內容簡介
內容簡介 行銷大師賽斯．高汀最完整且有效的行銷懶人包，為行銷與廣告提供一個改變新局的管道。《華爾街日報》暢銷冠軍《紐約時報》暢銷排行行銷大師賽斯．高汀透過他的部落格、線上課程、講座與暢銷書教導並啟發數百萬社會各階層人士，包括創投家、行銷人、領導者與粉絲們。他是無數點子的創發者，從許可行銷、紫牛、部落到低谷，這些行銷理念一路匯入了主流的商業語彙中。這是第一次，高汀將他的行銷智慧整合成一個完整、簡易且受用無窮的懶人包。不管你是科技新創者，或是小型企業的負責人，甚至只是大型企業的一員，《這就是行銷》告訴你如何將你感到驕傲的工作讓別人買單。厲害的行銷者不利用消費者來解決公司的問題，而是利用行銷來解決他人的問題。他們的戰鬥技能取決於同理心、連結、以及管理情緒的”情緒勞動”，而不是一堆妨礙注意力的廣告和垃圾郵件。不管你要販售的是什麼，本書幫助你重新打造將產品或服務展現給世人的方式，以便與想要產品的人做有意義的連結。高汀運用他整合了洞見、觀察與容易記住的案例，教導你：●如何建立你與標的市場的信任與許可●定位的藝術：不只要決定誰是目標，也要知道誰不是目標●達到目標的最佳方法是幫助他人成為他們想要的樣子●為什麼老式的廣告與品牌建立的方法已經不管用●決定買或不買的張力是行銷的關鍵●行銷的核心在於如何將我們位於那一個社會階層的故事告訴大眾#1 Wall Street Journal BestsellerInstant New York Times BestsellerA 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."
