Whatever You Think, Think the Opposite

商家名称	信用等级	购买信息	订购本书
		Whatever You Think, Think the Opposite
		Whatever You Think, Think the Opposite

基本信息·出版社：Portfolio Trade
·页码：160 页
·出版日期：2006年03月
·ISBN：1591841216
·条形码：9781591841210
·版本：2006-03-10
·装帧：平装
·开本：32开 Pages Per Sheet
·外文书名：逆返思考题

内容简介 Book Description
Filled with fun anecdotes, quirky photos, and off-the-wall business advice, the provocative sequel to "It's Not How Good You Are, It's How good You Want to Be" reveals the surprising power of bad decisions.

From Publishers Weekly
Referring to his first book, It's Not How Good You Are, It's How Good You Want to Be, Arden describes himself as "author of world's bestselling book," ably demonstrating one nugget of wisdom to be found in his latest: "Great people have great egos; maybe that's what makes them great." Otherwise, the book suggests that Arden is less a great person (or a great author) than a great former creative director at advertising powerhouse Saatchi and Saatchi. In the restrictive, often repetitive genre of management by aphorism, Arden is an original: master of the snappy maxim and eye-catching graphic, Arden advocates unconventional thinking, skipping college, taking risks, being outrageous and failing dramatically. Missing is a page in this book emblazoned "Take my advice with a grain of salt," or "Triumph for an advertising copywriter may be disaster for an accountant." Nevertheless, Mr. Arden's books are a pleasure to peruse. His writing is spare, clever, brisk and pointed. Illustrations are clean and witty. Think you whatever, this book is a natty little addition to the business bookshelf.

Book Dimension
length: (cm)17.5 　　　 　　　　　 　　　　　 width:(cm)10.9
媒体推荐 ...As a merchant, I recommend this book. -- Jack Covert Selects

...a fun, savvy book. -- Bloomberg News

...businesses need to steel themselves...The companies that win will have displayed a clear treasure map at the front door. -- Financial Times

Essential reading for those who currently work in marketing... -- Library Journal

The real treasure here is the thinking of Michael Silverstein...Powerfully insightful and approachable. -- Douglas R. Conant, President and CEO, Campbell Soup Company

There is a treasure trove of premium advice and valuable information in "Treasure Hunt" for anyone in any business... -- Knight Ridder

This book is about real people who are making day-to-day decisions on purchases that impact their lives and their wallets... -- Robert L. Nardelli, Chairman and CEO, Home Depot

Treasure Hunt has a strong sense of the shopping zeitgeist. -- Wall Street Journal

Treasure Hunt is very well written and ultimately convincing in its thesis... -- HBS Working Knowledge

Treasure Hunt...is not just about saving money-it's about gaining control, achieving goals, and attaining the things that matter... -- Harvard Business Review
专业书评 In their bestselling Trading Up, Silverstein and Neil Fiske explained why people are willing to spend beyond their means for certain premium goods. But that's only half the story: as middle-class customers splurge on lingerie and appliances, they're bargain-hunting for everything else. Companies will thrive, Silverstein argues, by catering to the penny-pinching impulses of consumers, or by "spanning the poles" and appealing to both the high and low ends while avoiding anything else-there's only "death in the middle." The book's profiles of individuals who splurge-and-scrimp and case studies of companies that have successfully adapted to the polarization of the marketplace show the key to survival is to offer the perception of good value for money and an emotionally satisfying experience. This is where the book becomes a tad creepy: Silverstein analyzes female consumers' relationships with their mothers and attributes an advertising executive's "lack of a father's love, a social-climbing mother and several failed relationships" as causes of her binge-spending and scrimping. Silverstein's guide to cashing in on the top and the bottom is intelligent without becoming mercenary; business owners will take notice.
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