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Jingdong book

P营销：商业推广中的地点影响力

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Jingdong book

P营销：商业推广中的地点影响力

Name: P营销：商业推广中的地点影响力
Brand: Jingdong book
SKU: 3102007681
Price: 25.22 USD
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前伦敦商学院院长、前啥佛商学院资深副院长，中欧国际工商学院副院长兼教务长，全球营销与品牌推广泰斗级大师约翰·A.奎尔奇最新力作。

Content Description

《P营销：商业推广中的地点影响力》是世界级营销大师约翰·A.奎尔奇的最新力作。在当今所有商业都已进入全球化进程的世界里，营销4P中的“Place”已变得前所未有的重要。
在这本富有启发性的书里，营销学泰斗、前伦敦商学院院长、哈佛商学院资深副院长约翰·A.奎尔奇教授从心理地点、实体地点、虚拟地点、地理地点以及本土性与全球性营销的关系五个方面，分析了“地点”（Place）这一因素在现代营销中的方法以及重要性。书中对数十家公司所采用的技术方法进行了分析，并深入探究了它们在各自的每个战略决策中都将地点纳入考虑因素的原因。
每一个品牌，特别是全球性品牌，其成败往往都与无数个本土品牌竞争有关无论是通过遍布全球的实体店还是虚拟的全球网络，科技使得我们能以前所未有的速度立刻到达任何一个地方。但是，当企业的领导层专注于当今全球化时代的无限机会时，风险也就伴随而来。他们可能忽略了地点的重要性，而地点正是消费者个体与各个品牌发生互动的那个交点从消费者的角度来看，他们作出购买决策时是不会顾及到企业是采用何种战略的，所以，从这个层面上说，所有的商业都是当地的、本土的一有时在一个地方让消费者欣喜若狂的营销策略，却会让另一个地方的消费者退避三舍。

Author Description

约翰·A.奎尔奇，中欧国际工商学院国际管理学院特聘教授、副院长兼教务长。此前，奎尔奇教授在哈佛商学院任资深副院长和Lincoln Filene工商管理教授。1998-2001年，担任伦敦商学院院长。奎尔奇教授在国际市场营销、新兴及成熟市场的品牌研究方面造诣颇深。在过去的20年里，他的案例研究已售出超过340万册，销售量在哈佛商学院历史上位居第三位。创作及与人合作出版的著作超过25部，包括《全球弱点的出路：创造社会与经济价值》、《全球市场》、《全球营销管理》、《新全球品牌》、《营销的力量》等；此外，他还在《哈佛商业评论》、《麦肯锡季刊》、《斯隆管理评论》等杂志上发表过数十篇文章。

凯瑟琳·E.乔克斯，美国市场营销学的顾问和作家。曾任哈佛商学院副研究员、营销学院研究管理部副主任、《市场营销杂志》编审委员会成员以及消费者研究协会董事会成员。

Comments

任何一个全球品牌都有最初的发源地。在这本趣味盎然、通俗易懂的书中，奎尔奇和乔克斯详细说明了发源地的重要性。
——艾尔·雷斯，《董事会战争》作者之一

这不是一本讲解基本规则的书，相反地，它将有关探讨引入了新的深度。该书提出了全球化市场营销的最主要方面并对其进行了论证，然后有力地说明地方感的唤起不仅是本土化敏感度的需要，它更能为锐意追求的品牌带来巨大的竞争价值。
——马丁·索雷尔爵士，WPP集团CEO

《P营销》这本书及时向大家作出了提醒：并非所有市场都是全球化的，而且即便是全球化市场也需要地方基础。消费者信任大品牌，但他们也信任基于其社区的当地关系。作者向我们显示，全国性和国际性的市场都必须一个又一个客户地、一个又一个城镇地、自下而上地建立和维持。即使是在虚拟世界里，实体地点的存在仍然是重要的，很值得一读。
——特里·里希，乐购前CEO

科技消除了距离之间的隔阂，但这并不意味着我们可以忘记地点的重要性。奎尔奇和乔克斯提醒我们，尽管我们可能都已是全球公民，但我们与所处地点间的联系仍深深影响着我们。《P营销》是一本深思熟虑且意味深长的书。
——唐·塔普斯科特，畅销书《维基经济学》和《宏观维基经济学》作者之一，《数字式成长》作者

