基本信息出版社：John Wiley & Sons
页码：224 页
出版日期：2008年06月
ISBN：047026036X
条形码：9780470260364
装帧：精装
正文语种：英语
外文书名：聆听: 找到商业突破的绝佳机会

内容简介 在线阅读本书

If you market a product, service, or idea in any business, industry or organization, you must read Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs, a guide to understanding and meeting the needs of consumers, whether or not they make those needs clear. An easy–to–follow six–step process developed over the past 15 years can help you address unsolved problems, recognize buyer personas, quantify impact and create breakthrough experiences. Stop wasting time by guessing what your market needs and start understanding consumer desire.
作者简介 Craig Stull is founder and CEO of Pragmatic Marketing and author of the industry–standard Pragmatic Marketing Framework.

Phil Myers is President of Pragmatic Marketing. He has led three successful technology start–ups, managed two initial public offerings, and created seven hit products.

David Meerman Scott is the author of The New Rules of Marketing and PR from Wiley, a frequent keynote speaker, and a seminar instructor for Pragmatic Marketing.

Visit: www.tunedinbook.com.
编辑推荐 From Publishers Weekly
This well-reasoned and useful guide argues that successful innovators can develop products that resonate by connecting deeply with consumers. This simple idea is delivered in a conversational tone and illustrated in well-structured chapters laying out a six-step Tuned in Process and examples that span borders and industries. From anecdotes about countryside hotels that sprouted up to provide respite for Japanese salarymen to Nalgene plastic bottles, which escaped the laboratory to achieve cult status and ultimately mass market consumer appeal, fascinating case studies abound. However, as appealing as the concept and the many examples are, the enthusiastic presentation begins to grate; the repeated invocation of the Tuned in Process may tire readers looking for more subtlety and fewer sound bites. Still, there is sufficient fodder for anyone who wants to shake the sleep out of an organization and renew a focus on creating the kind of value that customers are willing to pay for. (June)
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Review
"...it is hard to disagree with anything the authors say." Financial Times Thursday 4th September 2008

This well-reasoned and useful guide argues that successful innovators can develop products that "resonate" by connecting deeply with consumers. This simple idea is delivered in a conversational tone and illustrated in well-structured chapters laying out a six-step "Tuned in Process" and examples that span borders and industries. From anecdotes about countryside hotels that sprouted up to provide respite for Japanese salarymen to Nalgene plastic bottles, which escaped the laboratory to achieve cult status and ultimately mass market consumer appeal, fascinating case studies abound. However, as appealing as the concept and the many examples are, the enthusiastic presentation begins to grate; the repeated invocation of the "Tuned in Process" may tire readers looking for more subtlety and fewer sound bites. Still, there is sufficient fodder for anyone who wants to shake the sleep out of an organization and renew a focus on creating the kind of value that customers are willing to pay for. (June)  (Publishers Weekly, April 7, 2008)

 

"...helpful summaries...lively read for sales and marketing departments" (Training & Coaching Today, September)