33 Well-Received Marketing Books

33 Well-Received Marketing Books

Books in list (33)


Title: Unleashing The Ideavirus

<strong>The book that sparked a marketing revolution.</strong> <p>"This is a subversive book. It says that the marketer is not -- and ought not to be -- at the center of successful marketing. The customer should be. Are you ready for that?" --From the Foreword by Malcolm Gladwell, author of <em>The Tipping Point.</em></p> <p>Counter to traditional marketing wisdom, which tries to count, measure, and manipulate the spread of information, Seth Godin argues that the information can spread most effectively from customer to customer, rather than from business to customer. Godin calls this powerful customer-to- customer dialogue the ideavirus, and cheerfully eggs marketers on to create an environment where their ideas can replicate and spread.</p> <p>In lively, detail, Godin looks at the ways companies such as PayPal, Hotmail, GeoCities, even Volkswagen have successfully launched ideaviruses. He offers a "recipe" for creating your own ideavirus, identifies the key factors in the successful spread of an ideavirus (powerful sneezers, hives, a clear vector, a smooth, friction-free transmission), and shows how any business, large or small, can use ideavirus marketing to succeed in a world that just doesn't want to hear it anymore from the traditional marketers.</p>
Author(s): Seth Godin
ISBN 13: 9780786887170
Pages: 234
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Title: Strategic Marketing for Health Care Organizations: Building a Customer-Driven Health System


About the Author:
Philip Kotler is the S.C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management and the author of more than thirty books

About the Author:
Joel Shalowitz is Professor of Health Industry Management and director of the Health Industry Management Program at the Kellogg School of Management and Professor of Medicine and Preventive Medicine, Feinberg School of Medicine, Northwestern University

About the Author:
Robert J. Stevens is president of Health Centric Marketing in Durham, North Carolina and an Adjunct Professor at the School of Public Health at the University of North Carolina at Chapel Hill

Author(s): Kotler, Philip , Shalowitz, Joel , Stevens, Robert J.
ISBN 13: 9780787984960
Pages: 576
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Title: If You&#39;re Clueless about Mutual Funds

With the new series, "If You're Clueless About . . . And Want To Know More", Seth Godin launches a group of helpful, humorous, and easy-to-read guides to smart money management. In this title, Godin quickly brings people up to speed on more intelligent mutual fund investing. Beginning with a lively look at the history of mutual funds, the guide goes on to provide a worksheet for estimating the total cost of a fund, and lists ten questions to ask before investing. 208 pp. Pub: 6/97.
Author(s): Seth Godin
ISBN 13: 9780793125548
Pages: 200
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Title: If You're Clueless about Accounting and Finance

<p>This book translates the secret language of financial folks into plain English.</p> <p>Managing cash, preparing financial statements, dealing with inventory, and ratio analysis is all demystified in this book. Readers will get plenty of know-how that's lively, engaging, and snooze-free.</p>
Author(s): Seth Godin
ISBN 13: 9780793128815
Pages: 240
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Title: Standing Room Only: Strategies for Marketing the Performing Arts

A complete and up-to-date sourcebook of marketing strategies and techniques for music, dance, opera, and theater organizations, Standing Room Only is an indispensable tool for performing arts managers, marketers, board members, fund-raisers, educators, donors, corporate sponsors, and consultants. Written by one of the world's leading marketing authorities and a well-known educator and consultant to the arts management community, the book will significantly help performing arts organizations define their goals and improve their practices and impact - while ensuring that they remain true to their artistic and public missions. From cultivating an organizationwide marketing mind-set, doing market research, and understanding your target market to delivering an effective message, designing attractive offerings, managing volunteers, and sustaining viability through fund-raising, the book covers everything you need to know to put a strategic marketing program in place and run it for the future. Standing Room Only offers dozens of examples of innovative and effective marketing strategies from performing arts organizations all over the world - strategies that will ensure that the performing arts will prosper in today's rapidly changing social, economic, and demographic climate.
Author(s): Philip Kotler
ISBN 13: 9780875847375
Pages: 560
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Title: Wisdom, Inc.: 30 Business Virtues That Turn Ordinary People into Extraordinary Leaders

