Vous voulez voir cette page en fran�ais ? Cliquez ici.

Quantity:

More Buying Choices

6 used & new from CDN$ 20.79

Have one to sell? Sell yours here

Share your own customer images

Search inside this book

All Marketers Are Liars (Hardcover)

by Seth Godin (Author) "I have no intention of telling you the truth ..." (more)

4.0 out of 5 stars See all reviews (4 customer reviews)

List Price:	CDN$ 33.00
Price:	CDN$ 20.79 & eligible for FREE Super Saver Shipping on orders over CDN$ 39. Details
You Save:	CDN$ 12.21 (37%)
	o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o

In Stock.
Ships from and sold by Amazon.ca. Gift-wrap available.

3 new from CDN$ 20.79 3 used from CDN$ 29.41

Frequently Bought Together

Total List Price: CDN$ 84.99
Price For All Three: CDN$ 55.84

Some of these items ship sooner than the others. Show details

This item: All Marketers Are Liars by Seth Godin
In Stock.
Ships from and sold by Amazon.ca.
Eligible for FREE Super Saver Shipping on orders over CDN$ 39. Details
Purple Cow by Seth Godin
Usually ships within 4 to 6 weeks.
Ships from and sold by Amazon.ca.
Eligible for FREE Super Saver Shipping on orders over CDN$ 39. Details
Permission Marketing: Turning Strangers Into Friends And Friends Into Customers by Seth Godin
In Stock.
Ships from and sold by Amazon.ca.
Eligible for FREE Super Saver Shipping on orders over CDN$ 39. Details

Customers Who Bought This Item Also Bought

Purple Cow

by Seth Godin

4.0 out of 5 stars (110) CDN$ 16.79

Permission Marketing: Turning Strangers Into Friends And Friends Into Customers

by Seth Godin

4.2 out of 5 stars (110) CDN$ 18.26

Word of Mouth Marketing, Revised Edition: How Smart Companies Get People Talking

by Seth Godin

CDN$ 18.24

Small Is The New Big

by Seth Godin

4.0 out of 5 stars (6) CDN$ 21.42

Meatball Sundae

by Seth Godin

2.0 out of 5 stars (1) CDN$ 17.96

› Explore similar items

Product Details

Hardcover: 208 pages
Publisher: Portfolio (May 24 2005)
Language: English
ISBN-10: 1591841003
ISBN-13: 978-1591841005
Product Dimensions: 21.3 x 14.5 x 2.3 cm
Shipping Weight: 250 g

Average Customer Review: 4.0 out of 5 stars See all reviews (4 customer reviews)

Amazon.ca Sales Rank: #34,853 in Books (See Bestsellers in Books)

Would you like to update product info or give feedback on images?

Product Description

From Publishers Weekly

Advertising's fundamental theorem-that perception trumps reality-informs this dubious marketing primer. Journalist and marketing guru Godin, author of Purple Cow: Transform Your Business by Being Remarkable, contends that, in an age when consumers are motivated by irrational wants instead of objective needs and "there is almost no connection between what is actually there and what we believe," presenting stolid factual information about a product is a losing strategy. Instead, marketers should tell "great stories" about their products that pander to consumers' self-regard and worldview. Examples include expensive wine glasses that purport to improve the taste of wine, despite scientific proof to the contrary; Baby Einstein videotapes that are "useless for babies but...satisfy a real desire for their parents"; and organic marketing schemes, which amount to "telling ourselves a complex lie about food, the environment and the safety of our families." Because consumers prefer fantasy to the truth, the marketer's duty is to be "authentic" rather than honest, to "live the lie, fully and completely" so that "all the details line up"-that is, to make their falsehoods convincing rather than transparent. Troubled by the cynicism of his own argument, Godin draws a line at deceptions that actually kill people, like marketing infant formula in the Third World, and elaborates a murky distinction between "fibs" that "make the thing itself more effective or enjoyable" and "frauds" that are "solely for the selfish benefit of the marketer." To illustrate his preferred approach to marketing, the author relates a grab bag of case studies, heavy on emotionally compelling pitches and seamless subliminal impressions. Readers will likely find the book's practical advice as rudderless as its ethical principles.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Inside This Book (Learn More)

First Sentence
I have no intention of telling you the truth. Read the first page

Explore More
Concordance

Suggested Tags from Similar Products

(What's this?)

Be the first one to add a relevant tag (keyword that's strongly related to this product)

applied psychology(2)

motivational(2)

success(2)

seth godin(2)

communications(1)

human resources(1)

motivation(1)

personnel management(1)

self-improvemen t(1)

the dip(1)

time management(1)

What do customers ultimately buy after viewing this item?

