接纳一个营销观念的前提是看它有没有足够的证据支持。营销者需要具有思考能力,而不是仅仅传播时髦慨念。简单的经验法则确实有一定的道理,难怪会引起共鸣。遗憾的是,随着传播范围越来越广,人们的惰性也越来越甚,结果变得很难转变,甚至很难演变。正如过去没有人因购买IBM产品而被解雇,现在也没有营销人员因传播传统观点而挨训,即便传统观点没有得到证据的支持。当今目标消费者→消费者网络营销人员经常挂在嘴边的一句遁词是:“我知道广告费浪费了一半,但我不知 The premise of accepting a marketing idea is to see if it has enough evidence to support it. Marketers need to be able to think, not just propagate trendy ideas. Simple rules of thumb do have some truth, no wonder it will resonate. Unfortunately, as the scope of transmission becomes wider and wider, people's inertia is getting worse and worse, the result becomes difficult to change and even difficult to evolve. Just as no one in the past was fired for buying IBM products, no marketer is now trained to spread the traditional view, even as traditional wisdom is not supported by evidence. Today's target consumer → consumer network marketers often sentenced to death is: ”I know the advertising wasted in half, but I do not know