{"id":41194,"date":"2023-12-10T02:33:44","date_gmt":"2023-12-10T02:33:44","guid":{"rendered":"https:\/\/masterskills.org\/blog\/19-cuon-sach-marketing-hay-nhat-moi-thoi-dai.html"},"modified":"2023-12-13T04:50:09","modified_gmt":"2023-12-13T04:50:09","slug":"19-cuon-sach-marketing-hay-nhat-moi-thoi-dai","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/19-cuon-sach-marketing-hay-nhat-moi-thoi-dai.html","title":{"rendered":"19 cu\u1ed1n s\u00e1ch Marketing hay nh\u1ea5t m\u1ecdi th\u1eddi \u0111\u1ea1i"},"content":{"rendered":"
\n

Ngo\u00e0i nh\u1eefng cu\u1ed1n gi\u00e1o tr\u00ecnh truy\u1ec1n th\u1ed1ng th\u00ec hi\u1ec7n nay, tr\u00ean th\u1ecb tr\u01b0\u1eddng c\u0169ng c\u00f3 r\u1ea5t nhi\u1ec1u \u0111\u1ea7u s\u00e1ch tham kh\u1ea3o thu\u1ed9c l\u0129nh v\u1ef1c Marketing m\u00e0 c\u00e1c Marketer, sinh vi\u00ean m\u1edbi ra tr\u01b0\u1eddng hay nh\u1eefng ng\u01b0\u1eddi quan t\u00e2m t\u1edbi ng\u00e0nh n\u00e0y n\u00ean \u0111\u1ecdc. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 top 20 c\u00e1i t\u00ean hay nh\u1ea5t theo b\u00ecnh ch\u1ecdn c\u1ee7a Twistimage, Marketing Cloud c\u00f9ng m\u1ed9t s\u1ed1 trang web kh\u00e1c.<\/p>\n

N\u1ebfu m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n trong l\u00e0 tr\u1edf th\u00e0nh m\u1ed9t chuy\u00ean gia Marketing th\u00ec h\u00e3y mua ngay nh\u1eefng \u0111\u1ea7u s\u00e1ch n\u00e0y v\u00e0 b\u1eaft \u0111\u1ea7u nghi\u00ean c\u1ee9u t\u1eeb b\u00e2y gi\u1edd nh\u00e9.<\/p>\n

1. Permission Marketing \u2013 Turning Strangers into Friends and Friends into Customers, Seth Godin<\/h2>\n

\"Permission<\/p>\n

Trong nhi\u1ec1u th\u1eadp ni\u00ean qua, c\u00e1c ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb theo ki\u1ec3u truy\u1ec1n th\u1ed1ng th\u01b0\u1eddng b\u1ecb ch\u1ec9 tr\u00edch v\u00ec \u0111\u00e3 nh\u1ed3i nh\u00e9t qu\u00e1 nhi\u1ec1u th\u00f4ng tin cho kh\u00e1ch h\u00e0ng. Seth Godin \u0111\u00e3 gi\u00fap thay \u0111\u1ed5i quan \u0111i\u1ec3m n\u00e0y khi ch\u1ec9 ra r\u1eb1ng hi\u1ec7n nay doanh nghi\u1ec7p ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 l\u00e0m ti\u1ebfp th\u1ecb b\u1eb1ng c\u00e1ch t\u1ea1o ra nhi\u1ec1u s\u1ef1 l\u1ef1a ch\u1ecdn kh\u00e1ch h\u00e0ng v\u00e0 \u0111\u1ec3 cho h\u1ecd c\u00f3 quy\u1ec1n quy\u1ebft \u0111\u1ecbnh ch\u1ecdn nh\u1eefng th\u00f4ng \u0111i\u1ec7p m\u00e0 h\u1ecd mu\u1ed1n nghe.<\/p>\n

Chia s\u1ebb v\u1ec1 Permission Marketing, Godin vi\u1ebft: “Permission marketing l\u00e0 m\u1ed9t \u0111\u1eb7c quy\u1ec1n (kh\u00f4ng ph\u1ea3i quy\u1ec1n l\u1ee3i) cung c\u1ea5p nh\u1eefng th\u00f4ng \u0111i\u1ec7p li\u00ean quan, c\u00f3 h\u01a1i th\u1edf con ng\u01b0\u1eddi v\u00e0 \u0111\u1ea7y mong \u0111\u1ee3i \u0111\u1ebfn nh\u1eefng ai th\u1eadt s\u1ef1 mu\u1ed1n ch\u00fang. N\u00f3 ghi nh\u1eadn s\u1ee9c m\u1ea1nh m\u1edbi c\u1ee7a nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u00f4ng th\u00e1i nh\u1ea5t l\u00e0 l\u00e3ng qu\u00ean marketing. N\u00f3 nh\u1eadn ra r\u1eb1ng: H\u00e3y \u0111\u1ed1i x\u1eed v\u1edbi m\u1ecdi ng\u01b0\u1eddi m\u1ed9t c\u00e1ch \u0111\u1ea7y k\u00ednh tr\u1ecdng, v\u00e0 \u0111\u00f3 l\u00e0 c\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 \u0111\u01b0\u1ee3c m\u1ecdi ng\u01b0\u1eddi ch\u00fa \u00fd”.<\/em><\/p>\n

