《Brains on Fire》是由Geno Church、Robbin Phillips等人合著的圖書，2010年由Wiley出版社出版。ISBN為9780470614181。
該書系統闡釋了通過“Brains on Fire模式”構建可持續口碑運動的策略，涵蓋Fiskars剪刀公司案例及百思買樂器銷售策略分析。書中提出10條運動法則，包括聚焦激情對話、以對話啟動運動、設定參與門檻等核心原則。作者團隊基於Brains on Fire公司的實踐經驗，通過演講、工作坊等形式傳播理論
基本介紹
- 外文名：Brains on Fire
- 作者：Church, Geno
- 出版時間：2010年8月
- 頁數：184 頁
- ISBN：9780470614181
- 定價：180.00 元
內容簡介
How did the 360 year old scissor company, Fiskars, double its profit in key markets just by realizing its customers already formed a community of avid scrapbookers? How is Best Buy planning to dominate the market of sales of musical instruments? By understanding the Brains on Fire model of tapping movements and stepping away from the old school marketing "campaign" mentality. ...(展開全部) How did the 360 year old scissor company, Fiskars, double its profit in key markets just by realizing its customers already formed a community of avid scrapbookers? How is Best Buy planning to dominate the market of sales of musical instruments? By understanding the Brains on Fire model of tapping movements and stepping away from the old school marketing "campaign" mentality. "Brains on Fire" offers original, practical and actionable steps for creating a word of mouth movement for corporations, products, services and organizations. It will take readers step-by-step through the necessary actions they need to start a movement of their own. "Brains on Fire" describes 10 lessons to master and create a powerful, sustainable, word of mouth movement. These lessons are: Movements are about the Passion Conversation. Not the Product Conversation. Movements begin with the conversation. Movements have inspirational leadership. Movements have a barrier of entry. Movements empower people with knowledge. Movements have shared ownership. Movements have powerful identities. Movements live both online and offline. Movements make advocates feel like rockstars. Movements get results.
