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Chargement... Herd: How to Change Mass Behaviour by Harnessing Our True Nature (édition 2009)par Mark Earls
Information sur l'oeuvreHerd: How to Change Mass Behaviour by Harnessing Our True Nature par Mark Earls
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Inscrivez-vous à LibraryThing pour découvrir si vous aimerez ce livre Actuellement, il n'y a pas de discussions au sujet de ce livre. I never thought I'd enjoy a book written by someone from an advertising background. And, to be honest, I probably wouldn't have read the book but for the fact I met Mark Earls in a pub, and he seemed like a nice bloke...! Whereas a lot of the current crop of new media business books are content to surf the zeitgeist by referencing each other and ignoring perspectives from outside their 'bubble', Herd tackles questions of how behaviour spreads with real intellectual seriousness. As someone with two degrees and a professional qualification in psychology, I learnt a good deal of new stuff about psychology, and I could tell (based on what I already knew) that Earls is not bluffing or hand-waving, but has fully grasped an emerging way of thinking about how people influence each other. More than that, he's tackling the implications of this for his own and other business sectors. And more than that, he's doing so with a wily eye for fakers and even a moral purpose (yes, in advertising). He's very good at writing about passion and authenticity in business communications. So why only four and a half stars? (A) because I'm stingy (B) because the book ends with a bit of a whimper -- it could have done with something stronger to live up to what went before. ( ) aucune critique | ajouter une critique
"...fascinating. Like Malcolm Gladwell on speed." --THE GUARDIAN "HERD is a rare thing: a book that transforms the reader's perception of how the world works". --Matthew D'Ancona, THE SPECTATOR "This book is a must. Once you have read it you will understand why Mark Earls is regarded as a marketing guru." --Daniel Finkelstein, THE TIMES This paperback version of Mark Earls' groundbreaking and award winning book comes updated with new stats and figures and provides two completely revised chapters that deal with the rise of social networking. Since the Enlightenment there has been a very simple but widely held assumption that we are a species of thinking individuals and human behaviour is best understood by examining the psychology of individuals. It appears, however, that this insight is plain wrong. The evidence from a number of leading behavioural and neuroscientists suggests that our species is designed as a herd or group animal. Mark Earls applies this evidence to the traditional mechanisms of marketing and consumer behaviour, with a result that necessitates a complete rethink about these subjects. HERD provides a host of unusual examples and anecdotes to open the mind of the business reader, from Peter Kay to Desmond Tutu, Apple to UK Sexual Health programmes, George Bush to Castle Lager, from autism to depression to the real explanation for the placebo effect in pharmaceutical testing. Aucune description trouvée dans une bibliothèque |
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Google Books — Chargement... GenresClassification décimale de Melvil (CDD)658.8343Technology Management and auxiliary services Management Of MarketingClassification de la Bibliothèque du CongrèsÉvaluationMoyenne:
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