2. Re-Imagine! \u2013 Business ExcMasterskillsnce in a Disruptive Age, Tom Peters<\/h2>\n

\"Permission<\/p>\n

Nhi\u1ec1u ng\u01b0\u1eddi nh\u1edb ngay \u0111\u1ebfn In Search of ExcMasterskillsnce khi h\u1ecd ngh\u0129 v\u1ec1 Tom Peters, nh\u01b0ng quy\u1ec3n Re-Imagine! m\u1edbi th\u1ef1c s\u1ef1 l\u00e0 t\u00e1c ph\u1ea9m khi\u1ebfn Peters tr\u1edf th\u00e0nh c\u00e1i t\u00ean quen thu\u1ed9c v\u1edbi marketer.<\/p>\n

Re-Imagine! ch\u1ee9a \u0111\u1ef1ng r\u1ea5t nhi\u1ec1u \u00fd t\u01b0\u1edfng th\u00fa v\u1ecb, bao tr\u00f9m l\u00ean nhi\u1ec1u ch\u1ee7 \u0111\u1ec1, t\u1eeb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u00f4ng ngh\u1ec7, cho \u0111\u1ebfn con ng\u01b0\u1eddi, gi\u00e1 tr\u1ecb v\u00e0 ng\u1eef c\u1ea3nh. Th\u1eadm ch\u00ed, c\u00f3 ng\u01b0\u1eddi c\u00f2n chia s\u1ebb r\u1eb1ng h\u1ecd lu\u00f4n \u0111\u1eb7t quy\u1ec3n n\u00e0y trang tr\u1ecdng tr\u00ean gi\u00e1 s\u00e1ch c\u1ee7a m\u00ecnh \u1edf v\u1ecb tr\u00ed \u0111\u1eb9p nh\u1ea5t, \u0111\u1ec3 m\u1ed7i l\u1ea7n c\u1ea7n \u0111\u1ecdc \u0111\u1ec1u c\u00f3 th\u1ec3 v\u1edbi l\u1ea5y n\u00f3 ngay v\u00e0 th\u01b0\u1edfng th\u1ee9c.<\/p>\n

3. The Sales Bible \u2013 The Ultimate Sales Resource, Jeffrey Gitomer<\/h2>\n

\"Permission<\/p>\n

\u00a0<\/div>\n

Nhi\u1ec1u ng\u01b0\u1eddi ngh\u0129 r\u1eb1ng v\u1edbi c\u00e1c gi\u00e1m \u0111\u1ed1c, \u0111\u1ea7u \u00f3c c\u1ee7a h\u1ecd gi\u1ed1ng nh\u01b0 nh\u1eefng s\u1ed5 s\u00e1ch k\u1ebf to\u00e1n v\u1ec1 b\u00e1n h\u00e0ng. \u0110\u00e2y l\u00e0 m\u1ed9t sai l\u1ea7m l\u1edbn.
M\u1ed9t s\u1ed1 ng\u01b0\u1eddi cho r\u1eb1ng The Sales Bible n\u00ean \u0111\u01b0\u1ee3c g\u1ecdi l\u1ea1i b\u1eb1ng c\u00e1i t\u00ean \u0111\u00fang h\u01a1n, \u0111\u00f3 l\u00e0 The Business Bible. \u0110\u1ea7u ti\u00ean, quy\u1ec3n s\u00e1ch n\u00e0y c\u00f3 l\u1ed1i h\u00e0nh v\u0103n r\u1ea5t th\u00e2n thi\u1ec7n, th\u00f4ng minh v\u00e0 h\u00f3m h\u1ec9nh. B\u00e0i h\u1ecdc l\u1edbn c\u1ee7a Gitomer l\u00e0 g\u00ec? Ch\u00fang ta h\u00e3y th\u00f4i vi\u1ec7c c\u1ed1 g\u1eafng b\u00e1n \u0111\u01b0\u1ee3c h\u00e0ng, v\u00e0 h\u00e3y b\u1eaft \u0111\u1ea7u h\u1ecdc c\u00e1ch x\u00e2y d\u1ef1ng nh\u1eefng m\u1ed1i quan h\u1ec7 tr\u1ecdn \u0111\u1eddi v\u1edbi m\u1ecdi ng\u01b0\u1eddi, v\u00e0 h\u1ecd s\u1ebd lu\u00f4n mu\u1ed1n mua h\u00e0ng t\u1eeb b\u1ea1n.
Jeffrey \u0111\u00e3 t\u1eebng ph\u00e1t bi\u1ec3u r\u1ea5t s\u00e1ng su\u1ed1t r\u1eb1ng: “M\u1ecdi vi\u1ec7c \u0111\u1ec1u c\u00f4ng b\u1eb1ng, con ng\u01b0\u1eddi th\u00edch l\u00e0m \u0103n kinh doanh v\u1edbi nh\u1eefng ai h\u1ecd th\u00edch v\u00e0 tin t\u01b0\u1edfng…, nh\u01b0ng ngay c\u1ea3 khi m\u1ecdi vi\u1ec7c c\u00f3 b\u1ea5t c\u00f4ng \u0111i ch\u0103ng n\u1eefa, ng\u01b0\u1eddi ta v\u1eabn th\u00edch l\u00e0m \u0103n kinh doanh v\u1edbi nh\u1eefng ai h\u1ecd bi\u1ebft l\u00e0 th\u00edch v\u00e0 tin t\u01b0\u1edfng \u0111\u01b0\u1ee3c.”<\/em><\/p>\n

