Eto my berem! Marketing na instinktah i insajtah

Lesli Zejn, ekspert po brendingu i povedencheskim naukam, predlagaet al'ternativnyj vzglyad na marketing, kritikuya ustoyavshiesya metody.
Ona ob"yasnyaet, kak zadejstvovat' instinktivnoe myshlenie, chtoby sozdat' sil'nye associacii i motivirovat' lyudej vybirat' vash produkt, kompaniyu ili ideyu. Avtor utverzhdaet, chto lyudi prinimayut resheniya o pokupke instinktivno, a ne osoznanno, i predlagaet otkazat'sya ot obshcheprinyatyh priemov i strategij, takih kak marketingovaya voronka, segmentaciya auditorii, stremlenie k unikal'nosti i kreativnosti.
V knige rassmatrivayutsya primery izvestnyh brendov, takih kak McDonald's, Lululemon, Dove, PepsiCo i Mars, i ob"yasnyaetsya, kak sozdat' soobshcheniya, vyzyvayushchie polozhitel'nye associacii. Avtor podcherkivaet vazhnost' ponimaniya, kak potrebiteli delayut svoj vybor, i primeneniya strategij, rabotayushchih v garmonii s estestvennymi reakciyami mozga, chtoby dobit'sya uspekha.
Dlya kogo eta kniga
Dlya tekh, komu okazalos' malo «Vzloma marketinga»
Dlya tekh, kto hochet uznat' al'ternativnyj podhod k marketingu i osvoit' novye marketingovye instrumenty
Dlya direktorov po marketingu, praktikuyushchih marketologov i vsekh, komu interesno uznat' bol'she o tom, kak brendy vliyayut na nas

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----- ---- - ------- -- ---------- - ------------ - 30------- ------. --------------- ----- --------, --- PepsiCo, Mars, Jameson, Dove, Colgate, Absolut, Johnson&Johnson - McDonald's. ------ TEDx - ------------ ------- Harvard Business Review, Forbes, Scientific American - ------. ---------- Ogilvy Award. - 1995 ---- --------- ----------- ------------- --------- Growth Triggers.