<p>A look at the 30 virtues of good business that have inspired success in thousands of leaders, by the man voted Boss of the Year, 1994.</p> <p>Persistent, honest, resourceful, creative — these adjectives begin to define the qualities of a great business leader. Along with the 26 other virtues enumerated in <b>Wisdom, Inc</b>., they are the fundamentals behind a business strategy that works, but they often get lost beneath passing fads and the color of one's parachute. Seth Godin's simple, highly readable handbook of business virtues will help everyone from assistant managers to CEOs cultivate habits that lead to a lifetime of good business.</p> <p>Godin interviewed 1,500 top executives from a wide range of industries to isolate the 30 virtues consistently named by respondents. Each virtue is addressed with inspirational stories of historical business leaders who distinguished themselves by exhibiting that virtue, as well as modern-day accounts by the executives interviewed demonstrating how the virtue has contributed to their companies' successes. Most important, each virtue is accompanied by a section entitled "To Do Today," which provides concrete suggestions for immediately incorporating the virtue into a daily routine. Both practical and inspirational, <b>Wisdom, Inc</b>. is a perfect gift or anyone in business.</p> <p>Godin's simple, highly readable handbook of business virtues will help everyone from assistant managers to CEOs cultivate habits that lead to a lifetime of good business. Godin interviewed 1,500 top executives from a wide range of industries to isolate the 30 virtues consistently named by respondents. </p>
Author(s): Seth Godin
ISBN 13: 9780887307584
Pages: 160
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Title: The ShipIt Journal Five Pack

A five-pack of the 32 page ShipIt Journal, a workbook designed for groups of people (or individuals) who want to do work that matters. Share them with your team, fill them out together, surface the issues and then ship. PRICE REDUCED WHILE SUPPLIES LAST!
Author(s): Seth Godin
ISBN 13: 9780970309990
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Title: Good Works!: Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line

How to find your cause, create winning campaigns—and keep the cynics at bay!

Good Works!shows how businesses can do well by doing good, with contemporary examples from across America and around the world. Companies featured include:

  • General Electric
  • IBM
  • Nike
  • Seventh Generation
  • Starbucks
  • Ben & Jerry's
  • Whole Foods Market
  • Johnson & Johnson
  • Campbell Soup Company
  • Bristol-Myers Squibb
  • Mattel
  • McDonald's
  • AT&T Wireless
  • Target
  • Chipotle Mexican Grill
  • DuPont
  • First Response
  • Macy's
  • Farmers Insurance
  • Food Network
  • Pearson
  • Marks and Spencer
  • General Mills
  • LensCrafters
  • TOMS Shoes
  • Sainsbury's
  • Avon
  • Pedigree
  • Procter & Gamble
  • Subaru
  • TELUS
  • Kraft Foods
  • SUBWAY
  • Levi's
  • Best Buy
  • Energizer
  • Allstate
  • Clorox
  • Miron Construction
  • V/Line
  • Lowe's
  • Anglian Water
  • PepsiCo
  • The Boston Beer Company
  • Western Union
  • Pfizer
  • ConAgra Foods
  • Sellen Construction
  • FedEx
  • Patagonia
  • Coca-Cola
  • Microsoft
Author(s): Philip Kotler
ISBN 13: 9781118206683
Pages: 282
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Title: Market Your Way to Growth: 8 Ways to Win

If you think that companies can't grow in a low-growth economy, Market Your Way to Growth will change your mind. Most companies anchor their growth plans in one or two strategies, often adopted before the world became so globalized and technologically-advanced. Companies now need to examine all eight strategies that might promise fresh growth. Is your company innovative? Is your brand as strong as it could be? Are your customers satisfied and loyal? Are you able to wrest share from competitors? Have you moved into China, Brazil, or some higher growth markets? Have you done acquisitions and built new alliances? Have you been winning new customers by showing your deeply felt values? Have you partnered with governments and NGOs on new projects? See what dozens of other companies are doing to achieve higher growth in a low-growth world economy or industry.

A large number of CEOs, senior executives, and scholars have endorsed this book. Open the book and see what they say.

