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Культурный код: Как мы живем, что покупаем и почему

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Описание

О чем

Почему у американского джипа фары должны быть круглыми? Почему во Франции идея изготовления сыра из пастеризованного молока обречена на провал? Почему реклама одного и того же товара в Америке, Германии или Франции должна быть разной?
Потому что восприятие любой вещи, явления или понятия — будь то машина, еда, отношения между людьми и даже сама страна — восходит к самым ранним детским впечатлениям и откладывается в глубинной части мозга, которая отвечает за выживание.
Тайный смысл сложившихся образов в каждой культуре свой. Это своего рода замок, и открывается он с помощью шифра — культурного кода. Изучение культурных кодов привело психолога Клотера Рапая в мир бизнеса, где его знания принесли огромную практическую пользу.
Ведущие компании мира используют идеи Рапая при разработке продукции и планировании рекламных кампаний.
"По мере того, как мы становимся гражданами этого глобального мирового сообщества, каждый из нас — как и каждый бренд — не должен забывать о местечке, откуда он родом."

Особенности

  • Без претензии на научпоп — автор настаивает на собственных разработках.
  • Жареные факты из жизни американцев и французов: чем помогает и мешает культурный код двух наций в повседневной жизни?
  • Как угадать успех рекламной кампании, задавая фокус-группам более чем странные вопросы?
  • Статистические данные опросов на самые разнообразные темы.

Для кого

Для специалистов в области маркетинга и рекламы.
Читать далее
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Коротко о товаре

Артикул Маркета
4891253662
Издательство
ISBN
9785961492941
Серия
Alpina Popular Science (Покетбук)
Автор
Рапай Клотер
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 Альпина Паблишер
Альпина Паблишер

Где купить

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Все хитыОсталось 14 часов
Акция

Цена с картой Яндекс Пэй:361 ₽

Скидка: 34%
–34 %
Вместо: 372 ₽550 ₽
  • 27 июня, курьер Маркета • 249 ₽
  • 27 июня, в пункт выдачи • 0 ₽
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Культурный код: Как мы живем, что покупаем и почему
Культурный код: Как мы живем, что покупаем и почему
5.0
(1)
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5.0
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3 недели назад • Наталия Г. • Куплен на Маркете
Достоинства: Прекрасная книга. Пришла хорошо упакованная
Недостатки: Нет
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    ЭксклюзивКл. Комната Джованни

    Цена 327 ₽ вместо 330
  • Протекторы Card-Pro для карт Card-Pro (47 х 71 мм)
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    Протекторы Card-Pro для карт Card-Pro (47 х 71 мм)

    Цена 455 ₽ вместо 465
  • Книга Мастер и Маргарита
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    Книга Мастер и Маргарита

    Цена 217 ₽ вместо 219
  • Игра настольная "Мегафлагомания", 200 карточек
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    Игра настольная "Мегафлагомания", 200 карточек

    Цена 1 189 ₽ вместо 1 201
  • Шантарам. Комплект из 2-х томов. Робертс Г.Д.
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    Странная девочка, которая влюбилась в мозг: Как знание нейробиологии помогает стать привлекательнее, счастливее и лучше

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    Бойся. но действуй! Как превратить страх из врага в союзника + Покет-серия

    Цена 360 ₽ вместо 520
  • Гиперпространство: научная одиссея через параллельные миры, дыры во времени и десятое измерение
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    Гиперпространство: научная одиссея через параллельные миры, дыры во времени и десятое измерение

    Цена 410 ₽ вместо 613
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  • Счастливый карман, полный денег: Формирование сознания изобилия
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    Счастливый карман, полный денег: Формирование сознания изобилия

    Цена 415 ₽ вместо 419
  • 1984 (новый перевод)
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    1984 (новый перевод)

    Цена 243 ₽ вместо 425
  • Аллен Карр "Лёгкий способ бросить курить"
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    Аллен Карр "Лёгкий способ бросить курить"

    Цена 424 ₽ вместо 793
  • Будущее человечества: Колонизация Марса, путешествия к звездам и обретение бессмертия
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    Будущее человечества: Колонизация Марса, путешествия к звездам и обретение бессмертия

    Цена 399 ₽ вместо 613
  • Атлант расправил плечи. В 3 книгах. Альпина Паблишер
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    Атлант расправил плечи. В 3 книгах. Альпина Паблишер

    Цена 1 079 ₽ вместо 1 853
  • Источник / Художественная литература
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    Источник / Художественная литература

    Цена 730 ₽ вместо 1 320
  • Гувер К. Уродливая любовь
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    Гувер К. Уродливая любовь

    Цена 416 ₽ вместо 593
  • Школа Флайледи: Как навести порядок в доме и в жизни
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    Школа Флайледи: Как навести порядок в доме и в жизни

    Цена 303 ₽ вместо 488
  • Терра и тайна созвездий. Книга 1
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    Терра и тайна созвездий. Книга 1

    Цена 766 ₽ вместо 988
  • Век тревожности: Страхи, надежды, неврозы и поиски душевного покоя
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    Век тревожности: Страхи, надежды, неврозы и поиски душевного покоя

    Цена 321 ₽ вместо 550
  • ПрикладнаяПсихология Литвак М. Е. 7 шагов к стабильной самооценке
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    ПрикладнаяПсихология Литвак М. Е. 7 шагов к стабильной самооценке

    Цена 460 ₽ вместо 541
  • Пиши, сокращай 2025: Как создавать сильный текст
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    Пиши, сокращай 2025: Как создавать сильный текст

    Цена 710 ₽ вместо 1 453
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    Реклама
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  • Нетворкинг для разведчиков. Как извлечь пользу из любого знакомства
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    Нетворкинг для разведчиков. Как извлечь пользу из любого знакомства

    Цена 2 022 ₽ вместо 2 064
  • Космос (покет)
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    Космос (покет)

    Цена 352 ₽ вместо 550
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