Consumer Behaviour category: 842 books

Cover of 你的點子需要牙籤:英國創意大師教你一加一等於三的利多思考

你的點子需要牙籤:英國創意大師教你一加一等於三的利多思考

One Plus One Equals Three: A Masterclass in Creative Thinking

by 戴夫.卓特, Dave Trott
Language: Chinese
Release Date: September 1, 2016

★奧美創意人每週必讀一篇的好書。 ★盧建彰、劉軒、梁正群、吳定謙、周偉航 齊聲推薦 62篇簡單的故事,配上犀利的解析,搖醒你的「慣腦袋」! 還在絞盡腦汁想「新」點子? 別鬧了,這世界上根本沒有新點子! 想要充滿創意,就得擺脫1+1=2的理性泥沼,活用1+1=3的跳接式思考。 用一根牙籤作支點,你可以跳到更遠、更妙、更吸睛的地方。 兩名男子喬裝成高級餐廳老闆,參加歐洲熱門的美食展。 他們把速食店的漢堡切成小分量,然後插上牙籤。 賣相宛若精緻法國餐點,美食專家品嘗後讚嘆不已。 一根小牙籤,就這樣翻轉了50元漢堡的價值。 創意無關先天才賦、主管賞識、預算多寡,而在於你是否能「找到一根牙籤」,串起日常中的零碎靈感,襯出你不尋常的新鮮點子。 不論你是行銷廣告人、編輯設計、創業者、學生,或是任何一位靈感碰壁的工作者,本書直搗核心,用淺明卻發人省思的故事,配以犀利又實用的建議,帶你跳往自己的一片天。 ▍大賣場為什麼要賣除草機給孕婦? 將大數據化為巧數據,是創意的範疇。 ▍動保人士為什麼要在小海豹身上噴漆? 追溯問題的根源,往往是創意的起點。 ▍為什麼說髒話也可以打動人心? 想法的呈現,決定想法的影響力。 ▍紐約的流浪漢,如何解開廣告大師解不開的難題? 掌握觀眾心理,人人都能運用廣告創意。 ▍框架效應如何綁架消費者的大腦和荷包? 主宰脈絡就主宰選擇,不怕玻璃杯是半空或是半滿。 【各界創意人熱情推薦】 我們都需要一支牙籤,一支這本書說的牙籤。一支可以把我們裡面的美襯出來的牙籤,讓我們知道雖然我們如此渺小,卻有機會偉大。創意是這樣的東西,這本書是這樣的東西。 ──盧建彰|廣告導演、作家 急轉彎的情節、妙語如珠的敘述…讀這本書有如看坎城國際創意節的得獎廣告影片,各個精彩、犀利、動人,而且能點燃你的創意腦細胞! ──劉軒|作家、講師、創業家 創意其實就是你與別人的差異:曾想過與不曾想過、敢做與不敢做、還記得與忘了。但要能重組這些差異之間的關係,才能將想法轉為產出。到了這個層次,就不妨參考他人的成功經驗。 ──周偉航|哲學博士、「人渣文本」部落格版主 大多數的我們都在這個社會的常規下庸碌生活著,而忘記了自己的腦袋其實充滿了無數的創意。鼓起勇氣挪動腳步、跳出框框,發揮每個人獨特的創意力量,也可能是你事業或人生的轉機! ──吳定謙|演員、導演、作家 打開這本書,你會發現更多生命中的驚喜,更多屬於你的可能性。讀進這本書,你將喚醒蓄勢待發的潛能,為你的「創意」找到更多創意。 ──梁正群|演員、主持人、音樂創作家 卓特不但是個高明的廣告文案寫手,也是傑出的團隊領袖。他的創意點子也可以運用在寫小說、拍電影、開發新產品、管理球隊、開創人生,以及任何你能想到的事情上。 ──英國《週日泰晤士報》 【作者簡介】 戴夫.卓特 Dave...
Cover of The Guiding Purpose Strategy

The Guiding Purpose Strategy

A Navigational Code for Brand Growth

by Markus Kramer
Language: English
Release Date: November 30, 2017

Purpose is the Know-Why. And in today’s day and age, Know-Why is the new know-how. But understanding, articulating and knowing your Purpose is more than just possessing knowledge. It represents the intellectual essence of your raison d’être. The Guiding Purpose Strategy is about embarking...
Cover of Innovating Analytics

Innovating Analytics

How the Next Generation of Net Promoter Can Increase Sales and Drive Business Results

by Larry Freed
Language: English
Release Date: September 16, 2013

How does a CEO, manager, or entrepreneur begin to sort out what defines and drives a good customer experience and how it can be measured and made actionable? If you know how well the customer experience is satisfying your customers and you know how to increase their satisfaction, you can then increase...
Cover of Customer Experience 3.0

Customer Experience 3.0

High-Profit Strategies in the Age of Techno Service

by John Goodman
Language: English
Release Date: August 12, 2014

Between smartphones, social media, mobile connectivity, and a plethora of other technological innovations changing the way we do almost everything these days, your customers are expecting you to be taking advantage of it all in order to enhance their customer service experience far beyond the meeting-the-minimum...
Cover of Why Customers Really Buy

Why Customers Really Buy

Uncovering the Emotional Triggers That Drive Sales

by Linda Goodman, Michelle Helin
Language: English
Release Date: January 1, 2009

The motivations customers act on are seldom logical, predictable, or even conscious. Instead, their strongest responses stem from one source: emotion. It's a deceptively simple reality. But it permanently changes the way organizations must go about understanding their customers. Why Customers...
Cover of Experiential Marketing

