在美国，咖啡这种饮品曾经令人难以下咽，无人愿意接受。但是，星巴克咖啡店的出现改变了这种现象——它成功地打造出独具特色的精品咖啡帝国，成为全球首屈一指的咖啡业霸主。那么，星巴克成功的秘密到底是什么？
本书对星巴克传奇进行了深入揭秘。作者详细讲述了星巴克的创建历程，包括其创始人如何在完全没有咖啡文化的美国开辟出自己独特的咖啡之路；如何为门店选址；如何大胆地在同一条街开几个星巴克门店；如何设计出别致的“美人鱼”标志；如何进行产品设计及产品定位；如何吸引顾客并增强客户黏性；如何规划其更绚烂的企业愿景，从而发展为一个国际性的连锁机构，等等。
Starbucked will be the first book to explore the incredible rise of the Starbucks Corporation and the caffeine-crazy culture that fueled its success. Part Fast Food Nation, part Bobos in Paradise, Starbucked combines investigative heft with witty cultural observation in telling the story of how the coffeehouse movement changed our everyday lives, from our evolving neighborhoods and workplaces to the ways we shop, socialize, and self-medicate.
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.
这本书由业内领先的零售分析师撰写，他们花了数十年时间研究零售业的趋势和未来，并从亚马逊传奇中总结了宝贵的经验和教训。书中还分析了亚马逊在向实体零售转型的过程中，是否会一如既往获得关注，以及语音技术、免费结账和亚马逊生态系统如何从根本上改变未来商店模式和购物方式。
Explore Amazon’s disruptive new retail strategies, its impact on the wider eCommerce sector, and gain valuable lessons that can be applied to retailers globally.
The retail industry is facing unprecedented challenges. Across all sectors and markets, retailers are shifting their business models and customer engagement strategies to ensure their survival. The rise of online shopping, and its primary player, Amazon, is at the heart of many of these changes and opportunities. Amazon explores the e-commerce giant’s strategies, providing original insight at a time when the company is on the cusp of revolutionizing itself even further.
本书作者对150多人做了访谈，其中包括谷歌的竞争者、合作伙伴，谷歌创始人学生时代的见证者，美国政府官员、专家学者；并且查阅了谷歌的相关视频和音频记录，以及数千页公共与私人文档、互联网帖子和电子邮件，为读者呈现了一幅别开生面的谷歌图景：谷歌的午餐究竟有多丰盛；谷歌上市首日，佩奇和布林的表现如何不同寻常；火人节与谷歌有何神秘缘分；谷歌创始人如何在24小时内，强势地从雅虎手中抢回大单；谷歌怎样创造出造富神话……
Here is the story behind one of the most remarkable Internet successes of our time. Based on scrupulous research and extraordinary access to Google, the book takes you inside the creation and growth of a company whose name is a favorite brand and a standard verb recognized around the world. Its stock is worth more than General Motors’ and Ford’s combined, its staff eats for free in a dining room that used to be run by the Grateful Dead’s former chef, and its employees traverse the firm’s colorful Silicon Valley campus on scooters and inline skates.
