WHERE FUTURE BEGINS
  • ṢELF ḌEEP ḶEARNING
  • LSE MBA Essentials - The London School of Economics
    • Leading with influence
    • Economics for managers
    • Competitive strategy
    • Corporate strategy
    • Financial accounting
    • Management accounting
    • Analysing financial statements
    • In the mind of the manager
    • Nudging behaviour
    • Organisational culture as a leadership tool
  • Business Foundations Specialization - Wharton Online
    • Introduction to Marketing
      • BRANDING: Marketing Strategy and Brand Positioning
      • Marketing 101: Building Strong Brands Part I
      • Marketing 101: Building Strong Brands Part II
      • Strategic Marketing
      • Segmentation and Targeting
      • Brand Positioning
      • Brand Mantra: The Elevator Speech
      • Experiential Branding
      • CUSTOMER CENTRICITY: The Limits of Product-Centric Thinking
      • Cracks in the Product-Centric Approach
      • Data-Driven Business Models
      • Three Cheers for Direct Marketing
      • Which Firms Are Customer Centric?
      • What is Customer Centricity?
      • Living in a Customer-Centric World
      • More Reflections on Customer CentricityPrev
      • Questions on Customer Centricity
      • GO TO MARKET STRATEGIES: Online-Offline Interaction
      • Online/Offline Competition
      • Friction
      • The Long Tail Theory
      • Preference Isolation
      • How Internet Retailing Startups Grow
      • Customers and Digital Marketing
      • Influence and How Information Spreads
      • Pricing Strategies
      • The 7M
      • BRANDING: Effective Brand Communications Strategies and Repositioning Strategies
      • Brand Messaging & Communication
      • Brand Elements: Choosing a Brand Name
      • Brand Elements: Color & Taglines
      • Brand Elements: Packaging
      • Brand Elements: Persuasion
      • Repositioning a Brand
    • Introduction to Financial Accounting
      • 1.1.1: Financial Reporting Overview
      • 1.1.2: Financial Reporting Example
    • Managing Social and Human Capital
      • Professor Cappelli and Professor Useem Introductions
    • Introduction to Corporate Finance
      • Time Value of Money
      • Intuition and Discounting
      • Compounding
      • Useful Shortcuts
      • Taxes
      • Inflation
      • APR and EAR
      • Term Structure
      • Discounted Cash Flow: Decision Making
      • Discounted Cash Flow Analysis
      • Forecast Drivers
      • Forecasting Free Cash Flow
      • Decision Criteria
      • Sensitivity Analysis
      • Return on Investment
    • Introduction to Operations Management
    • Wharton Business Foundations Capstone
  • Artificial Intelligence Career Program - deeplearning.ai
    • Machine Learning
      • Introduction to Machine Learning
      • Supervised Learning
      • Unsupervised Learning
      • Model Representation - Linear Regression
      • Cost Function
      • Gradient Descent
      • Gradient Descent For Linear Regression
      • Linear Algebra
    • Deep Learning
    • Neutral Networks and Deep Learning
      • Introduction to Deep Learning
      • What is a neural network?
      • Supervised Learning with Neural Networks
      • Why is Deep Learning taking off?
      • About this Course
      • Binary Classification
      • Logistic Regression
      • Gradient Descent
      • Derivatives
      • Computation graph
      • Derivatives with a Computation Graph
      • Logistic Regression Gradient Descent
      • Vectorization
      • Vectorizing Logistic Regression
      • Vectorizing Logistic Regression's Gradient Output
      • Broadcasting in Python
      • A note on python/numpy vectors
      • Explanation of logistic regression cost function (optional)
      • Neural Networks Overview
      • Neural Network Representation
      • Computing a Neural Network's Output
      • Vectorizing across multiple examples
      • Activation functions
      • Derivatives of activation functions
      • Gradient descent for Neural Networks
      • Backpropagation intuition (optional)
      • Random Initialization
      • Deep L-layer neural network
      • Forward Propagation in a Deep Network
      • Getting your matrix dimensions right
      • Why deep representations?
      • Building blocks of deep neural networks
      • Forward and Backward Propagation
      • Parameters vs Hyperparameters
      • What does this have to do with the brain?
    • Convolutional Neural Networks
      • Computer Vision
      • Edge Detection Example
      • Padding
      • Strided Convolutions
      • Convolutions Over Volume
      • One Layer of a Convolutional Network
      • Simple Convolutional Network Example
      • Pooling Layers
      • CNN Example - Fully Connected Layers
      • Why Convolutions?
    • Neural Network Theory [ETH]
    • Natural Language Processing
    • Computer Vision
  • IBM Data Science Professional Certificate
    • What is Data Science?
    • Open Source tools for Data Science
    • Data Science Methodology
    • Python for Data Science and AI
    • Databases and SQL for Data Science
    • Data Analysis with Python
    • Data Visualization with Python
    • Machine Learning with Python
    • Applied Data Science Capstone
  • Data Analytics
    • Python for Data Analysis
    • Data Structure and Algorithms
  • Programming Language
    • Python
    • R
    • SQL
    • C++
    • C
    • Java
    • HTML
  • 机器学习工程师
  • 商业数据分析
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  1. Business Foundations Specialization - Wharton Online
  2. Introduction to Marketing

GO TO MARKET STRATEGIES: Online-Offline Interaction

How to Find Lead Users and Facilitate Influence and Contagion

PreviousQuestions on Customer CentricityNextOnline/Offline Competition

Last updated 5 years ago

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欢迎大家 我是沃顿商学院的David Bell 我是Xinmei Zhang and Yongee Dai教授（荣誉教授头衔，以捐赠者命名） 好久没见大家了 到目前为止 大家已经上过我的同事芭芭拉和皮特的课了 芭芭拉带你认识品牌 皮特讲了很多有关客户的事 而我要谈的是执行 也就是真枪实战的环节 我们会特别谈到如何争取部分皮特所说的客户 如何争取部分皮特所说的客户 我们会讲到网络世界中的交互 这正变得越来越广泛 电子商务和线下世界 最后是一些战术 有关广告、搜索引擎优化、定价等等 以及那些为了切实争取客户并与之交流所需要做的事 我还想解释下我们现在所在的地方 我们现在所处的地方非常有趣并且与众不同 是位于西宾夕法尼亚州的Quincey实体厂址 Quincey在拉丁语中的意思是“如果……会怎样”(what if) 而这个想法实际上来自本院校友马克・洛尔（Mark Lore) 和他的发小 假设对健康食品很偏执的 格雷格·曼德尔(Greg Mandela)［无声］ 他们早在2005年就建立了1-800-Diapers.com这个网站 因此 在座的各位中如果有人认为自己的想法有些疯狂 要自我鼓励 不要气馁 假设对健康食品很偏执的 格雷格·曼德尔(Greg Mandela)［无声］ 是在互联网上出售婴儿用品和尿布 而现在也就是2013年 我站在一个120万平方英尺的仓储基地 这里存储了20万种不同的产品 行销于整个美国大陆 客户遍及数十万家庭 而在七八年前 这些仅仅只是一个想法而已 其间所投入的力量是十分难以置信的 而所有的力量事实上都与执行息息相关 而这也正是我们在这部分课程中所要关注的 你可能有一个很棒的品牌 也可能自认为知道谁是你的目标客户 但想要让一切真正进展顺利 你必须有执行力 这也是我们下面要讲的重点 [背景音乐] 翻译: RyukaSuu |审阅: 19waa Coursera Global Translator Community