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Meatball Sundae de Seth Godin

Meatball Sundae

Autor Seth Godin
en Limba Engleză Paperback – 14 ian 2009
What is a meatball sundae? It's something messy, disgusting and ineffective, the result of combining two perfectly good things that don't go together. Meatballs are the basic staples, the things people need, the stuff that used to be marketed quite well with TV and other mass market techniques. The topping is new marketing: MySpace, websites, YouTube, and all of the magic that CEOs wish would shine atop their companies. MEATBALL SUNDAE is an essential guide to the fundamental shift taking place in the marketing and business world, and shows you how to align your business to it.
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Specificații

ISBN-13: 9780749929480
ISBN-10: 0749929480
Pagini: 256
Dimensiuni: 169 x 199 x 18 mm
Greutate: 0.21 kg
Editura: Little Brown Book Group
Locul publicării:United Kingdom

Notă biografică

Seth Godin is a best-selling author and was named by Forbes.com one of the top 5 web celebs in the business world. He holds an MBA from Stanford University, and has been called 'the Ultimate Entrepreneur for the Information Age' by Business Week magazine. Visit his website www.sethgodin.com

Descriere

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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. "Meatball Sundae" 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. 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. 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.