Location is (Still) Everything pdf epub mobi txt 電子書下載2025

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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.

出版者:New Harvest

作者:大衛 R 貝爾

出品人:

頁數:240

译者:

出版時間:2014-7-15

價格:USD 17.99

裝幀:Hardcover

isbn號碼:9780544262270

叢書系列:

圖書標籤:

marketing
營銷
零售
美國
經濟學
商業
經濟
社會心理學

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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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用戶評價

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以北美生活場景為參考分析綫上和綫下的營銷如何互相影響。有參考價值但是總體來說比較有限，國內和北美的社群關係和消費習慣有差彆。還有一個終極難題……數據之痛

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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瞭。6 chapters：geography, resistance, adjacency, vicinity, isolation, topography

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一看到framework字眼仿佛瞬間迴到business school的課堂…GRAVITY這個模型的概括還是比較有意思的，雖然不可避免齣現一個案例反復拿來說吧，但是至少作者團隊是十年來堅持在用科學的方法在觀察、歸納，總結。去年寫MBA論文的時候導師跟我說，互聯網的東西很少有（理論上的）“乾貨”，引用的時候要注意權威性。還是我們眼光太狹窄吧…相比之下國內的類似書籍隻能屬於嚼爛的唾液當成神仙水來賣。這本書國內翻譯版的價格比我買原版還貴，頓時覺得語言好還是有優勢的！

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