El Rays, Dzhek Traut "Marketing Warfare": zvirimo, wongororo

Zvinofungidzirwa kuti haugoni kuvaka basa rako pasina zvakakodzera kukurudzira. Muchiitiko chino, kazhinji basa hakusi chete kurota chirevo kupfuma, kana kutaura pachavo, asi mienzaniso chaiyo vakabudirira vanhu. Zviri vagari izvi uye anotsanangura bhuku "Marketing Warfare", izvo kwemakore anopfuura 20 havazotadzi mukurumbira wayo pakati bhizimisi vamiririri. Chii chinokosha pamusoro chinyorwa ichi? Chii kudini? Uye zvavanotaura nezvazvo vaverengi?

General ruzivo pamusoro bhuku

Book zita kutaura rakanaka yakatanga kunyorwa muna 1986, yakabudiswa pasi rakanyorwa waEra Raysa uye Jack Rainbow (munokwanisa kuona mufananidzo pazasi). Zvinokosha kuti vose vanyori vaiva telemarketers chaivo vakakwanisa vanobudirira mubhizimisi ravo.

The hwaro hwayo ramangwana bestselling vanyori vane dzidziso, izvo kamwe chinoratidzwa zvaakanyora sayenzi "On War" Prussian mupurisa uye munyori nemauto Carl of Clausewitz. Maererano nepfungwa iyi, yake basa "Marketing Warfare" Vanyori akavhomora imwe Ringanidzo pakati chaiyo uye zvekufungidzira kurwa mari makwikwi pakati Makambani makuru. Mukuona kwavo, ukama uyu pachena, uye munyori dzidziso vakadana chikuru yokutengesa zano munhau.

Ndechipi chinangwa chikuru chebhuku?

Chinangwa kunyora "Marketing Warfare", kusanganisira rairatidza zvikonzero, hachishandi hunonyatsodonongodza musumo. Mariri vanotaura pamusoro unoda Makambani makuru kurwira utungamiriri, kwete nokusema kunyange dirtiest nzira hondo.

Maererano navo, bhuku "Marketing Warfare" rudzi chishandiswa makuru uye zviduku Entrepreneurs vanoda kuvaka mabhizimisi avo uye havasi kutya makwikwi uye wakarurama "vanoda kupona."

Bhuku rinopa mienzaniso yakasimba yokuratidza bhizimisi ose okuparadza nemigumisiro.

E. Rice uye J. Rainbow "Marketing Warfare": pfupiso

The shamisa bhuku tiri kutaura pamusoro yokutengesa ano. Uyezve, vaverengi vanokokwa kutarira hondo pakati Makambani panguva yakasiyana zvachose angled.

Bhuku rinotaura musimboti Marketing, izvo, maererano vanyori, hakungoitwi vatengi, uye kushandisa dzakasiyana-siyana emazano okunyengera uye tweaks kuti kukurira famba kwokubata vakwikwidzi eungano. Zvino izvi, yokutengesa iri touted sokuchengeta vamwe kurwa pakati vamiririri vemabhizimisi makuru kundima, basa iri rose yeGmail.END_STRONG vateereri.

Chii Marketing nzira dziri dzataurwa nokuda hachishandi?

Kuwedzera mazano anobatsira, E. Rice uye J. Rainbow ( "Marketing Warfare" - imwe yakakurumbira vanyori vemabhuku) rondedzerai zviripo yokutengesa matungamirire. Maererano pfungwa dzavo, vane marudzi anotevera:

• tsamwisa;
• zvekudzivira;
• partisan;
• parutivi.

Unobva kumusoro rinotaurwa bhuku yokutengesa tsamwisa inzira kundotsvaka matarenda vemauto maviri kana hombe kukwikwidza makambani shoma. Panyaya iyi, chikuru mabasa ari chikwata yakawanikwa ndivo kutsvaka uye nounyanzvi simba divi muvengi.

Kuzvidzivirira nzira chomutambo kunosanganisira hombe mutungamiri kumusika. Zvinokosha kuziva kuti nzira kunobva kurwisa asina kusarudzwa anokumhan'arira (mukwikwidzi), uye ini. Uyezve, maererano nzira yakadaro, simba dzesangano achaona panguva yakafanira uye kurambidza usisashandi mukwikwidzi uye kuita zvose kuti kwakakundikana.

Remagandanga nzira uye flanking

About remagandanga nzira Dzhek Traut uye ake co-munyori akanyora zvinotevera: anenge zvose vatambi vari yokutengesa hondo tinosungirwa kuitisa yokuvanda kushandiswa. Chokwadi kuti makambani akawanda kuti vatungamiri zvakakomba rudzi zvemari chaizvo kure, unogona chete kuva tariro kubudirira, kana asina kutanga kurwa pachena. Maererano nevanyori, vachava kubudirira zvikuru, achitungamirira boka remagandanga hondo.

