Ïîèñê ïî êàòàëîãó ïå÷àòíûõ èçäàíèé

Àííîòàöèÿ:  êíèãå ðàñêðûâàåòñÿ ìåòîä âîâëå÷åíèÿ ïîêóïàòåëÿ â ìàðêåòèíãîâûé ïðîöåññ, ãäå ìàðêåòîëîã ïîìîãàåò ïîòðåáèòåëþ êóïèòü, à ïîòðåáèòåëü ïîìîãàåò ìàðêåòîëîãó ïðîäàòü.

Àííîòàöèÿ: Âàì íå ïðèäåòñÿ òðàòèòü îãðîìíûå äåíüãè íà ðåêëàìó, åñëè âàøå ïðåäëîæåíèå êëèåíòàì áóäåò óíèêàëüíûì, à âàø ìàðêåòèíã - âèðóñíûì.Âñå, ÷òî îòëè÷àåòñÿ îò áîëüøèíñòâà, ïðèâëåêàåò âíèìàíèå è âûäåëÿåò âàñ ñðåäè îñòàëüíûõ.Âåäü äàæå íåòèïè÷íàÿ ðàñöâåòêà ìîæåò ñïðîâîöèðîâàòü íåáûâàëûé èíòåðåñ - ïðåäñòàâüòå, ê ïðèìåðó, ôèîëåòîâóþ êîðîâó ñðåäè îáû÷íûõ ÷åðíûõ, áåëûõ è áóðûõ. Áóäüòå óâåðåíû: âûäåëèòüñÿ ìîæíî âñåãäà, íóæíî òîëüêî ïîäóìàòü, ÷åãî â âàøåé îòðàñëè åùå íèêòî íå äåëàë

Àííîòàöèÿ: Seth Godin explains "Design matters, style matters, extras matter."The largest portion of the book is devoted to how to sell an idea to your organization. This book is not just a management book. It's a book for individuals, managers and CEOs. That's because this book is a marketing book. It's a marketing book for an era where the real marketing happens inside the product, but in the ad pages of a magazine.

Àííîòàöèÿ:  ñâîåé êíèãå "ßìà" Ñåò Ãîäèí óòâåðæäàåò, ÷òî Âèíñ Ëîìáàðäè áûë íå ïðàâ, êîãäà ãîâîðèë, ÷òî òå, êòî ñäàåòñÿ áåç áîÿ, íèêîãäà íå ïîáåæäàþò, à ïîáåäèòåëè íå îòñòóïàþò íèêîãäà. Ñåò óâåðåí, ÷òî èìåííî îòñòóïëåíèå âåäåò ê ïîáåäå, òîëüêî íóæíî çíàòü, êîãäà îòñòóïèòü, è ïðèâîäèò ðÿä õèòðîóìíûõ àðãóìåíòîâ â çàùèòó ñâîåãî ìíåíèÿ. Àâòîð ñ÷èòàåò, ÷òî ðàíî èëè ïîçäíî êàæäûé èç íàñ ïîïàäàåò â ßìó - ñâîåîáðàçíûé ïåðèîä ñïàäà, è îò òîãî, ñóìååì ëè ìû ïðîÿâèòü íàñòîé÷èâîñòü è âûáðàòüñÿ èç íåå, çàâèñèò, ñòàíåì ëè ìû ïåðâîêëàññíûìè (â ÷åì-òî ñâîåì). Ýòà îñòðîóìíàÿ êíèãà áóäåò îñîáåííî èíòåðåñíà ïðåæäå âñåãî òåì, êòî èìååò äîñòàòî÷íî âðåìåíè äëÿ åå ïðî÷òåíèÿ, òàê êàê ñàì íàõîäèòñÿ â çëîïîëó÷íîé ÿìå.

Àííîòàöèÿ: We believe that wine tastes better in a 20-dollars glass than a 1-dollar glass. We believe that 125-dollars sneakers make our feet feel better - and look cooler - than a 25-dollars brand. And believing it makes it true. As Seth Godin explains, great marketers don't talk about features or even benefits. Instead, they tell a story - a story we want to believe, whether it's factual or not. In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and all marketing is about telling stories. Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water, or the iPod. But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That's a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians. All marketers are storytellers. Only the losers are liars.

Àííîòàöèÿ: Godin's latest business handbook (after Small Is the New Big and The Dip) revisits some of his most popular marketing advice, while emphasizing that it can't just be applied willy-nilly. In past decades, he says, companies were able to get rich by making average products for average people, but those markets have long since been sewn up; mass is no longer achievable [or] desirable. Rather than simply rely on mass media to raise product visibility, New Marketing treats every aspect of interacting with customers—including customer service and the product itself—as an opportunity to grow the organization. In order to be successful with such marketing techniques, a company must change its practices across the board. Otherwise, you're just putting whipped cream on a meatball. Godin has a perspective on everything from blogs (don't bother unless you really have something to say) to the long tail (if it's as valuable to your company as the top sellers are, why aren't you paying more attention?). His arresting conversational style is sure to once again set the business world talking

Àííîòàöèÿ: Âàì íå ïðèäåòñÿ òðàòèòü îãðîìíûå äåíüãè íà ðåêëàìó, åñëè âàøå ïðåäëîæåíèå êëèåíòàì áóäåò óíèêàëüíûì, à âàø ìàðêåòèíã - âèðóñíûì.Âñå, ÷òî îòëè÷àåòñÿ îò áîëüøèíñòâà, ïðèâëåêàåò âíèìàíèå è âûäåëÿåò âàñ ñðåäè îñòàëüíûõ.Âåäü äàæå íåòèïè÷íàÿ ðàñöâåòêà ìîæåò ñïðîâîöèðîâàòü íåáûâàëûé èíòåðåñ - ïðåäñòàâüòå, ê ïðèìåðó, ôèîëåòîâóþ êîðîâó ñðåäè îáû÷íûõ ÷åðíûõ, áåëûõ è áóðûõ.Áóäüòå óâåðåíû: âûäåëèòüñÿ ìîæíî âñåãäà, íóæíî òîëüêî ïîäóìàòü, ÷åãî â âàøåé îòðàñëè åùå íèêòî íå äåëàë.

Àííîòàöèÿ: Åñòü ëþäè, íà êîòîðûõ äåðæèòñÿ åñëè íå ìèð, òî õîòÿ áû îðãàíèçàöèÿ, ãäå îíè ðàáîòàþò.Îíè âñåãäà äåëàþò áîëüøå, ÷åì ïðåäïèñàíî, - ýòî èõ äàð îêðóæàþùèì.Îíè ïðèäàþò óíèêàëüíîñòü âñåìó, çà ÷òî áåðóòñÿ, - ýòî ñïîñîá èõ ñàìîâûðàæåíèÿ.Îíè óìåþò ïðèòÿíóòü ëþäåé ñâîèì îáàÿíèåì - ýòî ðåçóëüòàò èõ ÷åëîâåêîîðèåíòèðîâàííîñòè.Îíè èñêðåííè â ñâîåì àëüòðóèçìå è íåïîäðàæàåìû â ñâîåì äåëå.Îíè - Íåçàìåíèìûå.Çà òàêèìè ëþäüìè èäåò íàñòîÿùàÿ îõîòà ðàáîòîäàòåëåé, ïîòîìó ÷òî îíè ýôôåêòèâíåå ñîòíè ïîñðåäñòâåííûõ ðàáîòíèêîâ