《The Big Idea》 - Robert Jones - Profile Books Ltd - 香港大書城

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『英文書』The Big Idea

書城自編碼： 2954885
分類：簡體書→原版英文書
作者： Robert Jones
國際書號(ISBN)： 9781861975683
出版社： Profile Books Ltd
出版日期： 2001-09-03

頁數/字數： 140
書度/開本： 197x132x15mm 釘裝： Paperback

售價：HK$ 80.5

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編輯推薦：

In today''s and tomorrow''s marketplace the key to success in business is the Big Idea - the idea that persuades customers not just to buy from your company, but to buy into it.

內容簡介：

''This book will make you look at the marketplace and see what''s going on...a fascinating account of how people''s needs are being met'' Evening StandardNowadays anyone can copy your product, or even your business model. What they can''t copy is your worldview, your attitude, your special way of doing things. So the war in the marketplace will be a war of ideas. The Big Idea maps this new territory and shows how big ideas make great companies. Unlike business models or the catchphrases of management gurus, a big idea is emotional. And unlike corporate ideologies, vision or brand, it is shared between customers and employees alike.Companies who have distinguished themselves with a big idea include: * Virgin (not British Airways,) * John Lewis (not Debenhams) * Apple (not IBM) * Ikea (not MFI) * Orange (not Cellnet) Customers don''t just buy from these companies, they buy into them - they choose them not through economic logic, but emotional logic. As products and services become more and more similar, emotional logic will become the single most important business driver. The benefits of appealing to it can already be seen: Orange has a much lower turnover of customers than Cellnet and Ikea operates in over 23 countries while MFI only does business in Britain.A big idea isn''t just a cute thing to have: it''s the spark that makes places thrive while others just exist.

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