Mukesh D. Ambani, Chairman and Managing Director, Reliance Industries Limited, India
Shumeet Banerji, CEO, Booz & Company
Ram Charan, business consultant and coauthor of Execution: The Discipline of Getting Things Done and other bestselling business books
Jim Collins, author of Good to Great and Built to Last
Marshall Goldsmith, the #1 executive coach and author of bestsellers, MOJO and What Got You Here Won't Get You There
Wenbo He, President, China Baosteel Corporation
Qian Sheng Jin, CEO, China (Yanliang) National Aviation Hi-tech Industrial Base
William R. Johnson, Chairman, President and Chief Executive Officer, H.J. Heinz Company
Robin Li, cofounder, Chairman, and CEO, Baidu, Inc.
N. R. Narayana Murthy, Chairman Emeritus, Infosys, India
Hermann Simon, Chairman of global consultancy Simon-Kucher & Partners and author of Hidden Champions of the 21st Century
Prijono Sugiarto, CEO, Astra International, Indonesia
Xiu Guo Tang, founder and CEO, SANY Group
Peter F. Volanakis, former President and COO, Corning Inc.
Shi Wang, founder, Vanke Group
Katharyn M. White, Vice President of Marketing, IBM Global Business Services
Guang Quan Wu, CEO, AVIC International
Hang Xu, CEO, Mindray Group
Yuan Qing Yang, Chairman and CEO, Lenovo Group
Rui Min Zhang, founder and CEO, Haier Group

Author(s): Philip Kotler
ISBN 13: 9781118496404
Pages: 212
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Title: Winning Global Markets: How Businesses Invest and Prosper in the World's High-Growth Cities

A new marketing paradigm focuses on the concentrated economic power of 600 global cities. City-Centered Marketing: Why Local is the Future of Global Business is a compelling practical analysis of a new direction of marketing within the context of intensifying urbanization and the shift of global economy from West to East. Philip Kotler, one of the world's foremost marketing experts, and his brother Milton, an international marketing strategist, explain why the future of marketing must focus on top global cities and their metro regions, and not squandered resources on small cities. Marketing is city-centered activity. 600 global cities will contribute 65 percent of the global GDP of $67 trillion by 2025. The top 100 cities will contribute 25 percent of GDP, and 440 of these top 600 cities will be in the developing world. Top cities have to improve their marketing prowess in compete for the right companies and settling on the best terms. By 2025, the vast majority of consuming and middle-income households will be in developing regions. While New York, Los Angeles, and Chicago will remain major players because of high per-capita GDP and capital and intellectual assets, companies will pay more attention to growing city regions in the developing world. Multinational businesses must change the culture of their headquarters, divisions and branches, as well as their value chain stakeholders to take advantage of these market changes. The book details the strategies for sustainable growth with topics like: Resource allocation in developed versus developing city markets Shifting the focus to city regions instead of central governments The rise of new multinational corporations from developing economies Declining consumer and business growth in developed cities Cities in China, Brazil, India, and throughout the Middle East and Latin America are rising to become major players in the global marketplace. Philip and Milton Kotler argue that an inversion is taking place, and top cities are growing economically faster than their national rate of growth. These emerging city markets are critical to company growth , and City-Centered Marketing: Why Local is the Future of Global Business provides the vital information and guidelines that companies need to plan accordingly.
Author(s): Philip Kotler;Milton Kotler
ISBN 13: 9781118893814
Pages: 288
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Title: Social Marketing

The Fifth Edition contains more than 26 new cases highlighting the 10 step planning model, and a new chapter describing major theories, models and frameworks that inform social marketing strategies and inspire social marketers.
Author(s): Nancy R. Lee Philip A. Kotler
ISBN 13: 9781452292144
Pages: 584
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Title: Kotler on Marketing

Philip Kotler's name is synonymous with marketing.
Author(s): Philip Kotler
ISBN 13: 9781476787909
Pages: 272
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Title: The Encyclopedia of Fictional People : The Most Important Characters of the 20th Century

This Encyclopedia has it all. Scores of photos. Thousands of facts. And comprehensive biographies of more than 2,000 of the greatest fictional characters from 20th-century literature, film, comics, advertising, television &amp; theater. This entertaining, user-friendly guide will appeal both to the hard-core historian &amp; the trivia buff. Includes: Maxwell Smart, Eliza Doolittle, Charlie Chan, Tonto, Gidget, Norman Bates, Bettlejuice, Flash Gordon, Homer Simpson, Opie Taylor, &amp; many more.
Author(s): Seth Godin
ISBN 13: 9781572970731
Pages: 320
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Title: If You're Clueless about Starting Your Own Business

<p>Tired of the corporate rat race? This <i>Clueless</i> book is aimed at people who want to know what it takes to get a small business up and running.</p> <p>This book is packed with sidebars, tips, charts, checklists and resources. This comprehensive guide will help even the most clueless would-be entrepreneur find answers to such key questions as: Are you meant to be a business owner? What do you need to succeed? How do you get started?</p>
Author(s): Seth Godin
ISBN 13: 9781574100938
Pages: 208
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Title: Big Moo: Stop Trying to Be Perfect and Start Being Remarkable

Most organizations are stuck in a rut. On one hand, they understand all the good things that will come with growth. On the other, they’re petrified that growth means change, and change means risk, and risk means death. Nobody wants to screw up and ruin a good thing, so most companies (and individuals) just keep trying to be perfect at the things they’ve always done.

