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  • BUZZMARKETING
    作者:MARK HUGHES
    所属分类:进口图书>>进口图书>>其它图书(进口)
    出版社:PORTFOLIO
    出版时间:20080101  上架时间:20080728
     Remember Half.com? Back in the days of the dotcom boom, the discount retail Web site drew headlines when it persuaded the town of Halfway, Ore., to change its name to Half.com for a year. The stunt helped the company gain millions of customers and position itself to be bought out by eBay for a handsome premium. Hughes, the brain behind Half.com's marketing ploy, extols the virtues of "buzz marketing," his name for the idea that companies can dramatically boost sales by attracting publicity and fueling widespread word-of-mouth. In this book, Hughes lays out the "principles" of buzz marketing, offering a list of dos and don'ts, plus numerous examples of businesses that outshined competitors by creating buzz. Anyone familiar with Malcolm Gladwell's The Tipping Point will grasp the logic underlying some of Hughes's ideas. He advocates getting the attention of people who can spread the gospel about your product. This approach, he says, is not only more effective than traditional advertising, but far cheaper. Hughes's tales of companies that successfully harnessed buzz are the strongest part of the book, covering businesses as diverse as Pepsi, Ben and Jerry's and Rit Dye, which revived itself by sparking the tie-dye craze in the 1960s. How valuable readers find some of his other case studies will depend on whether they agree that Britney Spears and American Idol represent "great products" marketed shrewdly. Hughes, who worked for PepsiCo and Pep Boys before joining Half.com, now runs a consulting firm that teaches companies about buzz marketing, which no doubt explains why his writing sometimes seems as subtle as a PowerPoint presentation and as gung-ho as an infomercial. Still, Hughes's ideas are provocative and should interest business professionals frustrated with same-again advertising campaigns.
    定价:110.00
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  • 医学教育课程开发(六步法中文翻译版原书第3版)
    作者:编者:(美)Patricia A.Thomas//David E.Kern//Mark T.Hughes//Belinda Y.Chen|译者:周玉皆
    所属分类:医药.卫生>>医药.卫生>>预防医学、卫生学
    出版社:科学
    出版时间:20191001  上架时间:20191030
     本书主要围绕约翰·霍普金斯大学创立的医学教 育课程开发六步法,介绍课程开发的基本知识,以帮 助读者寻找改进现行课程或开发新课程的方法。内容 主要包括课程开发的六大步骤,各步骤对应的具体课 程开发活动,课程开发六步法对课程的维护和改进, 大型项目的课程开发,以及课程中常见问题的解决方 案。附录A提供了课程示例,附录B则为课程、师资培 训及基金赞助资源。第3版在前2版的基础上更强调基 于能力的教育、跨学科教育及教育技术。 本书可作为医学教育课程开发的参考书,供医学 教育课程开发人员及其他负责医学生、住院医师、临 床医师教育培训的人员阅读。
    定价:88.00
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