| Título : | All marketers are liars | | Tipo de documento: | texto impreso | | Autores: | Seth Godin | | Editorial: | New York : Portfolio Penguin | | Fecha de publicación: | 2012 | | Número de páginas: | 218 p. | | ISBN/ISSN/DL: | 978-1-59184-533-1 | | Nota general: | The underground classic that explains how marketing really works- and why authenticity is the best marketing of all. | | Idioma : | Inglés | | Temas: | COMUNICACION
ESTRATEGIAS DE COMUNICACION
MARKETING
MARKETING DIGITAL
NARRACION
PUBLICIDAD
| | Clasificación: | 658.82 | | Resumen: | We believe that wine tastes better in a $20 glass than a $1 glass. 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 explains, 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 infinitive 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, of Fiji water, or the iPod.
But beware: if your stories are inauthentic, you cross the line from fib to fraud. That's a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians.
All marketers are storytellers. Only the losers are liars. | | Enlace permanente a este registro: | https://opac.um.edu.uy/index.php?lvl=notice_display&id=99261 |
All marketers are liars [texto impreso] / Seth Godin . - New York : Portfolio Penguin, 2012 . - 218 p. ISBN : 978-1-59184-533-1 The underground classic that explains how marketing really works- and why authenticity is the best marketing of all. Idioma : Inglés | Temas: | COMUNICACION
ESTRATEGIAS DE COMUNICACION
MARKETING
MARKETING DIGITAL
NARRACION
PUBLICIDAD
| | Clasificación: | 658.82 | | Resumen: | We believe that wine tastes better in a $20 glass than a $1 glass. 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 explains, 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 infinitive 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, of Fiji water, or the iPod.
But beware: if your stories are inauthentic, you cross the line from fib to fraud. That's a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians.
All marketers are storytellers. Only the losers are liars. | | Enlace permanente a este registro: | https://opac.um.edu.uy/index.php?lvl=notice_display&id=99261 |
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¿Cómo aprovechar el poder de las redes sociales? en Harvard Business Review, v.89, n.8 (sep. 2011)
