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Описание

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Браун П. Эстетический интеллект. Как его развивать и использовать в бизнесе и жизни

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5.0
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Описание

В наше время большинству потребителей вовсе не нужно много вещей - для нас важны чувства, которые вызывает у нас определенная вещь. Мы хотим получать от соприкосновения с продуктом дополнительную ценность. Именно поэтому эстетика приобретает для бизнеса первостепенное значение. Полин Браун в течение 25 лет возглавляла североамериканское подразделение LVMH (Moet Hennessy Louis Vuitton - французская транснациональная компания, известный производитель предметов роскоши под торговыми марками Christian Dior, Louis Vuitton и других). Она знает об индустрии моды и красоты практически все. Полин уверена: сейчас нужно работать в первую очередь не с функциональными свойствами продукта, а с чувствами и эмоциями клиентов. Только так можно создать успешные и, что самое важное, долговечные бренды. В этой книге Полин на примерах многих известных компаний рассказывает, как разные подходы к работе с эстетическими принципами делают бизнес процветающим или, наоборот, увеличивают риск фиаско (если не налажена работа с эстетической составляющей). Кроме того, она показывает, как самостоятельно развить эстетический интеллект (а значит, и личный стиль): с ее точки зрения, это не данность, а навык, который можно тренировать (хотя на это потребуются время и силы). В основе книги - истории предпринимателей, лидеров и команд, среди которых Louis Vuitton, Tiffany, Chanel, Gucci, Estee Lauder, MAC Cosmetics, Harley-Davidson, Айрис Апфель, Джо Меллоу и многие другие. Фишки книги - Автор в течение 25 лет руководила подразделением Moet Hennessy Louis Vuitton. - Возможность взглянуть на индустрию моды изнутри. - Упражнения на развитие эстетических способностей. Для кого эта книга Для владельцев бизнеса и руководителей, осознающих важность эстетики. Для всех, кто принимает участие в создании продукта или бренда. Для тех, кто хочет развить собственный эстетический интеллект. Для всех, кто интересуется индустрией моды и красоты. От автора Эстетическую ценность не принято связывать с ценностью финансовой. Однако, размышляя о своем карьерном пути - а я в свое время участвовала в покупке новых бизнесов для Estee Lauder Companies, разрабатывала стратегию для Avon Products, занималась оценкой компаний для The Carlyle Group, - я стала понимать, что профессиональными успехами обязана совсем не только диплому МВА из Уортонской школы бизнеса и аналитическим навыкам, полученным мной в Bain & Company, но и глубокому пониманию эстетических принципов и их влияния на бизнес. Моя цель - показать вам, как использовать эстетику, чтобы добиться успеха в бизнесе. А еще я помогу вам осознать и развить ваш собственный эстетический интеллект, то есть способности, связанные с эстетикой. Я покажу, как использовать эстетический интеллект для развития бизнеса и получать от этого финансовую отдачу.
Читать далее
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Коротко о товаре

Артикул Маркета
2102078992789
Издательство
ISBN
9785001951407
Серия
Tastemakers. Код красоты
Автор
Браун Полин
Все характеристики
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Внешний вид товаров и/или упаковки может быть изменён изготовителем и отличаться от изображенных на Яндекс Маркете.
Все товары Манн, Иванов и Фербер

Где купить

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    Эдит Ева Эгер, Эсме Швалль-Вейганд. Выбор. О свободе и внутренней силе человека. Покетбук

    Цена 470 ₽ вместо 615
  • Дэниел Гоулман. Эмоциональный интеллект. Почему он может значить больше, чем IQ. NEON Pocketbooks
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    Дэниел Гоулман. Эмоциональный интеллект. Почему он может значить больше, чем IQ. NEON Pocketbooks

    Цена 296 ₽ вместо 485
  • Реклама
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  • Тревожные люди. Фредрик Бакман
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    Тревожные люди. Фредрик Бакман

    Цена 574 ₽ вместо 1 170
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    Джеймс Норбури. Большая Панда и Маленький Дракон: медитативная история

    Цена 1 093 ₽ вместо 1 392
  • Иляшенко, Щеглова. Комбинированные летние задания за курс 3 класса. ФГОС (МТО-инфо)
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    Иляшенко, Щеглова. Комбинированные летние задания за курс 3 класса. ФГОС (МТО-инфо)

    Цена 254 ₽ вместо 295
  • Эдит Ева Эгер, Эсме Швалль-Вейганд. Выбор. О свободе и внутренней силе человека
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    Эдит Ева Эгер, Эсме Швалль-Вейганд. Выбор. О свободе и внутренней силе человека

    Цена 884 ₽ вместо 1 334
  • Нотная тетрадь А4 на гребне, 20 вкладышей на 40 страниц, пластик розовая, Brauberg, 404642
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    Нотная тетрадь А4 на гребне, 20 вкладышей на 40 страниц, пластик розовая, Brauberg, 404642

    Цена 319 ₽ вместо 465
  • Руководство по свиданиям для подростков с синдромом Аспергера
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    Руководство по свиданиям для подростков с синдромом Аспергера

    Цена 1 611 ₽ вместо 1 627
  • Нил Брэдбери. Яды: великолепная история человечества
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    Нил Брэдбери. Яды: великолепная история человечества

    Цена 903 ₽ вместо 1 153
  • Осман Ричард Томас. Человек, который умер дважды
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    Натаниэль Бранден. Самооценка: шесть столпов фундаментального счастья (переупаковка)

    Цена 904 ₽ вместо 1 153
  • Длинные нарды (Чеботарев)
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    Длинные нарды (Чеботарев)

    Цена 1 190 ₽ вместо 1 513
  • Реклама
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  • Луиза Мэй Олкотт. Маленькие женщины. Вечные истории
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    Луиза Мэй Олкотт. Маленькие женщины. Вечные истории

    Цена 488 ₽ вместо 645
  • Луиза Мэй Олкотт. Хорошие жены. Вечные истории. Young Adult
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    Луиза Мэй Олкотт. Хорошие жены. Вечные истории. Young Adult

    Цена 511 ₽ вместо 516
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