The Global Code
How a New Culture of Universal Values is Reshaping Business and Marketing
(Sprache: Englisch)
For decades, Clotaire Rapaille's work focused on how people's relationships with the most important concepts in their lives-love, health, and money, for instance-are guided by subconscious cultural messages. But recently, he has uncovered a new phenomenon:...
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For decades, Clotaire Rapaille's work focused on how people's relationships with the most important concepts in their lives-love, health, and money, for instance-are guided by subconscious cultural messages. But recently, he has uncovered a new phenomenon: a "global unconscious," or core values and feelings that are consistent worldwide-the result of our constant interconnectedness. He has also identified a new group who are paving the way for the future of decision-making: the Global Tribe. These individuals are fluent in the language of culture, untied to any notion of nationalism or ideology. They are defining the key values driving our new world economy, with profound implications for how companies market their products and services.Rapaille takes us on a journey through China, Brazil, India, England and everywhere in between to discover the new standards for luxury, pleasure, technology and education. How can elite brands compete in a world of knockoffs? How can universities maintain their prestige when a cheap master's degree or doctorate is only a click away? We must speak the language of the Global Tribe in order to succeed.
Building on seven years of research, Rapaille analyzes how this new mindset has taken hold in various regions, and how marketers and service providers can tailor their offerings and marketing accordingly. The Global Code is an invaluable glimpse at how our new multi-sphere world is affecting us all.
Inhaltsverzeichnis zu „The Global Code “
PrefaceIntroduction: The Global Code
Discovering The Global Mind
Part One
The Global Tribe
1
Who They Are
2
Where They Live
3
How They Travel
Part Two
How they set the standards
4
The Global Code for Beauty
5
The Global Code for Luxury
6
The Global Code for Pleasure
Part Three
aspirational global codes
7
The Global Code for Survival
8
The Global Code for Adaptability and change
9
The global code for leadership
Part Four
our future and our new philosophy
10
The Global Code for Higher Education
11
The Global Code for Millennials
12
The Great Divide: the U-curve
Global Brands, Global Leaders and a Global World
Conclusion: A New Set of Glasses
Acknowledgements
Homework for the Global Tribe
Biography
Bibliography
Autoren-Porträt von Clotaire Rapaille
Clotaire Rapaille hat an der Pariser Sorbonne in Politik, Psychologie und medizinischer Anthropologie promoviert. Nach einigen Praxisjahren als Kinderpsychologe in der Schweiz zog er in die USA. Die Entdeckung von kulturabhängigen Schlüsselbegriffen machte ihn zum gesuchten Marketing-Spezialisten. Seit 30 Jahren berät er Konzerne wie Nestlé oder GM im Rahmen seiner Firma Archetype Discoveries Worldwide bei der Vermarktung von Produkten.
Bibliographische Angaben
- Autor: Clotaire Rapaille
- 2015, 304 Seiten, Maße: 15,9 x 24,4 cm, Gebunden, Englisch
- Verlag: Macmillan US
- ISBN-10: 1137279710
- ISBN-13: 9781137279712
- Erscheinungsdatum: 29.09.2015
Sprache:
Englisch
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