• 今日66折
  • 天天BUY
playland
Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life

Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life

  • 作者: Rory Sutherland
  • 原文出版社:WH Allen
  • 出版日期:2019/03/14
  • 語言:英文
  • 定價:824
  • 優惠價:67549
  • 優惠期限:2019年07月02日止
  • 運送方式:
  • 臺灣與離島
  • 海外
  • 可配送點:台灣、蘭嶼、綠島、澎湖、金門、馬祖
  • 可取貨點:台灣、蘭嶼、綠島、澎湖、金門、馬祖
載入中...
 

內容簡介

廣告界傳奇人物Rory Surtherland
美國全國公共廣播電台譽為「世界品牌行銷先鋒之一」
TED講壇點擊破700萬次
解構人類行為,行銷界黑魔法開課!

  為什麼能量飲料Red Bull味道人人嫌,卻又暢銷全球人人喝?而又為什麼,人們會偏好買擠出來有不同顏色的牙膏?

  簡而言之,我們都需要誠實地舉手承認,消費者買東西經常是沒什麼理性依據,可能是依物品外在條件(Red Bull那藍藍的包裝),可能是客觀條件(味道、價格、品質),又或是一些情感反射,反正沒有一定的道理!加上現在,消費者可接觸的資訊又這麼複雜、難以預測,針對行銷廣告工作者來說,已經不太可能擬出一套只要依循就可以成功達標的銷售公式。

  但依靠Rory的神奇的黑魔法──看似唬人或著華而不實的廣告噱頭、只是稍作調整的產品設計──就可能瞬間讓東西由黑翻紅!這是如何做到的?!

  奧美傳奇人物Rory,從實習生一路爬上集團董事的童話人生履歷,其實來自他深耕三十年,致力於研究人類行為模式。在融會貫通相關科學研究,最終集結其學術見解與實際工作案例之後(如美國運通及微軟行銷企劃),把畢生的廣告行銷所學,寫成這本劃時代巨著—Alchemy,解開消費者看來毫不理性的消費行為,背後隱藏的秘密。

  Sutherland的洞察力讓他在為產品規劃行銷策略時,甚至會和諾貝爾獎得主丹尼爾‧康納曼Daniel Kahneman及理查‧賽勒Richard Thaler等交流想法,而他無止盡的好奇心成功帶領他發現人類做一項決定背後的秘密何在,這些秘密就藏在意想不到的地方:

  為什麼我們可以從蜜蜂身上學到永續經營?
  為什麼我們可以從廉價航空中學會為醫療保健行銷?
  為什麼寧可只是好像對了,也不要完全是錯的?
  為什麼我們可以從足球賽罰點球學到風險規避?

  結合最新的科學研究,行銷人生涯中的奇聞趣事以及品牌行銷的小策略,讓我們每個人都能成為魔法師!如同《快思慢想》、《推力》、《誰說人是理性的》讓讀者一窺行為經濟學之謎,《Alchemy》不僅改變我們如何代看行銷的神奇,也以讓人欲罷不能的有趣案例與敘事,重新發現人性。(文/博客來編譯)

  In his first book he blends cutting-edge behavioural science, jaw-dropping stories and a touch of branding magic, on his mission to turn us all into idea alchemists. He will change the way you think – not just about the magic of marketing, but how our choices are influenced every day by the smallest nudges, and how the big problems we face every day, whether as an individual or in society, could very well be solved by letting go of logic and embracing the irrational.

  ‘A breakthrough book. Wonderfully applicable to everything in life, and funny as hell.’ Nassim Nicholas Taleb

  To be brilliant, you have to be irrational

  Why is Red Bull so popular – even though everyone hates the taste? Why do countdown boards on platforms take away the pain of train delays? And why do we prefer stripy toothpaste?

  We think we are rational creatures. Economics and business rely on the assumption that we make logical decisions based on evidence.

  But we aren’t, and we don’t.

  In many crucial areas of our lives, reason plays a vanishingly small part. Instead we are driven by unconscious desires, which is why placebos are so powerful. We are drawn to the beautiful, the extravagant and the absurd – from lavish wedding invitations to tiny bottles of the latest fragrance. So if you want to influence people’s choices you have to bypass reason. The best ideas don’t make rational sense: they make you feel more than they make you think.

  Rory Sutherland is the Ogilvy advertising legend whose TED Talks have been viewed nearly 7 million times. In his first book he blends cutting-edge behavioural science, jaw-dropping stories and a touch of branding magic, on his mission to turn us all into idea alchemists. He will change the way you think – not just about the magic of marketing, but how our choices are influenced every day by the smallest nudges, and how the big problems we face every day, whether as an individual or in society, could very well be solved by letting go of logic and embracing the irrational.

