Маркетинг, PR, реклама

Различные книги в жанре Маркетинг, PR, реклама

Жесткие продажи

Дэн Кеннеди

Сегодня продажнику позарез быть умнее, проницательнее, прогрессивнее, агрессивнее, организованнее, и во всех отношениях «-ее» других, чтобы выбраться на вершину. Эта книга как раз и призвана вооружить вас для перехода в братство самых богатых, независимых, влиятельных и важных. Если это не то место, где вы всей душой хотите оказаться, книга будет для вас пустой тратой времени, покажется слишком грубой, прямой и «конкретной». Если вы предпочитаете подход послюнявее, так в магазинах целые полки заставлены соответствующими книгами – выбирайте, не стесняйтесь. А те, кто действительно хочет продавать больше и быстрее – читайте эту: как только вы начнете применять содержащиеся в ней методики, у вас в карманах заведется денег в разы больше, чем вы рассчитывали получить.

М-г. Самая короткая книга о том, как работает маркетинг

Мирослав Вербилевич

Говорить о маркетинге можно часами. А читать, наверное, месяцами. Но у Вас же мало свободного времени, верно? Есть отличное предложение: в рамках часовой неспешной беседы получить всю необходимую информацию о том, как работает маркетинг. Без лишнего перегруза, без статистики британских ученых, без тягостных рассуждений, без регистрации и смс. Получить советы, ориентированные на нашу реальную аудиторию – жителей постсоветских стран, а не на тех идеальных западных парней с мешком денег. И, наверное, испытать определенное удовольствие от чтения. К этой беседе можно подключиться в любой момент. Она будет полезна и новичкам и профи. Кто-то получит базу, кто-то пересмотрит свой взгляд на известные вещи. Но абсолютно у каждого появится шанс начать строить свой маркетинговый космический корабль. И Вы не теряйте времени. Корабль сам по себе не построится. Велком!

Propaganda

Edward Bernays

“Bernays’ honest and practical manual provides much insight into some of the most powerful and influential institutions of contemporary industrial state capitalist democracies.”—Noam Chomsky “The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.”—Edward Bernays, Propaganda A seminal and controversial figure in the history of political thought and public relations, Edward Bernays (1891–1995), pioneered the scientific technique of shaping and manipulating public opinion, which he famously dubbed “engineering of consent.” During World War I, he was an integral part of the U.S. Committee on Public Information (CPI), a powerful propaganda apparatus that was mobilized to package, advertise and sell the war to the American people as one that would “Make the World Safe for Democracy.” The CPI would become the blueprint in which marketing strategies for future wars would be based upon. Bernays applied the techniques he had learned in the CPI and, incorporating some of the ideas of Walter Lipmann, became an outspoken proponent of propaganda as a tool for democratic and corporate manipulation of the population. His 1928 bombshell Propaganda lays out his eerily prescient vision for using propaganda to regiment the collective mind in a variety of areas, including government, politics, art, science and education. To read this book today is to frightfully comprehend what our contemporary institutions of government and business have become in regards to organized manipulation of the masses. This is the first reprint of Propaganda in over 30 years and features an introduction by Mark Crispin Miller, author of The Bush Dyslexicon: Observations on a National Disorder .

Color For Profit

Louis Cheskin

Published in 1951, Louis Cheskin's groundbreaking Color For Profit initiated a scientific approach to color and design. Cheskin's philosophy rotated around three core concepts: good taste has little to do with how well a design sells; asking customers what they think of a package design is not a useful way to measure effectiveness; and colors have symbolic meanings.Among some of Cheskin's noteworthy accomplishments were: The creation of the Gerber Baby Changing the color of margarine from white to yellow The development of the Marlboro Man and Marlboro packaging from what was previously considered a «women's» cigarette Uncovering the preference of American consumers for circles over triangles on packaging Predicting the flop of the Edsel automobile The market research underlying the introduction of the Ford Mustang and the Lincoln Continental

Color For Profit

Louis Cheskin

Published in 1951, Louis Cheskin's groundbreaking Color For Profit initiated a scientific approach to color and design. Cheskin's philosophy rotated around three core concepts: good taste has little to do with how well a design sells; asking customers what they think of a package design is not a useful way to measure effectiveness; and colors have symbolic meanings.Among some of Cheskin's noteworthy accomplishments were: The creation of the Gerber Baby Changing the color of margarine from white to yellow The development of the Marlboro Man and Marlboro packaging from what was previously considered a «women's» cigarette Uncovering the preference of American consumers for circles over triangles on packaging Predicting the flop of the Edsel automobile The market research underlying the introduction of the Ford Mustang and the Lincoln Continental

Why People Buy

Louis Cheskin

Why People Buy is a seminal book to understanding why certain products have appeal in the markerplace.Cheskin was one of the first marketers to use customer-centric methods, and to value direct customer input above marketers’ expectations or guesses about customers' needs.Acknowledging the irrational elements of human behavior, Cheskin brought psychoanalysis and Gestalt theory to marketing. He gained fame for predicting the failure of the Edsel and berated researchers and executives who failed to use market research to drive product development and go to market strategies.

The Poverty of Affluence

Paul Wachtel

A seminal text about the psychological discontent of modern America.Paul Wachtel will be writing a new introduction to this edition of the book.

The Behaviour Business

Richard Chataway

If you are in business, you are in the business of behaviour – and unless a business influences behaviour, it will not succeed.