为美国第44任总统。只谈生意的时代已成为过去，掌握政治策略将是未来的潮流。奥巴马的制胜之道在哪里？他的竞选传奇为面向web 2.0世界的企业提供了哪些可资借鉴的营销方法？
第2章冷静应对
当麦凯恩拉出萨拉?佩林这个“活跃的女州长”做搭档时，奥巴马是怎样“把她从头脑中赶走”，无为而治就击碎了她的泡沫的？在白白扔掉2000多万美元之后，奥巴马为何只是一笑置之？在他的第一场政治战役中，他是怎样以强硬的方式将竞争者淘汰出局？他是记者眼中“没有噱头的奥巴马”，在旷日持久的竞选中，他的从容冷静让选民们觉得“他更像是一位总统”。
第3章 “网”住人心
如果没有 Facebook、Twitter和Youtube，奥巴马能否当选美国总统？奥巴马的“网根”策略如何让自己募集到了6.39亿巨额竞选资金？又是怎样以弱胜强、以小博大，以超出对手7个百分点的绝对优势赢得2008年总统大选的？奥巴马是网络时代真正意义上的第一位总统。不管是在政界还是在商界，网络社区的出现正在使传统的工作方式成为过去。
第4章积极求变
奥巴马在关键时刻如何消除了牧师莱特的不当言论，化危机为转机？与希拉里从针锋相对到最终携手共进，奥巴马如何体现了变革的力量？他又是如何让一声“谢谢你”化细小为重大，变革成规与现状的？“我们就是我们所寻求的变革”，奥巴马让变革不再是陈词滥调，而成了他营销力的“发动机”。
结语

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