The hero trap: how to win in a post-purpose market by putting people in charge
"A single tweet from an irate customer can topple a CEO, much like a new business formed by a twenty-something can disrupt business empires. Market economists have told us that we're driven only by money and status, but the inherent human truth that cuts across age, culture and gender unco...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Abingdon, Oxon
Routledge
2020
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| Schlagworte: | |
| Online-Zugang: | URL des Erstveroeffentlichers |
| Zusammenfassung: | "A single tweet from an irate customer can topple a CEO, much like a new business formed by a twenty-something can disrupt business empires. Market economists have told us that we're driven only by money and status, but the inherent human truth that cuts across age, culture and gender uncovers a stronger force: we wish to be in charge of our own lives and our own happiness. Through extensive growth and affinity research, Thomas Kolster uncovers a simple answer that is key to driving marketing growth in the 21st century: if you put people in control of the marketing mix, from products to promotion, they can grow and in turn grow your organisation. This book explains the meteoric rise of a company like AirBnB, how a twenty-something Swede, Maria de la Croix, built a global coffee empire like Wheelys in just a few years, and how a group of friends hanging out in a bar in Melbourne created one of the largest global nonprofits fighting for men's health, Movember, and how you can empower people to do the same. Kolster calls this feature "Empowerbility"; the ability of an organisation to empower its customers (or stakeholders) to leverage their means and capabilities as a resource in the marketing mix, from product to promotion. Empowerbility bridges the gap between aspiration and action and unlocks the door to Marketing's Holy Grail: moving people from awareness to purchase. Today's power no longer rests in the hands of the privileged few, but in the talented many. It is time for you to unleash that power, in numbers"-- |
| Beschreibung: | Description based on online resource; title from digital title page (viewed on June 16, 2020) |
| Beschreibung: | 1 online resource (ix, 282 pages) illustrations |
| ISBN: | 9780429281457 0429281455 9781000034622 1000034623 9781000034684 1000034682 9781000034653 1000034658 |
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| author | Kolster, Thomas 1978- |
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| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| illustrated | Illustrated |
| index_date | 2024-07-03T15:58:18Z |
| indexdate | 2024-07-10T09:00:14Z |
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| spelling | Kolster, Thomas 1978- Verfasser aut The hero trap how to win in a post-purpose market by putting people in charge Thomas Kolster Abingdon, Oxon Routledge 2020 © 2020 1 online resource (ix, 282 pages) illustrations txt rdacontent c rdamedia cr rdacarrier Description based on online resource; title from digital title page (viewed on June 16, 2020) "A single tweet from an irate customer can topple a CEO, much like a new business formed by a twenty-something can disrupt business empires. Market economists have told us that we're driven only by money and status, but the inherent human truth that cuts across age, culture and gender uncovers a stronger force: we wish to be in charge of our own lives and our own happiness. Through extensive growth and affinity research, Thomas Kolster uncovers a simple answer that is key to driving marketing growth in the 21st century: if you put people in control of the marketing mix, from products to promotion, they can grow and in turn grow your organisation. This book explains the meteoric rise of a company like AirBnB, how a twenty-something Swede, Maria de la Croix, built a global coffee empire like Wheelys in just a few years, and how a group of friends hanging out in a bar in Melbourne created one of the largest global nonprofits fighting for men's health, Movember, and how you can empower people to do the same. Kolster calls this feature "Empowerbility"; the ability of an organisation to empower its customers (or stakeholders) to leverage their means and capabilities as a resource in the marketing mix, from product to promotion. Empowerbility bridges the gap between aspiration and action and unlocks the door to Marketing's Holy Grail: moving people from awareness to purchase. Today's power no longer rests in the hands of the privileged few, but in the talented many. It is time for you to unleash that power, in numbers"-- Organizational behavior Organizational change Marketing https://www.taylorfrancis.com/books/9780429281457 Verlag URL des Erstveroeffentlichers Volltext |
| spellingShingle | Kolster, Thomas 1978- The hero trap how to win in a post-purpose market by putting people in charge Organizational behavior Organizational change Marketing |
| title | The hero trap how to win in a post-purpose market by putting people in charge |
| title_auth | The hero trap how to win in a post-purpose market by putting people in charge |
| title_exact_search | The hero trap how to win in a post-purpose market by putting people in charge |
| title_exact_search_txtP | The hero trap how to win in a post-purpose market by putting people in charge |
| title_full | The hero trap how to win in a post-purpose market by putting people in charge Thomas Kolster |
| title_fullStr | The hero trap how to win in a post-purpose market by putting people in charge Thomas Kolster |
| title_full_unstemmed | The hero trap how to win in a post-purpose market by putting people in charge Thomas Kolster |
| title_short | The hero trap |
| title_sort | the hero trap how to win in a post purpose market by putting people in charge |
| title_sub | how to win in a post-purpose market by putting people in charge |
| topic | Organizational behavior Organizational change Marketing |
| topic_facet | Organizational behavior Organizational change Marketing |
| url | https://www.taylorfrancis.com/books/9780429281457 |
| work_keys_str_mv | AT kolsterthomas theherotraphowtowininapostpurposemarketbyputtingpeopleincharge |