Porażki marek. Największe wpadki rekinów biznesu. Część 2: poronione pomysły

Indeks 1499

Autor: Matt Haig
Lektor: MARCIN STYCZEŃ
Wydawca: Audioclub
Format: CD
Opis formatu: 2CD
Czas: 134
Opakowanie: Duże pudełko kartonowe

Stan: Nowy

24,99 zł

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Najniższa cena produktu 24,99 zł z dnia 22.12.2024

Najniższa cena z 30 dni przed obniżką: 24,99 zł

Opis

rok wydania: 2008
ISBN: 978-83-60339-45-9
format: 14,5 x 20,5cm
Producent: Audioclub.pl/Bellona

Jeśli musisz uczyć się na błędach, to lepiej na cudzych.
Życie lub śmierć firmy zależą od siły marki. Każdego dnia padają jakieś marki, a zarządy firm rwą włosy z głowy i klną na czym świat stoi,
chociaż same wpędziły się w takie kłopoty.

W części 2 poznamy "Poronione pomysły" firm, które uporczywie twierdzą, że wiedzą lepiej niż ich klienci, co im jest potrzebne.
Najmądrzejsza nawet strategia marki nie spowoduje, że klient kupi towar, na który nie ma ochoty. Rzecz w tym, że to co firmy uważają za wspaniałe, klienci często traktują jako dziwactwo. Butelkowana woda mineralna dla psów? To fantastyczny pomysł - twierdzi firma. To jakiś żart! - odpowiada klient.
Nawet te firmy, które odnoszą sukcesy, miewają wielkie wpadki w związku z wprowadzeniem na rynek nietrafionych towarów. Reynolds próbował wylansować niedymiące papierosy przeznaczone dla tych, którzy nie lubią zapachu dymu - a to przecież osoby niepalące! Wiele marek przepada, ponieważ niewłaściwie przebadano jakiś pomysł. Przekonał się o tym Unilever, ogłaszając wypuszczenie silnie piorącego proszku o wymownej nazwie Persil Power. Kłopot w tym, że potrafił on likwidować nie tylko plamy, ale i same ubrania. Porażek firm może być wiele. W dramatycznych przypadkach niepowodzenie jest następstwem skandalu na wielka skalę, który wywołuje bojkot określonej marki. Uczmy się więc na błędach innych.
Ta pouczająca lektura powinna się znaleźć w audiotece każdego menedżera.

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