In 2003, Seth Godin’s Purple Cow challenged organizations to become remarkable—to drive growth by standing out in a world full of brown cows. It struck a huge chord and stayed on the Business-Week bestseller list for nearly two years. You can hear countless brainstorming meetings where people refer to purple cows and say things like, “That’s not good enough. We need to create a big moo!”

But how do you create a big moo—an insight so astounding that people can’t help but remark on it, like digital TV recording (TiVo) or overnight shipping (FedEx), or the world’s best vacuum cleaner (Dyson)? Godin worked with thirty-two of the world’s smartest thinkers to answer this critical question. And the team—with the likes of Tom Peters, Malcolm Gladwell, Guy Kawasaki, Mark Cuban, Robyn Waters, Dave Balter, Red Maxwell, and Randall Rothenberg on board—created an incredibly useful book that’s fun to read and perfect for groups to share, discuss, and apply.

The Big Moo is a simple book in the tradition of Fish and Don’t Sweat the Small Stuff. Instead of lecturing you, it tells stories that stick to your ribs and light your fire. It will help you to create a culture that consistently delivers remarkable innovations.

Author(s): Group of 33
ISBN 13: 9781591841036
Pages: 208
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Title: Small Is the New Big: and 183 Other Riffs, Rants, and Remarkable Business Ideas

<p>As one of today’s most influential business thinkers, Seth Godin helps his army of fans stay focused, stay connected, and stay dissatisfied with the status quo, the ordinary, the boring. His books, blog posts, magazine articles, and speeches have inspired countless entrepreneurs, marketing people, innovators, and managers around the world.</p> <p>Now, for the first time, Godin has collected the most provocative short pieces from his pioneering blog—ranked #70 by Feedster (out of millions published) in worldwide readership. This book also includes his most popular columns from <b>Fast Company</b> magazine, and several of the short e-books he has written in the last few years.</p> <p>A sample:</p> <ul> <li>Bon Jovi And The Pirates</li> <li>Christmas Card Spam</li> <li>Clinging To Your Job Title?</li> <li>How Much Would You Pay to Be on Oprah’s Show?</li> <li>The Persistence of Really Bad Ideas</li> <li>The Seduction of “Good Enough”</li> <li>What Happens When It's All on Tape?</li> <li>Would You Buy Life Insurance at a Rock Concert?</li> </ul> <p><b>Small is the New Big</b> is a huge bowl of inspiration that you can gobble in one sitting or dip into at any time. As Godin writes in his introduction: “I guarantee that you'll find some ideas that don’t work for you. But I’m certain that you're smart enough to see the stuff you’ve always wanted to do, buried deep inside one of these riffs. And I’m betting that once inspired, you’ll actually make something happen.”</p>
Author(s): Seth Godin
ISBN 13: 9781591841265
Pages: 352
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Title: The Dip: A Little Book That Teaches You When to Quit (and When to Stick)

The old saying is wrong—winners do quit, and quitters do win.

Every new project (or job, or hobby, or company) starts out exciting and fun. Then it gets harder and less fun, until it hits a low point—really hard, and not much fun at all.

And then you find yourself asking if the goal is even worth the hassle. Maybe you’re in a Dip—a temporary setback that will get better if you keep pushing. But maybe it’s really a Cul-de-Sac, which will never get better, no matter how hard you try.

According to bestselling author Seth Godin, what really sets superstars apart from everyone else is the ability to escape dead ends quickly, while staying focused and motivated when it really counts.

Winners quit fast, quit often, and quit without guilt—until they commit to beating the right Dip for the right reasons. In fact, winners seek out the Dip. They realize that the bigger the barrier, the bigger the reward for getting past it. If you can become number one in your niche, you’ll get more than your fair share of profits, glory, and long-term security.

Losers, on the other hand, fall into two basic traps. Either they fail to stick out the Dip—they get to the moment of truth and then give up—or they never even find the right Dip to conquer.

Whether you’re a graphic designer, a sales rep, an athlete, or an aspiring CEO, this fun little book will help you figure out if you’re in a Dip that’s worthy of your time, effort, and talents. If you are, The Dip will inspire you to hang tough. If not, it will help you find the courage to quit—so you can be number one at something else.

