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· 제목 : The Power of Unpopular (Hardcover)
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9781118134665
· 쪽수 : 224쪽
· 출판일 : 2012-03-27
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9781118134665
· 쪽수 : 224쪽
· 출판일 : 2012-03-27
목차
Acknowledgments ix
Introduction: Lessons Learned from a Lippy Lady on an Airplane xi
Chapter 1 Rethinking Unpopular 1
Chapter 2 Identifying Your Audience 23
Chapter 3 Personality—Pick One 47
Chapter 4 Approachability—Putting Out theWelcome Mat 75
Chapter 5 Sharability—Getting Your Audience to the Rooftops (and Letting Them Shout) 107
Chapter 6 Scalability—News Flash: You Can’t Do Everything Yourself 129
Chapter 7 Profitability—The Money’s Gotta Come from Somewhere 147
Chapter 8 Finally—They Hate Me! 165
Chapter 9 The Backyard Economy—A Bit on Nurturing What We’ve Built . . . 179
Epilogue: Shutting Up 189
Appendix A: Shit You Should Read, Who Wrote It, and Why 195
Appendix B: Getting into It—Your Guide to Resources on the Book’s Website 201
