Knowledge - Special subject

Contagious - The book is a great choice for marketers

The book is classified into the category of business books that should be read. The Contagious is presented in the form of lively stories by Jonah Berger, a marketing professor at Wharton School, at the University of Pennsylvania - a school of the top schools of the United States.


If you haven't read them yet, or haven't even seen them, you're missing an opportunity to make yourself better. Or do you have very little reading time? No problem, let me help. Hopefully this short article will help you understand what the author of the book wants to convey to everyone.

Do you know why some products, ideas and activities succeed when others fail? Slowly give me the answer, let me tell you the story that Jonah Berger told me and the answer is not too late.


In the story in this readable business book, the author put it: Howard Wein, who has experience in customer service-related studies, is the director of Starwood's food and beverage company. Wein succeeded in turning ordinary burgers and cheeses into a dish worth $ 100. Wein himself was also surprised by the spread of people about his cake. And of course, Wein's cake is not just as simple as normal burgers and cheeses, but he turns it into a special dish. He started with a loaf of sweet bread made at home with a mustard seed. He added that the slices of Kobe beef cut thin, looking like marble. After that, he combined both caramel dipped onions, traditional grated tomatoes and Italian cheeses with triple cream flavors. All are finished by black mushroom mushroom and avocado North American lobster tail. He wanted it more special with chilled champagne Veuve Clicquot. And everyone's reaction made him unable to believe his eyes. They are very interested in this dish, most of all they recommend to their friends and relatives about that dish. His plan was successful. The story of $ 100 burgers and cheese has spread. It is so popular that USA Today and its media and celebrities have complimented it.

The question is why is Wein's dish selling $ 100 or otherwise, why is it so popular? Is due to the spread of society. When products and activities are spread among the people. They start with a small group of individuals or organizations that spread, usually from one person to another, like a virus. However, in society, there are still some products, ideas and activities that have failed despite losing a lot of marketing and advertising money. The explanation for this, the products are successful, the other popular simply because they are better. Do you agree that we humans tend to prefer websites that are easier to use, drugs that are more effective and scientific doctrines are more wrong. So when something comes up with a better function or works better, people will switch to using that.

Another reason for successful products is the attractive price. Not surprisingly, people like to spend less money than spend money. So when two relatively similar products are competing, the cheaper ones often win. Or if a company halves product prices, that will often help increase sales.

People like to share stories, news and information with people around them. We talk about tourist places, family stories, love stories for friends, relatives, etc. It can be seen that oral communication is more effective than traditional advertising for two reasons: First, it is more convincing. . And second, it is more oriented.


With his research and scholarship, Jonah Berger introduced six principles that make up the oral tradition:

Principle 1: Social recognition

Principle 2: Activation

Principle 3: Feelings

Principle 4: Public

Principle 5: Actual value

Principle 6: Stories

Those are all six important principles that Jonah Berger shared with us about how to create the most effective spread effect. Hopefully, the above share, somewhat satisfying curiosity about business books should read this.

According to the sachkinhdoanh

  • R2GK4T GỬI
  • GỬI
  • Customer Feedback
      “After attending this training course, I expand my knowledge of warehouse management, improve professional ...”
    • Ms. Pham Thi Phung Ngoc - Production leader of Chuong Duong Beverage Joint Stock Company
      “I understand the basic structure of salary 3Ps and the application of wage structure 3Ps will motivate ...”
    • Mr. Nguyen The Quoc Dat – Workshop Foreman of Tra Bac Joint Stock Company
      “Through the course, I have a professional working style of a teller and applying of sales professional ...”
    • Ms. Le Thi Thanh Thao – Teller of Khanh Hoa Electric Power Joint Stock Company
      “Through the course, I understand later on production management and I completed better production functions ...”
    • Ms. Nguyen Thi Yen Oanh – Staff of Quang Phu Garment Joint Stock Company
      “I have learned time formulas, the relationship between productivity and quality, productivity calculations, ...”
    • Ms. Vu Thi Kim Anh - Head of HR administration
      “I learned how to identify risks in all activities of the organization, building a risk control flow ...”
    • Ms. Nhan Huc Quan - General director
      “I have learned cost control methods to avoid wasting, wasting, minimizing all possible risks and planning ...”
    • Mr. Huynh Quoc Bao - Chief accountant 
      “Through the training course I have learned a lot of knowledge about the market, market research, understanding ...”
    • Ms. Nguyen Thi Thu Vang - Marketing staff
      “Through training courses I have more fundamental knowledge about marketing, in order to build a sales ...”
    • Mr. Tran Xuan Son
      “Over the course I learned these skills:   Sales skills; Manners for 11 client types; How ...”
    • Ms. Duong Thi Cam Tu - Tra Vinh Province