Seth Godin doesn’t claim to have all the answers. But he will teach you how to ask the right questions.

Author(s): Seth Godin
ISBN 13: 9781591841661
Pages: 96
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Title: Free Prize Inside: How to Make a Purple Cow

<p class="null1">How to find the 'soft innovation' that will make your product, service, school, church, or career worth talking about</p> <p>We live in an era of too much noise, too much clutter, too many choices, and too much spam. And as Seth Godin's 200,000-copy bestseller <i>Purple Cow</i> taught the business world, the old ways of marketing simply don't work anymore. The best way to sell anything these days is through word of mouth-and the only real way to get word of mouth is to create something remarkable.</p> <p><i>Free Prize Inside</i>, the sequel to <i>Purple Cow</i>, explains how to do just that. It's jammed with practical ideas you can use right now to make your product or service remarkable, so that it will virtually sell itself.</p> <p>Remember when cereal came with a free prize inside? Even if you already liked the cereal, it was the little plastic toy that made it irresistible. Godin explains how you can think of a bonus that will make your customers feel just as excited, no matter what business you're in. Consider these free prizes:<br> ??The Tupperware party, which turned buying plastic bowls into a social event<br> ??Flintstones vitamins, which turned a serious product into something fun<br> ??The free change-counting machine at every Commerce Bank branch<br> ??The little blue box from Tiffany, which makes people happy before they even open it</p> <p>This book offers a way to create free prizes quickly, cheaply, and reliably-and persuade others in your organization to help you bring them to life.</p>
Author(s): Seth Godin
ISBN 13: 9781591841678
Pages: 256
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Title: Tribes: We Need You to Lead Us

A tribe is any group of people, large or small, who are connected to one another, a leader, and an idea. For millions of years, humans have been seeking out tribes, be they religious, ethnic, economic, political, or even musical (think of the Deadheads). It's our nature.

Now the Internet has eliminated the barriers of geography, cost, and time. All those blogs and social networking sites are helping existing tribes get bigger. But more important, they're enabling countless new tribes to be born-groups of ten or ten thousand or ten million who care about their iPhones, or a political campaign, or a new way to fight global warming.

And so the key question: Who is going to lead us?

The Web can do amazing things, but it can't provide leadership. That still has to come from individuals? people just like you who have passion about something. The explosion in tribes means that anyone who wants to make a difference now has the tools at her fingertips.

If you think leadership is for other people, think again-leaders come in surprising packages. Consider Joel Spolsky and his international tribe of scary-smart software engineers. Or Gary Vaynerhuck, a wine expert with a devoted following of enthusiasts. Chris Sharma leads a tribe of rock climbers up impossible cliff faces, while Mich Mathews, a VP at Microsoft, runs her internal tribe of marketers from her cube in Seattle. All they have in common is the desire to change things, the ability to connect a tribe, and the willingness to lead.

If you ignore this opportunity, you risk turning into a 'sheepwalker'?someone who fights to protect the status quo at all costs, never asking if obedience is doing you (or your organization) any good. Sheepwalkers don't do very well these days.

Tribes will make you think (really think) about the opportunities in leading your fellow employees, customers, investors, believers, hobbyists, or readers. . . . It's not easy, but it's easier than you think.

Author(s): Seth Godin
ISBN 13: 9781591842330
Pages: 160
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Title: Purple Cow: Transform Your Business by Being Remarkable

<p class="null1">You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice.&nbsp;</p> <p>What do Starbucks and JetBlue and KrispyKreme and Apple and DutchBoy and Kensington and Zespri and Hard Candy have that you don't? How do they continue to confound critics and achieve spectacular growth, leaving behind former tried-and true brands to gasp their last?&nbsp;</p> <p>Face it, the checklist of tired 'P's marketers have used for decades to get their product noticed -Pricing, Promotion, Publicity, to name a few-aren't working anymore. There's an exceptionally important 'P' that has to be added to the list. It's Purple Cow.&nbsp;</p> <p>Cows, after you've seen one, or two, or ten, are boring. A Purple Cow, though...now that would be something. Purple Cow describes something phenomenal, something counterintuitive and exciting and flat out unbelievable. Every day, consumers come face to face with a lot of boring stuff-a lot of brown cows-but you can bet they won't forget a Purple Cow. And it's not a marketing function that you can slap on to your product or service. Purple Cow is inherent. It's built right in, or it's not there. Period.&nbsp;</p> <p>In&nbsp;<i>Purple Cow</i>, Seth Godin urges you to put a Purple Cow into everything you build, and everything you do, to create something truly noticeable. It's a manifesto for marketers who want to help create products that are worth marketing in the first place.</p>
Author(s): Seth Godin
ISBN 13: 9781591843177
Pages: 210
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Title: Linchpin: Are You Indispensable?

