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.
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