Commencez à lire Relevance: The Power to Change Minds and Behavior and Sta... sur votre Kindle dans moins d'une minute. Vous n'avez pas encore de Kindle ? Achetez-le ici Ou commencez à lire dès maintenant avec l'une de nos applications de lecture Kindle gratuites.

Envoyer sur votre Kindle ou un autre appareil


Essai gratuit

Découvrez gratuitement un extrait de ce titre

Envoyer sur votre Kindle ou un autre appareil

Désolé, cet article n'est pas disponible en
Image non disponible pour la
couleur :
Image non disponible

Relevance: The Power to Change Minds and Behavior and Stay Ahead of the Competition (English Edition) [Format Kindle]

Andrea Coville

Prix conseillé : EUR 19,08 De quoi s'agit-il ?
Prix éditeur - format imprimé : EUR 25,42
Prix Kindle : EUR 13,36 TTC & envoi gratuit via réseau sans fil par Amazon Whispernet
Économisez : EUR 12,06 (47%)

App de lecture Kindle gratuite Tout le monde peut lire les livres Kindle, même sans un appareil Kindle, grâce à l'appli Kindle GRATUITE pour les smartphones, les tablettes et les ordinateurs.

Pour obtenir l'appli gratuite, saisissez votre adresse e-mail ou numéro de téléphone mobile.


Prix Amazon Neuf à partir de Occasion à partir de
Format Kindle EUR 13,36  
Relié EUR 25,82  
-40%, -50%, -60%, -70%... Découvrez les Soldes Amazon jusqu'au 4 août 2015 inclus. Profitez-en !

Descriptions du produit

Présentation de l'éditeur

Today, when companies and customers are faced with an infinite number of messages, the word “relevance” has taken on a new meaning and dimension. We know that relevance matters, but what does that mean exactly? Andy Coville guides leaders and executives toward the realization that if they can focus on a single, guiding principle—a magnetic one—that permeates their brand or company, customers will not only engage but change thinking and behavior in turn. Relevance takes us through the dimensions of relevance—both qualitative and quantitative—in order to find the starting point on the Relevance Scale: where we are and where to go from here. The book walks the reader through the elements of staying relevant as well as the circumstances that contribute to establishing a relevance platform. The author offers many examples as well as explaining messaging strategies.

Whether you are working with a consumer product, a nonprofit, or a B2B company, Andy Coville believes you, your brand, or your company have the power to change and influence behavior and make an impact.

Détails sur le produit

En savoir plus sur les auteurs

Découvrez des livres, informez-vous sur les écrivains, lisez des blogs d'auteurs et bien plus encore.

Commentaires en ligne

Il n'y a pas encore de commentaires clients sur
5 étoiles
4 étoiles
3 étoiles
2 étoiles
1 étoiles
Commentaires client les plus utiles sur (beta) 4.9 étoiles sur 5  11 commentaires
2 internautes sur 2 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 How to forge a lasting bond with the people you need to influence to create and sustain a competitive advantage 26 février 2014
Par Robert Morris - Publié sur
Years ago during dinner with a venture capitalist in San Francisco, I asked him how he and his associates evaluated formal presentations from those seeking funds. He replied, "We've already checked out the credentials and financials or they wouldn't be meeting with us. We have three questions in mind: `How will you use the funds?' `What makes you different?' and `Why should I care?' How they answer that last question usually tells us what we need to know."

I thought of that reply as I began to read this book. According to Andrea Coville, who wrote it with Paul B. Brown, an organization will be able to establish and then sustain a bond with its stakeholders to the extent that it remains relevant to their needs? For example, the highly valued employees it seeks to attract and retain will ask "What's in it for me"? Profitable customers it competes for will ask "Why you and what you offer?" There will always be questions to answer and problems to solve. Now more than ever before, stakeholders will ask "So what?" In recent years, they are also keenly interested to know what an organization cares about, other than sales and profits. It must have social as well as commercial relevance.

