All Marketers are Liars pdf epub mobi txt 电子书下载 2024

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Seth Godin

Portfolio Hardcover

2009-11-12

240

USD 24.95

Hardcover

9781591843030

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

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发表于2024-11-22

All Marketers are Liars epub 下载 mobi 下载 pdf 下载 txt 电子书下载 2024

All Marketers are Liars pdf epub mobi txt 电子书下载 2024

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 下载 mobi epub pdf txt 电子书

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All Marketers are Liars pdf epub mobi txt 电子书下载

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用户评价

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人都是活在自己的世界里，改变往往很难，只能找一个最适合的

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注水有点多。

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这是新版了。与其告诉大家如何讲个好故事，Godin更注重传达讲故事的策略——从小群体出发，逐渐上升到大受众群；真诚持续地讲故事；然后才是讲个引人入胜的故事。如果你关心讲故事的技巧，那应该去戏剧学院的教材里找。

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注水有点多。

读后感

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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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