4. Crossing the Chasm, Geoffrey A. Moore<\/h2>\n

\"Permission<\/p>\n

B\u1eb1ng c\u00e1ch nh\u1eadn di\u1ec7n s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa “nh\u1eefng ng\u01b0\u1eddi t\u00e2n th\u1eddi” v\u00e0 “nh\u1eefng ng\u01b0\u1eddi l\u1ea1c h\u1eadu”, \u0111\u1ed3ng th\u1eddi c\u1ea3 nh\u00f3m ng\u01b0\u1eddi \u1edf gi\u1eefa hai th\u00e1i c\u1ef1c n\u00e0y, t\u00e1c gi\u1ea3 Geoffrey Moore \u0111\u00e3 v\u1ebd ra m\u1ed9t l\u1ed9 tr\u00ecnh ph\u00e1t tri\u1ec3n c\u00e1c th\u1ecb tr\u01b0\u1eddng m\u1edbi. M\u1eb7c d\u00f9 Moore ch\u1ee7 y\u1ebfu n\u00f3i v\u1ec1 nh\u1eefng kh\u00e1c bi\u1ec7t trong l\u0129nh v\u1ef1c c\u00f4ng ngh\u1ec7 cao, nh\u01b0ng nh\u1eefng b\u00e0i h\u1ecdc v\u00e0 v\u00ed d\u1ee5 m\u00e0 t\u00e1c gi\u1ea3 \u0111\u01b0a ra v\u1eabn c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng cho nhi\u1ec1u ng\u00e0nh v\u00e0 l\u0129nh v\u1ef1c kh\u00e1c.<\/p>\n

5. The Life of PT Barnum, P.T. Barnum<\/h2>\n

\"Permission<\/p>\n

P.T. Barnum \u0111\u01b0\u1ee3c xem l\u00e0 m\u1ed9t chuy\u00ean gia v\u1ec1 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n, \u0111\u00e3 b\u1ecf nhi\u1ec1u c\u00f4ng s\u1ee9c trong h\u01a1n n\u1eeda th\u1ebf k\u1ef7 qua \u0111\u1ec3 x\u00e2y d\u1ef1ng, c\u1ee7ng c\u1ed1 v\u00e0 thay \u0111\u1ed5i h\u00ecnh \u1ea3nh c\u1ee7a m\u00ecnh tr\u01b0\u1edbc c\u00f4ng ch\u00fang, khi\u1ebfn th\u1ebf gi\u1edbi ph\u1ea3i nh\u00ecn nh\u1eadn nh\u1eefng kh\u00e1i ni\u1ec7m, quan \u0111i\u1ec3m m\u00e0 \u00f4ng \u0111\u00e3 \u0111\u01b0a ra.<\/p>\n

\u00a0<\/div>\n

6. Selling the Invisible, Harry Beckwith<\/h2>\n

\"Permission<\/p>\n

S\u1ef1 chuy\u1ec3n \u0111\u1ed5i kinh t\u1ebf c\u00f3 \u00fd ngh\u0129a nh\u1ea5t trong 50 n\u0103m qua tr\u00ean th\u1ebf gi\u1edbi l\u00e0 s\u1ef1 thay \u0111\u1ed5i t\u1eeb n\u1ec1n kinh t\u1ebf s\u1ea3n xu\u1ea5t c\u00f4ng nghi\u1ec7p sang n\u1ec1n kinh t\u1ebf d\u1ef1a tr\u00ean d\u1ecbch v\u1ee5. Theo t\u00e1c gi\u1ea3 Harry Beckwith, ch\u00eca kh\u00f3a \u0111\u1ec3 \u0111i \u0111\u1ebfn th\u00e0nh c\u00f4ng trong s\u1ef1 chuy\u1ec3n \u0111\u1ed5i \u1ea5y ch\u00ednh l\u00e0 kh\u1ea3 n\u0103ng ti\u1ec1m \u1ea9n c\u1ee7a doanh nghi\u1ec7p trong vi\u1ec7c x\u00e2y d\u1ef1ng quan h\u1ec7 gi\u1eefa c\u00e1c \u0111\u1ed3ng nghi\u1ec7p, gi\u1eefa \u0111\u1ed9i ng\u0169 nh\u00e2n vi\u00ean doanh nghi\u1ec7p v\u1edbi c\u00e1c \u0111\u1ed1i t\u00e1c, kh\u00e1ch h\u00e0ng. “Ti\u1ebfp th\u1ecb theo \u00fd ngh\u0129a m\u1edbi kh\u00f4ng ch\u1ec9 \u1edf c\u00e1ch l\u00e0m, m\u00e0 c\u00f2n \u1edf c\u00e1ch t\u01b0 duy. Ti\u1ebfp th\u1ecb \u0111\u01b0\u1ee3c b\u1eaft \u0111\u1ea7u b\u1eb1ng vi\u1ec7c t\u00ecm hi\u1ec3u b\u1ea3n ch\u1ea5t \u0111\u1eb7c th\u00f9 c\u1ee7a d\u1ecbch v\u1ee5 (ch\u00ednh l\u00e0 t\u00ednh v\u00f4 h\u00ecnh c\u1ee7a n\u00f3) v\u00e0 nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m chung c\u1ee7a nh\u1eefng ng\u01b0\u1eddi s\u1eed d\u1ee5ng d\u1ecbch v\u1ee5…”<\/em><\/p>\n

