- Hardcover: 240 pages
- Publisher: Portfolio (Nov. 12 2009)
- Language: English
- ISBN-10: 1591843030
- ISBN-13: 978-1591843030
- Product Dimensions: 13.3 x 2.5 x 18.6 cm
- Shipping Weight: 272 g
- Average Customer Review: 18 customer reviews
- Amazon Bestsellers Rank: #132,633 in Books (See Top 100 in Books)
All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works-and Why Authenticity Is the Best Marketing of All Hardcover – Nov 12 2009
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Praise for Seth Godin:
"Godin...is uniquely respected for his understanding of the Internet, and his essays and opinions are widely read and quoted on and off."
"It's easy to see why people pay to hear what he has to say."
"If Seth Godin didn't exist we'd need to invent him."
—Alan Webber, founder, Fast Company
"If your idea, or issue, or candidate, or product isn't catching on, you haven't been reading Seth Godin."
—Micah Sifry, cofounder, Personal Democracy Forum
"Godin is endlessly curious, opinionated, and knowledgeable on a wide variety of subjects. He is a relentless marketer…and also a clear-eyed visionary."
About the Author
Seth Godin is the author of more than a dozen bestsellers that have changed the way people think about marketing, leadership, and change, including Permission Marketing, Purple Cow, All Marketers Are Liars, Small is the New Big, The Dip,Tribes, Linchpin, and Poke the Box. He's an entrepreneur, the founder of several successful businesses and a popular TED speaker. He writes one of the most influential business blogs in the world at sethgodin.com.
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Initially, I had a difficult time juggling the term "liar". Godin tries to explain and reclaim the word, but I wasn't buying in. Later in the book, he admits that he chose the word to sound extreme; that he wanted to tell a story about the book to the fringe and hope they re-tell the story enough that it makes it's way into mass. In other words, when telling a story you need to start where the worldview will easily embrace it. From there, if the story is authentic and consistent it will make it into the middle to become digestible by others (because others already live it). I particularly like this notion of segmentation rather than aiming for mass right away (Alex Wipperfurth talks about this too in his book, "Brand Hijack: Marketing without Marketing").
The book itself is an easy read - two to three sittings is all you need. The book does a good job of reinforcing rather than teaching the need of telling a story about a product or service. Like most of Godin's books, it's solid read for any marketer about a practice we should already be practicing.
All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All
This is a must buy. Also a good read as it entails details within the marketing world, and the rather sly and ingenious ways that the marketing world utilizes in order to tell a "story".
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