圖書標籤: 營銷 傳播學 marketing 社會心理學 心理學 互聯網 SocialMedia 廣告
发表于2024-08-06
Contagious pdf epub mobi txt 電子書 下載 2024
The New York Times bestseller that explains why certain products and ideas become popular.
“Jonah Berger knows more about what makes information ‘go viral’ than anyone in the world.” —Daniel Gilbert, author of the bestseller Stumbling on Happiness
What makes things popular? If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?
Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He’s studied why New York Times articles make the paper’s own Most E-mailed list, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children.
In Contagious, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos. Learn how a luxury steakhouse found popularity through the lowly cheesesteak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the most boring products there is: a blender.
Contagious provides specific, actionable techniques for helping information spread—for designing messages, advertisements, and content that people will share. Whether you’re a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.
For more details see: JonahBerger.com
Jonah Berger is a Professor at the Wharton School at the University of Pennsylvania, an internationally bestselling author, and a world-renowned expert on word of mouth, social influence, consumer behavior, and how products, ideas, and behaviors catch on. He has published dozens of articles in top‐tier academic journals, teaches Wharton's highest rated online course, and popular accounts of his work often appear in places like The New York Times, Wall Street Journal, and Harvard Business Review. Over a million copies of his books, Contagious, Invisible Influence, and The Catalyst: How to Change Anyone's Mind are in print in over 35 countries around the world.
其實是半途而廢 讀到一半總有彆的事兒耽誤瞭 作罷吧
評分2015年第21本書:social currency, triggers, emotion, public, practical value, stories.這些原則其實都是老生常談瞭,但就是喜歡看裏麵提到的例子,很有趣。
評分The step-son of The Tipping Point.
評分同事從颱灣帶來送的書,在廈門飛機延誤,兩天很快看完瞭
評分my marketing 101 book.. keyword: STEPPS
这本书相对于《迷恋》、《粘住》来说,从理论学术上更加注重现象背后的本质,然后结合实例进行分析说明,前两者是比较方法论的,从形式上着手。 想法还是可与不可求,把自己的核心点和这些原则巧妙的结合,才能创造出疯传的现象。本文STEPPS原则: 1、社交货币(Social Curre...
評分Jonah Berger在书中提到了让产品疯狂传播的STEPPS理论:社交货币、诱因、情绪、公共性、实用价值以及故事。说起来其实这些理论并无太多新意,但凡接触过传播学的同学们应该在专业课上都学过。作者沃顿商学院教授的名号大有来头,当中的理论其实也只能算作一般。 本来就是很普通...
評分书本身不错,但是印刷质量很差,在当当买的应该是正版,但是很多页都是油墨模糊,晚上看着就像重影一样,还怀疑自己眼睛出问题了,然后就是很多翻译问题比如一起开餐馆的2个儿时认识的玩伴怎么就成了忘年之交了呢?还有一些标点符号问题,校对很不负责任。
評分Contagious pdf epub mobi txt 電子書 下載 2024