Just Evil Enough

• Verfasst von: Croll, Alistair [VerfasserIn]
• Verfasst von: Ross, Emily [VerfasserIn]
• Titel: Just Evil Enough
• Titelzusatz: The Subversive Marketing Handbook
• Verf.angabe: Alistair Croll & Emily Ross
• Verlagsort: London
• Verlag: Volcanic Press
• Jahr: 2025
• Umfang: 1 online resource (482 p.)
• Fussnoten: Description based upon print version of record
• ISBN: 978-1-916797-67-3
• ISBN: 1-916797-67-9
• Datenträger: Online-Ressource
• Sprache: eng
• Sach-SW: Marketing
• Sach-SW: Consommateurs ; Comportement
• Sach-SW: Produits commerciaux ; Gestion
• Sach-SW: Stratégie de marque
• Sach-SW: marketing
• Sach-SW: branding
• K10plus-PPN: 1921169532
• K10plus-PPN:
  Universitätsbibliothek
• Lokale URL UB: Zum Volltext
• Lokale URL UB: Bibliothek der Medizinischen Fakultät Mannheim der Universität Heidelberg
• Bibliothek/Idn: UW / m4696537641
• Lokale URL Inst.: Zum Volltext

Abstract

Marketing is about changing human behavior. Your product’s features are one way to do that—but they’re not the only way, and in a noisy world where making things is easy, they’re seldom the best one. Yet product managers, makers, and challenger brands spend most of their time building their products, treating marketing strategy as an afterthought. There are hundreds of books on product innovation, but very few on go-to-market innovation. So we decided to write one. Packed with fascinating case studies and frameworks you can put to work immediately, Just Evil Enough is the result of nearly a decade’s research into system awareness, subversive thinking, and unexpected tactics by bestselling author Alistair Croll (Lean Analytics) and communications expert Emily Ross. The book draws from behavioral economics, hacking, neuroscience, linguistics, game theory, and a wide range of other fields, it’s the book your competitors will wish you hadn't read.