我一直相信，最好的商业模式尽管来自全球化的最佳实践，但仍应植根于对当地消费者的了解。奎尔奇和乔克斯对此做了精彩的阐释，并说明公司只要了解这一点就能在新开发的市场中占得先机。
——苏敬轼，百胜餐饮集团中国地区总裁、CEO

这本书对新的消费者形态提供了令人信服又易于理解的介入点，它促使你在收购一个全球品牌或本土品牌时重新作出考量——这样做究竟能为你带来什么？
——冯国经博士，香港利丰集团总裁

Catalogue

导言恒久的地点
地点的基本要素
我们住在一个扁平而又突起，全球化而又本土化的世界
我们既虚又实的世界
将地点的多个方面整合起来
地方智慧的运用
本书的导读

第一章管理心理地点
地点是自我的一部分
地点之体验深入人心
收购中地点所扮演的角色
地点与品牌
品牌在精神空间的定位
品牌定位工具

第二章管理实体地点
管理层对于实体地点的关注
为购物者塑造实体环境
零售门店的地理定位
递送实体产品
从大众营销到本地化营销
销售队伍的区域管辖范围
将实体地点与心理地点连接起来

第三章管理虚拟地点
消费者对虚拟空间的使用
虚拟空间的市场营销
移动商务和地点的回报
虚拟空间的架构
虚拟空间促成因素的地域差异

第四章地理地点的市场营销
地点营销为什么重要
地点可以如何营销自己
地点品牌与公司品牌
地点与产品一同营销
美国品牌的案例

第五章本土性和全球性营销
从本土性到全球性
市场扩张战略
适应多个地理区域
全球化管理
营销组织

结束语
致谢
译后记

Book Abstract

其一，地理环境和实体空间会影响到我们对于所需产品的认知。试试看把清雪机卖给凤凰城的消费者，或者把大筒包装的纸巾卖给居住在东京的公寓里的人。其二，我们日常生活的地点的人们——家人、同事和邻居，会塑造我们的所思所想和偏好。其三，我们对于地点的——此处彼处的精神联想，也会形成我们的需要、念想、渴望和决策。比如，一个产品或品牌的出产国就包含平庸或卓越的意味。加利福尼亚的葡萄酒也许在美国很受欢迎，但是试试看卖给巴黎人呢？地点的这些方面综合起来，就会强烈地影响到消费者对于品牌的态度和偏好。
对于几乎任何一家公司而言，地理位置与经济、社会、态度或行为方面的数据结合起来，就是市场细分的最有用形式之一，部分原因是由于使用这些数据的营销人员知道该去哪里寻找想要的细分市场消费者。约耳·加罗（Joel Garreau）的《北美九国家》（Nine Nations of North America）使得人们普遍接受了这样的观点：美国及其相邻的墨西哥和加拿大可以划分为9个地区（国家），每个地区都有自己独特的经济、文化和世界观。这些区域超越了营销人员和社会评论家惯用的传统的地区、州和国家的边界。尽管加罗不得不修正他的预测，但是他的原创观点相对那些较为简单化地把国家分成东北部、南部和中西部等的划分方式，仍然是一种有价值的改进，并且是更进一步细分的良好起点。这种方法也催生了很多其他的地图勾画，包括如“中国的九州”。
来自Claritas市场调研公司的PRIZM细分体系从更微观的层面上把人口、消费者行为和地理等因素的相关数据融合在一起，把美国的家庭分成66个独立的细分市场，包括“上帝的领地”、“水池加露台”和“甜蜜的家”。每个细分市场都有自己特有的生活方式、媒体使用、喜欢和不喜欢的产品，以及购买行为。每个消费者细分市场都可能由位于不同地区的子细分市场构成，并且可以细化到按邮政编码或人口普查街区来划分的地理区域层面。例如，“年轻的信息业专家”细分市场“包括这个国家的技术高手，他们当中有单身人士和已婚人士，居住在城市边缘的时尚社区。富有的、教育程度高的、种族混合的‘年轻的信息业专家’社区往往充斥着时髦的公寓和单元、健身俱乐部、服装专卖店、休闲餐厅和各种各样的酒吧——从果汁到咖啡到微酿啤酒都有供应”。
……

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