| 词条 | Can't Buy Me Like |
| 释义 |
}}{{italic title}} Can't Buy Me Like is a 2013 book by Bob Garfield and Doug Levy. ({{ISBN|978-1591845775}}) Can't Buy Me Like focuses on demonstrating to marketers how to build meaningful business returns in the Relationship Era by cultivating authentic customer relationships.[1] The book was published in March 2013 by the Penguin Group. The book proposes that there is an ongoing shift in marketing from the Consumer Era, where marketers spin product advertising, to the Relationship Era, where companies who have a core purpose and who care about something other than selling products, sell more of their products. It indicates that the success of companies in the Relationship Era is based on authenticity, trust, and relationships. SynopsisCan't Buy Me Like is a narrative that proposes that the Relationship Era is a new direction for marketing and advertising and that a purpose is required for companies to succeed in the Relationship Era. The book is divided into an introduction, 11 chapters, and then an Authors' Afterword and Acknowledgements section. It is written in narrative format and includes case histories from large and small businesses, as well as public and proprietary data. It also includes graphics, charts, and step—by step instructions for succeeding in the Relationship Era. The book emphasizes the importance of purpose in the branding statements of companies. As indicated in the book's introduction, "At the most basic level, Can't Buy Me Like is a book about a simple truth: if you are still selling goods and services by blanketing the world with advertising, trying to persuade or entertain or flatter consumers into submission, you are doing things all wrong. Because the world has changed. A lot."[2] Release and receptionCan't Buy Me Like was well received in the business and marketing fields. It was profiled in The Street,[3] CBC TV,[4] Hispanic Marketing,[5] and Forbes.[6][7][8][9]Jack Covert of 800CEORead praised Can't Buy Me Like for its refreshing and clear roadmap to success in the Relationship Era. "The book is full of stories about companies that soared in the Consumer Era and are struggling in the Relationship Era, and of companies now thriving in the Relationship Era. In many cases, these examples are of such ubiquitous brands that we can't help but see the immediate wisdom in the appraisal of the situation. Garfield and Levy bring their decades of experience in advertising and brand analysis to (literally) lay out a map that companies can use to move toward more sustainable and profitable relationships with their customers."[7] Can't Buy Me Like and its authors, Garfield and Levy, have also been featured on radio shows such as KERA and [https://www.npr.org/2013/03/14/173839410/cant-buy-me-like-advertising-strategy-in-the-relationship-era?ft=1&f=1032&sc=tw NPR], the American Marketing ASsociation podcast,[10][11][12] and articles in [https://www.pbs.org/newshour/rundown/2013/03/the-death-of-dishonest-advertising.html PBS], MediaPost, Slate.com,[13] Destination CRM,[14] and The Motley Fool,[15] among others.[16][17]See also
References1. ^{{Cite web|title = Can't Buy Me Like: Trust Me (Excerpt)|url = http://www.huffingtonpost.com/bob-garfield/cant-buy-me-like_b_2536222.html|website = The Huffington Post|access-date = 2016-02-20}} 2. ^{{cite web|accessdate=2014-03-22|format=PDF|url=http://cantbuymelike.com/wp-content/uploads/2013/01/Cant-Buy-Me-Like-Book-Intro.pdf|title=Can't Buy Me Like: The Book you are Reading|first1=Bob|first2=Doug|last2=Levy|last1=Garfield|publisher=Penguin Group}} 3. ^http://www.thestreet.com/video/11863259/relationships-driving-results-at-citigroup-panera.html 4. ^http://www.cbc.ca/player/Shows/ID/2341088443/ 5. ^http://www.hispanicmpr.com/2013/02/22/ad-critic-agency-leader-believe-authentic-connections-can-produce-results/ 6. ^{{cite web|date=2013-03-14|accessdate=2014-03-22|title=Why Chick-fil-A Gets It and McDonald's Doesn't: Bob Garfield at SXSW|url=https://www.forbes.com/sites/jeffbercovici/2013/03/14/why-chick-fil-a-gets-it-and-mcdonalds-doesnt-bob-garfield-at-sxsw/|first1=Jeff|last1=Bercovici|website=forbes.com|publisher=Forbes}} 7. ^1 Covert, Jack. "Jack Covert Selects Can't Buy Me Like « 800 CEO Read." 800 CEO Read. 800 CEO Read, 15 Mar. 2013. Web. 22 Mar. 2013.The Street (video): http://www.thestreet.com/video/11863259/relationships-driving-results-at-citigroup-panera.html 8. ^Lang & O'Leary Exchange. Perf. Amanda Land and Kevin O'Leary. CBC. CBC News, 6 Mar. 2013. Web. 22 Mar. 2013. 9. ^Del Valle, Elena. "Ad Critic, Agency Leader Believe Authentic Connections Can Produce Results." Ad Critic, Agency Leader Believe Authentic Connections Can Produce Results. Hispanic Marketing and Public Relations, n.d. Web. 22 Mar. 2013. 10. ^{{cite web|url=https://www.ama.org/Multimedia/podcasts/Pages/cant-buy-me-like-by-bob-garfield-and-doug-levy-22513.aspx|accessdate=2014-03-22|website=ama.org|publisher=American Marketing Association|title=Author Series: Can’t Buy Me Like: How Authentic Customer Connections Drive Superior Results}} 11. ^Levy, Doug. "Luring Consumers In A New Ad Age." Think. KERA, Texas, 1 Apr. 2013. Radio. 12. ^Staff, NPR. "'Can't Buy Me Like': Advertising Strategy In The Relationship Era." NPR. NPR, 14 Mar. 2013. Web. 03 Apr. 2013. 13. ^{{cite web|url=http://www.slate.com/blogs/future_tense/2013/03/06/robot_futures_math_on_trial_and_can_t_buy_me_like_reviewed.html|date=2013-03-06|accessdate=2014-03-22|title=The Six-Point Inspection: Prepare for Our Robot Future|first1=Sarah|last1=Rothbard|website=slate.com|publisher=Slate}} 14. ^{{cite web|url=http://www.destinationcrm.com/Articles/Columns-Departments/Insight/Required-Reading-Building-Authentic-Customer-Connections-87745.aspx|title=Required Reading: Building Authentic Customer Connections|accessdate=2014-03-22|first1=Judith|last1=Aquino|date=March 2013|website=destinationcrm.com|publisher=Information Today, Inc.}} 15. ^{{cite web|url=http://www.fool.com/investing/general/2013/04/01/the-new-era-of-advertising.aspx|title=The New Era of Advertising|first1=Brendan|last1=Byrnes|date=2013-04-01|accessdate=2014-03-22|website=fool.com|publisher=The Motley Fool}} 16. ^"The Death of Dishonest Advertising." Interview by Bob Garfield. PBS 27 Mar. 2013: n. pag. Web. 17. ^Garfield, Bob, and Doug Levy. "Hot Off The Press: 'Can't Buy Me Like'" MediaPost. MediaPost, 7 Mar. 2013. Web. 03 Apr. 2013. 2 : 2013 books|Marketing books |
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