7. Influence, Bob Cialdini<\/h2>\n

\"Permission<\/p>\n

\u0110\u00e2y l\u00e0 cu\u1ed1n s\u00e1ch r\u1ea5t h\u1eefu \u00edch \u0111\u1ed1i v\u1edbi c\u00e1c chuy\u00ean gia b\u00e1n h\u00e0ng v\u00e0 ti\u1ebfp th\u1ecb. T\u00e1c gi\u1ea3 Bob Cialdini \u0111\u00e3 ph\u00e2n t\u00edch nh\u1eefng \u0111\u1ed9ng c\u01a1 khi\u1ebfn kh\u00e1ch h\u00e0ng \u0111\u1ed3ng \u00fd v\u00e0 b\u00ed quy\u1ebft \u0111\u1ec3 doanh nghi\u1ec7p \u0111\u01b0a h\u1ecd \u0111i \u0111\u1ebfn \u0111i\u1ec3m n\u00e0y. T\u1eeb nhi\u1ec1u quan s\u00e1t th\u1ef1c ti\u1ec5n, Cialdini \u0111\u00e3 \u0111\u00fac k\u1ebft \u0111\u01b0\u1ee3c nh\u1eefng h\u00e0nh \u0111\u1ed9ng v\u00e0 l\u1eddi n\u00f3i c\u00f3 kh\u1ea3 n\u0103ng t\u1ea1o ra \u1ea3nh h\u01b0\u1edfng m\u1ea1nh \u0111\u1ebfn nhu c\u1ea7u v\u00e0 mong mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

8. Positioning, Al Ries v\u00e0 Jack Trout<\/h2>\n

\"Permission<\/p>\n

M\u1eb7c d\u00f9 \u0111\u00e3 \u0111\u01b0\u1ee3c ph\u00e1t h\u00e0nh c\u00e1ch \u0111\u00e2y 20 n\u0103m, \u0111\u1ebfn nay cu\u1ed1n s\u00e1ch c\u1ee7a hai t\u00e1c gi\u1ea3 Al Ries v\u00e0 Jack Trout v\u1eabn ch\u1ee9ng minh \u0111\u01b0\u1ee3c nh\u1eefng gi\u00e1 tr\u1ecb \u0111\u00fang \u0111\u1eafn v\u1ec1 nh\u1eefng y\u1ebfu t\u1ed1 c\u01a1 b\u1ea3n l\u00e0m cho s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p ph\u00f9 h\u1ee3p v\u1edbi mong \u0111\u1ee3i c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 s\u1ed1ng \u0111\u01b0\u1ee3c v\u1edbi c\u1ea1nh tranh. “\u0110\u1ecbnh v\u1ecb l\u00e0 nh\u1eefng g\u00ec doanh nghi\u1ec7p t\u1ea1o ra cho s\u1ea3n ph\u1ea9m. \u0110\u1ecbnh v\u1ecb c\u0169ng l\u00e0 nh\u1eefng g\u00ec m\u00e0 doanh nghi\u1ec7p mu\u1ed1n t\u1ea1o ra trong t\u00e2m tr\u00ed c\u1ee7a kh\u00e1ch h\u00e0ng”<\/em> l\u00e0 m\u1ed9t trong nh\u1eefng c\u00e2u \u0111\u00fac k\u1ebft n\u1ed5i ti\u1ebfng c\u1ee7a hai t\u00e1c gi\u1ea3 trong cu\u1ed1n s\u00e1ch n\u00f3i tr\u00ean.<\/p>\n

\u00a0<\/div>\n

9. Buy-ology, Martin Lindstrom<\/h2>\n

\"Permission<\/p>\n

B\u1eb1ng c\u00e1ch \u0111\u01b0a khoa h\u1ecdc th\u1ea7n kinh (neuroscience) v\u00e0o trong ngh\u1ec7 thu\u1eadt ti\u1ebfp th\u1ecb, t\u00e1c gi\u1ea3 Martin Lindstrom \u0111\u00e3 gi\u1ea3i th\u00edch v\u1ec1 nh\u1eefng \u1ea3nh h\u01b0\u1edfng c\u1ee7a m\u1ed9t s\u1ed1 t\u00e1c nh\u00e2n th\u1ea7n kinh l\u00ean suy ngh\u0129 c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. \u0110i\u1ec1u quan tr\u1ecdng h\u01a1n l\u00e0 Lindstrom \u0111\u01b0a ra c\u00e1c bi\u1ec7n ph\u00e1p \u0111\u00e1nh gi\u00e1 t\u00e1c \u0111\u1ed9ng c\u1ee7a y\u1ebfu t\u1ed1 n\u00e0y m\u1ed9t c\u00e1ch khoa h\u1ecdc v\u00e0 s\u1eed d\u1ee5ng c\u00e1c k\u1ebft qu\u1ea3 \u0111\u1ec3 \u0111i\u1ec1u ch\u1ec9nh c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb.<\/p>\n

