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Những ngộ nhận về Marketing
Chúng ta đang sống trong một thế giới với vô vàn cơ hội và các công cụ hỗ trợ kinh doanh, và cuộc cạnh tranh giành tâm trí và ví tiền của khách hàng chưa bao giờ khốc liệt đến thế. Marketing được thực thi triệt để, các công cụ truyền thông xã hội được tận dụng tối đa, kéo theo rất nhiều quan niệm phổ biến, ngộ nhận về marketing như:
- Marketing chính là quảng cáo, nếu doanh nghiệp thành công nhờ truyền miệng thì không cần marketing nữa
- Công nghệ số thất sự thay đổi bản chất của truyền thông
- Thu hút sự chú ý của khách hàng rất tốn kém
- Cuối cùng thì khách hàng vẫn mua dựa trên giá bán ...
Cuốn sách sẽ bóc tách tất cả các giả định và ngộ nhận phổ biến trong lĩnh vực marketing, đồng thời kết hợp với các nghiên cứu hàn lâm, các ví dụ thú vị và nghiên cứu điển hình trong ngành, từ đó cải thiện chiến lược marketing và nâng cao thành tích kinh doanh của doanh nghiệp.
- Marketing chính là quảng cáo, nếu doanh nghiệp thành công nhờ truyền miệng thì không cần marketing nữa
- Công nghệ số thất sự thay đổi bản chất của truyền thông
- Thu hút sự chú ý của khách hàng rất tốn kém
- Cuối cùng thì khách hàng vẫn mua dựa trên giá bán ...
Cuốn sách sẽ bóc tách tất cả các giả định và ngộ nhận phổ biến trong lĩnh vực marketing, đồng thời kết hợp với các nghiên cứu hàn lâm, các ví dụ thú vị và nghiên cứu điển hình trong ngành, từ đó cải thiện chiến lược marketing và nâng cao thành tích kinh doanh của doanh nghiệp.
- GenresBusiness
280 pages, Paperback
Published January 1, 2022
7 people are currently reading
40 people want to read
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Displaying 1 - 4 of 4 reviews
September 25, 2022
This is a good book with some new concepts. However, overall, most of the points mentioned along with their supporting details are somewhat commonsense and common knowledge.
To me, the key take-away was the introduction of CAVE: communicate, access, value and experience. This is a better framework than the 4P and the author made good, but brief, explanation for this.
An interesting excerpt is "the currency of media is content". While marketers know this, people dabbling with "Brand U" tactics should hear and read this more often. We need to act like marketers and understand what these "right" content are. The book drops references of this throughout.
The last thing that I like to point out is the book's comparison of marketing versus sales. This age-old tussle is sometimes hard to figure out if you never done one or the other. The book defines the similarities and differences that brought a couple of new insights even to experience front office workers.
All-in-all, the book is a good quick read that has a handful of interesting take-aways. However, in my opinion, this should be the baseline for any book and authors should try to take it a lot further from here.
To me, the key take-away was the introduction of CAVE: communicate, access, value and experience. This is a better framework than the 4P and the author made good, but brief, explanation for this.
An interesting excerpt is "the currency of media is content". While marketers know this, people dabbling with "Brand U" tactics should hear and read this more often. We need to act like marketers and understand what these "right" content are. The book drops references of this throughout.
The last thing that I like to point out is the book's comparison of marketing versus sales. This age-old tussle is sometimes hard to figure out if you never done one or the other. The book defines the similarities and differences that brought a couple of new insights even to experience front office workers.
All-in-all, the book is a good quick read that has a handful of interesting take-aways. However, in my opinion, this should be the baseline for any book and authors should try to take it a lot further from here.
January 23, 2020
Marketing can hold different meanings to different people. Some people cringe when they hear it, afraid of having to navigate all the nuances of it. Others chalk marketing up to companies trying to get your money. Regardless of how you feel about it, there are many myths that people have bought into about marketing. These can keep your attempts from being successful, or give you the wrong impression about the concept in general. Myths of Marketing aims to address and correct these issues.
Many of the myths mentioned are widespread, such as a business being too small to need it. Each myth is described, then the reasons for it being false are given. Each entry is thoroughly explained and easy to understand. Myths of Marketing can be beneficial for anyone that is trying to get the word out about a business, product, or event. The book can help you better understand the importance of marketing and how to look at the whole process.
I received a complimentary copy from the publisher through NetGalley. All opinions are my own.
Many of the myths mentioned are widespread, such as a business being too small to need it. Each myth is described, then the reasons for it being false are given. Each entry is thoroughly explained and easy to understand. Myths of Marketing can be beneficial for anyone that is trying to get the word out about a business, product, or event. The book can help you better understand the importance of marketing and how to look at the whole process.
I received a complimentary copy from the publisher through NetGalley. All opinions are my own.
January 19, 2020
A precise and engaging view into the marketing world. A must read for anyone interested in entering the field, or a veteran looking for a brushup. I highly recommend this book for anyone in a business big or small new or old. It provides information without boring the reader.
August 15, 2023
Những ngộ nhận này kh gây ngạc nhiên hay wwaoo, dễ dàng thấy được. Cuốn này như dạy lại marrketing căn bản
Displaying 1 - 4 of 4 reviews