Experiential Marketing

A Practical Guide to Interactive Brand Experiences

by Shirra Smilansky
Language: English
Release Date: December 3, 2017

The immersive brand experience is revolutionizing brand engagement. Experiential Marketing, second edition, cuts through the jargon with clear practical guidelines on how to magnify marketing strategies to a powerful new level. This book emphasizes that experiential marketing is not just about creating...
Cover of Customer-Centric Knowledge Management

Customer-Centric Knowledge Management

Concepts and Applications

by
Language: English
Release Date: August 31, 2011

Customer-Centric Knowledge Management (CCKM) is needed in order to build good customer relations and to maintain customer satisfaction and loyalty. It includes the management of processes and techniques used to collect information regarding customers' needs, wants, and expectations for the development...
Cover of Deseo consumido

Deseo consumido

¿Y si pasaras un año sin comprar? Una investigación sobre por qué el consumo nos consume

by Evangelina Himitian, Soledad M. Vallejos
Language: Spanish
Release Date: April 1, 2017

Las periodistas Evangelina Himitian y Soledad M. Vallejos investigan el fenómeno del hiperconsumismo en la sociedad actual a través de la experiencia personal pero también del análisis profundo de todos los aspectos que nos involucran en la vida cotidiana, aun aquellos que no pensamos al decidir...
Cover of Rebeldes con causa. Reflexiones sobre nuestros valores
by Rodolfo González Gatica
Language: Spanish
Release Date: January 1, 2015

Rebeldes con causa es una colección de ensayos breves sobre la realidad hispanoamericana y ciertas expresiones recientes que confunden al ciudadano corriente, ese que va de a pie por la vida. Estos ensayos nacen al calor de una conversación entre amigos preocupados por los códigos que se introducen...
Cover of Learning From Winners

Learning From Winners

How the ARF Ogilvy Award Winners Use Market Research to Create Advertising Success

by Raymond Pettit
Language: English
Release Date: August 27, 2007

This book demonstrates how the best companies use the creative application of research, done up front, to produce the big ideas with significant impact on the market and on the people, employees, partners, retailers and customers. Readers of this book will experience how brand managers and their agencies use the right research to drive new brand in
Cover of The Cultural Intelligence Difference -Special eBook Edition

The Cultural Intelligence Difference -Special eBook Edition

Master the One Skill You Can't Do Without in Today's Global Economy

by David Livermore
Language: English
Release Date: May 30, 2011

As an award-winning author and global business leader, David Livermore applies his social science and cultural intelligence (CQ) expertise to teach others how to thrive in increasingly multicultural workplaces and a globalized world. Now, in this essential book, he shows readers how to leverage the...
Cover of Secret Sauce

Secret Sauce

How to Pack Your Messages with Persuasive Punch

by Harry Mills
Language: English
Release Date: February 21, 2017

The new rules for persuasive messaging. When it comes to messaging, what worked in the past won't work today. Our noisy, digital world has undermined our ability to focus. For a message to grab attention and persuade, it now has to pass the SAUCE test and be: Simple, Appealing, Unexpected, Credible,...
Cover of 掠食者思考:一生都不想忘記的62個關鍵句

掠食者思考:一生都不想忘記的62個關鍵句

Predatory Thinking: A Masterclass in Out-Thinking the Competition

by 戴夫.卓特, Dave Trott
Language: Chinese
Release Date: April 24, 2014

商業世界的近身肉搏戰,有人贏,就有人得輸。 不當掠食者,就會是獵物! 唯有拉高視野,站在狩獵者地位思考,才能制敵機先,擁抱寬闊的發展空間! ★英倫廣告巨擘針針見血描繪,看過就不願忘記的珍貴教導! ★睿智且具洞察力,全球行銷戰士生存必讀寶典! ★明快,有深度,切中根本,隨便翻開任一頁都是很棒的故事! 兩名探險者走在叢林裡,突然傳來老虎吼聲。其中一人坐下,拿出背包裡的跑步鞋。 他的同伴說:「你瘋了!你跑不贏老虎的。」 那人回答:「我不需要跑贏老虎,我只需要跑贏你。」 或許這是一個熟悉的故事,但卻呈現一個血淋淋的事實:競爭無所不在,你沒有選擇的權利,只能找出跑得更快的方法。 英國廣告大師戴夫.卓特用最精準的62句關鍵句+62個小故事,帶你跑得更快、更有方向!他用豐富的經驗與市場競爭的心得,教你拉高視野,從略食者的角度思考,在有形與無形的競爭中獲勝。 從軍隊的對戰策略、商場襲敵致勝,到如何制止小孩變成電視兒童的教養法,甚至辦公室惡整附庸風雅老闆的妙招,他犀利傳授商場與人生的生存智慧,每一則都令人玩味不已。讀者一旦過目,就視若珍寶,希望自己永遠也不要忘記這些受用一輩子的教訓。   「根本沒有人在看」:員警上的第一堂課,對他們工作帶來巨大影響的關鍵句! 「上帝存在細節中」:在分秒必爭的世界裡,F1賽車手公開持續獲勝的關鍵句! 「參與和投入的差別」:要讓別人成為你的盟友,你必須先徹底執行的關鍵句! 「你其實只對一個人說話」:任何媒體都適用,也是唯一有效的廣告關鍵句! 「效率與效能不同之處」:抓對優先順序,生存與工作都不容忽視的關鍵句!   【作者簡介】 戴夫.卓特 Dave...
Cover of Killjoys: A Critique of Paternalism

Killjoys: A Critique of Paternalism

A Critique of Paternalism

by Christopher Snowdon
Language: English
Release Date: October 26, 2017

Eating sugary food, drinking alcohol and smoking cigarettes are legal activities. But politicians still use the law to discourage them. They raise their price, prohibit or limit their advertisement, restrict where they can be sold and consumed, and sometimes ban them outright. These politicians thereby...
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