EVANGELIST MARKETING: WHAT APPLE, AMAZON, AND NETFLIX UNDERSTAND ABOUT THEIR CUSTOMERS (THAT YOUR COMPANY PROBABLY DOESN’T)

Book ID/图书代码： 12580011B47513

English Summary/英文概要： In Evangelist Marketing, Alex Goldfayn argues that technology companies succeed in spite of their marketing, not because of it. He says that if consumer tech makers ceased all marketing activity today, they would not see a significant decline in sales.

In this book, Alex presents why the current state of overly-technical, features-oriented tech marketing, branding, communications and public relations is costing the industry billions of dollars—easy money that’s voluntarily being left on the table.

Then he lays out a step-by-step system for creating intensely loyal brand evangelists based on deep consumer insights and simple, emotional language.

Evangelist Marketing is written for consumer tech companies big and small—from PC manufacturers to Web-based services. It’s also sure to improve the work of their marketing and public relations agencies.

Chinese Summary/中文概要： Technology Is Like Sports
蘋果電腦、亞馬遜是如何了解客戶需求，尋找商機?
黑莓機、維京手機、Sony，許多消費電子產品公司的行銷策略都是從何而來?
本書作者Alex Goldfayn正是促成這些公司達成行銷計畫的秘密武器

黑莓機、維京手機(Virgin Mobile)、Sony，許多消費電子產品公司的行銷策略都是從何而來?
本書作者Alex Goldfayn正是促成這些公司行銷計畫的秘密武器。
近年來因為消費電子產品大量商品化、差異化減少，
加上利潤降低的影響，許多企業正在尋找新商機。
本書作者深入消費者的心理層面，不論是品牌定位、市場分析，Alex於本書匯集各種產品市場調查和企業見解，分析你可能面臨的問題，以及如何將本書提出的建議套用於適合於自己的情況，更深入剖析如何使客戶購買你的產品。(Chris)

Awards/获奖情况："I loved this book. I’ve often wondered why are there so few legendary marketing leaders? Alex Goldfayn tells the inside stories of the most brilliant campaigns, demystifies the magic, and reveals the first principles from these marketing giants."---John Sculley, former Apple CEO 蘋果前執行長John Sculley

“Alex does a masterful job of pulling together insights across different products and businesses and then communicating those insights in a practical and useful way so you can see how they apply to your own situation and the issues you are facing.”---Eric Stang, CEO of Ooma Ooma高速網路服務通信公司總裁

“Alex cuts into the muscle of consumer electronics companies and identifies what distinguishes the beloved brands from the me-too brands. He challenges the assembly line orientation of organizations and details how to win avidity with consumers. This is a look-yourself-in-mirror book for anyone that wants to escape the sea of sameness.”---Bob Stohrer, VP Marketing, Virgin Mobile 維京手機公司行銷企劃總裁

“In Evangelist Marketing, Alex Goldfayn reminds us that technology is merely a means to an end and that while great products and great experiences are the ultimate drivers of demand, it shouldn’t stop there. To truly reach mass market status and not leave money on the table, companies must energize their marketing efforts to create ‘evangelists’ for their product or service. Alex’ framework for reaching evangelist marketing nirvana is laid out in a clear step-by-step framework that if applied, will yield results.”---Chris Dobrec, Senior Director Product Marketing, Cisco 思科 -產品營銷總監

“Alex Goldfayn doesn’t pull any punches with Evangelist Marketing. Every high-tech marketer should read this book.”---Tony Lee, Vice President of Marketing, TiVo Inc. 數位替您錄科技公司市場營銷副總裁

"Alex nails right on the head one of the big issues in tech companies today: The fact that too often engineers run marketing. This creates complicated products that people don’t really want and therefore don’t buy. I think everyone in the tech industry should read this book, highlight key points and share them in their next product development meeting."---Brian S. Packer, Managing Director, ZAGG International, the creators of Invisible Shield 消費性電子產品傑格公司(ZAGG)

"If you work with consumers you should read this book. Alex demystifies the ’magic’ that companies like Apple, Netflix, and Amazon tap into."---Jon Dale, co-founder of Moolala

About the Author/作者介绍： Alex Goldfayn is a secret weapon marketing consultant, advisor and speaker for the top consumer electronics manufacturers in the world, and their agencies. He helps clients with their brand strategy, marketing, messaging and positioning. Alex’s clients include Blackberry, T-Mobile, Virgin Mobile, Sony and TiVo. Alex is a former syndicated technology columnist for the Chicago Tribune.
He lives in the suburbs of Chicago with his wife and children.

Format:HARDCOVER

Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE(到期可授)

Complex/Traditional Chinese/繁体中文：AVAILABLE(到期可授)

Sales in other countries/其他国家销售情况：

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