图书标签: marketing 营销 零售 美国 经济学 商业 经济 社会心理学
发表于2024-11-04
Location is (Still) Everything pdf epub mobi txt 电子书 下载 2024
Conventional wisdom holds that the Internet makes the world flat and reduces friction by erasing the impact of the physical world on our buying habits.
But Wharton professor and marketing expert David R. Bell argues that the way we use the Internet is still largely shaped by the physical world we inhabit.
Anyone can go online and buy a pair of jeans—but the likelihood that we will do so depends to a significant degree on where we live. The presence of stores nearby, trendy and friendly neighbors, and local sales taxes, among other factors, play a critical role in our decision making when it comes to buying online. Our willingness to search for and consume information also depends on where we live and whom we live next to.
In Location Is (Still) Everything, Bell offers a fascinating, in-depth look at online commerce and retailing through his years of research, investing, and advising experience. His unique GRAVITY framework is a powerful and practical tool that uses fundamental human behaviors and location-based conditions to explain how the real and virtual worlds intersect — and what Internet sellers must do in order to succeed. Entrepreneurs, managers, students, and investors will all benefit from understanding how and why we use the Internet to search, shop, and sell.
David R. Bell is the Xinmei Zhang and Yongge Dai Professor at the Wharton School of the University of Pennsylvania, where he studies how we use the Internet and related technologies to search, shop, and sell. David developed Wharton’s first course on digital marketing and e-commerce, and he is an active angel investor in, and adviser to, a variety of successful Internet startups. David is a New Zealand citizen and received his PhD from Stanford University’s Graduate School of Business. He divides his time between Philadelphia and San Francisco, and searches and shops online from both places.
写得蛮干的,有些地方有启发性。例子来来回回就是眼镜和diaper。
评分写得蛮干的,有些地方有启发性。例子来来回回就是眼镜和diaper。
评分讀的中文版《買方住哪比賣方在哪更重要》。看標題就知道翻譯是可以更好的了。6 chapters:geography, resistance, adjacency, vicinity, isolation, topography
评分一看到framework字眼仿佛瞬间回到business school的课堂…GRAVITY这个模型的概括还是比较有意思的,虽然不可避免出现一个案例反复拿来说吧,但是至少作者团队是十年来坚持在用科学的方法在观察、归纳,总结。去年写MBA论文的时候导师跟我说,互联网的东西很少有(理论上的)“干货”,引用的时候要注意权威性。还是我们眼光太狭窄吧…相比之下国内的类似书籍只能属于嚼烂的唾液当成神仙水来卖。这本书国内翻译版的价格比我买原版还贵,顿时觉得语言好还是有优势的!
评分写得蛮干的,有些地方有启发性。例子来来回回就是眼镜和diaper。
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Location is (Still) Everything pdf epub mobi txt 电子书 下载 2024