Umkhakha wokukhangisa mhlawumbe ungomunye wemikhakha ehlukahlukene kakhulu futhi eyinkimbinkimbi kakhulu emhlabeni wobungcweti bokudala. Ngokuphuza emikhakheni ehlukene futhi udinga ukwesekwa okunothile nokungaguquguquki kwezinhlobo ezahlukahlukene zolwazi, kucishe kudingeke ukuthi bonke labo abasesimeni sokukhangisa ezingeni lobungcweti babe namasiko nezinkomba ezinhle.
Ngezansi siphakamisa ukuthi kukhethwe izincwadi eziyishumi ezibalulekile zabo bonke labo ngoti nabafundi emhlabeni wezokukhangisa. Impela abanayo imfucuza. Lapha ngiyabashiya! Kujabulele!
Ogilvy nokukhangisa (David Ogilvy): Umbhali ungomunye wezibalo ezimele kakhulu zokukhangisa esikhathini samanje. Kuleli volumu uzothola konke ukuhlakanipha kwakhe kugcwaliswe ngokunemba okuphelele nangokungagunci, okulungele ukusetshenziswa ngezindlela ezingokoqobo izingqondo zokudala nezikhanyayo zomhlaba wezokukhangisa. Ibalulekile kunoma iyiphi i-neo-professional emhlabeni wokukhangisa.
Incwadi ebomvu yokukhangisa (Luis Bassat): Umbhali wayo odabuka eSpain, usitshela ngesithako esibalulekile nesisemqoka emhlabeni wezokukhangisa: IConstancy. Kubalulekile ukuthi sikhumbule ukuthi umhlaba wezokukhangisa wumhlaba osekelwa yimikhakha eyahlukahlukene ngakho-ke sizodinga ukuzondla ngolwazi olunhlobonhlobo. Ekupheleni kosuku, kumayelana nokugcina indlela yethu nendlela yethu, okuthile okufana nalokho okushiwo yizwi Kancane kancane kodwa ngokuqinisekile. Kubalulekile.
Inkomo eNsomi (uSeth Godin): Isibe ngesinye sezihloko eziyizimpawu emkhakheni. Kuyo, indawo yomuntu othanda izindaba iyathinteka, inhloso okufanele ifishekelwe yinoma yimuphi uchwepheshe kulo mkhakha. Dala umphumela kazibuthe ongahlengeki obamba izethameli. Le yinkomo ebubende, inhloso futhi ngasikhathi sinye ukwenziwa komkhangisi.
Imibono enamathelayo (Chip & Dan Heath): Ngabe udinga ukudala kwakho nemibono oyithuthukisa njengochwepheshe ukuze ushiswe ezingqondweni zabathengi futhi ubakhathaze ngokungenathemba? Le iMecca yokukhangisa futhi iyinkimbinkimbi ngandlela thile, kepha ayinakwenzeka. Kulo msebenzi sinikezwa okhiye bokuxhumana nemibono yethu ngendlela ephumelelayo futhi sibenze babe nokuphila okude nokunempilo.
Ukukhangisa okudala: Imibono namasu wemikhankaso yamazwe omhlaba ehamba phambili (Mario Pricken): Izibonelo eziwusizo kwesinye isikhathi zifundisa kakhulu kunenani elihle lamanothi e-theory. Le ncwadi yethula izindaba zokuphumelela ezingaphezu kwezingama-200 kwezokukhangisa ezingeni lamazwe omhlaba futhi amasu nezimfihlo ezikhanyise inqubo yokuyidalula zivezwa obala. Ngaphandle kokungabaza kuthakazelisa kakhulu.
I-Buyology: Amaqiniso Namanga okuthi Kungani Sithenga (UMartin Lindstrom): Into ebalulekile nebalulekile enqubeni yokuthenga ngumthengi futhi ngasikhathi sinye umamukeli wokuqukethwe nemilayezo yokukhangisa. I-Psychology nengqondo yomuntu (ukusebenza kwayo) kwenza ukuthi ubuciko nomlingo wokukhangisa kwenzeke, ngakho-ke, kubalulekile ukuthi sizame ukuzibonela mathupha ukuthi i-psychology isebenza kanjani nokuthi singakusebenzisa kanjani ukusebenza komuntu ingqondo yokwenza imikhankaso engcono. Kuyi-neuromarketing, umqondo othakazelisa kakhulu ositshela ngemvelaphi nesisekelo sezinqumo zokuthenga zabathengi.
Ayikho ilogo: Amandla Wemikhiqizo (uNaomi Klein): Enye yezimpawu ezichaza kahle izingqondo ezivulekile nabantu abahlakaniphile yikhono lokubuza izinto. Lapho singathathi noma yisiphi isitatimende njengesiphelele futhi sinesibindi sokuphenya futhi sibuze yonke imfundiso ehambisa umphakathi wethu, kuba lapho siguquka ngempela. Kulesi simo, ngethula le ncwadi lapho, ngandlela thile, uhlangothi olumnyama lwemikhiqizo emikhulu lukhonjiswa ku-panorama yezomnotho nezenhlalo. Ngabe unesibindi sokuhlangana naye?
Kusuka kolunye uhlangothi lwewindi lesitolo (uToni Segarra): Umbhali waleli gugu ubhekwa njengomunye wabantu ababaluleke kakhulu ekukhangiseni eSpain. Kule ncwadi, uToni Segarra wabelana nathi ngolwazi lwakhe, okuhlangenwe nakho kwakhe, ukukhathazeka kwakhe kanye nezimfuno zakhe emhlabeni wezokukhangisa nokukhangisa. Akukaze kube buhlungu ukulalela omunye wabakhulu bekhulu lethu lama-XNUMX.
Ubuciko Bokuthwebula: Umhlahlandlela Wokugqama, Ithonya, Nokuphumelela (UGuy Kawasaki): I-Apple ngokungangabazeki ingesinye sezilinganiso ezingeni lokumaketha lezikhathi zakamuva kanye nesethenjwa esithathwa ochwepheshe banamuhla ukuqondisa amabhizinisi abo. Le ncwadi inikeza ngamathiphu amaningi okwenza kube lula kuziqalo ukudala uphawu futhi ziphumelele. Lo mbhali wayengumvangeli we-Apple ngakho-ke unolwazi olude futhi ngokungangabazeki ulusizo kakhulu kunoma yimuphi umqondo wokudala namuhla.
Izono eziyi-10 Zokumaketha Eziyingozi: Izimpawu Nezixazululo (UPhilip Kotler): Kwesinye isikhathi sigxila kakhulu kulokho okumele sikwenze ukuze siphumelele njengabachwepheshe, kepha ngokuqinisekile lokho okungafanele sikwenze futhi lokho kwenqatshelwe ngokoqobo uma sifuna ukusebenza kahle kusiza kakhulu noma kungaphezulu kwalokho. Lo mkhulu omkhulu uzosivezela izono emhlabeni zokumaketha okufanele zigwenywe ngazo zonke izindlela. Kubalulekile.