مصرف کننده ی غیرقابل کنترل
جواد لگزیان
كتاب “مصرفكنندهي غيرقابل كنترل” حاوي يازده فصل است كه در هر فصل، چهرهاي از مصرفكننده را به نمايش ميگذارد. اين چهرهها طيفي دارد از نقاب “مصرفكنندهي قرباني” و “مصرفكنندهي كاوشگر” گرفته تا ماسك “مصرفكنندهي لذتگرا”، “مصرفكنندهي شورشي” و دیگر چهره ها.
يانيش گابريل و تيم لانگ، مؤلفان جسور و ساختارشكن اين كتاب، در واقع يك نمايش با یازده اپيزود نسبتاً كوتاه را در اين كتاب پيش روي تماشاگران ژرفانديش رفتار مصرفكننده قرار ميدهند. هر فصل با تأني و تأمل، آهسته، نرم، ساده و بدون پيچيدگي آغاز ميشود، ولي به يكباره، لايههاي زيرين اين چهره ترسيم ميشود. به سادهترين عبارت، تكتك ماسكها يا نقابها يكبهيك پديدار ميشوند، ايفاي نقش ميكنند، جابهجا ميشوند و از صحنه كنار ميروند.در پايان هر فصل، نتيجهگيري نهايي بهگونهاي است كه ما در مقام تماشاگر (خوانندهي كتاب) بايد با هجوم پرسشهايي كه در ذهن جولان ميدهند، خودمان را پالايش كنيم تا به فصل بعدي برسيم. فصل بعدي نيز آغاز ميشود و تا فصل نهايي يعني فصل يازدهم و نتيجهگيري نهايي، هم دانستههاي فراواني داريم نظير آنچه “اگر دستمزدها را كاهش دهيد، تنها تعداد مشتريانتان را كاهش ميدهيد”، و هم مجهولات به مراتب بيشتري نصيبمان شده است كه بايد در جستجوي كتابهاي ديگري برآييم از جنس همين كتاب “مصرفكنندهي غيرقابل كنترل.”
اين كتاب را همچون منشوري بنگريد كه از زواياي گوناگون، تصويرهاي متمايز و متفاوتي را در اختيارمان قرار ميدهد. اين تصاوير در جاي خود، كاملاً واقعي و متفاوت است، اما ناگزيريد كه تمام اين تصاوير را همانند پازلي در نظر بگيريد و مداوم شخص شما بايد اين پازل را با تركيب دلخواهتان، بسازيد.
“مصرف کننده ی غیرقابل کنترل “کتابی از یانیش گابریل و تیم لانگ با ترجمه شهرزاد چیت ساز و حمید سعیدی از سوی انتشارات بازاریابی در 395 صفحه و با قیمت 380000ریال منتشر شده است.
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