All Marketers are Liars
ΠΡΠΏΠΈΠ»ΠΈ 4 ΡΠ΅Π»ΠΎΠ²Π΅ΠΊΠ°
- ΠΠ΅ΡΠ΅ΠΏΠ»ΡΡ ΠΡΠ³ΠΊΠΈΠΉ
- ΠΠΎΠ»-Π²ΠΎ ΡΡΡ. 220
- ΠΠ΅Ρ 140 Π³
- ΠΠΎΠ΄ ΠΈΠ·Π΄Π°Π½ΠΈΡ 2009
ΠΡΠ·ΡΠ²Ρ
ΠΠΏΠΈΡΠ°Π½ΠΈΠ΅ ΠΈ Ρ Π°ΡΠ°ΠΊΡΠ΅ΡΠΈΡΡΠΈΠΊΠΈ
As Seth Godin has taught hundreds of thousands of marketers and students around the world, great marketers dont talk about features or even benefits. Instead, they tell a story--a story we want to believe, whether its 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. Thats a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians.
- ΠΠ΅ΡΠ΅ΠΏΠ»ΡΡ ΠΡΠ³ΠΊΠΈΠΉ
- ΠΠΎΠ»-Π²ΠΎ ΡΡΡ. 220
- ΠΠ΅Ρ 140 Π³
- ΠΠΎΠ΄ ΠΈΠ·Π΄Π°Π½ΠΈΡ 2009
- ΠΠ²ΡΠΎΡ
- Π Π°Π·ΠΌΠ΅ΡΡ Π² ΡΠΌ 1x12.6x17.7
- ID ΡΠΎΠ²Π°ΡΠ° 2871584
- ISBN 978-1-59-184533-1, 978-1-59184-533-1