Catch a big fish in the right pond, case 502 and so on. Are the works of the world's number one marketing god.
Zero capital entrepreneurship is the work of the first advocate of zero capital entrepreneurship.
Now the top ten best-selling marketing books list:
No.65438 +0 influence
In this book, Dr. Robert B. Cialdini, a famous psychologist, explains why some people are persuasive and we are always gullible. The six psychological secrets hidden behind impulsive obedience to others are the root of all this. Those persuasion experts always use them skillfully to bring us to heel.
Second place Ding Wei.
200 1 American Marketing Institute selected the concepts that had the greatest influence on American marketing in history. The result is not the brand image of Rolls-Royce USP and David Ogilvy, nor the marketing management and consumer "delivery" value theory constructed by Philip kotler, nor the competitive value chain theory of Michael Porter, but the "positioning" theory put forward by AL Ries and Jack Trout. This bible of management strategy, the most influential marketing book ever, has changed the rules of the market game, and the old days of advertising marketing are gone forever!
The third critical point
This book is the masterpiece of Malcolm Gladwell, a full-time writer of The New Yorker magazine. He explored the control science and marketing model from a brand-new angle by studying the sudden fashion trends in society. He believes that ideas, behaviors, information and products often spread as quickly as infectious diseases. Just like a patient may cause the flu in the whole city; If individual workers fight with customers, or a few graffiti lovers can't control themselves, they can also set off a wave of crime in the subway; A satisfied customer can also make the newly opened restaurant full. These phenomena belong to "social popular tide", and the moment it broke out, that is, the moment it reached the critical level, was a tipping point.
Fourth place explodes fashion.
The New York Times's best-selling products, designs, ideas, behaviors, development and communication modes are actually like viruses. In a particular fashion, everything may suddenly make thousands of people follow and clean the streets. Gladwell called this moment a "turning point". He formulated three popular principles, and used the theories and examples of dozens of experts to tell you how to find the "tipping point", which can trigger the fashion trend and realize infinite possibilities. The author of this book is Malcolm, a full-time writer of The New Yorker magazine. Gladwell's outstanding works. He explored the control science and marketing model from a brand-new angle by studying the sudden fashion trends in society. He believes that ideas, behaviors, information and products often spread as quickly as infectious diseases. Just like a patient may cause the flu in the whole city; If individual workers fight with customers, or a few graffiti lovers can't control themselves, they can also set off a wave of crime in the subway; A satisfied customer can also make the newly opened restaurant full.
Fifth blue ocean strategy
In order to seek lasting and profitable growth, enterprises often compete with their rivals. They fight for competitive advantage, market share and differentiation.
However, in the current overcrowded industrial market, head-on competition can only make enterprises fall into a bloody "Red Sea", that is, the known market space with fierce competition, and compete with rivals for shrinking profits. In this book, the author challenges all the rules of strategic success you are familiar with. They believe that it will be more and more difficult to create profitable growth in the future if they linger in the competition in the Red Sea.
Through the study of 150 strategic actions that span over 150 years and involve more than 30 industries, the author puts forward that enterprises should create a "blue ocean", that is, a new market space with huge demand, so as to embark on the road of growth. This strategic action, called "value innovation", can create a leap in value for both enterprises and buyers, so that enterprises can completely get rid of competitors and release new demands.
The blue ocean strategy provides a set of systematic methods for enterprises to get rid of competition.
Sixth place wins or loses
Zhou Rui, the sales elite of edin dzeko Company, found herself cornered: the sales team she brought out was taken away, but she was asked to achieve the unattainable sales target. In the face of the boss's exclusion, Zhou Rui's only vitality lies in the bank's super-large bill, and the opponent arranged the battlefield for this big bill as early as a year ago, and Zhou Rui was caught between Scylla and Charybdis. To make matters worse, Zhou Rui found that her opponent was her first lover Luo. Luo Jia set up obstacles everywhere, while being affectionate. How should Zhou Rui choose? Where will he go?
Seventh marketing management
The book focuses on eight aspects: understanding marketing management, grasping marketing vision, connecting customers, building a strong brand, shaping market supply, transmitting value, spreading value and creating successful long-term growth. The contents of each chapter have also been greatly adjusted, with more new concepts and viewpoints added, and relevant cases and supplementary materials updated. Each chapter includes introduction before the chapter, marketing vision, marketing memorandum, teaching cases and exercises at the end of the chapter.
Since 1 was published in kotler in 1967, after 40 years' development, the theoretical system of marketing management has become more and more mature and the cases have become more and more abundant. The book is rich in information, but not complicated, with clear and comprehensive views. All these make this book win the trust of marketing scholars and practitioners all over the world and have the reputation of "marketing Bible".