CANCEL
Nu există rezultate.
 0722 494 500       nautilus@nautilus.ro     
Independent bookshop since 2000
Click & Collect: ridicare rapidă din librărie
Ridicare personală din easybox
Livrare gratuită pentru comenzi de peste 180 lei
NEW IN

For the Culture: The Power Behind What We Buy, What We Do and Who We Want to Be

Paperback
ISBN:  9781035020034
RRP: 72,00 lei 57,60 lei
Cel mai mic preț din ultimele 30 de zile
 
CLICK & COLLECT
Ridicare rapidă din librărie
ADD TO BASKET

Descriere

From Marcus Collins, strategist to Apple, Nike and Beyoncé, discover how you can harness the most powerful vehicle for influencing behaviour: true cultural engagement.

'Compelling and vivid'
 – Robert Cialdini, author of Pre-Suasion

We all try to influence others in our daily lives. We are all marketers, whether you are a manager motivating your team, an employee making a big presentation, an activist staging a protest or a company executive selling the next big thing. In For the Culture, Marcus Collins argues that to inspire communities, we first need to think hard about how we appeal to their values and what we will contribute to their culture.

With a deep perspective based on a century’s worth of data, Collins breaks down the many ways in which culture influences behaviour. Using captivating stories from his own life as a top marketer – including spearheading digital strategy for Beyoncé, working with iTunes and Nike+ on their collaboration, and designing ads for McDonalds – he shows how you can do the same.

Full of memorable examples, from 1960s hippy culture to the enduring success of Patagonia, For the Culture offers the essential tools for creating lasting engagement and influence.

'Some people seem to intuitively ‘get it.’ Most do not. Collins articulates ‘it’ for the rest of us and provides not just an understanding, but a guide for how to actually engage and influence culture' – Steve Huffman, co-founder and CEO, Reddit

 

 

Detalii

Editura: Macmillan
An apariție: 2024
Nr. pagini: 320
Dimensiuni: 20 x 13 cm

Recenzii

Compelling and vivid. Collins identifies the concept of culture as a key driver of human behaviour – and he beautifully dissects and knits it back together for readers like a skilled surgeon -- Robert Cialdini, bestselling author of Influence and Pre-Suasion

Engrossing. You might be up all night reading it -- Scott Galloway, bestselling author of The Four

Some people seem to intuitively “get it”. Most do not. Collins articulates “it” for the rest of us and provides not just an understanding, but a guide for how to actually engage and influence culture -- Steve Huffman, co-founder and CEO, Reddit

Insightful and enlightening. Diving deeply into what moves real people, not personas and archetypes, Dr. Collins gives us a look into cultural nuances we can use to make meaningful connections and drive action -- Jay Norman, Global Head of Music Marketing, Spotify

We all know culture can be a vehicle for influence, but in For the Culture, Collins shows us how. He provides fascinating deep-dives into the power of cultural community and illustrates how we can use it to change minds and inspire action -- Jonah Berger, bestselling author of Contagious

Containing rich examples from entertainment, sports and technology with deep dives into his own advertising campaigns and his inspirational personal story, Marcus Collins’s beautifully written book is a must-read for anyone who wants to understand today’s trillion-dollar dance of brands and culture -- Robert V. Kozinets, Chair of Strategic Public Relations and Business Communication, University of Southern California

Collins is a comet moving effortlessly through branding, marketing, engagement, advertising, social media and meaning-making, giving new life, clarity and purpose to them all. My advice: read this book! It will transform you, your career and how you see the world -- Grant McCracken, anthropologist and author of Chief Culture Officer

The new bible for anyone who wants to understand how to influence behaviour through culture . . . Uniquely compelling -- Lorraine Twohill, Chief Marketing Officer, Google

After reading Collins’s well-crafted gem, you will never go about marketing, advertising or building communities in quite the same way -- Kenny Mitchell, Global Chief Marketing Officer, Levi Strauss & Co. and former Chief Marketing Officer, Snap Inc.

What is culture, exactly? Mr. Collins calls it the operating system by which we live, and includes identity, shared language, social norms, and cultural production―art, movies, fashion, and branded products. To help develop this picture he hauls in the big guns of social psychology, anthropology, and even French philosophy, marshaling such forces in an elegantly friendly writing style -- The Wall Street Journal

Perceptive . . . Collins has a knack for delivering his smart ideas in accessible prose. This is a superior program on how the business world can use the interplay between culture, consumption and identity to their advantage -- Publishers Weekly

 

NAUTILUS English Books este membru asociat al Booksellers Association of the UK and Ireland

Newsletter

Dacă dorești să te ținem la curent, te rugăm să introduci mai jos adresa de email
 Abonare
 Abonare
Acest site foloseste cookies pentru a personaliza conținutul, pentru analiza traficului și statistică; unele informații de utilizare a site-ului sunt procesate de partenerii noștri. Puteți oricând să ștergeți cookie-urile din browser. Citeste aici politica de cookies, politica de confidentialitate si termenii si conditiile de utilizare.
Am citit, am inteles si sunt de acord.