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Creare prodotti e servizi per CATTURARE I CLIENTI (Hooked)

Creare prodotti e servizi per CATTURARE I CLIENTI (Hooked)

Author: Nir Eyal
Publisher: Edizioni LSWR
ISBN: 8868952424
Pages: 160
Year: 2015-11-25T00:00:00+01:00
Perché alcuni prodotti e servizi catturano l’attenzione del grande pubblico, mentre altri fanno flop? Che cos’hanno in più per coinvolgerci fino a creare nuove abitudini? Esiste un pattern di fondo per spiegare il modo in cui le tecnologie ci “agganciano”? Nir Eyal risponde a queste domande (e a molte altre), spiegando il Modello Hook, un processo in quattro fasi incorporato nei prodotti di molte aziende di successo per incoraggiare sottilmente il coinvolgimento dei clienti e modificarne i comportamenti. Attraverso ripetuti “cicli Hook”, questi prodotti raggiungono il loro obiettivo finale di portare gli utenti a tornare ancora e ancora, senza bisogno di pubblicità costose o di campagne insistenti. Agganciati (Hooked) è basato su anni di ricerca, consulenza ed esperienza pratica dell’autore. È il libro che Nir Eyal avrebbe desiderato avere quando era un fondatore di start-up: non una teoria astratta, ma uno strumento pratico per creare prodotti migliori che la gente vorrà acquistare.
Purple Cow

Purple Cow

Author: Seth Godin
Publisher: Penguin UK
ISBN: 0141924861
Pages: 160
Year: 2005-01-27
You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice. What do Apple, Starbucks, Dyson and Pret a Manger have in common? How do they achieve spectacular growth, leaving behind former tried-and-true brands to gasp their last? The old checklist of P's used by marketers - Pricing, Promotion, Publicity - aren't working anymore. The golden age of advertising is over. It's time to add a new P - the Purple Cow. Purple Cow describes something phenomenal, something counterintuitive and exciting and flat-out unbelievable. In his new bestseller, Seth Godin urges you to put a Purple Cow into everything you build, and everything you do, to create something truly noticeable. It's a manifesto for anyone who wants to help create products and services that are worth marketing in the first place.
Contagious

Contagious

Author: Jonah Berger
Publisher: Simon and Schuster
ISBN: 1451686587
Pages: 256
Year: 2016-05-03
Dynamic young Wharton professor Berger draws on his research to explain the six steps that make products or ideas contagious. Why do some products get more word of mouth than others? Why does some online content go viral?
Growth Hacker Marketing

Growth Hacker Marketing

Author: Ryan Holiday
Publisher: Penguin
ISBN: 069817691X
Pages: 144
Year: 2014-09-30
A Primer on the Future of PR, Marketing and Advertising A new generation of megabrands like Facebook, Dropbox, Airbnb, and Twitter haven’t spent a dime on traditional marketing. No press releases, no TV commercials, no billboards. Instead, they rely on a new strategy—growth hacking—to reach many more people despite modest marketing budgets. Growth hackers have thrown out the old playbook and replaced it with tools that are testable, trackable, and scalable. They believe that products and businesses should be modified repeatedly until they’re primed to generate explosive reactions. Bestselling author Ryan Holiday, the acclaimed marketing guru for American Apparel and many bestselling authors and multiplatinum musicians, explains the new rules and provides valuable examples and case studies for aspiring growth hackers. Whether you work for a tiny start-up or a Fortune 500 giant, if you’re responsible for building awareness and buzz for a product or service, this is your road map.
Webs of Influence: The Psychology of Online Persuasion

Webs of Influence: The Psychology of Online Persuasion

Author: Nathalie Nahai
Publisher: Pearson UK
ISBN: 1292134623
Pages: 256
Year: 2017-02-07
With the majority of commercial transaction now happening online, companies of all shapes and sizes face an unprecedented level of competition to win over and retain new business. In this second edition of Webs of Influence, Nathalie Nahai brings together the latest insights from the world of psychology, neuroscience and behavioural economics to explain the underlying dynamics and motivations behind consumer behaviour. This book will show you how to apply specific principles to improve your marketing, products and websites, enabling you to engage with your customers in a more meaningful way.
Oversubscribed

Oversubscribed

Author: Daniel Priestley
Publisher: John Wiley & Sons
ISBN: 0857086197
Pages: 224
Year: 2015-05-11
Have you ever queued for a restaurant? Pre-ordered something months in advance? Fought for tickets that sell out in a day? Had a hairdresser with a six-month waiting list? There are people who don't chase clients, clients chase them. In a world of endless choices, why does this happen? In this book, entrepreneur and author Daniel Priestley explains why and, most importantly, how. This is a recipe for ensuring demand outstrips supply for your product or service, and you have scores of customers lining up to give you money
Buyology

