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This is Marketing

You Can't Be Seen Until You Learn To See

Paperback Engels 2018 9780241370148
Verkooppositie 5012
Verwachte levertijd ongeveer 6 werkdagen

Samenvatting

Over the past quarter century, Seth Godin has taught and inspired millions of entrepreneurs, marketers, leaders, and fans from all walks of life, via his blog, online courses, lectures, and bestselling books. He is the inventor of countless ideas and phrases that have made their way into mainstream business language, from Permission Marketing to Purple Cow to Tribes to The Dip. Now, for the first time, Godin offers the core of his marketing wisdom in one accessible, timeless package.

At the heart of his approach is a big idea: Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. They don't just make noise; they make the world better. Truly powerful marketing is grounded in empathy, generosity, and emotional labour.

This book teaches you how to identify your smallest viable audience; draw on the right signals and signs to position your offering; build trust and permission with your target market; speak to the narratives your audience tells themselves about status, affiliation, and dominance; spot opportunities to create and release tension; and give people the tools to achieve their goals. It's time for marketers to stop lying, spamming, and feeling guilty about their work. It's time to stop confusing social media metrics with true connections.

It's time to stop wasting money on stolen attention that won't pay off in the long run. This is Marketing offers a better approach that will still apply for decades to come, no matter how the tactics of marketing continue to evolve.

Specificaties

ISBN13:9780241370148
Taal:Engels
Bindwijze:paperback
Aantal pagina's:284
Uitgever:Penguin Books
Druk:1
Verschijningsdatum:27-11-2018
Hoofdrubriek:Marketing

Expertrecensies (1)

This is marketing - 'Een prachtig en uitermate leerzaam handboek'
Michel Porro | 28 november 2018
Het nieuwste boek van Seth Godin is binnen, yes! Hij is al jaren een inspiratie voor mij en voor miljoenen ondernemers, marketers en leiders wereldwijd. Hij heeft fans in alle uithoeken en van heel divers pluimage. This is Marketing is Godins eerste boek in acht jaar na eerder achttien (ja, je leest het goed, 18!Lees verder

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Over Seth Godin

Seth Godin is auteur van achttien bestsellers zoals Permission Marketing, Purple Cow, Tribes, The Dip, Linchpin en Poke the Box. Zijn dagelijkse posts op seths.blog hebben een miljoenenpubliek en zijn workshops helpen mensen over de hele wereld. Hij is de enige persoon die is toegelaten tot zowel de Marketing Hall of Fame als de Direct Marketing Hall of Fame.

Andere boeken door Seth Godin

Inhoudsopgave

Author's note

1. Not mass, not spam, not shameful
2. The marketer learns to see
3. Marketing changes people through stories, connections, and experience
4. The smallest viable market
5. In search of "better"
6. Beyond commodities
7. The canvas of dreams and desires
8. More of the who: seeking the smallest viable market
9. People like us do things like this
10. Trust and tension create forward motion
11. Status, dominance, and affiliation
12. A better business plan
13. Semiotics, symbols, and vernacular
14. Treat different people differently
15. Reaching the right people
16. Price is a story
17. Permission and remarkability in a virtuous cycle
18. Trust is as scarce as attention
19. The funnel
20. Organizing and leading a tribe
21. Some case studies using the method
22. Marketing works, and now it's your turn
23. Marketing to the most important person

A marketing reading list
A simple marketing worksheet
Acknowledgments
Index

Alle 100 bestsellers

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      Trefwoorden

        This is Marketing