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Record Nr. |
UNINA9910830869903321 |
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Autore |
Earls Mark |
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Titolo |
Copy, copy, copy : how to do smarter marketing by using other peoples ideas / / Mark Earls ; with illustrations by John V. Willshire |
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Pubbl/distr/stampa |
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Hoboken : , : Wiley, , 2015 |
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ISBN |
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Descrizione fisica |
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1 online resource (227 p.) |
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Classificazione |
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BUS043000BUS016000BUS002000 |
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Disciplina |
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Soggetti |
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Marketing |
Consumer behavior |
Advertising |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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""COPY COPY COPY: How to do smarter marketing by using other people�s ideas""; ""Note* on the typefaces used in this book""; ""Contents""; ""Foreword""; ""Introduction: On the Shoulders of Giants""; ""Optics, maths and the scientific method""; ""Marginal gains""; ""His Dark Materials""; ""Talent copies""; ""Why does any of this matter?""; ""If it wasn�t for you pesky kids""; ""The tyranny of the singular""; ""Not all copying is good""; ""Why copying matters""; ""More than a mash-up""; ""After the HERD""; ""Different kinds of questions""; ""The ambition of this book"" |
""Copied from people who�ve copied""""Learn to code or learn to copy?""; ""1 IN PRAISE OF COPYING: Copying, originality, invention, innovation and the King of Rock �n� Roll""; ""Welcome to Elvisland""; ""Copycatting an original""; ""Elvis-a-like""; ""Shake a leg""; ""Copying is cheating""; ""The real Joe Biden""; ""Me, myself and I""; ""�We� fiction is scary""; ""WEIRD""; ""Copying is good for you (and me)""; ""I�ll have what she�s having""; ""Neurologically efficient""; ""We-think""; ""Phone a friend""; ""iSpread"" |
""2 HOW TO COPY WELL: Good, bad, tight, loose, close or far away""""A race to the top""; ""Copying originals""; ""Bad copying?""; ""Shanzai Apple?""; ""Single white copying""; ""We try even harder""; ""Invention and innovation""; ""Originality doesn�t pay""; ""Keep calm""; ""Making deliberate copying errors""; ""Chinese whispers""; ""Making error""; |
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""Error and excellence""; ""Copy: �koperien�, �nachmachen� or �abkufern�""; ""Cut-ups""; ""Copying loosely can be dangerous""; ""Copying and evolution""; ""Copying, changing and period instruments""; ""Copying and fixing things"" |
""Fixing broken things""""Popular thing for a broken thing""; ""Broken things at scale""; ""Very small or far away?""; ""Over there, over there �""; ""The making of Modern Russia""; ""Let the dogs out""; ""The BrainJuicer® effect""; ""Bottling the Juicer�s recipe""; ""Rinse and repeat""; ""Stealing from a distance � games to play""; ""What would the Dude do?""; ""Not being me""; ""Leave your job""; ""Knowing what to copy""; ""How to win friends""; ""The case of the case study""; ""The right tool for the right job""; ""The virtue of a tidy toolkit"" |
""A �kinda thing� kind of thing""""Kinda thing""; ""3 �WHAT KINDA THING?�: Maps and drawing: What kind of thing are you trying to change?""; ""Drawing is thinking""; ""Duco ergo sum""; ""Mapping Soho""; ""Nurse, nurse!""; ""Meanwhile back in the department""; ""Do it yourself""; ""Four different choice styles""; ""How can you locate the behaviour on this map?""; ""Plotting W-E""; ""Mapping N-S""; ""Quiz Time""; ""1. Popular music""; ""2. Charitable donations""; ""3. Auto insurance""; ""4. Deodorants""; ""5. Alcoholic beverages""; ""Vote for me!"" |
""A different kind of map of human behaviour"" |
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Sommario/riassunto |
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"100 pick-up-and-use marketing strategy templates--get copying!Copy, Copy, Copy is a big, bright volume of templates designed to help marketers and managers more efficiently change human behaviour through social influence. Based on the argument that copying is human nature and innovation isn't always the best goal, this book offers one hundred actual pick-up-and-use marketing plan templates specific to various scenarios. It's like a recipe book for human behaviour. Each strategy is illustrated by an example in marketing or contemporary pop culture from around the world and across different platforms, demonstrating the successful application of the techniques described.Copying helps humans navigate the world. From user reviews and bestseller lists to baby names and fashion trends, human beings are a social species that rely on one another to make sense of the bewildering array of choices that confront us every day. Copy, Copy, Copy describes how marketers can take advantage of this tendency to steer consumer behaviour and desires toward a strategic goal. Learn how much consumers copy each other and how you can utilize that for effective marketing campaigns Using case studies and examples of successful campaigns--each relating to a different behaviour Ready-made templates for more efficient strategy and planning More than just a book of behavioural theory, this guide invites you to do what the title says--copy, copy, copy. Expertly designed templates eliminate the need to build a brand new strategy from the ground up, allowing the efficient creation of a deployment-ready campaign. For marketers and managers looking to stay in front of the herd, Copy, Copy, Copy is the highly practical guide for changing mass behaviour"-- |
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