哈佛Z受欢迎的营销课 英文原版 Different: Escaping the Competitive Herd Youngme Moon

基本信息

Format Paperback | 288 pages

Dimensions 132 x 203 x 15mm | 210g

Publication date 06 Sep 2011

Publisher Random House USA Inc

Language English

ISBN10 030746086X

ISBN13 9780307460868

页面参数仅供参考，具体以实物为准

书籍简介

如果为了打败竞争对手而疯狂工作，结果恰恰相反，使你变得平庸，更像竞争对手呢？

在当今这个消费者选择过多，应用程序、升级、附加功能和特性过多的世界里，品牌几乎变得一模一样，因为他们为了超越对方的努力，把他们推到了一个令人眼花缭乱的选择群中。

Youngme Moon指出了那些离群索居者、特立独行者和标新立异者--那些深思熟虑地摒弃正统观念而采取更加冒险的方法的参与者。有些人甚至是 "敌对的"，几乎让你不敢买他们所卖的东西。

穆恩利用她对宜家和谷歌等公司的原始研究，将激励你反其道而行之，有意义地与众不同--重新思考你的商业战略，停止顺从而开始偏离，停止模仿而开始创新。因为要脱颖而出，你必须成为例外，而不是常规。

What if working like crazy to beat the competition did exactly the opposite, making you mediocre and more like the competition?

In today's world of overabundant consumer choices and superfluous apps, upgrades, add-ons, and features, brands have become nearly identical, as their efforts to outdo one another have pushed them into a dizzying herd of indistinct options.

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.

Using her original research on companies such as IKEA and Google, Moon will inspire you to be counterintuitive and meaningfully different--to rethink your business strategy, to stop conforming and start deviating, to stop emulating and start innovating. Because to stand out you must become the exception, not the rule.

作者简介

Youngme Moon是哈佛商学院的Donald K. David教授。作为哈佛商学院Z受欢迎的教师之一，Moon博士曾多次获得学生会教师you秀教学奖。穆恩博士的研究重点是创新的消费者营销策略，她的作品被广泛发表，包括在《哈佛商业评论》上。

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.