人性鍊金術：奧美最有效的行銷策略: Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life (Traditional Chinese Edition)
人性鍊金術：奧美最有效的行銷策略: Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life (Traditional Chinese Edition)

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《黑天鵝效應》作者塔雷伯晚餐最想聊天的行為經濟學家《時代》雜誌盛譽「現代廣告業大師」奧美集團首席策略長 葉明桂 大力推薦 廣告、行銷、業務人員必讀！！羅里30多年廣告資歷淬鍊—11項人性鍊金法則 傳統經濟學家認為人是理性的，但現實生活中卻有很多現象證明人並不理性。為什麼很多人願意花大錢買iPhone？為什麼高級餐廳的菜單通常都沒有照片？為什麼牙膏通常都是薄荷口味？為什麼食物會影響我們選擇航空公司或醫院的意願？為什麼很多人崇尚名牌？廣告業傳奇大師、品牌塑造專家薩特蘭根據30多年在行銷與廣告產業的實際經驗，歸納出一套破解人性行為的方法。 他發現實際上人類做決策時常常靠的是心理邏輯，這套作業系統完全在潛意識層面運作，一旦破解潛意識的運作模式，就可以激發無窮的力量。  他指出在某些最令人意想不到的地方，可以看出人類決策背後最巧妙的祕密：．講到永續企業，我們可以從蜜蜂身上學到什麼？．要行銷醫療保健體系的時候，可以從廉價航空得到什麼靈感？．為什麼「大概對」比「一定錯」來得好？．從足球罰球，我們可以學到什麼關於風險規避的危險？  薩特蘭讓我們看到，如果能有更好的「品牌塑造」，除了能提升產品銷售業績，也能用來促進各種社會目標，像是讓民眾願意繳稅、提升公共衛生成果，或是鼓勵更多女性走進科技界。  不是所有看來有道理的事情都會成功，也不是所有成功的事看來都有道理，善用人性鍊金術，1+1也有可能等於3。  廣告、行銷、業務人員必讀！！羅里30多年廣告資歷淬鍊11項人性鍊金法則 1. 好點子的相反，可能還是個好點子。2. 設計的時候，心裡想的不該是「一般人」。3. 大家都很理性的時候，走理性路線不會有好處。4. 注意力的本質，會影響到體驗的本質。5. 所謂的一朵花，只不過是加了廣告預算的雜草。6. 理性的問題，在於沒有魔法那種神奇的魅力。7. 即使是猜想，只要可以觀察研究，就能算是科學。所謂的好運也是如此。8. 如果別人不會這麼做，就值得試試那些違反直覺的事。9. 只用理性來解決問題，就像打高爾夫的時候只用一根球桿。10. 別怕做些似乎沒價值的事。11. 如果真有合理的答案，別人早該找到了。  駭進人類的潛意識、破解人類行為的密碼不符合直覺的一點點改變，可能都是點石成金的魔法 作者簡介羅里．薩特蘭奧美集團副總監；從基層撰稿人一路晉升至集團管理階層的經歷，讓他成為奧美的傳奇人物。 在廣告業深耕30多年，致力研究人類行為模式，經手過美國運通、微軟等知名大企業的廣告案。同時是《旁觀者》（Spectator）專欄作家、英國廣告從業人員協會（Institute of Practitioners in Advertising）前任主席；該協會為英國廣告、媒體及行銷機構所組成的專業組織。 TED將他封為廣告大師，薩特蘭的TED演講觀看次數已超過730萬次。現居倫敦。  TED影片：https://www.ted.com/speakers/rory_sutherland?language=zh-tw  譯者簡介林俊宏 臺灣師範大學翻譯研究所博士。喜好電影、音樂、閱讀、閒晃，覺得把話講清楚比什麼都重要。 譯有《人類大歷史》、《人類大命運》、《21世紀的21堂課》、《大數據》、《大數據：教育篇》、《大數據：隱私篇》、《大數據資本主義》、《大科學》等書。

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  • Released: February 24, 2020
  • Author: 羅里．薩特蘭 (Rory Sutherland),林俊宏
  • Rating: 1
  • Publisher: Ebook Digital Agent
  • Total Page: 250 pages
  • File Size: 20000 KB
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