消息首页搜索举报

The Context Marketing Revolution 英文原版语境营销革命

172 8.0折 216 九五品

仅1件

广东广州

认证卖家担保交易快速发货售后保障

作者Harvard Business Review

出版社Harvard Business Review

ISBN9781633694026

出版时间2020-03

印刷时间2020-03

印数1千册

装帧平装

开本16开

纸张轻型纸

页数240页

字数1千字

定价216元

上书时间2024-11-27

灵感源书店的书店

已实名已认证进店收藏店铺

在售商品暂无
平均发货时间 21小时
好评率暂无

最新上架

神话新批判俗语系列文化研究英文原版 Myth The New Critical Idiom ¥154.00

Dictionary of Gestures 英文原版手势词典 ¥168.00

林先生的小孙女菲利普克洛代尔 La petite fille de m linh 法文原版法国书店奖 ¥168.00

发现之旅在光中穿梭法文原版 VOYAGE AU COEUR DE LA LUMIERE ¥156.00

发现之旅插图百科全书文库集波伏娃书写自由法文原版 SIMONE DE BEAUVOIR ECRIRE LA LIBERTE ¥158.00

拯救捷豹英文原版 Saving Jaguar ¥162.00

橄榄树下我的希腊厨房食谱 Under the Olive Tree Recipes from my Greek Kitchen 英文原版 ¥198.00

East 120 Vegan and Vegetarian Recipes ¥216.00

新批判俗语系列接受美学英文原版 The New Critical Idiom 文化 ¥156.00

商品详情

品相描述：九五品

商品描述: 基本信息

By (author) Mathew Sweezey

Format Hardback | 240 pages

Dimensions 152 x 229 x 29.97mm | 453.59g

Publication date 24 Mar 2020

Publisher Harvard Business Review Press

Publication City/Country United States

Language English

ISBN10 163369402X

ISBN13 9781633694026

页面参数仅供参考，具体以实物为准

内容简介

In a world of limitless media noise, how can businesses break through to customers? Context.

We are in the midst of a massive media revolution. For the first time in history, ordinary people around the world have the ability to create, distribute, and consume content instantly, from anywhere, using connected devices. The massive increase in media "noise" created by these consumers and devices creates an entirely new situation that makes conventional marketing models obsolete. And yet countless companies and marketing organizations continue to rely on traditional models, assuming that their "campaigns" will sway customers. They couldn't be more wrong.

In this provocative and practical book, Salesforce marketing maven Mathew Sweezey boldly outlines this new "infinite media" environment and poses a profound question: In a transformed world where customers shape their own experience, what is the key to breaking through and motivating them to buy? It is context--the close linkage between an individual's immediate desires and the experiences a brand creates to fulfill them. Drawing on new research and new insights into current consumer psychology, Sweezey defines the five key elements of context. Customer experiences must be:

Available: Helping people achieve the value they seek in the moment

Permissioned: Giving people what they've asked for, on their terms

Personal: Going beyond how personal it is to how personally you can deliver it

Authentic: Combining voice, empathy, and brand congruence simultaneously

Purposeful: Creating a deeper connection to the brand, beyond the product

Sweezey uses vivid examples to highlight a new marketing model used by high-performing brands big and small. The final part of the book shifts to execution, providing a new rule book for context-based marketing.

The Context Marketing Revolution will change forever how you think about the purpose and practice of marketing.

在無數媒體喧囂的世界中，企業如何突破客戶？上下文。

我們正處於一場大規模的媒體革命之中。世界上的普通百姓有史以來第一次能夠使用連接的設備從任何地方即時創建，分發和消費內容。這些消費者和設備所產生的媒體“噪音”的大量增加創造了一種全新的局面，使傳統的營銷模式過時了。然而，無數的公司和營銷組織繼續依靠傳統模型，假設他們的“活動”會影響客戶。他們不能再錯了。

在這本具有啟發性和實用性的書中，Salesforce營銷專家Mathew Sweezey大膽地概述了這種新的“無限媒體”環境，並提出了一個深刻的問題：在一個轉變的世界中，客戶可以塑造自己的體驗，突破並激發他們購買的關鍵是什麼？？它是上下文-個人的迫切需求與品牌為滿足這些需求而創造的體驗之間的緊密聯繫。Sweezey利用對當前消費者心理學的新研究和新見解，定義了上下文的五個關鍵要素。客戶體驗必須是：

可用：幫助人們在當下即刻獲得他們所尋求的價值

許可：按照人們的意願提供他們所要的東西

個人：超越個人的個性，超越個人才能提供的

真實性：同時將聲音，同理心和品牌一致性融合在一起

有目的：在產品之外建立與品牌的更深層次的聯繫

Sweezey使用生動的例子來強調使用的新營銷模型由大大小小的高性能品牌組成。本書的最後一部分轉向執行，為基於上下文的營銷提供了新的規則手冊。

上下文營銷革命將永遠改變您對營銷目的和實踐的看法。

作者简介

Mathew Sweezey is Principal of Marketing Insights for Salesforce. A researcher, thinker, award-winning marketer, and writer, his work has appeared in leading publications such as AdAge, Forbes, Brand Quarterly, , and The Observer. He is the author of Marketing Automation for Dummies. He keynotes at conferences around the world and routinely works with the world's largest and most well-respected brands, including UPS, Home Depot, AT&T, and Dell.

Mathew Sweezey是Salesforce市場洞察負責人。他是一名研究人員，思想家，屢獲殊榮的營銷人員和作家，他的作品曾出現在諸如AdAge，《福布斯》，《品牌季刊》，《經濟學人》和《觀察家》等主要出版物中。他是《傻瓜營銷自動化》的作者。他在世界各地的會議上作主題演講，並經常與世界上大，受尊敬的品牌合作，包括UPS，Home Depot，AT＆T和Dell。