Name: Chasing Cool: Standing out in Today'S Cluttered Marketplace (en Inglés)
Price: 84806.00 COP
Availability: InStock
Author: Kerner, Noah ; Pressman, Gene
ISBN: 9780743497107

portada Chasing Cool: Standing out in Today'S Cluttered Marketplace (en Inglés)

Formato

Libro Físico

Autor

Noah Kerner

Gene Pressman

Editorial

Atria Books

Idioma

Inglés

N° páginas

272

Encuadernación

Tapa Blanda

Dimensiones

20.3 x 12.7 x 1.7 cm

Peso

0.24 kg.

ISBN13

9780743497107

Categorías

Economía conductista
Finanzas
Investigación de mercado

Chasing Cool: Standing out in Today'S Cluttered Marketplace (en Inglés)

Noah Kerner (Autor) · Gene Pressman (Autor) · Atria Books · Tapa Blanda

Libro Físico

$ 84.806

$ 154.193

Ahorras: $ 69.387

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Envío normal

Origen: Estados Unidos (Costos de importación incluídos en el precio)

Se enviará desde nuestra bodega entre el Viernes 31 de Mayo y el Viernes 14 de Junio.

Lo recibirás en cualquier lugar de Colombia entre 1 y 5 días hábiles luego del envío.

Reseña del libro "Chasing Cool: Standing out in Today'S Cluttered Marketplace (en Inglés)"

Cool isn't just a state of mind, a celebrity fad, or an American obsession--it's a business. In boardrooms across America, product managers are examining vodka bottles and candy bars, tissue boxes and hamburgers, wondering how do we make this thing cool? How do we make this gadget into the iPod of our industry? How do we do what Nike did? How do we get what Target got? How do we infuse this product with that very desirable, nearly unattainable it factor? In this wide-ranging exploration the authors Noah Kerner, a celebrated marketing maverick, and Gene Pressman, legendary creative visionary and former co-CEO of Barneys New York, have uncovered surprising and universal patterns and trends. They systematically parse the successes and failures of the last few decades--in music and fashion, magazines and food, spirits and hip-hop culture. Their discoveries are pulled together in this definitive book on the commerce of cool. Nike and Target endure as relevant brands not because of a shortsighted and gimmicky campaign. A dash of bling and a viral website don't amass long-term value. Brands are effectively developed when companies take substantial risk--and face the possibility of real failure--in order to open up the opportunity for real success. Chasing Cool includes interviews with more than seventy of today's most respected innovators from Tom Ford and Russell Simmons to Ian Schrager and Christina Aguilera. And through this accomplished assemblage, Pressman and Kerner dig beneath the surface and reveal how emphasizing long-lasting relevance trumps a fleeting preoccupation with what's hot and what's not. In a multidimensional, entertaining, and eminently readable book that redefines how to appeal to today's savvy consumer, Kerner and Pressman explore the lessons to be learned by America's ongoing search for the ever-changing concept of cool. Readers will learn how to apply these lessons to their own businesses and creative projects in order to stand out in today's cluttered marketplace.