Iyo yekushambadzira ingangove imwe yemhando dzakasiyana siyana uye dzakaomarara minda mukati mepasirese emabasa ekugadzira. Nekunwa kubva kwakasiyana siyana uye uchida rutsigiro uye rwusingaperi rutsigiro rwemhando dzakasiyana dzeruzivo, zvinotoda kuti vese avo vari mukati mekushambadzira padanho rehunyanzvi vave nehunhu uye mareferenzi
Pazasi isu tinopa sarudzo yemabhuku gumi akakosha kune vese avo nyanzvi uye vadzidzi vari munyika yekushambadzira. Ivo zvirokwazvo havana chero marara. Pano ndinovasiya! Nakidzwa nayo!
Ogilvy & kushambadzira (David Ogilvy): Munyori ndomumwe weanomiririra manhamba ekushambadzira munguva yemazuva ano. Mune ino vhoriyamu iwe unowana huchenjeri hwake hwese hwakakomberedzwa nehuchokwadi hwakakwana uye hwakajeka, hwakagadzirira kushandiswa mune zvinoshanda mazwi neanogadzira uye akajeka pfungwa dzenyika yekutengesa. Zvakakosha kune chero neo-nyanzvi munyika yekushambadzira.
Bhuku dzvuku rekushambadzira (Luis Bassat): Munyori waro wechiSpanish mavambo, anotiudza nezve chakakosha uye chakakosha chigadziro munyika yekushambadzira: Kuteerera. Izvo zvakakosha kuti isu tizvirangarire kuti iyo nyika yekushambadzira inyika inotsigirwa nemhando dzakasiyana uye nekudaro isu tichafanirwa kuzvidyisa isu neruzivo rwakasiyana siyana. Pakupera kwezuva, ndezvekuchengetedza nzira yedu uye nzira yedu, chimwe chinhu senge izvo zvinotaurwa neshoko Zvishoma nezvishoma asi zvirokwazvo. Zvakakosha.
Iyo Purple Mombe (Seth Godin): Razova rimwe remazita ekuremekedza muchikamu ichi. Mariri, iko kuenda kune mushambadzi kunokanganiswa, chinangwa icho chero nyanzvi mumunda inofanirwa kushuvira. Gadzira irredeemable magnetic mhedzisiro inobata vateereri. Iyi ndiyo mhou yepepuru, chinangwa uye panguva imwechete kugadzirwa kwemushambadzi.
Pfungwa dzinonamira (Chip & Dan Heath): Iwe unoda here zvisikwa zvako uye mazano aunokudziridza sehunyanzvi kuti upiswe mundangariro dzevatengi uye zvisina tariro kuvanetsa? Iyi ndiyo Mecca yekushambadzira uye yakati siyanei, asi hazvigoneke. Mubasa iri tinopihwa makiyi ekutaurirana mazano edu nenzira inoshanda uye kuvaita kuti vave nehupenyu hurefu uye hune hutano.
Kugadzira kushambadzira: Pfungwa uye maitiro eakanakisa epasirose matanho (Mario Pricken): Mienzaniso inoshanda dzimwe nguva inodzidzisa zvakanyanya kupfuura huwandu hwakanaka hwezvinyorwa zvedzidziso. Iri bhuku rinopa zvinopfuura mazana maviri ebudiriro nyaya mukushambadzira padanho repasi rose uye hunyanzvi uye zvakavanzika izvo zvakavhenekesa maitiro ekugadzira iro zvinofumurwa. Pasina kupokana inonakidza kwazvo.
Buyology: Chokwadi uye Nhema dzekuti Nei Tichitenga (Martin Lindstrom): Chinhu chakakosha uye chakakosha mukutenga kwacho mutengi uye panguva imwechete iye anogamuchira zvemukati uye yekushambadzira mameseji. Psychology uye pfungwa dzevanhu (mashandiro ayo) zvinoita kuti zvive nehunyanzvi uye mashiripiti ekushambadza kuti zviitike, nekudaro, zvakakosha kuti isu tiedze kuziva pekutanga-ruoko kuti psychology inoshanda sei uye nemabatiro atingaite mukana wekushanda kwemunhu pfungwa dzekugadzira zvirinani mishandirapamwe. Iyo neuromarketing, pfungwa inonakidza kwazvo inotitaurira nezve mavambo uye hwaro hwevatengi kutenga sarudzo.
Kwete logo: Simba rezvikwata (Naomi Klein): Imwe yemaitiro anonyatsotsanangura pfungwa dzakashama nevanhu vakangwara kugona kubvunza zvinhu. Kana isu tisingatore chero chirevo semhedzisiro uye isu tinotsunga kuongorora uye kubvunza dzidziso dzese dzinofambisa nzanga yedu, ndipo patinochinja. Muchirevo chechinyorwa chino, ini ndinopa iri bhuku uko, neimwe nzira, iro rima divi rezvigadzirwa zvikuru zvinoratidzwa mune zveupfumi uye zvemagariro panorama. Unoshinga kusangana naye here?
Kubva kune rimwe divi rehwindo rechitoro (Toni Segarra): Munyori wechishongo ichi anoonekwa semumwe weakakosha manhamba mukushambadzira kuSpain. Mubhuku rino, Toni Segarra anogovera nesu ruzivo rwake, zvaakasangana nazvo, zvaimunetsa uye zvaaida pamusoro penyika yekutengesa uye kushambadzira. Izvo hazvitomborwadzi kuteerera kune mumwe wevakuru vezana redu ramakumi maviri.
Unyanzvi hweKutapa: Nongedzo yekumira kunze, Simba, uye Kubudirira (Guy Kawasaki): Apple hapana mubvunzo chimwe chezviyero pamwero wekushambadzira wenguva pfupi yadarika uye chirevo chinotorwa nenyanzvi dzanhasi kutungamira mabhizinesi avo. Iri bhuku rinopa matipi mazhinji ekuti zvive nyore kumatangi ekugadzira chisimbiso uye kubudirira. Uyu munyori aive muevhangeri weApple saka ane ruzivo rwakareba uye hapana mubvunzo kuti anobatsira chose kune chero pfungwa dzekugadzira nhasi.
Zvivi gumi Zvinouraya Zvekutengesa: Zviratidzo uye Mhinduro (Philip Kotler): Dzimwe nguva tinotarisa zvakanyanya pane zvatinofanira kuita kuti tibudirire sevashandi, asi zvirokwazvo izvo zvatisingafanirwe kuita uye izvo zvinorambidzwa chaizvo kana tichida kubudirira zvinongobatsira kana kutonyanya. Iri guru guru rinotizarurira zvivi zviri munyika yekutengesa izvo zvinofanirwa kudzivirirwa chero zvodii. Zvakakosha.