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

Andrea Coville

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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

  • Format : Format Kindle
  • Taille du fichier : 1142 KB
  • Nombre de pages de l'édition imprimée : 193 pages
  • Pagination - ISBN de l'édition imprimée de référence : 1937134822
  • Editeur : Bibliomotion, Inc. (11 mars 2014)
  • Vendu par : Amazon Media EU S.à r.l.
  • Langue : Anglais
  • ASIN: B00I2ZW45Y
  • Synthèse vocale : Activée
  • X-Ray :
  • Word Wise: Activé
  • Classement des meilleures ventes d'Amazon: n°333.161 dans la Boutique Kindle (Voir le Top 100 dans la Boutique Kindle)
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Commentaires en ligne

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Amazon.com: 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 Amazon.com
Format:Relié
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 Amazon.com
Format:Relié
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 Packs a Wallop & Makes a Difference 27 avril 2014
Par K. Yates - Publié sur Amazon.com
Format:Format Kindle
This book not only makes the case for why relevance is the way to competitive advantage it tells you how. I found myself marking page after page where I found practical and passionate advice. Andrea Coville shows why everything is personal.
Written with wit while acknowledging the "elephants in the room" any business person will find inspiration for challenging themselves to answer the question, "Is my product or service relevant - and how do I know?"
5.0 étoiles sur 5 Brillant 27 avril 2014
Par Alice Holland - Publié sur Amazon.com
Format:Relié
“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 Fantastic read 25 avril 2014
Par Lindy401 - Publié sur Amazon.com
Format:Relié|Achat vérifié
Relevance delivers so many actionable ideas and concepts. It appeals to all businesses and organizations looking to take their brand to a whole new level - and keep it there. Absolutely loved it!
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