Intsimi yentengiso mhlawumbi yenye yezona ndawo zinamacandelo amaninzi kunye nobunzima kwihlabathi lezobugcisa. Ngokusela kumacandelo ahlukeneyo kwaye ufuna inkxaso etyebileyo kunye nengaguquguqukiyo yeentlobo ezahlukeneyo zolwazi, kuyafuneka ukuba bonke abo bakwimilinganiselo yentengiso kwinqanaba lobungcali banenkcubeko kunye nezalathiso.
Apha sicebisa ukuba kukhethwe iincwadi ezilishumi eziyimfuneko kubo bonke abo baqeqeshi kunye nabafundi kwihlabathi lentengiso. Ngokuqinisekileyo abanayo nayiphi na inkunkuma. Apha ndibashiya! Yonwabele!
I-Ogilvy kunye nentengiso (uDavid Ogilvy): Umbhali ungomnye wamanani abameli beentengiso kule mihla. Kule volumu uya kufumana bonke ubulumko bakhe bugutyungelwe ngokuchaneka ngokupheleleyo nangokunyanisekileyo, ukulungele ukusetyenziswa ngendlela ebonakalayo ziingqondo ezinobuchule kunye nokuqaqamba kwehlabathi lentengiso. Kubalulekile kuyo nayiphi na ingcali ye-neo kwihlabathi lentengiso.
Incwadi ebomvu yentengiso (uLuis Bassat): Umbhali wayo wemvelaphi yaseSpain, usixelela ngesixhobo esibalulekileyo nesisiseko kwihlabathi lentengiso: uConstant. Kubalulekile ukuba sikhumbule ukuba ilizwe lentengiso lilizwe elixhaswa ngamacandelo ahlukeneyo kwaye ke kuyakufuneka sizondle ngolwazi olwahlukileyo. Imalunga nokugcina umkhondo wethu wendlela kunye nendlela yethu, into enje ngale nto ithi Kancinci kodwa ngokuqinisekileyo. Kubalulekile.
Inkomo emfusa (uSeth Godin): Ibe lelinye lawona magama abalulekileyo kweli candelo. Kuyo, ukuya kwindawo yomntu ochaphazelekayo kuyachaphazeleka, injongo ekufanele ukuba inqwenelwe yiyo nayiphi na ingcali ebaleni. Yenza isiphumo esingenakuhlawulelwa semagnethi esitsala abaphulaphuli. Le yinkomo emfusa, injongo kwaye kwangaxeshanye kuyilwa komthengisi.
Izimvo ezinamathelayo (i-Chip kunye noDan Heath): Ngaba uyayidinga indalo yakho kunye neengcinga oziphuhlisayo njengengcali yokutshiswa ezingqondweni zabathengi kwaye ungabakhathaleli? Le yiMecca yentengiso kwaye inzima, kodwa ayinakwenzeka. Kulo msebenzi sinikwa izitshixo zokunxibelelana ngezimvo zethu ngendlela efanelekileyo kwaye sibenze babe nobomi obude nobusempilweni.
Intengiso yoyilo: Izimvo kunye nobuchule beyona mikhankaso ilungileyo yamazwe aphesheya (uMario Pricken): Imizekelo esebenzayo ngamanye amaxesha ifundisa ngakumbi kunexabiso elifanelekileyo lethiyori. Le ncwadi iveza ngaphezulu kwamabali empumelelo angama-200 kwintengiso kwinqanaba lamazwe kwaye ubuchule kunye neemfihlo ezikhanyise inkqubo yokuyilwa kwazo ziyabhencwa. Ngaphandle kwamathandabuzo inomdla kakhulu.
I-Buyology: Iinyaniso kunye nobuxoki besizathu sokuba sithenge (UMartin Lindstrom): Into ebalulekileyo nebalulekileyo kwinkqubo yokuthenga ngumthengi kwaye ngaxeshanye ngumamkeli womxholo kunye nemiyalezo yentengiso. I-Psychology kunye nengqondo yomntu (ukusebenza kwayo) kwenza ukuba kube nakho ukuvelisa ubugcisa kunye nomlingo wentengiso, ke, kubalulekile ukuba sizame ukuzibonela indlela esebenza ngayo isayikholoji nendlela esinokuthi sikuthathe ngayo ukusebenza komntu. ingqondo ukuvelisa amaphulo angcono. I-neuromarketing, umbono onomdla kakhulu osixelela ngemvelaphi kunye nesiseko sezigqibo zokuthenga zabathengi.
Akukho logo: Amandla eBrands (uNahomi Klein): Olunye lweempawu ezichaza ngcono iingqondo ezivulekileyo kunye nabantu abakrelekrele kukukwazi ukubuza izinto. Xa singathathi nasiphi na isitatimende njengesiqinisekileyo kwaye sinobuganga bokuphanda kwaye sibuze yonke imfundiso ehambisa uluntu lwethu, inene xa siguquka. Kule meko, ndibonisa le ncwadi apho, ngandlela thile, icala elimnyama leemveliso ezinkulu kwi-panorama yezoqoqosho nezentlalo iboniswa. Ngaba unesibindi sokudibana naye?
Ukusuka kwelinye icala lefestile yevenkile (uToni Segarra): Umbhali wale jewel uthathwa njengomnye wamanani abalulekileyo kwintengiso eSpain. Kule ncwadi, uToni Segarra wabelana nathi ngolwazi, amava akhe, iinkxalabo zakhe kunye neemfuno zakhe kwilizwe lentengiso kunye nentengiso. Ayikaze ibe buhlungu ukumamela enye yeencutshe zenkulungwane yethu yama-XNUMX.
Ubugcisa bokuthimba: Isikhokelo se-Excel, Impembelelo, kunye nokuphumelela (uGuy Kawasaki): Ngokuqinisekileyo i-Apple yenye yeebhentshi kwinqanaba lokuthengisa lamaxesha akutshanje kunye nesalathiso esithathwa ziingcali zanamhlanje ukukhokela amashishini abo. Le ncwadi ibonelela ngeengcebiso ezininzi zokwenza kube lula kwisiqalo ukwenza itywina kwaye uphumelele. Lo mbhali wayengumvangeli weApple ke unamava amade kwaye ngaphandle kwamathandabuzo uluncedo kakhulu kuyo nayiphi na ingqondo yokuyila namhlanje.
Izono ezili-10 zeNtengiso eziBulalayo: Iimpawu kunye nezisombululo (uPhilip Kotler): Ngamanye amaxesha sigxila kakhulu kwinto ekufuneka siyenzile ukuze siphumelele njengeengcali, kodwa ngokuqinisekileyo into esingafanele siyenze kwaye engavumelekanga ukuba sifuna ukusebenza kufanelekile iluncedo nangakumbi. Le ngwevu izakusityhilela izono ehlabathini zentengiso ekufuneka zithintelwe ngazo zonke iindleko. Kubalulekile.