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Alle Vermarkter sind Lügner: Der Underground-Klassiker, der erklärt, wie Marketing wieder
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Alle Vermarkter sind Lügner: Der Underground-Klassiker, der erklärt, wie Marketing wieder
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Alle Vermarkter sind Lügner: Der Underground-Klassiker, der erklärt, wie Marketing wieder

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    Artikelmerkmale

    Artikelzustand
    Gut: Buch, das gelesen wurde, sich aber in einem guten Zustand befindet. Der Einband weist nur sehr ...
    Narrative Type
    Nonfiction
    Intended Audience
    Adult
    Inscribed
    NO
    ISBN
    9781591845331
    Kategorie

    Über dieses Produkt

    Product Identifiers

    Publisher
    Penguin Publishing Group
    ISBN-10
    1591845335
    ISBN-13
    9781591845331
    eBay Product ID (ePID)
    111460903

    Product Key Features

    Book Title
    All Marketers Are Liars : The Underground Classic That Explains How Marketing Really Works--And Why Authenticity Is the Best Marketing of All
    Number of Pages
    240 Pages
    Language
    English
    Topic
    Marketing / General, Media Studies, Advertising & Promotion, Marketing / Research
    Publication Year
    2012
    Illustrator
    Yes
    Genre
    Social Science, Business & Economics
    Author
    Seth Godin
    Format
    Trade Paperback

    Dimensions

    Item Height
    0.4 in
    Item Weight
    5.2 Oz
    Item Length
    6.9 in
    Item Width
    4.9 in

    Additional Product Features

    Intended Audience
    Trade
    Reviews
    Praise for Seth Godin: "Godin...is uniquely respected for his understanding of the Internet, and his essays and opinions are widely read and quoted on and off." -- Forbes "It's easy to see why people pay to hear what he has to say." -- Time "If Seth Godin didn't exist we'd need to invent him." --Alan Webber, founder, Fast Company "If your idea, or issue, or candidate, or product isn't catching on, you haven't been reading Seth Godin." --Micah Sifry, cofounder, Personal Democracy Forum "Godin is endlessly curious, opinionated, and knowledgeable on a wide variety of subjects. He is a relentless marketer...and also a clear-eyed visionary." -- Miami Herald From the Hardcover edition.
    Grade From
    Twelfth Grade
    Synopsis
    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."

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