The Compass and the Nail: How the Patagonia Model of Loyalty Can Save Your Business, and Might Just Save the Planet

The Compass and the Nail: How the Patagonia Model of Loyalty Can Save Your Business, and Might Just Save the Planet

  • 作者: Wilson, Craig
  • 原文出版社:Rare Bird Books
  • 出版日期:2015/08/18
  • 語言:英文
  • 定價:910
  • 運送方式:
  • 臺灣與離島
  • 海外
  • 可配送點:台灣、蘭嶼、綠島、澎湖、金門、馬祖
  • 可取貨點:台灣、蘭嶼、綠島、澎湖、金門、馬祖
載入中...
  • 分享
 

內容簡介

Winner of the 800-CEO-READS Best Marketing Book of 2015

Why do some companies create such strong affection for their brands that their customers are compelled to become active brand champions? Is there a secret?

The Compass and the Nail presents an unconventional perspective of how particular organizations create rabid fan bases, in turn making them more successful and more profitable. Written by Patagonia's former lead strategist for consumer marketing, and advisor to such iconic brands as Seventh Generation and Burton Snowboards, Craig Wilson outlines game-changing insights for providers of any product or service who desire fiercely loyal behavior.

Wilson's narrative is one of cultural empathy and thought disruption critical to the new global economy. It is a practical model that defines how companies, governments, and institutions relate to their end users. By illuminating the phenomenon of "following," and how it can be methodically applied to a larger context, this book demonstrates how those relationships can be refashioned to optimize human interactive experience. It challenges us to use our economic powers for good to design the new Responsible Economy in an effort to save the planet. If companies realize consumers "don't buy what you do, they buy why you do it," Wilson shows us how.

 

作者簡介

Craig Wilson is an entrepreneur, consultant, author, and coach. He has founded three businesses, just recently selling the theater production company he and his wife founded in 1990. He is a leading authority on loyalty, brand development, and direct marketing and counts some of the world’s most iconic brands in his listing of experience including Kiehl’s, Patagonia, Seventh Generation, prAna Living, Burton Snowboards, and Revolution Living, among others. He’s a three-time NCAA National Champion coach and a passionate observer of human behavior.

Over the past decade Craig has studied the direct marketing businesses that create the most passionate, loyal customers and holds a firm belief creating advocacy is possible anywhere. Craig began his career as an NCAA Division One Sailing Coach. Winning his first National Championship was the springboard to understanding what motivates people’s actions. He launched a theater production company in 1990, wrote and produced a highly successful, interpersonal skills based seminar called Playing With Fire, and while with Patagonia, Craig developed their direct business strategy based on a seminal consumer behavior study, forming the first truly multi-channel marketing organization, growing the direct channel from $2M to $100M over a six-year period.

Craig is a sought after speaker and has lectured on the topic of loyalty and advocacy as the basic tenet of branding strategy at the University of Southern California, the University of California, and Pepperdine University’s Graziadio Graduate School of Business. He’s the co-author of "Creating Advocates," a peer reviewed study on why consumers become fans of brands. The Compass and the Nail is his first book.

 

詳細資料

  • ISBN:9781942600060
  • 規格:精裝 / 280頁 / 21.3 x 14.7 x 3 cm / 普通級
  • 出版地:美國

最近瀏覽商品

 

相關活動

  • 破關人生,I'm in!職場「破」力養成指南,電子書/有聲書/影音課程6折起
 

購物說明

外文館商品版本:商品之書封,為出版社提供之樣本。實際出貨商品,以出版社所提供之現有版本為主。關於外文書裝訂、版本上的差異,請參考【外文書的小知識】。

調貨時間:無庫存之商品,在您完成訂單程序之後,將以空運的方式為您下單調貨。原則上約14~20個工作天可以取書(若有將延遲另行告知)。為了縮短等待的時間,建議您將外文書與其它商品分開下單,以獲得最快的取貨速度,但若是海外專案進口的外文商品,調貨時間約1~2個月。 

若您具有法人身份為常態性且大量購書者,或有特殊作業需求,建議您可洽詢「企業採購」。 

退換貨說明 

會員所購買的商品均享有到貨十天的猶豫期(含例假日)。退回之商品必須於猶豫期內寄回。 

辦理退換貨時,商品必須是全新狀態與完整包裝(請注意保持商品本體、配件、贈品、保證書、原廠包裝及所有附隨文件或資料的完整性,切勿缺漏任何配件或損毀原廠外盒)。退回商品無法回復原狀者,恐將影響退貨權益或需負擔部分費用。 

訂購本商品前請務必詳閱商品退換貨原則 

  • 熟年
  • dune
  • 國際書展