Buyology

Author: Martin Lindstrom
Publisher: Crown Business
ISBN: 0385528299
Pages: 256
Year: 2008-10-21
How much do we know about why we buy? What truly influences our decisions in today’s message-cluttered world? An eye-grabbing advertisement, a catchy slogan, an infectious jingle? Or do our buying decisions take place below the surface, so deep within our subconscious minds, we’re barely aware of them? In BUYOLOGY, Lindstrom presents the astonishing findings from his groundbreaking, three-year, seven-million-dollar neuromarketing study, a cutting-edge experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. His startling results shatter much of what we have long believed about what seduces our interest and drives us to buy. Among the questions he explores: Does sex actually sell? To what extent do people in skimpy clothing and suggestive poses persuade us to buy products? Despite government bans, does subliminal advertising still surround us – from bars to highway billboards to supermarket shelves? Can “Cool” brands, like iPods, trigger our mating instincts? Can other senses – smell, touch, and sound - be so powerful as to physically arouse us when we see a product? Do companies copy from the world of religion and create rituals – like drinking a Corona with a lime – to capture our hard-earned dollars? Filled with entertaining inside stories about how we respond to such well-known brands as Marlboro, Nokia, Calvin Klein, Ford, and American Idol, BUYOLOGY is a fascinating and shocking journey into the mind of today’s consumer that will captivate anyone who’s been seduced – or turned off – by marketers’ relentless attempts to win our loyalty, our money, and our minds.
Hacking Growth

Hacking Growth

Author: Sean Ellis, Morgan Brown
Publisher: Currency
ISBN: 0451497228
Pages: 320
Year: 2017-04-25
The definitive playbook by the pioneers of Growth Hacking, one of the hottest business methodologies in Silicon Valley and beyond. It seems hard to believe today, but there was a time when Airbnb was the best-kept secret of travel hackers and couch surfers, Pinterest was a niche web site frequented only by bakers and crafters, LinkedIn was an exclusive network for C-suite executives and top-level recruiters, Facebook was MySpace’s sorry step-brother, and Uber was a scrappy upstart that didn’t stand a chance against the Goliath that was New York City Yellow Cabs. So how did these companies grow from these humble beginnings into the powerhouses they are today? Contrary to popular belief, they didn’t explode to massive worldwide popularity simply by building a great product then crossing their fingers and hoping it would catch on. There was a studied, carefully implemented methodology behind these companies’ extraordinary rise. That methodology is called Growth Hacking, and it’s practitioners include not just today’s hottest start-ups, but also companies like IBM, Walmart, and Microsoft as well as the millions of entrepreneurs, marketers, managers and executives who make up the community of Growth Hackers. Think of the Growth Hacking methodology as doing for market-share growth what Lean Start-Up did for product development, and Scrum did for productivity. It involves cross-functional teams and rapid-tempo testing and iteration that focuses customers: attaining them, retaining them, engaging them, and motivating them to come back and buy more. An accessible and practical toolkit that teams and companies in all industries can use to increase their customer base and market share, this book walks readers through the process of creating and executing their own custom-made growth hacking strategy. It is a must read for any marketer, entrepreneur, innovator or manger looking to replace wasteful big bets and "spaghetti-on-the-wall" approaches with more consistent, replicable, cost-effective, and data-driven results.
Captivate

Captivate

Author: Vanessa Van Edwards
Publisher: Penguin
ISBN: 0399564489
Pages: 320
Year: 2017
"Wish you knew exactly what to say in awkward social situations? Do you want a formula for charisma? Do you want to know exactly what to say to your boss, your date, or your mother-in-law? You need to know how people work. As a human behavior investigator, VanessaVanEdwardsstudies the hidden forces that drive our behavior patterns in her lab--and she's cracked the code. InCaptivateshe shares a wealth ofvaluable shortcuts, systems and behavior hacks for taking charge of their interactions at work, at home, and in any social situation.These aren't the people skills you learned in school. This is the first comprehensive, science backed, real life manual on human behavior and a completely new approach to building connections. Just like knowing the right formulas to use in chemistry, or the right programming language to write code, the hacks in this book are simple ways to solve for people. For example: -The Social Game Plan: Every party, networking event and social situation has a predictable map - discover how to work a room and the sweet spot for making the most connections. -The 7 Microexpressions: Learn how to speed-read the 7 universal facial expressions and how they can be used to predict people's emotions. -Conversation Sparks: All conversations can be hacked--if you know how certain words generate dopamine in the people you meet. When you understand the laws of human behavior you can get along with anyone, and your influence, impact, and income will increase as a result. What's more, you will improveyour interpersonal intelligence, make a killer first impression, and build rapport quickly and authentically in any situation--negotiations, interviews, parties, and pitches. You will never interact in the same way again"--
The Juventus Story