Flanking nzira, sezvo zvinoitika, izvozvo zvinoenderana kubudirira yasarudzwa pfungwa. Uyezve, zvinofanira kwete chete kuziva, asi kuti kuchinja dzavo. Nemamwe mashoko, kana kuongorora mumusika chidimbu mumwe sangano ndivo pakakoromorwa, vasisadiwi dzesangano vayo mukwikwidzi. Uye chokwadi, pano, sezvo ari hondo chaiyo, zvose zvinoenderana zvinhu zvaanga.

Chii makuru makambani anotaurwa mubhuku?

Huru vatambi El Rays uye Trout D. nezvokukundwa vatungamiriri carbonated zvinwiwa, zvokudya yokutsanya, doro kugadzirwa uye Sales, IT-ruzivo uye vamwe vazhinji. Somuenzaniso, basa hachishandi tiri kutaura pamusoro hondo chaiyo pakati Hofori akadai Coca-cola uye Pepsi. The makwikwi pakati makambani aya maviri iguru zvokuti dzinosanganisira rokunyika kupikiswa.

Mubhuku rake rinonzi riri "Marketing Warfare" mavanga aya kutanga tichienzanisa, uye ipapo anorondedzera nzira kurwisana. Saka, maererano vanyori, kuravidza pamusoro chete vaviri hwahwa. Heano chete chikamu Coca-cola kambani anochengetedza zvakavanzika, uye Pepsi nekusiyana, anonyora nomumwe chitaridzi. Asi izvozvo hazvina pfungwa.

Zvose yemakambani vanosarudza kurwa ari kushambadza mumunda, uchishandisa nhau, zvikwangwani, nezviratidzo, uye zvimwe zvose zvaari. Uye kutamburira yavo sezvo Dzhek Traut inoti zvakakomba chaizvo. Mumwe ane mumwe chete ubatanidzwe hondo kusvikira firimu, pamwe vachiseka somukwikwidzi, wechipiri anosika vhidhiyo mukupindura.

Eya, pashure vatungamiri vaviri vari kutanga kukwikwidzana, kusika nehombodo itsva, ndichishanda Kusimudzira yemaitiro, uyewo kuuya siyana kushambadza vane mibayiro uye marotari.

Sezvineiwo, kurwisa hondo rinongova Pepsi. Coca-cola ari zvichiwanzoregwa kurwisa kwakadaro, uchisarudza kumirira. Asi kana kambani iri mutoro, izvozvo anozviita pamwero mukuru.

Pavanotaurirana pakati vatungamiriri Fast Food

Mumwe muenzaniso unoshamisa emauto chiito anotaurwa mubhuku "Marketing Warfare" riri perennial kunetsana rokutsanya zvokudya restaurants McDonald uye Burger King.

Panyaya iyi, makwikwi pakati masangano kutorawo nzvimbo tichiregeredza pakushambadzira. Somuenzaniso, nyaya kana muresitorendi Burger King Hamubvumirwi mureza pedo nomukova McDonald vake. Uye hombe burger nemashoko "Kunzwa kuravira, vasingazoraviri" rave anomirirwa uye aienda museve Pointer nenzira muresitorendi Burger King. Nokudaro, boka akakwanisa pavanoseka pamusoro mukwikwidzi uye atambudzwe vatengi.

Kumwe mumakore 80 pakati vakuru yokutengesa hondo zvasvika kwamvura yacheka makumbo. Panguva ino, Burger King akaita punchi chaiyo mudumbu rake aikwikwidza kusingaperi, achibvisa kwazvo tsamwisa vhidhiyo. Mariri, wechiduku mutambi Sarah Michelle Gellar akanga kudya burger akati kuti pana Burger King zvigadzirwa musi 20% yakawanda nyama pane McDonald vake.

Mukupindura zvakadaro ushingiwo danho vamiririri mukwikwidzi sued kwete chete boka pacharo, asi wavawo mutambi, uye kushambadza sangano kuva script for firimu.

Hondo pakati Apple uye Samsung

Akapiwa mienzaniso Marketing mabhuku, tisingatauri vatambi chikuru vakadaro IT-ruzivo, akadai Samsung uye Apple. Makambani Vose vamakazvisanangurira flanking nzira. Somuenzaniso, pashure kusunungurwa Apple iPhone 4 vakatanga kugamuchira yakawanda nokutsoropodzwa uye nenyonganiso chokuita kukurukurirana kukundikana.

Kudzidza uku kukundikana husingaperi somukwikwidzi, kuti Samsung pakarepo pave mutsetse yose Galaxy S. In iyi, kuti utsva iri vakasununguka akatuma yakakurumbira bloggers muna Chirungu, izvo, chokwadi, akanyora pamusoro Apple kwaPetro.