10. Guerrilla Marketing, Jay Conrad Levinson<\/h2>\n

\"Permission<\/p>\n

C\u00e1ch \u0111\u00e2y 30 n\u0103m, Jay Conrad Levinson \u0111\u00e3 l\u00e0m cho ti\u1ebfp th\u1ecb kh\u00f4ng c\u00f2n l\u00e0 \u0111\u1eb7c quy\u1ec1n c\u1ee7a nh\u1eefng c\u00f4ng ty l\u1edbn v\u1edbi ng\u00e2n s\u00e1ch “kh\u1ee7ng” m\u00e0 ho\u00e0n to\u00e0n n\u1eb1m trong t\u1ea7m v\u1edbi c\u1ee7a c\u00e1c doanh nghi\u1ec7p nh\u1ecf v\u00e0 v\u1eeba nh\u1edd nh\u1eefng chi\u1ebfn thu\u1eadt s\u00e1ng t\u1ea1o v\u00e0 \u00edt t\u1ed1n k\u00e9m h\u01a1n. T\u00e1c gi\u1ea3 gi\u1ea3i th\u00edch r\u1eb1ng doanh nghi\u1ec7p kh\u00f4ng nh\u1ea5t thi\u1ebft ph\u1ea3i b\u1ecf ra nhi\u1ec1u ti\u1ec1n \u0111\u1ec3 nh\u1eadn bi\u1ebft \u0111\u01b0\u1ee3c th\u1ecb tr\u01b0\u1eddng, ch\u1ec9 c\u1ea7n hi\u1ec3u h\u1ebft \u0111\u01b0\u1ee3c m\u1ecdi kh\u00eda c\u1ea1nh c\u1ee7a ti\u1ebfp th\u1ecb v\u00e0 bi\u1ebft c\u00e1ch v\u1eadn d\u1ee5ng s\u00e1ng t\u1ea1o.<\/p>\n

11. The Long Tail, Chris Anderson<\/h2>\n

\"Permission<\/p>\n

Theo Chris Anderson, n\u1ebfu nh\u01b0 th\u1ebf k\u1ef7 XX \u0111\u01b0\u1ee3c xem l\u00e0 th\u1eddi k\u1ef3 c\u1ee7a nh\u1eefng s\u1ea3n ph\u1ea9m “hit” (s\u1ea3n ph\u1ea9m thu h\u00fat s\u1ef1 quan t\u00e2m c\u1ee7a s\u1ed1 \u0111\u00f4ng kh\u00e1ch h\u00e0ng), th\u00ec th\u1ebf k\u1ef7 XXI l\u00e0 th\u1eddi \u0111\u1ea1i c\u1ee7a nh\u1eefng s\u1ea3n ph\u1ea9m “niche” (s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p v\u1edbi m\u1ed9t ph\u00e2n kh\u00fac h\u1eb9p c\u1ee7a th\u1ecb tr\u01b0\u1eddng). Trong cu\u1ed1n s\u00e1ch n\u00e0y, t\u00e1c gi\u1ea3 \u0111\u00e3 gi\u1ea3i th\u00edch nh\u1eefng th\u00f3i quen mua h\u00e0ng tr\u00ean internet c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

12. Extraordinary Popular Delusions and the Madness of Crowds, Charles Mackay<\/h2>\n

\"Permission<\/p>\n

Suy cho c\u00f9ng, l\u00e0m ti\u1ebfp th\u1ecb ch\u00ednh l\u00e0 t\u00ecm hi\u1ec3u suy ngh\u0129, h\u00e0nh vi c\u1ee7a c\u00e1c nh\u00f3m ng\u01b0\u1eddi kh\u00e1c nhau. Cho d\u00f9 c\u00f4ng ngh\u1ec7 \u0111\u00e3 thay \u0111\u1ed5i trong nhi\u1ec1u th\u1eadp ni\u00ean qua nh\u01b0ng m\u1ed9t s\u1ed1 suy ngh\u0129 v\u00e0 h\u00e0nh vi c\u01a1 b\u1ea3n c\u1ee7a con ng\u01b0\u1eddi d\u01b0\u1eddng v\u1eabn nh\u01b0 c\u0169. Do \u0111\u00f3, nh\u1eefng \u0111i\u1ec1u v\u1ec1 “t\u00e2m l\u00fd \u0111\u00e1m \u0111\u00f4ng” m\u00e0 Charles Mackay \u0111\u00e3 \u0111\u1ec1 c\u1eadp trong cu\u1ed1n s\u00e1ch c\u1ee7a m\u00ecnh t\u1eeb n\u0103m 1841 v\u1eabn c\u00f2n \u0111\u00fang qua nhi\u1ec1u th\u1eddi \u0111\u1ea1i v\u00e0 ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng trong c\u00e1c ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb. \u0110\u1ecdc cu\u1ed1n s\u00e1ch n\u00e0y, ch\u00fang ta kh\u00f4ng c\u00f2n ng\u1ea1c nhi\u00ean tr\u01b0\u1edbc nh\u1eefng s\u1ef1 ki\u1ec7n \u0111\u1eb7c bi\u1ec7t nh\u01b0 cu\u1ed9c \u0111\u1ea1i kh\u1ee7ng ho\u1ea3ng h\u1ed3i th\u1eadp ni\u00ean 1930 hay c\u00e1c “c\u01a1n s\u1ed1t” c\u1ee7a c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh truy\u1ec1n h\u00ecnh th\u1ef1c t\u1ebf \u1edf M\u1ef9 nh\u01b0 The Kardashians.<\/p>\n