<p>"There used to be two teams in every workplace: management and labor. Now there's a third team, the linchpins. These people invent, lead (regardless of title), connect others, make things happen, and create order out of chaos. They figure out what to do when there's no rule book. They delight and challenge their customers and peers. They love their work, pour their best selves into it, and turn each day into a kind of art." "Linchpins are the essential building blocks of great organizations. Like the small piece of hardware that keeps a wheel from falling off its axle, they may not be famous but they're indispensable. And in today's world, they get the best jobs and the most freedom." Have you ever found a shortcut that others missed? Seen a new way to resolve a conflict? Made a connection with someone others couldn't reach? Even once? Then you have what it takes to become indispensable, by overcoming the resistance that holds people back.</p>
Author(s): Seth Godin
ISBN 13: 9781591844099
Pages: 256
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Title: All Marketers Are Liars

Examines the importance of marketing the twenty-first-century economy, explaining why it is important for businesses to develop a story about their product that will fit society's worldview and encourage people to buy one product over ...
Author(s): Seth Godin
ISBN 13: 9781591845331
Pages: 220
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Title: Meatball Sundae: Is Your Marketing Out of Sync?

<p>'Gotta get me some of that New Marketing. Bring me blogs, e-mail, YouTube videos, MySpace pages, Google AdWords . . . I don't care, as long as it's shiny and new.'</p> <p>Wait. According to bestselling author Seth Godin, all these tactics are like the toppings at an ice cream parlor. If you start with ice cream, adding cherries and hot fudge and whipped cream will make it taste great. But if you start with a bowl of meatballs . . . yuck!</p> <p>As traditional marketing fades away, the new tools seem irresistible. But they don't work as well for boring brands ('meatballs') that might still be profitable but don't attract word of mouth, such as Cheerios, Ford trucks, Barbie dolls, or Budweiser. When Anheuser-Busch spends $40 million on an online network called BudTV, that's a meatball sundae. It leads to no new Bud drinkers, just a bad case of indigestion.</p> <p><i>Meatball Sundae</i> is the definitive guide to the fourteen trends no marketer can afford to ignore. It explains what to do about the increasing power of stories, not facts; about shorter and shorter attention spans; and about the new math that says five thousand people who want to hear your message are more valuable than five million who don't.</p> <p>The winners aren't just annoying start-ups run by three teenagers who never had a real job. You-ll also meet older companies that have adapted brilliantly, such as Blendtec, a thirty-year-old blender maker. It now produces 'Will it blend'? videos that demolish golf balls, Coke cans, iPhones, and much more. For a few hundred dollars, Blendtec reached more than ten million eager viewers on YouTube.</p> <p>Godin doesn't pretend that it's easy to get your products, marketing messages, and internal systems in sync. But he'll convince you that it's worth the effort.</p>
Author(s): Seth Godin
ISBN 13: 9781591845355
Pages: 256
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Title: The Icarus Deception: How High Will You Fly?

<p><b>In Seth Godin’s most inspiring book, he challenges readers to find the courage to treat their work as a form of art</b>&nbsp;Everyone knows that Icarus’s father made him wings and told him not to fly too close to the sun; he ignored the warning and plunged to his doom. The lesson: Play it safe. Listen to the experts. It was the perfect propaganda for the industrial economy. What boss wouldn’t want employees to believe that obedience and conformity are the keys to success?&nbsp;But we tend to forget that Icarus was also warned not to fly too low, because seawater would ruin the lift in his wings. Flying too low is even more dangerous than flying too high, because it feels deceptively safe.&nbsp;The safety zone has moved. Conformity no longer leads to comfort. But the good news is that creativity is scarce and more valuable than ever. So is choosing to do something unpredictable and brave: Make art. Being an artist isn’t a genetic disposition or a specific talent. It’s an attitude we can all adopt. It’s a hunger to seize new ground, make connections, and work without a map. If you do those things you’re an artist, no matter what it says on your business card.&nbsp;Godin shows us how it’s possible and convinces us why it’s essential.</p>
Author(s): Seth Godin
ISBN 13: 9781591846079
Pages: 256
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