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All Marketers Are Liars

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WE BELIEVE THAT WINE TASTES BETTER IN A $20 GLASS than a St 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 infi- nite 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. Thinh of the Dyson vacuum cleaner, or Fiji water, or the iPod.

But beware if your stories are inauthentic, you cross the line from tip to fraud. That's a lesson learned the Hard way by telemarketers/cigarette comparties, and sleazy politicians.

All marketers are storytellers. Only the losers are liars.

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Ketersediaan

P00004S

001.42 GOD a

(BI Corner)

Tersedia

Informasi Detail

Judul Seri

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No. Panggil

001.42 GOD a

Penerbit

USA : The Penguin Group., 2012

Deskripsi Fisik

xviii, 220 halaman ; 18 cm

Bahasa

English

ISBN/ISSN

978 - 1 - 59184 - 533 - 1

Klasifikasi

001.42

Tipe Isi

text

Tipe Media

unmediated

Tipe Pembawa

volume

Edisi

-

Subjek

-

Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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