SPIN: HOW POLITICS HAS THE POWER TO TURN MARKETING ON ITS HEAD
Book ID/图书代码： 06481013B62440
English Summary/英文概要： In the early twentieth century political operatives did their work in the backroom, a shady place of secret deals and dark arts. By the middle of the century, the politicos were heading to Madison Avenue to learn the techniques of mass communication and persuasion. Today, they have moved from the dim light of the backroom to the bright lights of the war room, the central command for political campaigns. And along the way the pupil has surpassed the teacher.
Aided by masses of data, sophisticated computer modelling, and smart manipulation of social media, political strategists are reshaping the way voters think. And act. Forward-thinking marketers are now adopting these techniques to convince consumers to buy their products. The strategies being used to influence our choices at the ballot box will soon be used to influence our choices in the grocery store.
Drawing on political and marketing stories from North America, Europe, and beyond, Spin gives readers an insider’s view of this stunning turnaround. The book will focus on well-known characters from the worlds of politics and marketing and reveal how all of us will be affected by the surprising new ways in which companies will try to persuade us to vote for their brands.
Chinese Summary/中文概要： 二十世纪早期政客们还在幕后进行着政治活动，通常都是在一间隐蔽的小房间里，从事着隐秘的交易和黑色的艺术活动。到了二十世纪中期，政客们开始前往麦迪逊大道，去学习与民众交流并进行说服的技巧。如今，他们已然从昏暗隐蔽的小房间里搬出，转而进入了光线明亮充足的战时指挥室---同时也是政治斗争的指挥中心。而在这一过程中，当年的政客学徒早已远远超越了其先辈。
大量数据资料，各类复杂的电脑模型以及对社会媒体的巧妙操控如今已帮助政策制定者们重新改变了选民们的思维方式和实际行动。前瞻性的市场销售人员现正采用着这些技巧说服顾客们去购买他们的产品。这些曾经被用来影响选票箱的技巧也将被用来影响我们在杂货店中的选择。
《销售法》引用了大量北美、欧洲以及其他地区的政治事件及市场销售故事，使得读者们能够更为深入细致地了解这一惊人的转变过程。此外本书还将带领我们聚焦全球知名政客与销售市场，而我们也将看清：公司为了能够影响消费者，说服其为品牌投票，将采取多么惊人新举措。（DC）
Awards/获奖情况：
About the Author/作者介绍： 克里夫•维诺尼是一名顶级市场营销策略师。他可以为顾客提供品牌定位咨询、市场营销策略指导，新产品发展规划、并想北美地区的优质客户进行广泛的推广和宣传。1999年时他成立了“跳跃”咨询公司，此前他曾拥有一段成功的广告生涯，曾指导了IBM PS2的发布和苹果公司加拿大之战“Think Different” 的宣传。作者现居安大略多伦多市。Clive Veroni is a leading marketing strategist. He is a consultant on brand positioning, marketing strategies, new product development, and advertising to a wide variety of blue-chip clients across North America. In 1999, he founded Leap Consulting, and prior to that he had a successful advertising career that included working on the launch of the IBM PS2 and the launch of the Apple “Think Different” campaign in Canada. He lives in Toronto, Ontario.
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Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE
Complex/Traditional Chinese/繁体中文：AVAILABLE
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