The Culture Code

An Ingenious Way to Understand Why People Around the World Live and Buy as They Do

Author: Clotaire Rapaille

Publisher: Crown Business

ISBN: 9780767924924

Category: Business & Economics

Page: 272

View: 7203

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Why are people around the world so very different? What makes us live, buy, even love as we do? The answers are in the codes. In The Culture Code, internationally revered cultural anthropologist and marketing expert Clotaire Rapaille reveals for the first time the techniques he has used to improve profitability and practices for dozens of Fortune 100 companies. His groundbreaking revelations shed light not just on business but on the way every human being acts and lives around the world. Rapaille’s breakthrough notion is that we acquire a silent system of codes as we grow up within our culture. These codes—the Culture Code—are what make us American, or German, or French, and they invisibly shape how we behave in our personal lives, even when we are completely unaware of our motives. What’s more, we can learn to crack the codes that guide our actions and achieve new understanding of why we do the things we do. Rapaille has used the Culture Code to help Chrysler build the PT Cruiser—the most successful American car launch in recent memory. He has used it to help Procter & Gamble design its advertising campaign for Folger’s coffee – one of the longest lasting and most successful campaigns in the annals of advertising. He has used it to help companies as diverse as GE, AT&T, Boeing, Honda, Kellogg, and L’Oréal improve their bottom line at home and overseas. And now, in The Culture Code, he uses it to reveal why Americans act distinctly like Americans, and what makes us different from the world around us. In The Culture Code, Dr. Rapaille decodes two dozen of our most fundamental archetypes—ranging from sex to money to health to America itself—to give us “a new set of glasses” with which to view our actions and motivations. Why are we so often disillusioned by love? Why is fat a solution rather than a problem? Why do we reject the notion of perfection? Why is fast food in our lives to stay? The answers are in the Codes. Understanding the Codes gives us unprecedented freedom over our lives. It lets us do business in dramatically new ways. And it finally explains why people around the world really are different, and reveals the hidden clues to understanding us all.
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Media and Communication Research Methods

Author: Arthur Asa Berger

Publisher: SAGE

ISBN: 1452256578

Category: Language Arts & Disciplines

Page: 365

View: 7304

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Employing his signature style—a practical focus, the use of numerous illuminating examples, an easy to follow step-by-step approach, and engaging humor that makes the material approachable—Arthur Asa Berger updates and enhances his best-selling introductory text, Media and Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches, Third Edition. The new edition combines insightful discussions of qualitative and quantitative media and communication research methods as it covers each topic thoroughly in a fun-to-read style. Ideal for beginning research students at both the graduate and undergraduate level, this proven book is clear, concise, and accompanied by just the right number of detailed examples, useful applications, and valuable exercises that are sure to get your students to want to understand, and master, media and communication research.
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Go Logo! A Handbook to the Art of Global Branding

12 Keys to Creating Successful Global Brands

Author: Mac Cato

Publisher: Rockport Publishers

ISBN: 1616738790

Category: Design

Page: 208

View: 2113

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Unique among branding or creative guideline books, this book examines the enormous influence of both “commercial persuasion” and “societal persuasion” branding—and looks closely at the crucial role creative brand warriors play in building and sustaining winning designs. A primary focus is on exploring what it takes to be a successful creative in the global branding wars as defined by the 12 branding determinants. Global brands, such as Starbucks, Google, Burger King, Delta Airlines, and more, demonstrate the unique traits that make them successful brands.
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Hispanic Marketing

Author: Felipe Korzenny,Betty Ann Korzenny

Publisher: Routledge

ISBN: 1136398635

Category: Business & Economics

Page: 386

View: 1938

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Hispanic Marketing: Connecting with the New Latino Consumer is about using cultural insights to connect with Latino consumers. It’s about marketing strategies that tap into the passion of Hispanic consumers so that marketers and service providers can establish the deep connections they need for a successful campaign. This book provides an understanding of the Latino consumer that goes beyond simplistic recipes. This highly revised and expanded edition comes on the heels of new US Census figures: Hispanics now account for 53% of the US population growth since 2000, soaring to over 16% of the total population. Corporations are now realizing that they must incorporate Hispanic cultural values into their products, services, and communications. This edition reflects and responds to the profound changes the Latino market has experienced since the first edition. It considers the way in which changes in cultural identity, immigration, economics, and market synergies need to be addressed in a new relationship with Hispanic consumers. Twenty-five new industry case studies illustrate the chapters. These case studies show how brands from diverse categories have developed a cultural understanding of their Latino target and created campaigns that established strong bonds.
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The Facilitator Era

Beyond Pioneer Church Multiplication

Author: Tom Steffen

Publisher: Wipf and Stock Publishers

ISBN: 1621891917

Category: Religion

Page: 418

View: 4127

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Some time ago, Ralph Winter brilliantly identified three eras of modern missions: Era 1: William Carey focused on the coastlands; Era 2: Hudson Taylor focused on the inlands; Era 3: Donald McGavran and Cameron Townsend focused on unreached peoples. With all the fast and furious changes swirling around us today in twenty-first century missions, have we entered a Fourth Era? If so, who are the people primarily involved? How are they selected? How are they trained? How long do they serve? Has the Third Era ministry focus--reaching the unreached--changed? If so, to what? Are there any successful case studies out there? Have McGavran and Townsend passed the baton to a new leader(s)? If so, to whom? This book seeks to answer these and related questions. Contributors include: Dr. Ben Beckner Dr. Monroe Brewer Dr. Don Finley Mike Griffis Dr. Gary Hipp, MD Jerry Hogshead Kaikou Maisu Judy Manna Kenn Oke Dr. A. Sue Russell Dr. Robert Strauss Peter Swann Bryan Thomas Diane Thomas Dr. Mike Wilson Dr. Sherwood G. Lingenfelter
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Ernest Dichter and Motivation Research

New Perspectives on the Making of Post-war Consumer Culture

Author: Stefan Schwarzkopf,Rainer Gries

Publisher: Palgrave MacMillan

ISBN: N.A

Category: Business & Economics

Page: 293

View: 9947

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Contextualizing Ernest Dichter within modern consumer culture and the rise of psychological approaches to post-war consumption in Europe and the US, this book argues that 1950s motivation research gives a unique vantage point from which to address questions of the transatlantic transfer of the cultures and institutions of consumption and marketing.
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Subliminal Persuasion

Influence & Marketing Secrets They Don't Want You To Know

Author: Dave Lakhani

Publisher: Wiley

ISBN: N.A

Category: Business & Economics

Page: 224

View: 1865

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If you're an entrepreneur, salesperson, advertiser, or business owner, understanding the art of subliminal persuasion will give your bottom line a big boost. In Subliminal Persuasion, master marketer Dave Lakhani reveals in step-by-step detail the exact techniques that really work in persuading and influencing others. It's not about lying or tricking anyone. It's about know what will appeal to people and how communicate that appeal effectively, profitably, and ethically. This is marketing that really convinces.
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