基本信息·出版社：Penguin Books Ltd ·页码：160 页 ·出版日期：2005年01月 ·ISBN：014101640X ·条形码：9780141016405 ·装帧：平装 ·外文书名：紫 ...
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Purple Cow: Transform Your Business by Being Remarkable |
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Purple Cow: Transform Your Business by Being Remarkable |
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基本信息·出版社：Penguin Books Ltd
·页码：160 页
·出版日期：2005年01月
·ISBN：014101640X
·条形码：9780141016405
·装帧：平装
·外文书名：紫牛
内容简介 在线阅读本书
You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice.
What do Starbucks and JetBlue and KrispyKreme and Apple and DutchBoy and Kensington and Zespri and Hard Candy have that you don't? How do they continue to confound critics and achieve spectacular growth, leaving behind former tried-and true brands to gasp their last?
Face it, the checklist of tired 'P's marketers have used for decades to get their product noticed -Pricing, Promotion, Publicity, to name a few-aren't working anymore. There's an exceptionally important 'P' that has to be added to the list. It's Purple Cow.
Cows, after you've seen one, or two, or ten, are boring. A Purple Cow, though...now that would be something. Purple Cow describes something phenomenal, something counterintuitive and exciting and flat out unbelievable. Every day, consumers come face to face with a lot of boring stuff-a lot of brown cows-but you can bet they won't forget a Purple Cow. And it's not a marketing function that you can slap on to your product or service. Purple Cow is inherent. It's built right in, or it's not there. Period.
In
Purple Cow, Seth Godin urges you to put a Purple Cow into everything you build, and everything you do, to create something truly noticeable. It's a manifesto for marketers who want to help create products that are worth marketing in the first place.
--This text refers to the Hardcover edition. 作者简介 Seth Godin is the worldwide bestselling author of
Permission Marketing,
Unleashing the Ideavirus, and
Survival is not Enough. He is a renowned public speaker, has started several successful companies, and is a contributing editor at
Fast Company Magazine.
--This text refers to the Hardcover edition. 媒体推荐 书评
From Publishers Weekly The world is changing ever more rapidly, and the rules of marketing are no different, writes Godin, the field''s reigning guru. The old ways-run-of-the-mill TV commercials, ads in the Wall Street Journal and so on-don''t work like they used to, because such messages are so plentiful that consumers have tuned them out. This means you have to toss out everything you know and do something "remarkable" (the way a purple cow in a field of Guernseys would be remarkable) to have any effect at all, writes Godin (Permission Marketing; Unleashing the Ideavirus). He cites companies like HBO, Starbucks and JetBlue, all of which created new ways of doing old businesses and saw their brands sizzle as a result. Godin''s style is punchy and irreverent, using short, sharp messages to drive his points home. As a result the book is fiery, but not entirely cohesive; at times it resembles a stream-of-consciousness monologue. Still, his wide-ranging advice-be outrageous, tell the truth, test the limits and never settle for just "very good"-is solid and timely.
Copyright 2003 Reed Business Information, Inc.
--This text refers to the Hardcover edition.