	66% buy the item featured on this page: All Marketers Are Liars 4.0 out of 5 stars (4) CDN$ 20.79
	11% buy Tribes 4.2 out of 5 stars (6) CDN$ 16.06
	10% buy Dip 4.3 out of 5 stars (6) CDN$ 11.68
	7% buy Purple Cow 4.0 out of 5 stars (110) CDN$ 16.79

Explore similar items

Customer Reviews

4 Reviews

5 star:		(1)
4 star:		(2)
3 star:		(1)
2 star:		(0)
1 star:		(0)

Average Customer Review

4.0 out of 5 stars (4 customer reviews)

Share your thoughts with other customers:

Create your own review

Most helpful customer reviews

5.0 out of 5 stars Among the best, most honest marketing books out there, Oct 3 2009

By	Judith Tang - See all my reviews (REAL NAME)

As a veteran marketer for both the high end real-estate industry and E-commerce, we have to read every marketing book out there.

This book is probably the best

Why?

Because it cuts to the chase

All marketing is just storytelling, that's it. And that's all it really is. Even if you have an amazing product, you still have to tell a story about it, and in reality, the easiest people to convince are people who already believe a part of it.

Any marketer who fails to understand this, fails in general.

If we are talking about ad-words campaigns etc, and the world of catch-e-marketing, then the rules are a bit augmented, but the principle is still the same

And it will always be the same

Our world is an amalgamation of stories, worldviews and beliefs, and our current industrial model was created to manufacture wants and needs. If you have to convince someone they want or need something, they better believe the thread of the story you are appealing to them with.

A+ for Seth Godin, a must have in any marketers collection.

Was this review helpful to you? Yes No (Report this)

4.0 out of 5 stars Be authentically swayed, Mar 1 2009

By	Tork Beavis "krotbacca" (Toronto, ON Canada) - See all my reviews (REAL NAME)

As previous reviews have stated, Godin's book weaves the need for an authentic and compelling story about your remarkable product or service. His thesis that it is useless to attempt to change your target market's worldview is supported by Ori and Rom Brafman's Sway: The Irresistible Pull of Irrational Behavior. If you want to know why you cannot use the out-of-date marketing methods that Godin talks about, Sway will explain why. Both books make compelling and useful reading.

Was this review helpful to you? Yes No (Report this)

3.0 out of 5 stars Authentic Stories and Experiences Help Attract and Retain Customers, Dec 6 2008

By	Professor Donald Mitchell "Jesus Makes Me a P... (Boston) - See all my reviews (#1 REVIEWER)

All Marketers Are Liars is one of Seth Godin's better marketing books. If you have a choice between reading Purple Cow and All Marketers Are Liars, opt for this one.

The book is based on the observation that customers want to align with offerings and services that reinforce their positive self-images. I'm sure that idea isn't new to you. Otherwise, why would someone pay ten times as much for an item of frequently poor quality that has five cents worth of a brand image stitched into its front?

The book builds from these premises:

1. Don't waste your time trying to educate people about what their worldview should be or what your offerings are. Instead just slip into their preconceptions in a comfortable, authentic way.

2. You won't be noticed unless you fit into their worldview and seem to offer something new that they value.

3. An effective, authentic story can help you make a better and more lasting first impression.

4. Most of the future "experience" of your story will be assumed by customers who want to believe that you are what you say you are.

The book takes a little long to make those points. I found myself wishing this were a tightly edited article rather than a meandering book.

Part of Godin's "promise" to his fans is that he will "shake things up." As a result, the title is deliberately misleading to make people pick the book up . . . because ever customer has been lied to my a marketer or sales person. There's nothing new there. His "new" point for those who haven't studied marketing is that customers like a little sizzle with their steak.

If you know about the emotional value of a brand, this book is a waste of your time. If you think that people only care about product and service features, you need this book.

If you really want to learn about storytelling, I suggest you become acquainted with Stephen Denning's fine books on the subject. If you want to develop a sound foundation in marketing, see Phil Kotler's books.

If you want to be entertained without learning too much, stick with Mr. Godin.

Was this review helpful to you? Yes No (Report this)

Share your thoughts with other customers: Create your own review

› See all 4 customer reviews...

Most recent customer reviews

4.0 out of 5 stars A very good story
(...)

All marketers tell stories, and if they do it right, we believe them. But the interesting part is that by believing the story the story becomes true. Read more

Published on May 22 2005 by tragiclad