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At a glance
- Condition
- New
- Model
- YES61169958
- Dimensions
- 5.27 x 1.05 x 7.3 in
- Weight
- 10.4 oz
- Publisher
- Portfolio
- Publication date
- November 13, 2018
- Edition
- Illustrated
Description
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. Read more
Specs 9
| Publisher | Portfolio |
|---|---|
| Publication date | November 13, 2018 |
| Edition | Illustrated |
| Language | English |
| Print length | 288 pages |
| ISBN-10 | 0525540830 |
| ISBN-13 | 30 |
| Item Weight | 10.4 ounces |
| Dimensions | 5.27 x 1.05 x 7.3 inches |
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Top Amazon Reviews
The Philosophy of Modern Marketing
Format: Hardcover
I’ve owned my business for 21 years, but Seth Godin’s book, This Is Marketing, has transformed the way I think about marketing. I think this book could be called, The Philosophy of Modern Marketing, or Marketing that is Truly Effective. I used to think of marketing as a series of tasks I needed to do each month in order to drum up new business. Now I see marketing as a noble adventure with the intent to create meaningful change in some part of the world. On page 144, Seth talks about “your quest to matter.” That’s a beautiful way to some up his perspective on marketing. It’s not a task. It’s a quest, a call to adventure, something in sync with Joseph Campbell’s work on The Hero’s Journey. Seth emphasizes three critically important questions: 1. What change are you trying to make? 2. Who are you seeking to change? 3. What promise can you make to your potential customers? (Hint: your promise needs to connect to the change you want to make in the world.) He points out that the primary purpose of marketing is to create change in the world; meaningful, positive change. Then in Chapter 10 he explains how important it is to create tension that causes people to make a decision to work with you. On page 121, he wrote, “There are two ways to do your work. You can be a cab driver. Show up and ask someone where they want to go. Charge them based on the meter. Or you can be an agent of change, someone who creates tension and then relieves it.” This reminds me of Joseph Campbell’s retelling of the story about King Arthur and the Knights of the Round Table. King Arthur challenged the knights to go on a quest for the Holy Grail. Then one of the knights stood and said, “We should all enter the forest at a different point, a place where there is no path. We should carve out our own path in our pursuit of the Holy Grail.” To me, that’s what Seth is telling us to do. Carve out your own path by clarifying the change you want to make in the world, which is your Holy Grail, and then steadily, day after day, stay on that quest to create that change for the people who need that change. Early in the book I decided to put a star next to statements that really meant a lot to me. By the end of the book I had over 70 stars and most of the book underlined. Here are some of the most powerful statements for me: (Page 12) “Marketers make change happen: for the smallest viable audience, and by delivering anticipated, personal, and relevant messages that people actually want to get.” (Page 12) “Marketers have the empathy to know that those they seek to serve don’t want what the marketer wants, don’t believe what they believe, and don’t care about what they care about.” (Page 20) “Marketing is our quest to make change on behalf of those we serve, and we do it by understanding the irrational forces that drive each of us.” (Page 28) “You have no chance of changing everyone. You need to change someone. Which ones? Do they share a psychographic?” (Page 65) “Our calling is to make a difference. A chance to make things better for those we seek to serve…Not for your own benefit, but because of what it can produce for others.” (Page 70) “Great marketing is the generous and audacious work of saying, ‘I see a better alternative; come with me.’” (Page 81) “Marketers make change. We change people from one emotional state to another. We take people on a journey; we help them become the person they’ve dreamed of becoming, a little bit at a time.” Do you see what I mean? Over and over and over Seth is teaching a new philosophy of modern marketing. Decide on the change you want to make, decide on who to change, and make a promise as to what those people will gain from you to make that change. I can’t encourage you enough to read, This Is Marketing. I believe you will see your marketing work as a noble adventure to make great and positive change in the world. And the book is filled with nuances and processes for you to consider as you move your marketing into action.
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Reviewed in the United States on November 13, 2018 by Dan Coughlin
Seth's Practical, Profound Marketing Wisdom For Every Entrepreneur!
Format: Hardcover
Seth Godin's books have been invaluable to me over the past eight years since I discovered him online. His insight, encouragement, and knack for getting to the core of each idea he talks or writes about has been invaluable in my actual everyday life, before I started a business. When I was a stay-at-home homeschooling mother I read Seth's books and blog. His message about "work that matters" has always inspired me. I'm an INFJ, so doing work that matters is pretty much as important as breathing. On page 14 of his latest book, This is Marketing, Seth Godin writes: "Marketing is the act of making change happen". And he shows us how we can use the principles of marketing to share our meaningful work with the world and bring about change. All through this book, and, indeed, all of Seth's work, you will hear him talk about doing "work that matters for people who care" and that we, as marketers, are meant to serve people and add value. This is not the way marketing was seen in the past. It is no longer considered a good marketing practice to selfishly demand that people (who don't know us) give us their time and attention as we try to sell them something. Instead, we are to start by showing up consistently, bringing our best to people, and serving them. Then, if we earn their trust and we become part of a "tribe" or community of people who share interests, we can offer what we have. And they might actually choose to listen to our message and, possibly, to buy from us. One very important point Seth makes in Chapter 20 "Organizing and Leading a Tribe" is this:"The tribe doesn't belong to you, so you don't get to tell the members what to do or to use them for your own aims." (p. 230) I hear a lot about "building your tribe" and "growing your followers on social" from successful influencers, but Seth is right: if you are lucky enough to have a group of people who want to listen to you, that's great! But you don't own that community--you are there to serve them, not use them. I'm jumping around a bit, but Chapter 9, "People Like Us Do Things Like This" is about people's desire to fit in and their perception of status. Seth explains why it is so difficult to bring about change. I found this chapter super helpful to understand why marketing can be so difficult. Chapter 10 is about the creation of tension, as a marketer, in order to bring about forward motion, and, thus, the change we want to make. He explains "pattern match" and "pattern interrupt". This was helpful in understanding what to do about the resistance people have to change. Other valuable and practical insights can be found in his chapters "A Better Business Plan", "The Funnel", and "Status, Dominance, and Affiliation". I always appreciate the generosity with which Seth shares his wisdom and the clear way he explains marketing principles so that anyone can comprehend them. Throughout the book, just like in everything else he shares with the world, Seth's message is about being generous and doing your best work. Not perfect work, just your best. And then ship it. And then tomorrow you can make it better. If you're an entrepreneur, small business owner, or involved with marketing in any organization, including non-profits, you need to read this book. Oh and one final book nerd note: at 5.3 inches by 7.3 inches, the size of this book feels just right to hold in my hands.
