All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World

Tác giả: Seth Godin

Thể loại: Nonfiction

260.000 VND
  • Item Weight : 11.5 ounces
  • Hardcover : 208 pages
  • ISBN-10 : 1591841003
  • ISBN-13 : 978-1591841005
  • Dimensions : 5.76 x 0.82 x 8.52 inches
  • Publisher : Portfolio Hardcover (May 19, 2005)
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Presents an analysis of current marketing trends, maintaining that the marketing campaigns that succeed are those that cater to the inclination of consumers to believe the best story, irrespective of the facts.

 

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.

Đặt sách ngoại văn All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World Mua sách ngoại văn All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World Đọc sách ngoại văn All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World Sách tiếng Anh All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World Tải về All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World Review sách All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World Review phim All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World Đánh giá All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World Mua All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World giá rẻ All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World Đánh giá All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World Tác giả All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World Tiki All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World Fahasa All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World Shopee All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World Amazon All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World Download PDF All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World Download epub All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World Ebook All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World Tiếng Việt All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World Sách ngoại văn All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World Đọc sách Seth Godin Mua sách Seth Godin Review sách Seth Godin

We based our evaluation of book condition on the following criteria:

New: Just like it sounds. A brand-new, unused, unread copy in perfect condition.

Like New: An apparently unread copy in perfect condition. Dust cover is intact; pages are clean and are not marred by notes or folds of any kind.

 * Very Good: A copy that has been read, but remains in excellent condition. Pages are intact and are not marred by notes or highlighting, but may contain a neat previous owner name. The spine remains undamaged.

 * Good: A copy that has been read, but remains in clean condition. All pages are intact, and the cover is intact. The spine may show signs of wear. Pages can include limited notes and highlighting, and the copy can include "From the library of" labels or previous owner inscriptions.

 * Acceptable: A readable copy. All pages are intact, and the cover is intact (the dust cover may be missing). Pages can include considerable notes--in pen or highlighter--but the notes cannot obscure the text.

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