Location is (Still) Everything pdf epub mobi txt 电子书 下载 2025
David R. Bell is the Xinmei Zhang and Yongge Dai Professor at the Wharton School of the University of Pennsylvania, where he studies how we use the Internet and related technologies to search, shop, and sell. David developed Wharton’s first course on digital marketing and e-commerce, and he is an active angel investor in, and adviser to, a variety of successful Internet startups. David is a New Zealand citizen and received his PhD from Stanford University’s Graduate School of Business. He divides his time between Philadelphia and San Francisco, and searches and shops online from both places.
- marketing
- 营销
- 零售
- 美国
- 经济学
- 商业
- 经济
- 社会心理学
Conventional wisdom holds that the Internet makes the world flat and reduces friction by erasing the impact of the physical world on our buying habits.
But Wharton professor and marketing expert David R. Bell argues that the way we use the Internet is still largely shaped by the physical world we inhabit.
Anyone can go online and buy a pair of jeans—but the likelihood that we will do so depends to a significant degree on where we live. The presence of stores nearby, trendy and friendly neighbors, and local sales taxes, among other factors, play a critical role in our decision making when it comes to buying online. Our willingness to search for and consume information also depends on where we live and whom we live next to.
In Location Is (Still) Everything, Bell offers a fascinating, in-depth look at online commerce and retailing through his years of research, investing, and advising experience. His unique GRAVITY framework is a powerful and practical tool that uses fundamental human behaviors and location-based conditions to explain how the real and virtual worlds intersect — and what Internet sellers must do in order to succeed. Entrepreneurs, managers, students, and investors will all benefit from understanding how and why we use the Internet to search, shop, and sell.
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讀的中文版《買方住哪比賣方在哪更重要》。看標題就知道翻譯是可以更好的了。6 chapters：geography, resistance, adjacency, vicinity, isolation, topography
评分用经济学的观点去解释了线下对线上业务发展的影响，干货有，但是是基于国外生活场景来做的假设和印证，对照中国现实，还是会有不适用的地方。文末用全书每个分节的观点汇总做了线上眼镜案例分析有点意思。
评分用经济学的观点去解释了线下对线上业务发展的影响，干货有，但是是基于国外生活场景来做的假设和印证，对照中国现实，还是会有不适用的地方。文末用全书每个分节的观点汇总做了线上眼镜案例分析有点意思。
评分以北美生活场景为参考分析线上和线下的营销如何互相影响。有参考价值但是总体来说比较有限，国内和北美的社群关系和消费习惯有差别。还有一个终极难题……数据之痛
评分讀的中文版《買方住哪比賣方在哪更重要》。看標題就知道翻譯是可以更好的了。6 chapters：geography, resistance, adjacency, vicinity, isolation, topography
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