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怪咖時代:小眾勢力崛起,愈怪愈有商機

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怪咖時代:小眾勢力崛起,愈怪愈有商機
Product Code:
253071
Model:
9789862297629
Product by:
三采
Status:
Available Now
Delivery:
Usually ships within 4 to 6 weeks
Delivery Fee:
WM - RM 5.30
EM - RM 12.72
FREE shipping within Malaysia for orders over RM 79.00
Rewards:
30 Points
RM 39.10
RM 30.89
21%

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Product Information

ISBN: 9789862297629

出版日期: 2012-09-07

作者: 賽斯.高汀

譯者: 吳書榆

裝訂: 平裝.單色印刷.168頁.

 

  國際暢銷書《紫牛》知名作者、行銷大師賽斯.高汀最新力作!
  當大眾不再是多數,行銷人該何去何從?
  擁抱怪咖讓你不被市場淘汰!

  大眾遠去,怪咖報到。
  現在,如果你錯過怪咖,你將會錯過太多人。

  長久以來,大眾即代表正常的多數,他們位在分布曲線隆起的中心。那些位在曲線兩端的人則是奇特的怪咖,是人數不多的小眾。但這分布曲線已經悄悄地向兩邊延伸,隆起的中心逐漸被掏空,你還想死守大眾市場嗎?

  賽斯.高汀被譽為當今觀察力最敏銳、直觀最強的行銷人,這本新作即是他對「大眾時代已終結」的宣言。他觀察到,無數個由怪咖所組成的部落勢力日益壯大,市場只會愈來愈分化,世界只會變得愈來愈奇特。

  可口可樂花了數十年時間砸下大錢,藉由電視廣告打造大眾品牌。但他們所瞄準的大眾,現在卻早已消失。新時代來臨,在大眾和怪咖之間,聰明的行銷人是該做出選擇了。

  「怪咖時代」的特色:
  1. 大眾口味的「正常」人驟減,處處是一個又一個的「怪咖」部落
  2. 每個怪咖部落特色鮮明,毫不隱瞞自己的奇特喜好
  3. 網路讓部落瞬間集結,部落的喜好創造新潮流
  4. 大量行銷已失去效用,部落裡的口耳相傳才有強大力量



作者簡介

賽斯.高汀(Seth Godin)

  15本國際暢銷書的作者,著作被翻譯成 35 種語言以上,改變了人們對行銷和工作的看法。長久以來,他的作品《行銷不過是個噴嚏》一直是最受歡迎的電子書,《紫牛》則是十年來最暢銷的商管書。除了寫作和演講之外,他還是Squidoo網站 (一個快速成長的推薦網站) 的創辦人暨執行長,也是高人氣的部落客(www.SethGodin.com)。其餘著作包括《低谷》、《願者上勾》、《釋放點子病毒》、《紫牛2》、《行銷人是大騙子》、《誰說加油站不能賣鞭炮?》、《肉丸聖代》、《部落》等。



譯者簡介

吳書榆

  台大經濟系、英國倫敦大學經濟所畢業,曾任職於公家機關、軟體業擔任研究、企畫與行銷相關工作,目前為自由文字工作者,譯有《老闆!我死都不願意告訴你這些事》、《金色團隊》、《出社會就該瞭的五角法則》及《黑道商學院》等書(以上皆由三采文化出版)。

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Shipping Information
ZoneWeightDelivery Fee (RM)
West MalaysiaFirst 2.00 kg5.30
West MalaysiaAdditional 1.00 kg2.12
East MalaysiaFirst 1.00 kg12.72
East MalaysiaAdditional 1.00 kg12.72

ZoneOrder Price Range (RM)Delivery Fee (RM)
West MalaysiaAbove 39.00FREE
East MalaysiaAbove 79.00FREE

 

 

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