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ویرایش:
نویسندگان: Seth Godin
سری:
ISBN (شابک) : 0525540849, 9780525540847
ناشر: Portfolio
سال نشر: 2018
تعداد صفحات: [250]
زبان: English
فرمت فایل : PDF (درصورت درخواست کاربر به PDF، EPUB یا AZW3 تبدیل می شود)
حجم فایل: 4 Mb
در صورت تبدیل فایل کتاب This Is Marketing: You Can't Be Seen Until You Learn to See به فرمت های PDF، EPUB، AZW3، MOBI و یا DJVU می توانید به پشتیبان اطلاع دهید تا فایل مورد نظر را تبدیل نمایند.
توجه داشته باشید کتاب این بازاریابی است: تا زمانی که دیدن را یاد نگیرید نمی توانید دیده شوید نسخه زبان اصلی می باشد و کتاب ترجمه شده به فارسی نمی باشد. وبسایت اینترنشنال لایبرری ارائه دهنده کتاب های زبان اصلی می باشد و هیچ گونه کتاب ترجمه شده یا نوشته شده به فارسی را ارائه نمی دهد.
شماره 1 پرفروش ترین وال استریت ژورنال پرفروش فوری نیویورک تایمز رویکردی که بازی را تغییر می دهد برای بازاریابی، فروش و تبلیغات. ست گودین از طریق وبلاگ، دورههای آنلاین، سخنرانیها و کتابهای پرفروش خود، به میلیونها کارآفرین، بازاریاب، رهبران و طرفداران از هر طبقهای از جامعه آموزش داده و الهام گرفته است. او مخترع ایدههای بیشماری است که راه خود را به زبان اصلی تجارت باز کردهاند، از بازاریابی مجوز گرفته تا گاو بنفش، قبیلهها و The Dip. اکنون، برای اولین بار، گودین هسته خرد بازاریابی خود را در یک بسته فشرده، در دسترس و جاودانه ارائه می دهد. این بازاریابی به شما نشان میدهد که چگونه کارهایی را که به آن افتخار میکنید، انجام دهید، چه موسس استارتآپهای فناوری باشید، چه مالک کسبوکار کوچک یا بخشی از یک شرکت بزرگ. بازاریابان بزرگ از مصرف کنندگان برای حل مشکل شرکت خود استفاده نمی کنند. آنها از بازاریابی برای حل مشکلات دیگران استفاده می کنند. تاکتیک های آنها به جای تبلیغات جلب توجه و قیف ایمیل های هرزنامه بر همدلی، ارتباط و کار عاطفی تکیه دارد. مهم نیست محصول یا خدمات شما چیست، این کتاب به شما کمک می کند تا نحوه ارائه آن به جهان را مجدداً بررسی کنید تا به طور معناداری با افرادی که آن را می خواهند ارتباط برقرار کنید. ست ترکیبی از بینش، مشاهده و نمونه های به یاد ماندنی خود را به کار می گیرد تا به شما آموزش دهد: * چگونه اعتماد و مجوز را در بازار هدف خود ایجاد کنید. * هنر موقعیت یابی - تصمیم گیری نه تنها برای چه کسی، بلکه برای چه کسی نیست. * چرا بهترین راه برای دستیابی به اهدافتان این است که به دیگران کمک کنید تا به آنچه می خواهند تبدیل شوند. * چرا رویکردهای قدیمی برای تبلیغات و برندسازی دیگر جواب نمی دهد؟ * نقش شگفت انگیز تنش در هر تصمیمی برای خرید (یا نه). * چگونه بازاریابی در هسته خود در مورد داستان هایی که برای خود در مورد موقعیت اجتماعی خود می گوییم است. شما می توانید کارهایی را انجام دهید که برای افرادی که اهمیت دارند. این کتاب راه را به شما نشان می دهد.
