How to Be an Alchemist

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Or, the Art and Science of Conceiving Effective Ideas That Logical People Will Hate

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Or, the Art and Science of Conceiving Effective Ideas That Logical People Will Hate

The legendary advertising guru-Ogilvy UK's vice chairman-and star of three massively popular TED Talks, blends the science of human behavior with his vast experience in the art of persuasion in this incomparable book that decodes successful branding and marketing in the vein of Freakonomics, Thinking Fast and Slow, and The Power of Habit.

When Rory Sutherland was a trainee working on a direct mail campaign at the famed advertising firm OgilvyOne, he noticed that very small changes in design often had immense effects on the number of consumer responses. Yet no one he worked with knew why. Sutherland began taking stock of each effective yet nebulous trick-the thing which has no name-he discovered. As he rose in the advertising industry, he began to understand why these things had no name: no one was interested in quantifying them, cataloguing them, or really investigating them. So, he did it himself.

Like classic behavioral economists Daniel Kahneman and Richard Thaler, Sutherland peels away hidden, often irrational human behaviors that explain how the world around us functions. In How to Be an Alchemist he examines why certain ads work and the broader truths they tell us about who we are. Why do people prefer stripy toothpaste, and how might that help us design retirement plans that young people would actually buy? Why do we think orange juice is healthy, and how does the same principle guide our feelings about nuclear reactors? Why do budget airlines advertise services they don't offer-and what might insurance companies learn from them about keeping healthcare costs low?

Filled with startling and profound conclusions, Sutherland's journey through the world of advertising and its surprising lessons for human behavior is insightful, brilliant, eye-opening, and irresistibly fun.

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گزارش تخلف

مغایرت عنوان کتاب با توضیحات و تصویر جلد
عدم رعایت حقوق نشر طبق قوانین جمهوری اسلامی ایران
محتوای مستهجن
توهین به قومیتها و محتوای نژادپرستی
توهین به اقیلیتهای مذهبی
اهانت به مقامات سیاسی و مذهبی
اشاعه ی کودک آزاری
سایر موارد

بستن

فرمت کتاب

ebook

زبان

english

تاریخ انتشار

2019

نویسنده

Rory Sutherland

ناشر

HarperCollins

شابک

9781982608088

20,000 تومان

خرید کتاب مطالعه نمونه درخواست ترجمه کتاب

خرید کتاب How to Be an Alchemist

How to Be an Alchemist

گزارش تخلف

فرمت کتاب

ebook

زبان

english

تاریخ انتشار

2019

نویسنده

ناشر

شابک

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