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Jingdong book

社会化媒体时代的口碑营销:苹果iphone、亚马逊Kindle在互联网时代风靡全球的营销秘密

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社会化媒体时代的口碑营销:苹果iphone、亚马逊Kindle在互联网时代风靡全球的营销秘密

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苹果前任CEO约翰·斯库利、维京手机营销副总裁鲍勃·斯图勒、思科营销总监克里斯·杜比莱克联袂推荐
惠普、思科、网飞等公司CEO、营销总监纷纷加入了本书智囊团,共同开发了互联网社会化媒体时代口碑营销和品牌塑造技巧
世界全新营销译著LOGO

Content Description

自从博客、微博、QQ等全球流行以来,“口耳相传”一词更加广为人知。如今微博、Facebook、Twitter等社交媒体的兴盛更让“口碑营销”成为本世纪流行的一门学科。
亚历克斯认为,目前电子消费品行业的成功跟传统营销无关,就算电子消费品制造商停止所有的传统营销活动,在销售业绩上也不会有重大的衰退。因为,它们背后有着一群忠实的消费者在支撑。他们对于自己喜爱的品牌有着无与伦比的热情、信任和高忠诚度,就像追星族一样疯狂,并且会免费源源不断的帮忙开发新客户。
《社会化媒体时代的口碑营销:苹果iphone、Kindle在互联网时代风靡全球的营销秘密》分为三大部分、十三个章节,以iphone、ipad、Mac、Netflix为例,讲述利用良好的消费者口碑进行传播给企业带来的好处,分析了现在大部分电子消费品企业的现状,提出了解决问题的方法。另外,讲述了产品功能、名称、定价的重要性,分析了如何洞察和引导消费者感知,以及企业公关对消费者的影响,鼓励企业采取更有效的方式与消费者沟通。最后,重点介绍了如何利用消费者的口碑传播为企业进行口碑营销。
本书除了电子消费品制造商、电子消费品网络服务供应商、为电子消费品企业提供专业营销、广告和公关服务的代理商之外,各行各业都能运用本书中介绍的新的营销概念和方法培养出口碑营销者。

Author Description

亚历克斯·戈德费恩 (Alex L. Goldfayn),美国传播营销协会(Evangelist Marketing Institute)CEO,多家世界专业电子消费品制造公司的营销顾问及发言人,为黑莓 (Blackberry)、美国电话运营商T-Mobile、索尼(Sony)、美国电视录制技术公司(TiVo Inc.)、罗技(LogiTech)等全球很大的品牌公司开发热情与忠诚的消费者。他的专长领域包括,品牌策略、营销方法、信息传播以及品牌定位。

惠普、思科、网飞等公司CEO、市场总监和副总裁纷纷加入了本书智囊团,共同开发开拓性的市场营销和品牌塑造技巧。
亚历克斯曾任《芝加哥论坛报》(Chicago Tribune)联合报业高科技专栏作家长达五年时间,发表过400多篇有关电子消费品和行业营销的文章。欲了解更多他的作品请登陆哈佛商业评论与HBR.org等网站。

Comments

“我非常喜欢这本书。以前我常常质疑,为什么世界上出色的营销领袖那么少?亚历克斯·戈德费恩通过本书讲述了出色营销的内因,揭秘了口碑营销魔法,揭示了营销巨头都在应用的基本营销准则。”
——约翰·斯库利(John Sculley),苹果前CEO


“亚历克斯抓住了电子消费品公司品牌营销的精髓,分析了倍受热爱的品牌与普通品牌之间的营销差异。他整合了这些优秀公司的营销手段,并详细讲述了如何才能赢得消费者的喜爱。这是一本能让你耳目一新的自省书。”
——鲍勃·斯图勒(Bob Stohrer) ,维京手机(Virgin Mobile)营销副总裁


“在这本书中,亚历克斯·戈德费恩提醒我们,科技只是一种手段,而杰出的产品和经验才是销路的最终驱动因素,所以我们不能只是把精力放在科技研发上。制造商们要想真正夺得市场主导地位,抓住所有可能赚钱的机会,就必须加强市场营销的力量,培养出属于自己的产品或服务的热情传播者。亚历克斯在本书中列出了清晰的框架,如果能够恰当运用,将会获得很好的效果。”
——克里斯·杜比莱克(Chris Dobrec),思科(Cisco)营销总监

Catalogue

序言
关于提高的建议
关于改变的建议
资源
第一部分 流行病和神奇疗法
第一章 好消息和坏消息:你损失了几十亿美元
第二章 成功源于改变
第三章 开发电子消费品口碑传播者的创新性体系

第二部分 卓越的产品
第四章 产品:功能卓越
第五章 产品名称和价格

第三部分 深入了解消费者
第六章 你的客户
第七章 一切源于对消费者的了解

第四部分 传播
第八章 语言就是一切
第九章 公关部如何损害电子消费品
第十章 你的沟通平台

第五部分 口碑传播者
第十一章 口碑以及口碑的建立
第十二章 拥有口碑传播者的快乐
第十三章 口碑营销自我评估

结束语 前进,让所有人知道你的优点

Book Abstract

通过本书,我会教你如何在电子消费品领域开发口碑传播者。这类传播者者具有非常独特的特征:
他们是主流消费者。尽管有很多较早接纳产品昀人也是口碑传播者,但他们不是主流传播者(甚至都不是客户),我会在本书后面的内容中讲述原因。主流消费者们通常会形成一个群体,他们才是你要找的支持(并购买)你的产品的人。对你的产品,他们不是喜欢,而是热爱。
他们热情洋溢。他们对你的产品的狂热超乎想象,他们思考并讨论你的产品的精力可以与狂热的体育迷相匹敌。
他们为你的产品能改善他们的生活感到兴奋。他们从你的产品中得到了很多超出其期望的益处。他们无法想象没有你的产品生活会是什么样子,甚至奇怪没有你的产品的日子是怎么度过的。
他们是新闻搜寻者。他们搜集你的新产品发布信息。他们参加由志趣相投的人组成的团体。他们与朋友、家人、同事、零售店员以及他们遇到的使用同样产品的陌生人谈论产品的细节(难道你不热爱你的iPad吗)。
他们是口碑传播者。他们告诉人们你的产品有多么出色,他们是产品口碑的基础。
他们是公共卫士。他们会努力改变或弥补他人对你的产品的负面看法。如果有人说你的产品或者公司不好,他们会积极地反对。
他们信任你。无论你说什么,他们都会相信。他们相信你所做的一切都是为了实现他们的最大利益。
他们宽容。产品有缺陷?公共关系窘迫?安全风险?没关系。他们会认为这些只是意外,并不是有意的。在口碑传播者心目中,你的产品
的优点永远胜过缺点。
他们是回头客。对于忠爱的作家写的书,很多人每本都会读。口碑传播者们也一样,你就是他们最喜爱的“作家”。他们会购买你的很多产
品,只要你推出,他们就会购买。
因此,你有什么理由不多花点心思开发口碑传播者呢?
我会教你怎么做,但是学起来并没有那么容易。我认为,在电子消费品行业开发口碑传播者比任何其他行业都难。原因有很多,其中之一是主流消费者对电子产品缺乏踏实感以及市场上可供选择的电子产品过多。另外,产品更新太快,每6~12个月就会有新产品上市。在这种情况下,开发口碑传播者更是难上加难。
……

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