\u00a0<\/div>\n

13. Epic Content Marketing, Joe Pulizzi<\/h2>\n

\"Permission<\/p>\n

\u0110\u00e2y l\u00e0 m\u1ed9t trong nh\u1eefng cu\u1ed1n s\u00e1ch Content Marketing c\u00f3 n\u1ed9i dung hay nh\u1ea5t. Joe Pulizzi, ng\u01b0\u1eddi s\u00e1ng l\u1eadp h\u1ecdc vi\u1ec7n Content Marketing, \u0111\u00e3 cho ra \u0111\u1eddi cu\u1ed1n s\u00e1ch content marketing huy\u1ec1n tho\u1ea1i nh\u01b0 t\u00ean g\u1ecdi c\u1ee7a n\u00f3. Cu\u1ed1n s\u00e1ch mang t\u1edbi c\u00e1i nh\u00ecn bao qu\u00e1t \u0111\u1ea7y h\u1ea5p d\u1eabn, \u0111\u01b0a ra c\u00e1c chi\u1ebfn l\u01b0\u1ee3c r\u00f5 r\u00e0ng, \u0111\u1ed3ng th\u1eddi cung c\u1ea5p c\u00e1c c\u00f4ng c\u1ee5 h\u1eefu \u00edch cho m\u1ed9t marketer th\u1eddi hi\u1ec7n \u0111\u1ea1i.<\/p>\n

14. The Art of Social Media, Guy Kawasaki v\u00e0 Peg Fitzpatrick<\/h2>\n

\"Permission<\/p>\n

Cu\u1ed1n s\u00e1ch Content Marketing n\u00e0y c\u00f3 n\u1ed9i dung th\u1ef1c s\u1ef1 r\u1ea5t h\u1ea5p d\u1eabn. Nh\u1eefng \u0111i\u1ec1u Guy Kawasaki vi\u1ebft \u0111\u1ec1u t\u1ef1 \u0111\u1ed9ng tr\u1edf n\u00ean th\u00fa v\u1ecb, t\u1eeb khi \u00f4ng l\u00e0 m\u1ed9t trong nh\u1eefng nh\u00e0 t\u01b0 t\u01b0\u1edfng s\u00e1ng t\u1ea1o nh\u1ea5t th\u1ebf gi\u1edbi kinh doanh. Trong quy\u1ec3n s\u00e1ch n\u00e0y, Kawasaki (c\u00f9ng v\u1edbi s\u1ef1 gi\u00fap \u0111\u1ee1 c\u1ee7a \u0111\u1ed3ng t\u00e1c gi\u1ea3) \u0111\u00e3 v\u01b0\u1ee3t xa kh\u1ecfi c\u00e1i b\u00f3ng c\u1ee7a ch\u00ednh m\u00ecnh. C\u00f3 h\u01a1n 60.000 g\u00f3c nh\u00ecn kh\u00e1c nhau v\u1ec1 truy\u1ec1n th\u00f4ng m\u1ea1ng x\u00e3 h\u1ed9i, \u00f4ng \u0111\u00e3 thu th\u1eadp m\u1ed9t lo\u1ea1t c\u00e1c b\u00ed k\u00edp h\u1eefu \u00edch m\u00e0 b\u1ea1n c\u00f3 th\u1ec3 \u1ee9ng d\u1ee5ng ngay l\u1eadp t\u1ee9c \u0111\u1ec3 \u0111\u01b0a th\u00f4ng \u0111i\u1ec7p c\u1ee7a m\u00ecnh lan t\u1ecfa v\u00e0 thu h\u00fat \u0111\u01b0\u1ee3c nhi\u1ec1u kh\u00e1ch h\u00e0ng m\u1edbi. \u0110\u00e2y th\u1ef1c s\u1ef1 l\u00e0 m\u1ed9t quy\u1ec3n s\u00e1ch \u0111\u00e1ng \u0111\u1ecdc v\u1edbi m\u1ecdi marketer.<\/p>\n

15. Spin Sucks, Gini Dietrich<\/h2>\n

\"Permission<\/p>\n

Tr\u1edf l\u1ea1i ng\u00e0y x\u01b0a, c\u00f4ng vi\u1ec7c c\u1ee7a m\u1ed9t nh\u00f3m PR l\u00e0 \u0111\u1ea9y “c\u01a1n l\u1ed1c th\u00f4ng tin” trong th\u1ef1c t\u1ebf tr\u1edf n\u00ean th\u00fa v\u1ecb v\u00e0 d\u1ec5 \u0111\u1ecdc. Quy\u1ec3n s\u00e1ch Content Marketing n\u00e0y gi\u1ea3i th\u00edch l\u00fd do t\u1ea1i sao \u0111i\u1ec1u \u0111\u00f3 \u0111\u00e3 kh\u00f4ng c\u00f2n hi\u1ec7u qu\u1ea3 trong m\u00f4i tr\u01b0\u1eddng n\u00e0y – n\u01a1i m\u00e0 internet khi\u1ebfn m\u1ecdi th\u1ee9 ki\u1ebfn th\u1ee9c tr\u1edf n\u00ean ph\u1ed5 bi\u1ebfn. Quy\u1ec3n s\u00e1ch c\u0169ng m\u00f4 t\u1ea3 l\u00e0m c\u00e1ch n\u00e0o s\u1eed d\u1ee5ng s\u1ef1 th\u1eadt m\u1ed9t c\u00e1ch th\u1eb3ng th\u1eafn \u0111\u1ec3 nh\u00e2n h\u00f3a b\u1ea3n th\u00e2n, s\u1ea3n ph\u1ea9m v\u00e0 c\u00f4ng ty c\u1ee7a b\u1ea1n.<\/p>\n

