Bill Tancer

Lori Minden Tancer

1968~2014

Everyone's a Critic
Winning Customers
in a Review-Driven World

&

CONTENTS
1

.................... 007
............................029
3

..................171
..........................................................188
9

................061

.............................................201

................................................077

...............................................221

............................................107
6

............................135

10

...................................................................239
...........................................................243

 78
English Kim

78

Kim

78

Kim

78

Punterlink

punter

Kim

Punterlink

78

008_009

60 10

market inefficiency

56.62

Pinterest

Punterlink

Punterlink

English Kim

78

1
1

English Kim

010_011

2007 Yelp

4 2013 5

Reevoo

2013

TripAdvisor 7700

4.6 6

3 4.5

Yelp 2013
Yelp 2004

Reevoo

68

67 7

Bazaarvoice

012_013

2012 Local

Consumer Review Survey72

52

Sephora App

App Sephora

Thats Biz31

YelpTripAdvisorCity Search Google

Bazaarvoice 2012

24

66 34
1977 1995
5149

014_015

Michael Luca

Yelp

Washington State Department of Revenue

Yelp

5 9

Michael

Anderson 14 8

Yelp 328

Yelp

19

10

11

YelpTripAdvisor eBay

016_017

YelpTripAdvi-

sor OpenTable

Alcatraz Landing

4840 3135 TripAdvisor

39

1.5

A.S.

Alcatraz Landing

Alcatraz Landing

018_019

Yelp 4.5 23

San

Mateo

73

Yelp

Yelp

Yelp

020_021

Yelp

63

Yelp

Experian Marketing Services

TripAdvisor Yelp 2010

4100 2013 6700

022_023

140

024_025

1.

2.

3.

4.

5.

026_027

&

Copyright Bill Tancer, 2014

All rights reserved including the right of reproduction in whole or in part in any form.
This edition published by arrangement with Portfolio, a member of Penguin Group (USA) LLC, a Penguin
Random House Company, arranged through Andrew Nurnberg Associates International Ltd.
Complex Chinese Translation copyright 2015 by Briefing Press, a Division of AND Publishing Ltd.
All rights reserved.

Briefing Press

In Action HA0062
Bill Tancer

(02)27182001
(02)27181258

333 11 4
andbooks@andbooks.com.tw
19983379

( )
78 22 A
852-24192288
852-24191887
anyone@biznetvigator.com
2016 1
280
ISBN 978-986-5695-39-2

Printed in TaiwanAll Rights Reserved

www.andbooks.com.tw

(CIP)

&
. (Bill Tancer)

2016.1

252 15*21 In Action ; HA0062

: Everyone's a critic : winning customers in a review-driven world

ISBN 978-986-5695-39-2( )
1. 2.
496

104026195