PORTO-
FREI

All Marketers Are Liars: The Underground Classic That Explains How Marketing Really Works--And Why Authenticity ...

The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All

von Godin, Seth   (Autor)

The indispensable classic on marketing by the bestselling author of Tribes and Purple Cow. Legendary business writer Seth Godin has three essential questions for every marketer: "What's your story?" "Will the people who need to hear this story believe it?" "Is it true?" All marketers tell stories. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that's virtually the same car. We believe that $225 sneakers make our feet feel better-and look cooler-than a $25 brand. And believing it makes it true. As Seth Godin has taught hundreds of thousands of marketers and students around the world, great marketers don't talk about features or even benefits. Instead, they tell a story-a story we want to believe, whether it's factual or not. In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and all marketing is about telling stories. Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water, or the iPod. But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That's a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians. But for the rest of us, it's time to embrace the power of the story. As Godin writes, "Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn't invent storytelling. They just perfected it."

Buch (Kartoniert)

EUR 18,00

Alle Preisangaben inkl. MwSt.

Auch verfügbar als:

  Lieferzeit ca. 2 bis 4 Wochen
(Besorgungstitel, verlagsbedingte Lieferzeit ca. 2 bis 4 Wochen)

Versandkostenfrei*

Dieser Artikel kann nicht bestellt werden.
 

Produktbeschreibung

The indispensable classic on marketing by the bestselling author of Tribes and Purple Cow.

Legendary business writer Seth Godin has three essential questions for every marketer:

"What's your story?"

"Will the people who need to hear this story believe it?"

"Is it true?"

All marketers tell stories. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that's virtually the same car. We believe that $225 sneakers make our feet feel better-and look cooler-than a $25 brand. And believing it makes it true.

As Seth Godin has taught hundreds of thousands of marketers and students around the world, great marketers don't talk about features or even benefits. Instead, they tell a story-a story we want to believe, whether it's factual or not. In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and all marketing is about telling stories.

Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water, or the iPod.

But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That's a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians.

But for the rest of us, it's time to embrace the power of the story. As Godin writes, "Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn't invent storytelling. They just perfected it." 

Autoreninfo

Seth Godin 

Mehr vom Verlag:

PORTFOLIO

Mehr vom Autor:

Godin, Seth

Produktdetails

Medium: Buch
Format: Kartoniert
Seiten: 240
Sprache: Englisch
Erschienen: April 2012
Maße: 177 x 126 mm
Gewicht: 148 g
ISBN-10: 1591845335
ISBN-13: 9781591845331

Bestell-Nr.: 11527603 
Libri-Verkaufsrang (LVR): 258656
Libri-Relevanz: 2 (max 9.999)
 

Ist ein Paket? 0
Rohertrag: 4,20 €
Porto: 1,84 €
Deckungsbeitrag: 2,36 €

LIBRI: 0000000
LIBRI-EK*: 12.62 € (25%)
LIBRI-VK: 18,00 €
Libri-STOCK: 0
LIBRI: 018 Besorgungstitel * EK = ohne MwSt.
P_SALEALLOWED: AF AU BD BT CA GB HM IN IO LK MV NP NZ PK TH UM US ZA
DRM: 0
0 = Kein Kopierschutz
1 = PDF Wasserzeichen
2 = DRM Adobe
3 = DRM WMA (Windows Media Audio)
4 = MP3 Wasserzeichen
6 = EPUB Wasserzeichen

UVP: 2 
Warengruppe: 27860 

KNO: 00000000
KNO-EK*: € (%)
KNO-VK: 0,00 €
KNV-STOCK: 0

Einband: Kartoniert
Sprache: Englisch

Alle Preise inkl. MwSt. , innerhalb Deutschlands liefern wir immer versandkostenfrei . Informationen zum Versand ins Ausland .

Kostenloser Versand *

innerhalb eines Werktages

OHNE RISIKO

30 Tage Rückgaberecht

Käuferschutz

mit Geld-Zurück-Garantie