16. Decoding the new consumer mind, Kit Yarrow<\/h2>\n

\"Permission<\/p>\n

Khi quy\u1ec3n s\u00e1ch Content Marketing n\u00e0y \u0111ang n\u00f3i v\u1ec1 vi\u1ec7c l\u00e0m marketing cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u00ec ngo\u00e0i kia nh\u1eefng nh\u00e0 kinh doanh \u0111ang b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi nh\u1eefng c\u00f4ng th\u1ee9c m\u00e0 n\u00f3 n\u00eau l\u00ean. \u0110i\u1ec1u th\u00fa v\u1ecb nh\u1ea5t l\u00e0 c\u00e1ch m\u00e0 n\u00f3 d\u00f9ng nghi\u00ean c\u1ee9u \u0111\u1ec3 t\u00ecm hi\u1ec3u v\u1ec1 qu\u00e1 tr\u00ecnh suy ngh\u0129 c\u1ee7a con ng\u01b0\u1eddi khi h\u1ecd mua s\u1eafm.<\/p>\n

17. Global Content Marketing, Pam Didner<\/h2>\n

\"Permission<\/p>\n

\u00a0<\/div>\n

Cu\u1ed1n s\u00e1ch n\u00e0y l\u00e0 m\u1ed9t m\u1eb7t kh\u00e1c c\u1ee7a cu\u1ed1n “The power of Visual Storytelling”<\/em> v\u00e0 nh\u1eefng quy\u1ec3n s\u00e1ch chi\u1ebfn thu\u1eadt kh\u00e1c trong danh s\u00e1ch n\u00e0y. Kh\u00f4ng c\u00f3 c\u00e2u h\u1ecfi n\u00e0o v\u1ec1 m\u1ee9c \u0111\u1ed9 quan tr\u1ecdng c\u1ee7a n\u1ed9i dung (m\u1eb7c d\u00f9 c\u00e0ng ng\u00e0y c\u00e0ng \u00edt v\u00ec s\u1ef1 b\u00e3o h\u00f2a th\u00f4ng tin), v\u00ec v\u1eady n\u1ebfu b\u1ea1n \u0111ang cung c\u1ea5p n\u1ed9i dung, b\u1ea1n ph\u1ea3i \u0111\u1ea3m b\u1ea3o c\u00f3 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c v\u00e0 m\u1ed9t hi\u1ec7u \u1ee9ng \u0111\u00fang tr\u00ean c\u01a1 s\u1edf c\u00e1c kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i v\u00e0 ti\u1ec1m n\u0103ng c\u1ee7a b\u1ea1n.<\/p>\n

18. The Cluetrain Manifesto \u2013 The End of Business As Usual, Rick Levine, Christopher Locke, Doc Searls v\u00e0 David Weinberger<\/h2>\n

\"Permission<\/p>\n

\u0110\u00e2y l\u00e0 quy\u1ec3n s\u00e1ch \u0111\u01b0\u1ee3c cho r\u1eb1ng c\u00f3 kh\u1ea3 n\u0103ng hi\u1ec7n th\u1ef1c h\u00f3a m\u1ecdi th\u1ee9 (\u1edf giai \u0111o\u1ea1n cu\u1ed1i nh\u1eefng n\u0103m 80 c\u1ee7a th\u1ebf k\u1ef7 tr\u01b0\u1edbc v\u00e0 k\u1ec3 t\u1eeb sau \u0111\u00f3), v\u1ec1 c\u00e1ch c\u00f4ng ngh\u1ec7, v\u00e0 quan tr\u1ecdng h\u01a1n: Internet, \u0111ang thay \u0111\u1ed5i m\u1ecdi th\u1ee9 v\u1ec1 marketing, truy\u1ec1n th\u00f4ng, ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng v\u00e0 qu\u1ea3ng c\u00e1o. Khi ch\u00fang ta ngh\u0129 c\u00e1c c\u00f4ng ty c\u00e0ng ng\u00e0y c\u00e0ng ho\u1ea1t \u0111\u1ed9ng theo c\u00e1ch th\u1ee9c c\u1ee7a m\u1ed9t con ng\u01b0\u1eddi, The Cluetrain Manifesto th\u1eadt s\u1ef1 c\u00f3 th\u1ec3 t\u1ea1o n\u00ean t\u1ea7m nh\u00ecn v\u1ec1 c\u00e1ch c\u00e1c th\u01b0\u01a1ng hi\u1ec7u v\u00e0 lo\u00e0i ng\u01b0\u1eddi c\u00f3 th\u1ec3 tr\u1edf n\u00ean ng\u00e0y c\u00e0ng g\u1eafn k\u1ebft v\u1edbi nhau nh\u01b0 th\u1ebf n\u00e0o. M\u1eb7c d\u00f9 ph\u00e1t h\u00e0nh \u0111\u00e3 l\u00e2u, nh\u01b0ng quy\u1ec3n s\u00e1ch v\u1eabn c\u00f2n gi\u00e1 tr\u1ecb \u0111\u1ebfn ng\u00e0y h\u00f4m nay, v\u00e0 khi b\u1ea1n \u0111\u1ecdc n\u00f3, b\u1ea1n c\u00f3 th\u1ec3 th\u1ea5y \u0111\u01b0\u1ee3c lo\u00e0i ng\u01b0\u1eddi \u0111\u00e3 ti\u1ebfn xa nh\u01b0 th\u1ebf n\u00e0o v\u00e0 s\u1ebd c\u00f2n ti\u1ebfp t\u1ee5c n\u1eefa.<\/p>\n

