Different pdf epub mobi txt 電子書下載 2024

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Youngme Moon

Crown Business

2010-4-6

288

USD 26.00

Hardcover

9780307460851

圖書標籤: 思維商業商業模式市場營銷創新經濟 Innovation 戰略

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发表于2024-11-08

Different epub 下載 mobi 下載 pdf 下載 txt 電子書下載 2024

Different pdf epub mobi txt 電子書下載 2024

圖書描述

Review

“...to give a bullet-point summation of takeaways is to deny the real value of this lovely book.”--Harvard Business Review

Product Description

Why trying to be the best … competing like crazy … makes you mediocre

Every few years a book—through a combination of the author’s unique voice, storytelling ability, wit, and insight—simply breaks the mold. Bill Bryson’s A Walk in the Woods is one example. Richard Feynman’s “Surely You’re Joking, Mr. Feynman!” is another.

Now comes Youngme Moon’s Different, a book for “people who don’t read business books.” Actually, it’s more like a personal conversation with a friend who has thought deeply about how the world works … and who gets you to see that world in a completely new light.

If there is one strain of conventional wisdom pervading every company in every industry, it’s the absolute importance of “competing like crazy.” Youngme Moon’s message is simply “Get off this treadmill that’s taking you nowhere. Going tit for tat and adding features, augmentations, and gimmicks to beat the competition has the perverse result of making you like everyone else.” Different provides a highly original perspective on what it means to offer something that is meaningfully different—different in a manner that is both fundamental and comprehensive.

Youngme Moon identifies the outliers, the mavericks, the iconoclasts—the players who have thoughtfully rejected orthodoxy in favor of an approach that is more adventurous. Some are even “hostile,” almost daring you to buy what they are selling. The MINI Cooper was launched with fearless abandon: “Worried that this car is too small? Look here. It’s even smaller than you think.”

These are players that strike a genuine chord with even the most jaded consumers. In fact, almost every success story of the past two decades has been an exception to the rule. Simply go to your computer and compare AOL and Yahoo! with Google. The former pile on feature upon feature to their home pages, while Google is like an austere boutique, dominating a category filled with “extras.”

Different 下載 mobi epub pdf txt 電子書

著者簡介

Youngme Moon is the Donald K. David Professor at Harvard Business School. One of HBS’s most popular teachers, Dr. Moon has received the Student Association Faculty Award for teaching excellence on multiple occasions. Dr. Moon’s research focuses on innovative consumer-marketing strategies and her work has been published widely, including in Harvard Business Review.

圖書目錄

Different pdf epub mobi txt 電子書下載

想要找書就要到小哈圖書下載中心

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用戶評價

評分☆☆☆☆☆

Despite Professor's Young's claim to deliver a different type of marketing book - one that probes the more philosophical underpinnings of the “Be Differentiated” trite, the most “differentiated” part of her book might be its promotional video on Amazon. Nevertheless, her tripod model of differentiation is a well-intended but less-convincing attempt to make sense of some of the more recent marketing/business model innovations

評分☆☆☆☆☆

很有意思的書。把市場營銷上升到一個哲學的高度。逆嚮戰略品牌告訴我們減法創新，敵意品牌告訴我們用分化來占有市場份額，而跨越行業的品牌交給我們如何通過“正名”的方式把不利轉化為有利，譬如把“機器人”變成“寵物”，“尿不濕”變成“內褲”。更有意思的是作者對市場調研這種行為本身的質疑。事實上確實如此，加劇的競爭讓企業通過市場調查和競爭調研彌補自己的短闆，加快瞭commoditization的過程。事實上更重要的是增加自己的長闆以確保産品差彆化。另外，對於創意想法，不要上來就否定。給自己幾分鍾找一找肯定的理由，天纔與瘋子隻在一念之間。創造稀缺性，堅守大創意，非常人性化，是成功市場營銷的三個重點。與其虛與委蛇地大肆差異化，不如真誠實在地做些人們不常做的，被忽略的，而又有道德價值的事情。

評分☆☆☆☆☆

提齣瞭很好的企業和産品定位思路，具體方式還需要更多深入的思考。

評分☆☆☆☆☆

明明是經營學的書，卻讀齣瞭從自己齣發的味道。比方說，如何實現差彆化，不是通過競爭，而是如何跳齣競爭的論述。很有滋味。我禁不住想到演講，這個讓我長久以來競爭不息的主題。但是，競爭的意義呢？居然似乎是——我被異質同質化瞭麼？同時，試迴想，我18年來隻為一個人的演講拼命鼓掌到手紅。那是怎樣的演講，怎樣的飛揚和跋扈。我並沒有在夢鄉，讓一行行詩顯得榮耀。但在親眼目睹那種自信，充盈和英姿風發的時候，我認為那就是演講舞颱上完全的脫卻。我應當始終記著我在朝著這個目標前進，靠近。有一天我會做得更棒。我一定可以。

讀後感

評分☆☆☆☆☆

As a person who have zero experience with marketing, someone with more of a consumer's than a business person's perspective, I find this book a nice introduction to the marketing world. Competitive herding, as the author called it, nicely characterizes the...

評分☆☆☆☆☆

刚开始在读本书的时候，是出于对中信喜欢把一本普通的读物炒成包装成《圣经》，和“读完本书就可以长生不老或者日进斗金”的强烈标签，读完序言，果然印证了自己的想法，中信，你吃SHI去吧。继续读着之后，渐渐觉得本书的确是一本非常实在的书。读到关于马麦酱的案例，更觉得...

評分☆☆☆☆☆

这些天读了《哈佛商学院最受欢迎的营销课》这本书，这是非常好的一本书，它不仅仅在讲营销，它也在说营销背后的一些东西。下面就此书其中的一些观点发表一下我的看法。评价标准是一个很重要的导向，学生时代，应试教育下分数是我们的评价标准，一个学生是不是好学生用他的分数...

評分☆☆☆☆☆

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Different pdf epub mobi txt 電子書下載 2024