#1 Wall Street Journal Bestseller Instant New York Times Bestseller A game-changing approach to marketing, sales, and advertising. 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 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 compact, accessible, timeless package. This is Marketing shows you how to do work you\'re proud of, whether you\'re a tech startup founder, a small business owner, or part of a large corporation. Great marketers don\'t use consumers to solve their company\'s problem; they use marketing to solve other people\'s problems. Their tactics rely on empathy, connection, and emotional labor instead of attention-stealing ads and spammy email funnels. No matter what your product or service, this book will help you reframe how it\'s presented to the world, in order to meaningfully connect with people who want it. Seth employs his signature blend of insight, observation, and memorable examples to teach you: * How to build trust and permission with your target market. * The art of positioning--deciding not only who it\'s for, but who it\'s not for. * Why the best way to achieve your goals is to help others become who they want to be. * Why the old approaches to advertising and branding no longer work. * The surprising role of tension in any decision to buy (or not). * How marketing is at its core about the stories we tell ourselves about our social status. You can do work that matters for people who care. This book shows you the way.
TITLE PAGE COPYRIGHT DEDICATION CONTENTS AUTHOR'S NOTE This is marketing How tall is your sunflower? It’s not going to market itself Marketing isn’t just selling soap The market decides How to know if you have a marketing problem The answer to a movie Marketing your work is a complaint on the way to better Chapter One: Not Mass, Not Spam, Not Shameful . . . The compass points toward trust Marketing is not a battle, and it’s not a war, or even a contest The magic of ads is a trap that keeps us from building a useful story On getting the word out (precisely the wrong question) Shameless marketers brought shame to the rest of us The lock and the key Marketing doesn’t have to be selfish Case Study: Penguin Magic You’re not a cigar-smoking fat cat It’s time Chapter Two: The Marketer Learns to See Marketing in five steps This Is Marketing: An executive summary Things marketers know Chapter Three: Marketing Changes People Through Stories, Connections, and Experience Case Study: VisionSpring—Selling glasses to people who need them Consider the SUV That riff about the quarter-inch drill bit People don’t want what you make Stories, connections, and experiences Market-driven: Who’s driving the bus? The myth of rational choice Chapter Four: The Smallest Viable Market What change are you trying to make? What promise are you making? Who are you seeking to change? Worldviews and personas Forcing a focus Specific is a kind of bravery Shun the nonbelievers! Where does love lie? “Winner take all” rarely is A simple one-word transformation Coloring the ocean purple “It’s not for you” The comedian’s dilemma The simple marketing promise Case Study: The Open Heart Project Chapter Five: In Search of “Better” Empathy is at the heart of marketing A million-dollar bargain Thinking about “better” Better isn’t up to you The marketing of dog food Early adopters are not adapters: They crave the new An aside about the reptile people who are secretly running things Humility and curiosity Case Study: Be More Chill—More than one way to make a hit What’s a car for? Too many choices Positioning as a service Choose your axes, choose your future So many choices People are waiting for you Your freedom The freedom of better One last thing about sonder Chapter Six: Beyond Commodities Problem first Does it work? The commodity suckout “You can choose anyone, and we’re anyone” When you know what you stand for, you don’t need to compete But your story is a hook Case Study: Stack Overflow is better Better is up to the users, not up to you “And we serve coffee” The authentic, vulnerable hero Service Authenticity versus emotional labor Who’s talking? Chapter Seven: The Canvas of Dreams and Desires What do people want? Innovative marketers invent new solutions that work with old emotions Nobody needs your product No one is happy to call a real estate broker Where’s the angry bear? What do you want? Always be testing Scrapbooking If you had to charge ten times as much Irresistible is rarely easy or rational Chapter Eight: More of the Who: Seeking the Smallest Viable Market The virtuous cycle and network effects The most effective remarkability comes from design “And then a miracle happens” A thousand true fans But what about Hamilton? What would Jerry