The Juventus Story

Author: Marco La Villa
Publisher: Rizzoli International Publications
ISBN: 0847849570
Pages: 352
Year: 2016-09-13
The comprehensive story of the legendary Italian soccer club. A companion to the acclaimed documentary film Black and White Stripes: The Juventus Story, this book chronicles the team's dramatic journey alongside its longtime devoted owners, the Agnelli family. Boasting thirty-three Serie A titles and two European championships, the "Black and White Stripes" are the only major professional sports club that has had the same owners for nearly a century, a legacy that is evident through the visible bond between the family and the club, but which is ultimately tested by competition and tragedy.Unfolding like a stage drama, the book mirrors key moments in the club's history throughout a series of acts that include championships, scandal, family tragedy, and some of the best players the game has ever seen, including Michel Platini, Antonio Conte, Alessandro del Piero, Zinedine Zidane, and Andrea Pirlo. The engaging narrative tells a heartfelt story of a persevering team and the triumph of the human spirit. Highly entertaining and fact-filled, this revelatory book features never-before-seen archival material, with photographs, interviews, and documents that soccer fans the world over will enjoy.
Business Models for Teams

Business Models for Teams

Author: Tim Clark, Bruce Hazen
Publisher: Penguin
ISBN: 0735213356
Pages: 272
Year: 2017
In 2010, Tim Clark helped create Business Model Generation, a groundbreaking global bestseller on how enterprises deliver value customers. In 2012, Clark and partner Bruce Hazen followed up with Business Model You, pioneering the personal business model technique for individuals. In their new book, Clark and Hazen turn this sights on teams, showing managers how much better their enterprises function when individuals and teams know their role in creating value for customers. Even great leaders face management problems every day. Do we have the right people in the right seats? How do they know what is a priority? Are we making it clear to everyone--across meetings, reports, and projects--how the enterprise creates value, and how each team member fits in? Through case studies, brief exercises and easy-to-follow visuals, Clark and Hazen show how leaders of any group, regardless of size, can help people work independently and passionately toward shared goals without excessive turnover, training, or culture building exercises. While any leader will benefit from Business Model For Teams, it is the ideal book for those confronting big market changes or overseeing new groups of colleagues.
Designing for Behavior Change

Designing for Behavior Change

Author: Stephen Wendel
Publisher: "O'Reilly Media, Inc."
ISBN: 1449367984
Pages: 394
Year: 2013-11-05
A new wave of products is helping people change their behavior and daily routines, whether it’s exercising more (Jawbone Up), taking control of their finances (HelloWallet), or organizing their email (Mailbox). This practical guide shows you how to design these types of products for users seeking to take action and achieve specific goals. Stephen Wendel, HelloWallet’s head researcher, takes you step-by-step through the process of applying behavioral economics and psychology to the practical problems of product design and development. Using a combination of lean and agile development methods, you’ll learn a simple iterative approach for identifying target users and behaviors, building the product, and gauging its effectiveness. Discover how to create easy-to-use products to help people make positive changes. Learn the three main strategies to help people change behavior Identify your target audience and the behaviors they seek to change Extract user stories and identify obstacles to behavior change Develop effective interface designs that are enjoyable to use Measure your product’s impact and learn ways to improve it Use practical examples from products like Nest, Fitbit, and Opower
Daughter

Daughter

Author: Jane Shemilt
Publisher: Penguin UK
ISBN: 1405915307
Pages: 368
Year: 2014-08-28
There's a stranger in your daughter's room. It's your daughter. ** THE SUNDAY TIMES BESTSELLER AND RUNAWAY RICHARD & JUDY PHENOMENON ** One Year Gone . . . Naomi is missing. Jenny is a mother on the brink of obsession. The Malcolm family is in pieces. Is finding her the only way to put them back together? Or will the truth about Naomi finally tear them apart? 'We absolutely loved this' Richard & Judy Book Club 'Thrilling' Sunday Express 'Taut and thought-provoking' Woman & Home 'You won't be able to put it down' Tess Gerritsen 'Gripping to the last page!' My Weekly 'Clever' Sun 'Utterly gripping' Mail On Sunday ** IF YOU LOVED DAUGHTER, DON'T MISS JANE'S NEW BOOK HOW FAR WE FALL, AVAILABLE TO PRE-ORDER NOW! **
Hooked

Hooked

Author: Nir Eyal
Publisher: Penguin
ISBN: 0698190661
Pages: 256
Year: 2014-11-04
How do successful companies create products people can’t put down? Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us? Nir Eyal answers these questions (and many more) by explaining the Hook Model—a four-step process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive “hook cycles,” these products reach their ultimate goal of bringing users back again and again without depending on costly advertising or aggressive messaging. Hooked is based on Eyal’s years of research, consulting, and practical experience. He wrote the book he wished had been available to him as a start-up founder—not abstract theory, but a how-to guide for building better products. Hooked is written for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behavior. Eyal provides readers with: • Practical insights to create user habits that stick. • Actionable steps for building products people love. • Fascinating examples from the iPhone to Twitter, Pinterest to the Bible App, and many other habit-forming products.
Bond Salesmanship

Bond Salesmanship

Author: William W. Townsend
Publisher:
ISBN:
Pages: 468
Year: 1924