19. Made to Stick \u2013 Why Some Ideas Survive And Other Dies, Chip v\u00e0 Dan Heath<\/h2>\n

\"Permission<\/p>\n

Ch\u00fang ta n\u00f3i r\u1ea5t nhi\u1ec1u v\u1ec1 c\u00e1ch t\u1ea1o ra m\u1ed9t video \u0111\u0103ng t\u1ea3i tr\u00ean Youtube c\u00f3 s\u1ee9c s\u1ed1ng, lan truy\u1ec1n (viral), ho\u1eb7c l\u00e0m c\u00e1ch n\u00e0o m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 thu h\u00fat th\u00eam nhi\u1ec1u kh\u00e1ch h\u00e0ng “th\u00edch” h\u1ecd tr\u00ean Facebook. Tuy nhi\u00ean, ch\u00fang ta l\u1ea1i qu\u00ean \u0111\u1eb7t cho m\u00ecnh c\u00e2u h\u1ecfi c\u01a1 b\u1ea3n nh\u1ea5t: L\u00e0m c\u00e1ch n\u00e0o ch\u00fang ta c\u00f3 th\u1ec3 khi\u1ebfn cho nhi\u1ec1u ng\u01b0\u1eddi quan t\u00e2m h\u01a1n \u0111\u1ebfn m\u00ecnh nhi\u1ec1u h\u01a1n?<\/p>\n

\u0110\u00e2y l\u00e0 m\u1ed9t quy\u1ec3n s\u00e1ch m\u00e0 nhi\u1ec1u ng\u01b0\u1eddi \u0111\u1ecdc (ho\u1eb7c mua, v\u00e0 \u0111\u01b0\u1ee3c khuy\u1ebfn ngh\u1ecb n\u00ean \u0111\u1ecdc), nh\u01b0ng \u00edt ai trong s\u1ed1 \u0111\u00f3 ch\u1ecbu kh\u00f3 suy ng\u1eabm nh\u1eefng g\u00ec quy\u1ec3n s\u00e1ch truy\u1ec1n t\u1ea3i. Gi\u1ed1ng m\u1ed9t quy\u1ec3n s\u00e1ch gi\u00e1o khoa, nh\u01b0ng Made to Stick tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi \u1edf tr\u00ean r\u1ea5t tri\u1ec7t \u0111\u1ec3. \u0110\u00e2y l\u00e0 m\u1ed9t trong nh\u1eefng quy\u1ec3n s\u00e1ch hay nh\u1ea5t ch\u1ec9 cho ch\u00fang ta c\u00e1ch l\u00e0m th\u1ebf n\u00e0o t\u1ea1o ra m\u1ed9t c\u00e2u chuy\u1ec7n h\u1ea5p d\u1eabn. M\u1ed9t c\u00e2u chuy\u1ec7n m\u00e0 m\u1ecdi ng\u01b0\u1eddi s\u1ebd th\u1eadt s\u1ef1 quan t\u00e2m \u0111\u1ebfn.<\/p>\n

N\u1ebfu b\u1ea1n mu\u1ed1n m\u1ecdi ng\u01b0\u1eddi quan t\u00e2m, b\u1ea1n ph\u1ea3i k\u1ec3 cho h\u1ecd nghe nh\u1eefng c\u00e2u chuy\u1ec7n v\u0129 \u0111\u1ea1i. \u0110\u00e2y l\u00e0 m\u1ed9t quy\u1ec3n s\u00e1ch c\u00f3 s\u1ee9c \u1ea3nh h\u01b0\u1edfng l\u1edbn v\u1ec1 c\u00e1ch nh\u1eefng c\u00e2u chuy\u1ec7n v\u0129 \u0111\u1ea1i \u0111\u01b0\u1ee3c t\u1ea1o n\u00ean, \u0111\u01b0\u1ee3c k\u1ec3 v\u00e0 \u0111\u01b0\u1ee3c b\u00e1n.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Ngo\u00e0i nh\u1eefng cu\u1ed1n gi\u00e1o tr\u00ecnh truy\u1ec1n th\u1ed1ng th\u00ec hi\u1ec7n nay, tr\u00ean th\u1ecb tr\u01b0\u1eddng c\u0169ng c\u00f3 r\u1ea5t nhi\u1ec1u \u0111\u1ea7u s\u00e1ch tham kh\u1ea3o thu\u1ed9c l\u0129nh v\u1ef1c Marketing m\u00e0 c\u00e1c Marketer, sinh vi\u00ean m\u1edbi ra tr\u01b0\u1eddng hay nh\u1eefng ng\u01b0\u1eddi quan t\u00e2m t\u1edbi ng\u00e0nh n\u00e0y n\u00ean \u0111\u1ecdc. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 top 20 c\u00e1i t\u00ean hay nh\u1ea5t theo b\u00ecnh ch\u1ecdn c\u1ee7a Twistimage, Marketing Cloud c\u00f9ng m\u1ed9t s\u1ed1 trang web kh\u00e1c.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[452],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/41194"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=41194"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/41194\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=41194"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=41194"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=41194"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}