Everything I Know about Marketing I Learned from Google[跟谷歌学营销]

图书标准信息

• 作者 Aaron Goldman（亚伦·古德曼） 著
• 出版社 McGraw-Hill
• 出版时间 2010-08
• 版次 1
• ISBN 9780071742894
• 定价 286.00元
• 装帧 精装
• 开本 其他
• 纸张 胶版纸
• 页数 341页
• 正文语种 英语
• 丛书 营销专家系列

【内容简介】

Youknowyou'vehititbigwhenyournamebecomesaverb—andnooneknowsthatbetterthanGoogle.Injustover10years,Googlehasbecometheworld'smostvaluablebrand,consistentlydominatingitscategoryandgenerating$6billioninrevenueperquarter.

HowdoesGoogledoit?Inaword:marketing.

YoumaynotthinkGoogledoesmuchmarketing.Indeed,itdoesn'tdoalotofwhathastraditionallybeenviewedasmarketing.Butintoday'sdigitalworld,marketinghastakennewshape—andGoogleisatthecuttingedge.

InEverythingIKnowaboutMarketingILearnedfromGoogle,digitalmarketingexpertAaronGoldmanoffers20powerfullessonsstraightfromGoogle'splaybook.TakingyoudeepintotheinnerworkingsoftheGoogleplex(whicharesimplerthanyouthink),Goldmanprovidestheknowledgeandtoolsyouneedtobuildandgrowyourbrand(whichisalsosimplerthanyouthink).

Alongtheway,heshowshowGoogle'stacticsarebeingusedbyawiderangeofsuccessfulcorporations,fromAppletoZappos.Keyprinciplesinclude:

TapintotheWisdomofCrowds:Getthesignalsyouneeddirectlyfromyourcustomers

KeepItSimple,Stupid:Craftmessagespeoplecangraspinananosecondandpassalong

Don'tInterrupt:Jointheconversation—butavoiddisruptingit

ActLikeContent:Providevalue,notsalespitches

TestEverything:Takenodetailofyourprogramforgranted;youcanalwaysimprove

ShowOffYourAssets:Distributeyourbrandeverywhere

ThebeautyofitallisthattheseGoogleylessonscanbeappliedtoeveryaspectofmarketing,inorganizationsofanysize.WhetheryourunaPRdepartmentinamultinationalcorporationorserveasthesolemarketerinasmallbusiness,thesetacticswork.

Initsmissionto"organizetheworld'sinformation,"Googlehasrewrittenthebookonmarketing.UseEverythingIKnowaboutMarketingILearnedfromGoogletoremakeyourownorganization'smarketing—andengagemorecustomersthanever.

【作者简介】

AaronGoldmanisChiefMarketingOfficeratKenshoo,whereheputslessonslearnedfromGoogletogoodusethroughglobaltechnologysolutionsformanagingonlineadvertising.GoldmanlivesinChicago.