All Marketers are Liars 2024 pdf epub mobi 电子书

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发表于2024-12-23

All Marketers are Liars 2024 pdf epub mobi 电子书

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营销的本质就是讲故事，真诚地讲故事，消费者为喜欢的故事买单。 Key ideas 1. Why is market segmentationimportant? marketing succeeds when enough people with similar worldviews come together in a way that allows marketers to reach them cost-effectively. * step...

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出版者:Portfolio Hardcover

作者:Seth Godin

出品人:

页数:240

译者:

出版时间:2009-11-12

价格:USD 24.95

装帧:Hardcover

isbn号码:9781591843030

丛书系列:

图书标签: 营销商业 marketing :非虚构:方法品牌 PMBA Branding 2013

All Marketers are Liars 2024 pdf epub mobi 电子书图书描述

Seth Godin's three essential questions for every marketer:

"What's you 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 $125 sneakers make our feet feel better--and look cooler--than a $25 brand. And believing it makes it true.

As Seth Godin showed in this controversial book, 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."

All Marketers are Liars 2024 pdf epub mobi 电子书

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