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【これは傑作】
http://www.amazon.co.jp/exec/obidos/ASIN/4022734450
[エラー: asin:4022734450 というアイテムは見つかりませんでした]

本日の一冊は、かつてマーケティング情報誌「アクロス」の編集長を務め、マーケターとして知られる三浦展さんが、新たな時代の消費トレンド「第四の消費」を論じた一冊。

ベストセラーとなりつつも、批判された『下流社会』と違い、本来の三浦氏の持ち味が生…

【続きを読む】

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【昭和のカリスママーケター】
http://www.amazon.co.jp/exec/obidos/ASIN/4344016858
[エラー: asin:4344016858 というアイテムは見つかりませんでした]

「違いがわかる男のゴールドブレンド」
「がんこな汚れにザブ」
「ピンクの小粒、コーラック」

いずれも有名となった広告コピーですが、じつはこれらのコピーは、すべて同一人物によるもの。

本日フィーチャーする故・内田耀一氏は、これら…

【続きを読む】

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【「学ぶ」とは？】
http://www.amazon.co.jp/exec/obidos/ASIN/4062821206
[エラー: asin:4062821206 というアイテムは見つかりませんでした]

本日の一冊は、今も旺盛な評論活動を続ける政治思想史の重鎮であり、第27代東京大学総長も務めた佐々木毅さんによる、「学び」の考察。

「一生のうちに、人生を変えるほどの一冊に出会えなかったとしたら、それはあまりに寂しい」

これは、土井が佐々木さ…

【続きを読む】

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【ＪＲ九州の快進撃】
http://www.amazon.co.jp/exec/obidos/ASIN/4827206147
[エラー: asin:4827206147 というアイテムは見つかりませんでした]

ひさびさに訪れた博多駅は、洗練された商業施設に生まれ変わっていて、本当にビックリしました。

最近の博多は、九州各県からの人口流入や、東日本大震災に伴う人口流入、地の利を生かした中国・韓国とのビジネスで活気づいています。（ちなみに2011年６月…

【続きを読む】

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【隠れた名著】
http://www.amazon.co.jp/exec/obidos/ASIN/4756241646
[エラー: asin:4756241646 というアイテムは見つかりませんでした]

本日の一冊は、最近読んだなかではもっとも紹介したくないマーケティング本。

そう、土井が著者指導の際に用いている「魅力づくり」の原理が書かれた一冊です。

著者のサリー・ホッグスヘッドは、米国のクリエイティブ・エージェンシーで活躍したコピーライ…

【続きを読む】

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【ビジネスに活かすゲーム？】
http://www.amazon.co.jp/exec/obidos/ASIN/4140815167
[エラー: asin:4140815167 というアイテムは見つかりませんでした]

本日の一冊は、クラウド、フリーミアムに続くネットビジネスのキーワード、「ゲーミフィケーション」について、2010年日本デジタルゲーム学会第一回学会賞（若手奨励賞）受賞の著者が記した一冊。

「ゲーミフィケーション」に関しては、既にゆめみ…

【続きを読む】

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【マーケティング理論を物語で学ぶ】
http://www.amazon.co.jp/exec/obidos/ASIN/4806142395
[エラー: asin:4806142395 というアイテムは見つかりませんでした]

本日の一冊は、ストーリー形式でマーケティングの基礎が学べる、注目の新刊。

物語の舞台となるのは、業界トップのバリューマックス社に大きく水をあけられている会計ソフトウェア専業の駒沢商会。

主人公となるのは、強引な営業と自己…

【続きを読む】

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【傑作。】
http://www.amazon.co.jp/exec/obidos/ASIN/4903212327
[エラー: asin:4903212327 というアイテムは見つかりませんでした]

すでにこの世を去った偉人のなかから、メンターを選べるとしたら、あなたなら誰を選びますか？

スティーブ・ジョブズ？　立川談志？　ドラッカー？　松下幸之助？それともマイケル・ジャクソン？

選ぶ対象は、みなさんの仕事や思想によっても違うと思いますが、…

【続きを読む】

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【スモールビジネス大逆転の法則】
http://www.amazon.co.jp/exec/obidos/ASIN/4903212319
[エラー: asin:4903212319 というアイテムは見つかりませんでした]

マーケティングの講義をする時、よく「認識に紐づける」という言い方をするのですが、これがなかなかわかってもらえず、いつも苦労しています。

マーケティングをやる人間が心しておかなければならないことは、「人間はなかなか変われない…

【続きを読む】

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【前に進むために】
http://www.amazon.co.jp/exec/obidos/ASIN/4864101159
[エラー: asin:4864101159 というアイテムは見つかりませんでした]

以前、部下が仕事で失敗をして落ち込んでいた時、渋谷の名曲喫茶「ライオン」に連れて行ったことがありました。

落ち込んだ時は、無理にハイテンションに持っていくのではなく、暗い曲を聴いてとことん落ち込んだ方がいい。

経験上、その方がかえって元…

【続きを読む】