具体描述
A game-changing approach to marketing, sales, and advertising, by bestselling author and renowned business thinker Seth Godin
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 compact, accessible, and timeless package.
This is Marketing shows you how to do work you're proud of, whether you're a tech startup founder, a small business owner, or an executive at a large corporation. Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. Their tactics rely on empathy, connection, and emotional labor instead of attention-stealing ads and spammy email funnels. When done right, marketing seeks to make change in the world.
No matter what your product or service, this book will teach you how to reframe how it's presented to the world, in order to meaningfully connect with the people who want it. Seth employs his signature blend of insight, observation, and memorable examples to teach you:
* How to build trust and permission with your target market.
* The art of positioning--deciding not only who it's for, but who it's not for.
* Why the best way to achieve your marketing goals is to help others become who they want to be.
* Why the old approaches to advertising and branding no longer work.
* The surprising role of tension in any decision to buy (or not).
* How marketing is at its core about the stories we tell ourselves about our social status.
You can do work that matters for people who care. This book shows you the way.
作者简介
Seth Godin is the author of 18 international bestsellers that have changed the way people think about work and have been translated into 38 languages - among them Unleashing the Ideavirus, Permission Marketing, Purple Cow, Tribes, The Dip, Linchpin, Poke the Box, and All Marketers Are Liars. He writes the most popular marketing blog in the world and speaks to audiences around the world. He is the founder of the altMBA, the founder and former CEO of Squidoo.com, the former VP of Direct Marketing at Yahoo!, and the founder of the pioneering online startup Yoyodyne. You can learn much more about him at sethgodin.com.
目录信息
读后感
用户评价
这本书的结构安排得极其巧妙，从宏观的战略布局到微观的操作细节，层层递进，逻辑严密得像是一台精密的瑞士钟表。我特别欣赏作者在阐述复杂概念时所使用的那种近乎于诗意的语言，这在技术性很强的领域里是极为罕见的。例如，他对“差异化”的定义，不再是堆砌功能上的优势，而是指向了一种情感上的不可替代性。这让我意识到，很多时候我们都在努力变得“更好”，却忘了努力变得“不同”。更难得的是，书中提供的实践框架非常落地，不是那种高高在上、只存在于PPT上的理论。我甚至拿起笔，在旁边密密麻麻地做了笔记，将书中的核心观点对应到我当前正在负责的项目上，立马就找到了好几个可以优化的突破口。这本书的价值在于，它为你提供了一个强大的思维工具箱，让你能够自己去解决未来的挑战，而不是仅仅依赖书中已有的答案。读完后，我感觉自己仿佛完成了一次全面的心智升级，看待市场的角度都变得更加立体和深刻了。
说实话，我原本对这类商业书籍抱有一定的怀疑态度，总觉得里面充斥着太多被过度包装的“成功学”废话。然而，这本书完全颠覆了我的偏见。它的力量不在于告诉你“做什么”，而在于告诉你“为什么这么做”，并且用无可辩驳的逻辑和生动的叙述让你心悦诚服。作者似乎有一种魔力，能将那些晦涩难懂的市场规律，转化成我们日常生活中随处可见的场景。例如，他解析用户决策过程的那一段，简直是教科书级别的心理学应用。我立刻想到了我上次购买某个产品时的犹豫和最终选择的原因，一切都清晰起来了。这本书的阅读体验非常流畅，即使是那些关于数据分析和市场细分的章节，也处理得毫不枯燥。它让你感觉自己像是在听一位经验丰富的大师与你进行一对一的深度对话，充满了启发性和建设性。对于那些厌倦了表面文章、渴望真正理解营销内核的专业人士来说，这本书绝对是必备的“开窍之作”。
这本书简直是营销界的“圣经”！我花了整整一个周末才读完，放下书的时候，感觉自己的世界观都被颠覆了。作者的文笔犀利而充满洞察力，绝不是那种空洞的理论说教。他真正做到了把营销的本质——也就是人性——解剖得淋漓尽致。我尤其喜欢他对“讲故事”的强调，那种深入骨髓的共鸣感，让我想起自己曾经在哪个瞬间被某个品牌深深吸引。书里很多案例分析，都不是那种陈词滥调的成功故事，而是剖析了那些被忽视的、甚至有些“反常识”的做法如何带来爆炸性的增长。读完之后，我开始重新审视自己工作中那些自以为是的“正确”操作，发现它们在市场中可能根本不值一提。它迫使你跳出“推销”的思维定式，转而思考如何真正为用户创造价值，并在这个过程中建立起持久的信任。这本书不是教你怎么快速致富，而是教你怎么建立一个值得信赖的品牌帝国。对于任何在商海中浮沉，渴望找到清晰航向的人来说，这都是一份不可多得的指南。它不仅仅是一本营销书，更是一本关于商业哲学和心理学的深度解读。
我对这本书的整体印象是：深刻、全面，并且极具前瞻性。它不是一本“速成手册”，而是一份需要反复咀嚼和内化的战略蓝图。作者对行业趋势的把握精准得令人赞叹，他不仅解释了当下成功的秘诀，更指出了未来十年营销可能发生的变化。书中对“利基市场”的深入探讨，彻底打破了我过去对“大市场才大利润”的固有观念。通过书中展示的无数个小而美的成功案例，我明白了专注和深度远比广度更具杀伤力。这本书的排版和用词也相当考究，阅读起来非常舒服，每一页都似乎蕴含着作者多年实战经验的沉淀。它教会了我如何用更少的资源做更有效的事情，如何在拥挤的赛道中开辟出属于自己的独特路径。总而言之，这本书提供了一种完全不同于传统教科书的营销视角，它更贴近真实世界、更关注长期主义，绝对值得所有渴望在商业世界中留下印记的人认真研读。
阅读这本书的过程，对我来说更像是一场精神上的“排毒”。在信息爆炸的时代，我们的大脑被各种碎片化的营销信息轰炸，久而久之就失去了对“真诚”和“价值”的判断力。这本书如同一个强力的过滤器，帮助我滤掉了那些噪音，重新聚焦于营销的本质——人与人之间有意义的连接。作者对于“建立社区”和“服务忠实粉丝”的论述，尤其让我触动。他清晰地指出，与其花费巨资去吸引那些不稳定的新客户，不如用心去滋养那些已经爱上你的核心群体。这种“内生增长”的思路，在当下这个追求短期KPI的浮躁环境中，显得尤为珍贵和富有远见。这本书的文字充满了力量感和温度，它不是冰冷的商业教条，而是饱含热情的商业哲学宣言。我强烈推荐给那些在快节奏市场中感到迷失的创业者，它能帮你找回最初做这件事的初心和方向感。
Seth这个人呢，很会写marketing的书，他对于消费心理的洞察很有水平。这本书水分不小，建议快速浏览，case study倒是各个都很典型。
嘴炮高手 没事看看他博客还是有点启发 写的书真是太啰嗦了！
smart guy.
虽然很啰嗦，但最后的13个问题真是振聋发聩: what assets are u building? Are u proud of it?
New Marketing strategist should take an approach to marketing that identifies people’s underlying needs and desires, develops a product that can fulfill them and uses value-positioning and storytelling to cultivate a core group of fans who are receptive to trying new things and can provide the product with it smallest viable market.
