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Advertising's fundamental theorem-that perception trumps reality-informs this dubious marketing primer. Journalist and marketing guru Godin, author of Purple Cow: Transform Your Business by Being Remarkable, contends that, in an age when consumers are motivated by irrational wants instead of objective needs and "there is almost no connection between what is actually there and what we believe," presenting stolid factual information about a product is a losing strategy. Instead, marketers should tell "great stories" about their products that pander to consumers' self-regard and worldview. Examples include expensive wine glasses that purport to improve the taste of wine, despite scientific proof to the contrary; Baby Einstein videotapes that are "useless for babies but...satisfy a real desire for their parents"; and organic marketing schemes, which amount to "telling ourselves a complex lie about food, the environment and the safety of our families." Because consumers prefer fantasy to the truth, the marketer's duty is to be "authentic" rather than honest, to "live the lie, fully and completely" so that "all the details line up"-that is, to make their falsehoods convincing rather than transparent. Troubled by the cynicism of his own argument, Godin draws a line at deceptions that actually kill people, like marketing infant formula in the Third World, and elaborates a murky distinction between "fibs" that "make the thing itself more effective or enjoyable" and "frauds" that are "solely for the selfish benefit of the marketer." To illustrate his preferred approach to marketing, the author relates a grab bag of case studies, heavy on emotionally compelling pitches and seamless subliminal impressions. Readers will likely find the book's practical advice as rudderless as its ethical principles.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to an out of print or unavailable edition of this title.
Seth Godin is the author of more than a dozen bestsellers that have changed the way people think about marketing, leadership, and change, including Permission Marketing, Purple Cow, All Marketers Are Liars, Small is the New Big, The Dip, Tribes, Linchpin, and Poke the Box. He is also the founder and CEO of Squidoo.com and a very popular lecturer. He writes one of the most influential business blogs in the world at SethGodin.com.
I felt myself saying: "Land". As I read the book.. What I did take from it though, is to find what people are thinking and the support that thought with your marketing. Read morePublished 2 days ago by Christian U Unogu
Absolutely the best marketing book ever written. Don't let the title dissuade you.
Marketing really is this easy and the method will assist you better serve you... Read more
Great book, definitely worth the read for anyone who wants to learn the proper and most effective way to marketPublished 1 month ago by Jeff
Might be biased review, but I LOVE Godin's books - or maybe the way he writes? This one is a classic and must read for anyone :)Published 1 month ago by Jenny Jonsson
This book offers strong ideas that can create serious production if, as the reader, you're willing to act on Godin's ideas. Read morePublished 1 month ago by Brian Kight
It's a must read book for every marketer and every consumer. Marketers might be able to improve their performance, and consumer will understand why they do (and buy) what they do... Read morePublished 1 month ago by Gisela Hausmann
This book enlighten me that in order to success selling the product you must focus on the stories that you want to tell to customerPublished 2 months ago by Busyra Oryza