do? Taylor Swift is not your role model All critics are right (all critics are wrong) Why don’t people choose you? Chapter Nine: People Like Us Do Things Like This Deep change is difficult, and worth it People like us (do things like this) Case Study: The Blue Ribbons The internal narrative Defining “us” Which us? It shouldn’t be called “the culture” Just enough art Case Study: Gay marriage in Ireland Elite and/or exclusive Case Study: Robin Hood Foundation The standing ovation Roots and shoots Chapter Ten: Trust and Tension Create Forward Motion Pattern match/pattern interrupt Tension can change patterns What are you breaking? Tension is not the same as fear Marketers create tension, and forward motion relieves that tension Are you ready to create tension? How the status quo got that way Chapter Eleven: Status, Dominance, and Affiliation Baxter hates Truman It’s not irrational; status makes it the right choice Status roles: The Godfather and the undertaker Status lets us Case Study: Lions and Maasai warriors The status dynamic is always at work Status is not the same as wealth Six things about status Frank Sinatra had more than a cold Learning to see status Different stories for different people Affiliation and dominion are different ways to measure status Learning from pro wrestling The alternative to dominion is affiliation Fashion is usually about affiliation Sending dominance signals Sending affiliation signals Affiliation or dominance is up to the customer, not you Chapter Twelve: A Better Business Plan Where are you going? What’s holding you back? Perhaps you’ve seen the shift A glib reverse engineering of your mission statement isn’t helpful Chapter Thirteen: Semiotics, Symbols, and Vernacular Can you hear me now? What does this remind you of? Hiring a professional Imagine that world . . . Why is Nigerian spam so sloppy? The flags on SUVs are called flares The flag is not for everyone The same and the different Case Study: Where’s Keith? We add the flags with intent Are brands for cattle? Does your logo matter? Chapter Fourteen: Treat Different People Differently In search of the neophiliacs Enrollment What do people want? The superuser The truth about customer contribution What’s the purpose of this interaction? Chapter Fifteen: Reaching the Right People Goals, strategy, and tactics Advertising is a special case, an optional engine for growth More than ever, but less than ever What does attention cost? What is it worth? Brand marketing makes magic; direct marketing makes the phone ring A simple guide to online direct marketing A simple guide to brand marketing Frequency Search engine optimization and the salt mines Chapter Sixteen: Price Is a Story Pricing is a marketing tool, not simply a way to get money Different prices (different people) “Cheap” is another way to say “scared” And what about free? Trust and risk, trust and expense Be generous with change and brave with your business Case Study: No tipping at USHG Chapter Seventeen: Permission and Remarkability in a Virtuous Cycle Permission is anticipated, personal, and relevant Earn your own permission and own it Tuma Basa and RapCaviar Showing up with generosity Transform your project by being remarkable Offensive/juvenile/urgent/selfish is not the same thing as purple Suspending Fight Club rules Designing for evangelism Chapter Eighteen: Trust Is as Scarce as Attention What’s fake? What’s trusted, who’s trusted? The trust of action Famous to the tribe Public relations and publicity Chapter Nineteen: The Funnel Trust isn’t static You can fix your funnel Funnel math: Casey Neistat The sustainable direct marketing funnel An aside on funnel math The truth about your funnel Life on the long tail The April Fools’ Passover Birthday Easter shirt There’s a way out Bridging the chasm Where’s your bridge? Surviving the chasm You might not find the bridge Case Study: Facebook and crossing the biggest chasm Crossing the local chasm Clean water in a local village An aside about B2B marketing Chapter Twenty: Organizing and Leading a Tribe It’s not your tribe The power of now, not later Manipulation is the tribe killer Shared interests, shared goals, shared language It will fade if you let it Take a room in town Chapter Twenty-One: Some Case Studies Using the Method “How do I get an agent?” Tesla broke the other cars first The NRA as a role model Getting the boss to say yes Chapter Twenty-Two: Marketing Works, and Now It’s Your Turn The tyranny of perfect The possibility of better The magic of good enough Help! Chapter Twenty-Three: Marketing to the Most Important Person What will you build now? A MARKETING READING LIST A SIMPLE MARKETING WORKSHEET ACKNOWLEDGMENTS INDEX ABOUT THE AUTHOR ALSO BY SETH GODIN