Starbucked commerce and culture, Taylor Clark, emne:

Starbucked commerce and culture, Taylor Clark, emne: markedsføring

Hvordan er det lykkedes Starbucks at blive verdens førende kaffe-kæde?

Svaret er Nej, det handler ikke om gode kaffebønner eller filtreret vand, men om benhård psykologi, uetiske virkemidler og usand omgang med realiteterne.

Ingen virksomhed bliver global, uden at benytte sig af et dybt kendskab til menneskets psyke.

Denne bog har hele masterplanen bag Starbucks succes.

297 sider. Softcover paperback. Med fotos. Amerikansk udgivelse. Engelsk sprog. Bogen vandt buisness for real grand prix i Miami 2013.

Porto 41krGLS

In Starbucked, Taylor Clark provides an objective, meticulously reported look at the volatile issues like gentrification and fair trade that distress activists and coffee zealots alike. Through a cast of characters that includes coffee-wild hippies, business sharks, slackers, Hollywood trendsetters and more, Starbucked explores how America transformed into a nation of coffee gourmets in only a few years, how Starbucks manipulates psyches and social habits to snare loyal customers, and why many of the things we think we know about the coffee commodity chain are false