Colville explains how almost any organization can become and then re main relevant to those on whom its success depends. I agree with her: "You cannot be all things to all people. But you can be relevant to all people based on some aspect of your offering. You can find out which will resonate by dividing your marketing [i.e. creating or increasing demand] by very specific categories: age, income, politics, whatever, and determine how you can make what you have relevant to people in each of these categories." She discusses three basic "intangibles" and explains how relevance occurs through content, context, and contact.

o The Three Dimensions of Relevance, and, The Relevance Challenge (Pages 8-14)
o Relevance: The Right Word at the Right Time (21-24)
o Thinking Upside Down (43-46)
o Categories/Segments of Relationship Framework (61-63)
o Context (71-74)
o Manipulative? (89-92)
o Countering Probable Negativity (97-98)
o Do Try This at Home (102-107)
o The Innovation Process (100-114)
o Things Change (123-127)
o The Rate of Change, and, Nuts and Bolts (137-141)

I commend Coville on her skillful use if several reader-friendly devices that include "Takeaway for Chapter X" (Chapters 1-10) and then "Final Takeaways" in a concluding chapter; "Things to Do Monday Morning" (Chapters 1-10); and boxed mini-commentaries throughout her narrative. These devices will facilitate, indeed expedite frequent review of key material later.

In this book's Executive Summary, Andrea Coville identifies a challenge in today's global marketplace: relevance is more valuable, more complex, more difficult to establish, and then more difficult to sustain now than ever before. She wrote this book to help her readers respond effectively to that challenge.

I presume to add one final point. It is no coincidence that the companies annually ranked among the most highly admired and best to work for are also annually ranked among those that are most profitable and have the greatest cap value in their industry segment. In a word, they are relevant.
1 internautes sur 1 ont trouvé ce commentaire utile 
4.0 étoiles sur 5 A guiding principle for marketing efforts 3 mars 2014
Par John Gibbs - Publié sur
Organisations need a single, reliable guiding principle to ensure that all their marketing and communications efforts make a sustained impact, and that principle can be summed up in a single word: relevance, according to Andrea Coville and Paul Brown in this book. But most people tend to put too much emphasis on the practical aspect of relevance, and not enough on the social aspect.

In order for your offering to be relevant, you must fill a need and you must create an emotional connection. According to the authors, there are three ways of building relevance:

• By segmentation: dividing your marketing by factors such as age, income, gender, education and interests. You need to be relevant to particular segments because you cannot be relevant to everyone at once.
• By intangibles: your offering needs to appeal to the way your target people are thinking, it needs to have sensory appeal, it needs to have a community aspect, and it needs to reflect compatible values.
• By circumstances: the content of your communications, the context of interactions, and the source and medium of your communications all need to be relevant.

This is a short and easy-to-read book. It does not seem to me that the authors’ ideas differ significantly from those of other current marketing books, but they have captured the concept of relevance in a creative and memorable way.
5.0 étoiles sur 5 Excellent Guide for Marketers About What Really Matters To Buyers 30 mars 2014
Par Mary Modahl - Publié sur
Format:Relié|Achat vérifié
Coville's book takes on the central challenge in marketing today: how to matter -- really matter -- to your customer when they are bombarded by information and offers. Her prescription, described in "Relevance," is spot on. As marketers we can often fall back into considering only one of the four areas of Relevance: how people think about the product - its features and benefits. Coville shows how addressing people's values, their sense themselves as part of a community, and the sensory aspects of experience, can make a product profoundly relevant to people - and thus drive far greater long term value.

Relevance is not only thought provoking, it offers a practical guide for developing more effective marketing programs.
5.0 étoiles sur 5 Brillant 27 avril 2014
Par Alice Holland - Publié sur
“Relevance” prompted reflection on understanding myself and the effect or impact I have on others in the form of creating relationships, gaining support, promoting creativity and encouraging change. If I am doing brilliant things but have not connected with my audience, brilliance is wasted. Hence, the importance of “Relevance.” Thank you for the powerful read!
5.0 étoiles sur 5 Profound yet practical 25 avril 2014
Par Steven McGrath - Publié sur
Andy Coville has taught me that logic is vastly overrated in communication, and only a fraction of what it takes to help a client, consumer or constituent be their best. With tons of colorful examples, "Relevance" unpacks this truth in a way that is simple, so you can apply the principles every day, and sophisticated, so you can make a lasting impact.
Ces commentaires ont-ils été utiles ?   Dites-le-nous

Discussions entre clients

Le forum concernant ce produit
Discussion Réponses Message le plus récent
Pas de discussions pour l'instant

Posez des questions, partagez votre opinion, gagnez en compréhension
Démarrer une nouvelle discussion
Première publication:
Aller s'identifier

Rechercher parmi les discussions des clients
Rechercher dans toutes les discussions Amazon

Rechercher des articles similaires par rubrique