CULTURE CODE, THE
出版时间:
2007-07
版次:
1
ISBN:
9780767920575
定价:
138.00
装帧:
平装
开本:
16开
纸张:
胶版纸
页数:
213页
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Why are people around the world so very different? What makesus live, buy, even love as we do? The answers are in the codes. In"The Culture Code," internationally revered cultural anthropologistand marketing expert Clotaire Rapaille reveals for the first timethe techniques he has used to improve profitability and practicesfor dozens of Fortune 100 companies. His groundbreaking revelationsshed light not just on business but on the way every human beingacts and lives around the world. Rapaille's breakthrough notion isthat we acquire a silent system of codes as we grow up within ourculture. These codes--the Culture Code--are what make us American,or German, or French, and they invisibly shape how we behave in ourpersonal lives, even when we are completely unaware of our motives.What's more, we can learn to crack the codes that guide our actionsand achieve new understanding of why we do the things we do.Rapaille has used the Culture Code to help Chrysler build the PTCruiser--the most successful American car launch in recent memory.He has used it to help Procter & Gamble design its advertisingcampaign for Folger's coffee - one of the longest lasting and mostsuccessful campaigns in the annals of advertising. He has used itto help companies as diverse as GE, AT&T, Boeing, Honda,Kellogg, and L'Oreal improve their bottom line at home andoverseas. And now, in "The Culture Code," he uses it to reveal whyAmericans act distinctly like Americans, and what makes usdifferent from the world around us. In "The Culture Code," Dr.Rapaille decodes two dozen of our most fundamentalarchetypes--ranging from sex to money to health to Americaitself--to give us "a newset of glasses" with which to view ouractions and motivations. Why are we so often disillusioned by love?Why is fat a solution rather than a problem? Why do we reject thenotion of perfection? Why is fast food in our lives to stay? Theanswers are in the Codes. Understanding the Codes gives usunprecedented freedom over our lives. It lets us do business indramatically new ways. And it finally explains why people aroundthe world really "are" different, and reveals the hidden clues tounderstanding us all. Dr. CLOTAIRE RAPAILLE is the chairman of Archetype DiscoveriesWorldwide and has used this decoding approach for thirty years. Heis the personal adviser to ten high-ranking CEOs and is kept onretainer by fifty Fortune 100 companies. He has been profiled inmany national media outlets, including 60 Minutes II and onthe front page of the New York Times Sunday Styles section.He lives in Tuxedo Park, New York.
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内容简介:
Why are people around the world so very different? What makesus live, buy, even love as we do? The answers are in the codes. In"The Culture Code," internationally revered cultural anthropologistand marketing expert Clotaire Rapaille reveals for the first timethe techniques he has used to improve profitability and practicesfor dozens of Fortune 100 companies. His groundbreaking revelationsshed light not just on business but on the way every human beingacts and lives around the world. Rapaille's breakthrough notion isthat we acquire a silent system of codes as we grow up within ourculture. These codes--the Culture Code--are what make us American,or German, or French, and they invisibly shape how we behave in ourpersonal lives, even when we are completely unaware of our motives.What's more, we can learn to crack the codes that guide our actionsand achieve new understanding of why we do the things we do.Rapaille has used the Culture Code to help Chrysler build the PTCruiser--the most successful American car launch in recent memory.He has used it to help Procter & Gamble design its advertisingcampaign for Folger's coffee - one of the longest lasting and mostsuccessful campaigns in the annals of advertising. He has used itto help companies as diverse as GE, AT&T, Boeing, Honda,Kellogg, and L'Oreal improve their bottom line at home andoverseas. And now, in "The Culture Code," he uses it to reveal whyAmericans act distinctly like Americans, and what makes usdifferent from the world around us. In "The Culture Code," Dr.Rapaille decodes two dozen of our most fundamentalarchetypes--ranging from sex to money to health to Americaitself--to give us "a newset of glasses" with which to view ouractions and motivations. Why are we so often disillusioned by love?Why is fat a solution rather than a problem? Why do we reject thenotion of perfection? Why is fast food in our lives to stay? Theanswers are in the Codes. Understanding the Codes gives usunprecedented freedom over our lives. It lets us do business indramatically new ways. And it finally explains why people aroundthe world really "are" different, and reveals the hidden clues tounderstanding us all.
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作者简介:
Dr. CLOTAIRE RAPAILLE is the chairman of Archetype DiscoveriesWorldwide and has used this decoding approach for thirty years. Heis the personal adviser to ten high-ranking CEOs and is kept onretainer by fifty Fortune 100 companies. He has been profiled inmany national media outlets, including 60 Minutes II and onthe front page of the New York Times Sunday Styles section.He lives in Tuxedo Park, New York.
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