| 词条 | Purple Cow: Transform Your Business by Being Remarkable |
| 释义 |
AnalysisThe book consists of general concepts interspersed with examples. The argument starts with the presumption that advertising is less effective than it has been, and that the only way now to gain attention in a market is to not only market a product in a remarkable manner, but also to have a remarkable product to the market. Godin gives examples of products and marketing programs that have been remarkable, but indicates that it is no use copying these directly. He says, "Today, the one sure way to fail is to be boring. Your one chance for success is to be remarkable."[3] The book ends with a Ten Point Checklist that sets out how to create a remarkable product. CriticismThe book's key assumption that advertising is broken has been criticised as being contradicted by research.[4] Marketing and SalesPurple Cow was itself marketed through some of the techniques that Godin describes in his book. The first, self-published edition came packaged in a milk carton and was sold for just shipping and handling charges. The cover is purple and white, and the words are printed sideways.[2]In the book's first two years of release, it sold more than 150,000 copies over the course of 23 printings.[5] References1. ^{{cite book |author=Godin, Seth |title=Purple Cow: Transform Your Business by Being Remarkable |publisher=Portfolio |location= |year=2003 |pages= |isbn=1-59184-021-X |oclc= |doi=}} 2. ^1 {{cite news| last = DiNardo| first = Kelly| title = Witty book shares secret for success: Be remarkable| newspaper = USA Today| date =2003-07-14| url = https://www.usatoday.com/money/books/reviews/2003-07-14-purple-cow_x.htm| accessdate = 2008-05-25}}" 3. ^{{Citation |last=Godin |first=Seth |date=2003-01-31 |title=In Praise of the Purple Cow |work=Fast Company |publication-place= |page= |url=http://www.fastcompany.com/online/67/purplecow.html |archiveurl = https://web.archive.org/web/20050223091311/http://www.fastcompany.com/online/67/purplecow.html |archivedate = 2005-02-23 |accessdate=2012-07-08 }} 4. ^{{cite journal |author=Rubinson, J. |year=2009 |title=Empirical evidence of TV advertising effectiveness |url=http://www.journalofadvertisingresearch.com/ArticleCenter/default.asp?ID=89498&Type=Article|journal=Journal of Advertising Research |volume=49 |issue=2 |pages=220–226 |doi=10.2501/s0021849909090321}} 5. ^{{cite news| last = Hogan| first = Ron| title = How to Succeed in Business (Books)| work = Publishers Weekly| date = 2005-05-16| url = http://www.publishersweekly.com/article/CA601439.html| archiveurl = https://web.archive.org/web/20071005050646/http://www.publishersweekly.com/article/CA601439.html| archivedate = 2007-10-05| accessdate = 2008-05-20}} 3 : 2003 non-fiction books|Brand management|Marketing books |
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