这就是营销：你学会发现才会被发现 英文原版 This Is Marketing:You Can't Be Seen Until You Learn to See 塞斯高汀

基本信息

• 出版社 ? : ? Portfolio Penguin (2018年 11月 15日)
• 语言 ? : ? 英语
• 平装 ? : ? 267页
• ISBN-10 ? : ? 0241370140
• ISBN-13 ? : ? 978-0241370148
• 商品重量 ? : ? 150 g
• 尺寸 ? : ? 19.7 x 12.9 x 1.28 cm

页面参数仅供参考，具体以实物为准

内容介绍

《金融时报》月度图书

在过去的四分之一个世纪里，塞斯-戈丁通过他的博客、在线课程、讲座和畅销书，教导和激励了数百万企业家、营销人员、领导者和各行各业的粉丝。

从《许可营销》（Permission Marketing）、《紫牛》（Purple Cow）、《部落》（Tribes）到《浸渍》（The Dip），

他发明的无数理念和短语已成为主流商业语言。

现在，戈丁首次将其营销智慧的核心内容集结成册，通俗易懂，经久不衰。

他的方法的核心是一个伟大的理念： 伟大的营销者不是利用消费者来解决公司的问题，而是利用营销来解决他人的问题。

他们不只是制造噪音，而是让世界变得更美好。真正强大的营销是以同理心、慷慨和情感劳动为基础的。

本书教你如何识别最小的可行受众；如何利用正确的信号和迹象来定位你的产品；如何与目标市场建立信任和许可；

如何与受众讲述自己的地位、从属关系和主导地位；如何发现创造和释放紧张关系的机会；以及如何为人们提供实现目标的工具。

现在是营销人员停止撒谎、垃圾邮件和对自己的工作感到内疚的时候了。是时候停止混淆社交媒体指标和真正的联系了。

是时候停止把钱浪费在从长远来看不会有回报的偷来的注意力上了。这就是营销》提供了一种更好的方法，无论营销策略如何演变，

这种方法仍将适用于未来几十年。

THE FINANCIAL TIMES BOOK OF THE MONTH

Over the past quarter century, Seth Godin has taught and inspired millions of entrepreneurs, marketers, leaders, and fans from all walks of life, via his blog, online courses, lectures, and bestselling books. He is the inventor of countless ideas and phrases that have made their way into mainstream business language, from Permission Marketing to Purple Cow to Tribes to The Dip.

Now, for the first time, Godin offers the core of his marketing wisdom in one accessible, timeless package. At the heart of his approach is a big idea: Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. They don't just make noise; they make the world better. Truly powerful marketing is grounded in empathy, generosity, and emotional labour.

This book teaches you how to identify your smallest viable audience; draw on the right signals and signs to position your offering; build trust and permission with your target market; speak to the narratives your audience tells themselves about status, affiliation, and dominance; spot opportunities to create and release tension; and give people the tools to achieve their goals.

It's time for marketers to stop lying, spamming, and feeling guilty about their work. It's time to stop confusing social media metrics with true connections. It's time to stop wasting money on stolen attention that won't pay off in the long run. This is Marketing offers a better approach that will still apply for decades to come, no matter how the tactics of marketing continue to evolve.