《出圈》是新媒体营销大V申晨，深耕营销领域20年实战心得，开创“熊猫罗盘”10大新媒体营销方法论，成功帮助中国数百家企业获得亿级流量，打赢品牌站。6大突围之道，极具行业前瞻性的分析，可以帮助企业找到市场新机遇。不出圈，就出局！新消费时代下，品牌如何逆势突围，如何在营销定位上开拓创新，本书是B读之作！

本书从初识理念销售法、词语、句式、段落、篇章、拒绝性问题处理等角度，系统、全面地介绍了理念销售法。通过阅读本书，销售人员可以更好地说服客户，提升自身的业绩；普通读者可以提高自身的表达能力，成为沟通高手。

Fast track route to mastering brands and branding Covers the key areas of branding， from developing a strong brand personality and differentiation to brand valuation and protecting your brand　Examples and lessons from some of the world's most successful businesses， including CocaCola， Intel， Toyota and Virgin， and ideas from the smartest thinkers， including David Aaker， Philip Kotler， John Quelch， Al Ries and Ted Levitt　Includes a glossary of key concepts and a comprehensive resources guide　ExpressExec is a unique business resource of one hundred books. These books present the best current thinking and span the entire range of contemporary business practice. Each book gives you the key concepts behind the subject and the techniques to implement the ideas effectively， together with lessons from benchmark companies and ideas from the world's smartest thinkers.

为何香奈儿、迪奥、LV等许多老字号依然能够引领时尚、散发迷人的魅力呢？我国老字号应该如何传承和创新，其仪式感等应该如何共同演化才能弥合与现代时尚的断层，并在新起点上接入时尚化路径？老字号应如何进行创新来锻造品牌韧性从而长期演绎时尚？本书是国家社科基金一般项目“中国老字号时尚化的机理、路径与对策研究”的结项成果。基于共性理论和案例分析论证了老字号的品牌传承与时尚特性可以共存，基于社会表征理论、消费者融入理论、品牌仪式理论和幸福感理论，构建了品牌传承到消费者融入的路径，阐释了老字号品牌时尚化的理论构想，从文化涵化与文化融合的角度，对东西方文化载体的老字号品牌和时尚品牌的融合模式进行了论证。

In March of 2005， the Pepsi-Cola Company announced that they would be reintroducing Pepsi One diet cola with one major twist—no 30-second spots. Instead the campaign would include events （see Chapter 14）， online films （see Chapters 11 and 15） and other alternatives to traditional advertising such as trading cards.　Traditional advertising—led by its poster child， the 30-second television spot—is dead， dying， or in dire need of a shot in the arm. Take your pick， depending on which point of the spectrum you find yourself. And if none of the choices apply， you may very well be in a state of denial. If so， then you'd better read on.　It's true. The times are changing， and the tried-and-true media strategies that advertisers have used for decades no longer work quite so well. Old-school ad campaigns focused mainly on print， radio， and， in particular， television aren't nearly as effective as they once were. You can blame it on too many TV channels， the Internet， TiVo， empowered and savvy consumers， or anything else that sounds good. But if you're an advertiser， you'd better find alternatives to traditional media—or find an alternative profession.　This is the blueprint for anyone searching for fresh， revolutionary ways to get their message out beyond traditional media. Life After the 30-Second Spot reveals how today's brightest marketers are using new tactics to engage consumers and new avenues to take the place of TV， radio， and print. New Marketing guru Joseph Jaffe looks at what works and what doesn't， and covers hot topics like on-demand viewing， viral marketing， gaming， branded entertainment， and experiential marketing. Proactive and pre*ive， he offers real-world solutions for advertisers struggling to master the new rules of the ad game.　Jaffe begins by examining what's wrong with media today and reveals why the 30-second spot is presumed dead. But media isn't the only thing that has changed; consumers have too. Smarter and more suspicious than ever， they tune out advertising and change the channel at the first note of a jingle. Jaffe looks at what some marketers are doing to connect with these new consumers， and reveals what the new marketing reality means for branding， advertising， and the advertising agency itself. Finally， he explores in depth ten new nontraditional approaches that are changing the face of advertising， and provides commentary on each tactic from some of today's brightest marketers and advertisers.　The 30-second spot is on its last leg， but advertising isn't. Life After the 30-Second Spot challenges marketers and advertisers to reinvent themselves for marketing's new reality， and provides unique， practical， and actionable solutions that really work. There is a firm line between surviving and thriving—on which side will you find yourself？

