罗宾逊营销：窃取法人智力用以销售的正当理由

作　者：	Katya Andresen
出版社：	John Wiley & Sons
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版权说明：	本书为出版图书，暂不支持在线阅读，请支持正版图书
标　签：	暂缺

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作者简介

暂缺《罗宾逊营销：窃取法人智力用以销售的正当理由》作者简介

内容简介

Katya Andresen， a veteran marketer and nonprofit professional， demystifies winning marketing campaigns by reducing them to ten essential rules and provides entertaining examples and simple steps for applying the rules ethically and effectively to good causes of all kinds. The Robin Hood rules steal from the winning formulas for selling socks， cigarettes， and even mattresses， with good advice for appealing to your audiences’ values， not your own; developing a strong， competitive stance; and injecting into every message four key elements that compel people to take notice. Andresen， who is also a former journalist， also reveals the best route to courting her former colleagues in the media and getting your message into their reporting.

图书目录

Foreword by Kate Roberts

Acknowledgments

Introduction: Lost in Sherwood Forest

Facing the Fact That Marketing Is a Must

1.The Heart of Robin Hood Marketing

　Focus on Getting People to Do Something Specific

2.Robin Hood Reconnaissance.

　Appeal to Your Audiences’ Values, Not Your Own

3.The Village Square

　React to the Forces at Work in the Marketplace

4.All for One and One for All—We Wish

　Stake a Strong Competitive Position

5.Building a Merry Band

　Partner Around Mutual Benefits

6.The Heart of the Good Archer’s Arrow

　Put the Case First and the Cause Second

7.Sharpening the Arrow’s Point

　The Four Things Your Message Must Do

8.Aiming for Hearts and Minds

　Take Your Message to Where Your Audiences Are

9.Robin Hood Media Savvy

　Approach the Media as a Target Market

10.Letting Your Arrow Fly

　Execute Campaigns and Assess Their Worth

Notes

The Author