Panguva iyoyowo Samsung yakatanga kushambadza rutsigiro Galaxy S, pane kushandisa tsamba mushoko LL Hello kutaurirana mifananidzo. Saka, kambani akareva zvigadzirwa zvayo uye vanonyombwa achinyomba kukwikwidza yemakambani.

The hondo pakati vatungamiri motokari

Bhuku "Marketing Warfare" uyewo kurondedzera motokari Hofori, izvo kazhinji makwikwi mumwe. Muenzaniso unoshamisa anonzi Standoff pakati Audi, Porshe uye Nissan.

Sezvo izvi zvombo vagadziri, kufanana yapfuura vakwikwidzi vanoshandisa zvokushambadzira. Somuenzaniso, zvinonzi kuonekwa anobudirira zvikuru yokutengesa nzira yose Nissan riri nzira kusarudza imwe tichienzanisa vakwikwidzi. Kuti izvi zvidaro, Zvakatora maguta England uye mota Audi Porshe, achiperekedzwa zvinyorwa zvavo: "More dzinodhura, nomumugwagwa kwaitora nguva uye kwete sezvinoita simba kufanana Nissan 370Z» uye «Ndinoda kuva kutsanya somunhu Nissan 370Z».

Chii chaiva mhinduro iyi mbirikira asakura pa Audi uye Porshe, mune zvakanaka-kutengesa bhuku "Marketing Warfare" (wongororo uye kukurukurwa basa iri uye kusvikira nhasi regai uchabvuruvara) haritauri. Asi, kupfuura zvose, makambani tisina hanya Kutama ichi.

furor iyi akaita zvinoshamisa nokushambadzira kambani BMW muna 2003. Maererano pfungwa yokutengesa, aitwa rakajeka pikicha pechidzidzo, umo BMW X5 ari muchimiro dzinodya dzimwe dzinosiya Jaguar akadzinga Mercedes ML nemufananidzo makumbo mbizi.

Mienzaniso Life mudzimba pezvitsiga

Kutarisa makuru dzimwe vamiririri, zvinoita zvishoma nezvishoma uye mudzimba yokutengesa (kurovedza ichi sainzi nyore nhasi kwakakurumbira chaizvo pakati vadzidzi vaibva kunyika dzakasiyana-siyana). Panguva iyoyowo vashandi makambani Russian uye mumiririri wavo havana lag shure kwavo dzimwe dzomuzana. Somuenzaniso, munguva ichangopfuura ini ndapedza kurwa pakati peboka "Unilever Rus" uye Nestle. Zvirokwazvo chaiva culinary duel. Saka, wokutanga vatambi wakabudiswa zvokutenga huku muto TM "Knorr", iro radudzwa kaviri kuti unofanira kubikira pasina mashiripiti. Uye pakuguma firimu akaridza sirogani: "muto uyu. No mashiripiti ".

Ndezvipi maonero vanoshandisa pamusoro bhuku?

Pasinei chokwadi kuti sezvo bhuku rinonzi uye shanduro kupinda Russian yaiva refu nguva kwake achiri kutaura. Somuenzaniso, mumwe vashandi ari yokutengesa dhipatimendi anoti akafadzwa racho. Maererano naye, bhuku rinoreva chaiko kushanda nemiitiro, izvo nhasi dzinoshandiswa nemakambani makuru uye duku zhinji. Uyezve, inodzidzisa anoratidzira kudemba kwake hakusi kuverenga kwokutanga shanduro.

Chimwe mushandisi rinotsanangura kutanga kwake kusangana bhuku. Kubva mumashoko ake zviri pachena kuti bhuku kuti papi izvozvo somunhu mhando bhuku, pahwaro iro akakwanisa kuwana zvakakwana yokutengesa kurovedza.

Chechitatu alleges kuti bhuku rakanyorwa mumutauro pachena uye rinosanganisira dzinoverengeka mienzaniso yakananga ine mavara mifananidzo. Chechina kufanana kujairika yokutaura vanyori, kushandisa fananidzo kurwa chaiko uye yainakidza makwikwi pakati makambani. Vamwe vaverengi ari kudzidza bhuku rose, funga sabatsira yokutengesa mitoo yaishandiswa hachishandi.

Muchidimbu, bhuku iri pamusoro "Marketing Warfare" munhu akafadzwa, uye ndiani asina. Mumwe munhu akawana mune zvizhinji anobatsira mazano uye dzimwe nguva ariwana kukodzera uye yechinyakare. Ivai kuti hazvo nyaya zvakakodzera. Pashure kuudzidza, uchaona mariri zvauri kurifarira.