The days of the image brands are over， and ‘new marketing’ has gone mainstream. The world’s biggest companies are pursuing a post-advertising strategy， moving away from advertising and investing in leading edge alternatives. In the vanguard of the revolution has been John Grant， co-founder of the legendary agency St. Luke’s and author of The New Marketing Manifesto， whose radical thinking has informed a generation. Now Grant is set to stun the industry again. In The Brand Innovation Manifesto， he redefines the nature of brands， showing why old models and scales no longer work and revealing that the key to success today is impacting people’s lifestyles （think Starbucks， iPod and eBay）. At the heart of the book is the concept of the ‘brand molecule’ to which new cultural ideas can be constantly added to keep pace with change. Cataloguing 32 classes of idea， Grant presents a practical approach to mixing and matching them within your own market to develop new brand ideas - and new ideas for existing brands.　作者简介：John Grant co-founded the groundbreaking London advertising agency St Luke’s， and is now a marketing consultant with clients including IKEA， the Ministry of Sound， Diageo and Coca Cola. He is the author of The New Marketing Manifesto （Orion） which was selected as one of the top 10 business books of 1999 by Amazon， and ofAfter Image （Profile）， an industry bestseller. He is known for radical thinking and the industry will be eager to hear and adopt his latest ideas.

大国崛起的背后是强势品牌的崛起。英语本是美国本土的语言，但是它已经成为国际交往的工具；足球巨星贝克汉姆所创造的价值，已经远远超过全英国牛肉的出口总额；以虚幻世界征服人们的哈利·波特，成为销量仅次于圣经的一部文学作品；更有百年传奇的劳斯菜斯、培养出29个英国首相的牛津大学、以及新闻和传媒巨头BBC……强势品牌，由“品位10步”——征服心灵、联想、识别、体验、价值观、责任、气质、沟通、性格和品牌资产来塑造。林海老师通过英国*影响力的20多个卓越品牌的崛起案例，为你真诚讲解品牌管理之道。任何感觉到品牌影响了自己认知和行为的人，任何梦想创造卓越品牌的人，任何相信品牌力量的人，都会从这些故事中找到自己梦寐以求的东西。

当前，随着区块链技术的发展，作为下一代互联网的Web 3.0也逐渐受到更多关注。在新的时代下，品牌应如何布局？本书以Web 3.0时代下的品牌方法论为切入点，为品牌的发展指明方向。《Web 3.0：打造良好体验的品牌方法论》不仅从发展历程、技术底座、经济模式、商业生态体系等方面对Web 3.0时代进行了整体描述，还从品牌战略升级、品牌营销革新、品牌迭代路径拓展、虚拟品牌时代开启、自品牌爆发、品牌IP重塑等方面全方位拆解了品牌在Web 3.0时代下的发展方法论，为品牌的发展指出了多条可行的路径。本书适合互联网创业者、企业家、品牌营销从业者等相关人士阅读。希望读者可以从中学到打造品牌的方法论，从而更好地适应Web 3.0时代的发展。

传统上认为，当今世界的商业活动由信息流、资金流和物流共同完成，但其实，信息流之中还潜藏着一种更为重要、却常被忽视的——“情感流”。情感流最明显的代表就是文学和艺术作品，比如小说、绘画、音乐、电影，这些倾注了创作者心血的作品，可以让人激情满怀，也可以使人心灵慰藉。值得重视的是，成功的品牌塑造也完全能够传递情感，如果操作得当，变身偶像品牌，就能为企业赢得无可匹敌的竞争力，并赚得源源不断的利润。本书的研究主题在于，依托于品牌之上的情感是如何在经营者和消费者之间传播的，其效果又受到哪些因素制约。全书分为上下两部分：第一部分是理念篇，包括情为何物，为何传情，传何种情，以及如何传情；第二部分为案例篇，通过精选国内外“以情动人”的若干杰出品牌，条分缕析，揭示品牌传情的内部机制，为有志于此的人士提供借鉴。

Customers are the heart of any business. But we can't succeed if we develop only one talk addressed to the 'average customer.' Instead we must know each customer and build our individual engagements with that knowledge. If Customer Relationship Management （CRM） is going to work， it calls for skills in Customer Data Integration （CDI）. This is the best book that I have seen on the subject. Jill Dyché is to be complimented for her thoroughness in interviewing executives and presenting CDI."-Philip Kotler， S. C. JohnsonDistinguished Professor of International Marketing Kellogg School of Management， Northwestern University"In this world of killer competition， hanging on to existing customers is critical to survival. Jill Dyché's new book makes that job a lot easier than it has been."-Jack Trout， author， Differentiate or Die"Jill and Evan have not only written the definitive work on Customer Data Integration， they've made the business case for it. This book offers sound advice to business people in search of innovative ways to bring data together about customers-their most important asset-while at the same time giving IT some practical tips for implementing CDI and MDM the right way."-Wayne Eckerson， The Data Warehousing Institute author of Performance Dashboards： Measuring， Monitoring， and Managing Your BusinessWhatever business you're in， you're ultimately in the customer business. No matter what your product， customers pay the bills. But the strategic importance of customer relationships hasn't brought companies much closer to a single， authoritative view of their customers. Written from both business and technicalperspectives， Customer Data Integration shows companies how to deliver an accurate， holistic， and long-term understanding of their customers through CDI.