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Stick Out: a ninja in Japanese brand marketing (English Edition) Kindle版
“At last, Yasuhiro Yamamoto has found a way to show how to look into people’s hearts to find what they deeply care about, in order to create products or other experiences of value. Often, people are not even fully aware of these latent passions, but when tapped, they and others like them respond in ways that make hits. What a gift!”
—Allan Cohen (Babson College) and David Bradford (Stanford University) ,co-authors ofInfluence without Authority
Description:
“Yes! That’s what I’ve always wanted!” – What lies behind a hit.
Hits are not all born from creative, mind-blowingly original ideas or
world-leading technological innovations. The LINE application, store-brewed
coffee, and low-cost airlines were all hits born from discovering and
commercializing latent needs that no one had noticed before. Noticing the problems and dissatisfactions that people harbor, and providing
products and services that resolve them – that is the key to producing a
hit.
The hitmaker’s tip to uncovering the latent needs of 100 million people. The author of this book has been responsible for many hits in the
competitive Japanese market, such as:
• Jūjitsu Yasai, which redefined the norm of vegetable juice
• The canned version of REAL GOLD, successfully released twenty years ago
• The canned coffee, Roots, which was last to join the market but ended up a mega-hit
The author draws upon his arsenal of real-life experiences in working for manufacturers and tells all about discovering latent needs, building a hypothesis, and giving it the boost to make it a hit.
About the author:
Yasuhiro Yamamoto is a Executive Director of Business Value Creations, Inc. Japanese Ninja Marketer. Engaging in brand consulting and marketing for leading companies in various fields such as cosmetics, pharmaceuticals, and alcoholic beverages. He also provides corporate training, teaches in universities, and writes articles for various media such as trade journals. He is a self-made expert in the planning and launching of new products and services, and a researcher of latent needs. Brief biography of the author (from “BOOK Author Information”)
※Description (from “BOOK” database)
Jūjitsu Yasai, REAL GOLD in a can, and Roots – the man behind these familiar products reveals the secret of his work!
著者について

株式会社 ビジネス・バリュー・クリエイションズ 代表取締役
1965年(昭和40年)生まれ。アメリカ留学後、87年、伊藤園へ入社。92年、93年と2年連続で日経ヒット商品番付に選ばれた「ぎゅっと搾ったレモン水」や「充実野菜」など企画開発。93年伊藤園 努力賞受賞。
95年、日本コカ・コーラへ。日本初となる缶入りエナジードドリンク「リアルゴールド」など企画、健康志向飲料担当ブランドマネジャー経験後、31歳でマーケティング統括部長代理(Strategic Marketing Deputy Group Manager)として1兆円規模のコカ・コーラ社全体の新商品マーケティング戦略を担当。
99年、日本たばこ産業へ移り、翌34歳で組織改革を行いマーケティング部長となりJT飲料事業売上を5倍の1,500億円まで伸ばす。「桃の天然水」ブランドマネジメント、缶コーヒー「ルーツ」などの立ち上げに貢献し2000年JT社長賞受賞。2年連続飲料業界トップ売上伸長率達成。
2006年独立。保険会社、化粧品、医薬・医療品、アルコール飲料、ゼネコン、アパレル企業など様々な業界のリーディングカンパニーにてブランドコンサルティング、新商品開発、マーケティング支援業務に携わる。
マーケティング歴30年以上の本格派、業界紙をはじめとしたメディアへの出演、連載寄稿、企業研修、大学等でのセミナー、講義なども積極的に行なっている。たたき上げメーカー出身、新商品・新サービス企画立ち上げスペシャリスト。潜在ニーズ研究家。
2020年、損保ジャパン(本社)にてブランド戦略アドバイザー顧問を務める。著書には「ヒットの正体」他、Amazonベストセラー「1日1話、読めば心が熱くなる365人の仕事の教科書」の8月1日担当。2011年7月よりフジサンケイ・イノベーションズアイにて、著者主催「マーケティングフォーラム~企画書プレゼン講座~」を定期開催中。
https://www.innovations-i.com/seminar/id/199.html
■BVC解説はこちら(英国大使館商工会)
British embassy official recognition, British Chamber of Commerce:about BVC
https://issuu.com/custom-media-kk/docs/acumen.02.2016
■BVCホームページはこちら
https://bvcincjp.com/
■BVC代表プライムビデオはこちら
https://www.amazon.co.jp/gp/video/detail/B01FV85RBW/ref=cm_sw_em_r_pv_wb_kYEJi9hoQ5Urb
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Executive Director of Business Value Creations, Inc.
Born in 1965 and joined Ito En Ltd. in 1987, where he produced the hits Gyutto Shibotta Lemon Sui and Jūjitsu Yasai, making the Nikkei hit product ranking two years in a row (1992 and 1993).
He joined Coca Cola Japan in 1995, where he created the canned version of REAL GOLD, managed brands such as VegitaBeta, and became General Manager of Marketing at age 31, assuming responsibility for the marketing strategy for the trillion-yen portfolio of new products for the company.
In 1999, he moved on to Japan Tobacco Inc., where he became the Marketing Department Manager one year into his tenure at age 34 and grew the company's beverage business five-fold. He contributed to the brand management of Momo No Tennen Sui and the launch of the Roots canned coffee, and was given the President's Award. He achieved top growth rate in the industry for two consecutive years.
In 2006, he started his own business, engaging in brand consulting and marketing for leading companies in various fields such as cosmetics, pharmaceuticals, and alcoholic beverages. He also provides corporate training, teaches in universities, and writes articles for various media such as trade journals. He is a self-made expert in the planning and launching of new products and services, and a researcher of latent needs. In 2020,Senior corporate adviser to the Sompo Japan Insurance Inc.,. He is a self-made expert in the planning and launching of new products and services, and a researcher of latent needs.
■Business Value Creations, Inc. Company introduction
British embassy official recognition, British Chamber of Commerce
https://issuu.com/custom-media-kk/docs/acumen.02.2016
■Prime Video; Business Value Creations, Inc.
https://www.amazon.co.jp/gp/video/detail/B01FV85RBW/ref=cm_sw_em_r_pv_wb_kYEJi9hoQ5Urb
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