  Review

  "This is a breakthrough book: Mother Reality makes sense in her own way. She yields her secrets to practitioners, almost never to academics - something psychologists, economists and non-skin in the game people, no matter what they say, are functionally unable to grasp. And the book is funny as hell: I smiled and laughed at every paragraph. Furthermore, this is the first such treatise written by someone who had true contact with reality via something called a P/L. And this is wonderfully applicable to about everything in life, from how to announce airplane delays to how to handle unsold opera tickets. Buy two copies of this book in case one is stolen." (Nassim Nicholas Taleb, scholar and former trader; author of the Incerto.)

  "Reading Alchemy was, as its title promised, the process of turning paper and print into gold. Veins of wisdom regarding human functioning emerge regularly and brilliantly from the pages. Don't miss this book." (Robert Cialdini, bestselling author of Influence, Yes!, The Small BIG and Pre-suasion)

  "Deeply original" (Robert Trivers, evolutionary biologist and author of Deceit and Self-Deception)

  "Sutherland’s book touches on many facets of life, but all come down to the importance of “psycho-logic”, or non-rational factors, in how we make decisions and how problems can be solved" (CAMPAIGN magazine)

  "Rory Sutherland is one of the all-time great raconteurs, polymaths, and ad men. But this book shows his hidden depths. Within this fun, quirky, hilarious page-turner, he develops a profound critique of technocratic hubris and fetishised economics. Sutherland helps us rediscover the profound wisdom behind everyday human reasoning, and invites us to explore the magic that happens when we trust a bit less in our focus groups and optimization models, and trust a bit more in our creative eccentricity." (Geoffrey Miller, evolutionary psychologist, author of The Mating Mind, Spent, and What Women Want)

  "Brilliant, Brilliant, Brilliant … wonderfully heretical, naughty and funny … Uncommon sense on stilts" (Jules Goddard, Fellow of the Centre for Management Development at London Business School and co-author of Uncommon Sense, Common Nonsense)

  "Buy this book for the footnotes alone… As a committed devotee of rationalism, who thinks there is not enough of it in this world, I rationally ought to hate this book. Instead I loved it. It’s full of great insights." (Matt Ridley, author of The Rational Optimist)

  "Sutherland captivates in a narrative full of intellectual treats that explain much of the behaviours in the world around us. This illogically logical read is a must read for anyone who is in the people business!" (Dilip Soman, Canada Research Chair in Behavioural Science and Economics, University of Toronto)
 

作者介紹

作者簡介

  Rory Sutherland is the Vice Chairman of Ogilvy UK and the founder of the behavioural science practice. He writes the Spectator’s ‘Wiki Man’ column, presents series for BBC Radio 4, serves on the advisory board of The Evolution Institute, and is former President of the IPA (Institute of Practitioners in Advertising). The IDM (Institute of Direct and Digital Marketing) awarded Sutherland an Honorary Life Fellowship. His TED talks have over 6.5 million views. He authored a collection of blog posts, interviews, tweets and reference materials, The Wiki-Man, in 2011. Alchemy will be published in 2019.
 

詳細資料

  • ISBN:9780753556511
  • 規格:平裝 / 320頁 / 15.3 x 23.4 x 2.2 cm / 普通級 / 單色印刷 / 初版
  • 出版地:英國

最近瀏覽商品

 

相關活動

  • 改革資本主義People, Power, and Profits│《不公平的代價》諾貝爾經濟獎得主──史迪格里茲重磅新作!特價479元!
 

購物說明

外文館商品版本:商品之書封,為出版社提供之樣本。實際出貨商品,以出版社所提供之現有版本為主。關於外文書裝訂、版本上的差異,請參考【外文書的小知識】。定價匯率為:美金乘以35,英磅乘以55。部份書籍,因出版社供應狀況特殊,匯率依實際狀況做調整。

調貨時間:無庫存之商品,在您完成訂單程序之後,將以空運的方式為您下單調貨。原則上約10~14個工作天可以取書(若有將延遲另行告知)。為了縮短等待的時間,建議您將外文書與其它商品分開下單,以獲得最快的取貨速度,但若是海外專案進口的外文商品,調貨時間約1~2個月。 

若您具有法人身份為常態性且大量購書者,或有特殊作業需求,建議您可洽詢「企業採購」。 

退換貨說明 

會員所購買的商品均享有到貨十天的猶豫期(含例假日)。退回之商品必須於猶豫期內寄回。 

辦理退換貨時,商品必須是全新狀態與完整包裝(請注意保持商品本體、配件、贈品、保證書、原廠包裝及所有附隨文件或資料的完整性,切勿缺漏任何配件或損毀原廠外盒)。退回商品無法回復原狀者,恐將影響退貨權益或需負擔部分費用。 

訂購本商品前請務必詳閱商品退換貨原則 

  • toy story 4
  • upheaval
  • the best me

訂閱電子報

想獲得最新商品資訊,請訂閱免費電子報