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Reviewed in the United States on May 29, 2019 by Kim Pollack
Great for people starting up
This is the first book I read by Godin, and I've enjoyed it so much that I will certainly read more of his works in the future. In the past I read marketing books for pleasure, not to be 'manipulated' by advertisers, i.e. as a shield kind of thing. Cialdini's first book ('Influence') has always been a book of reference for me in that regard. However, I've always felt that it fell short for the needs of the modern contemporary Internet-dominated society and market. This is Marketing fills the gap, adding elements that are relevant to the social, cultural and marketing reality of the 21st century; elements that I can use to think about selling my services without having to think about learning psychological tactics that are already well-known, have been used and overused for decades, and no longer work. TARGET READER > Godin's book is a more a book that gives you food-for-thought than a book that provides you with a proper system to implement things. Godin himself states that this is not a step-by-step set of tactics by a compass and, to me, that's true. To me that's inspirational. > I see the book more targeted to lay people and small biz entrepreneurs than a book devoted to professional marketers, who might react with a 'what?!" to some of the points that Godin makes. GODIN'S CORE MARKETING PRINCIPLES + Marketing seeks more market share, more customers, and more work. + Marketing is driven by better service, better community, and better outcomes. + Marketing creates culture: Status, affiliation, and people like us. + Marketing is change: Change the culture, change your world. Marketers make change happen. + Each of us is a marketer and has the ability to make more change than we can imagine. + Our opportunity and our obligation is to do marketing that we’re proud of. GREAT THINGS + The thing I like the most about this book is Godin's understanding of contemporary group dynamics, conformity trends, cultural disruption, and cultural influence. Above all, what stands out to me is the author's emphasis on serving the client or customer, treating them with respect, and not selling yourself too short in the process. + Probably because I experience the over-dominance of Facebook and Google as something dangerous and even burdensome, I loved Godin's insistence on narrative instead of advertising, and on care as a way to obtain profit. + Godin debunks the fallacy of the efficiency of FB and Google paid adds in marketing small businesses. + The book reads with gusto, and has a very simple language. + Some of the examples that Godin uses to exemplify his points are really good, too. + The explanation of why the same book gets both 1-star and 5-star reviews is really good. + The advice on how to treat loyal customers who ring a call center to complain. + The definition of goal, and how it differs from a strategy and a tactic. + The difference between direct marketing and brand marketing, and why the latter is better for your biz. + The selected readings list at the end of the book is really good. MY FAVORITE NUGGETS > "Online advertising is also the most ignored advertising ever created. It’s not unusual to run an ad in front of a hundred thousand people and get not a single click. It’s not unusual for an entire ad campaign to start, run, and finish without making any impact on the culture. (p. 169). > "If you’re buying direct marketing ads, measure everything. Compute how much it costs you to earn attention, to get a click, to turn that attention into an order. Direct marketing is action marketing, and if you’re not able to measure it, it doesn’t count." (p. 172). > "The lifetime value of a new customer rarely exceeds the cost of running the ads necessary to get a new customer. People are so distrustful, and the web is so cluttered, that the ads rarely have enough power to pay for themselves." (p. 210). > "Lowering your price doesn’t make you more trusted. It does the opposite." (p. 185). WHERE TO START READING ~ The Simple Marketing Sheet at the end of the book, especially if you get to book to help you market something you want to sell. ~ Chapter 23, because it summarizes the main points discussed in the book . DOWNSIDES __ The core message is repeated over and over again, sometimes unnecessarily. __ I would have loved that Godin provided a few more examples on certain points he makes to make his advice more precise and less generic. __ Some statements are a bit vague. An example: "And then, with this knowledge, overdo your brand marketing. Every slice of every interaction ought to reflect the whole. Every time we see any of you, we ought to be able to make a smart guess about all of you." (p. 175). __ The book reads like an upgraded collection of blog entries, which makes a great read, but lacks the patina of seriousness that makes things trustworthy for the newcomer. When you get a footnote system where you back what you say, the trust is immediately there; when you don't do that, I have the doubt whether some of the statements are hyperbolic or just a way of speaking. No doubt, Godin is a powerful voice in the marketing world, but I have difficulties taking bombastic statements at face value, no matter how much I like the speaker. __ Godin defines marketing in p. 2 as "the generous act of helping someone solve a problem. Their problem". I consider that BS, sorry. I think marketing is the act of selling something to people who might need or not need it, might want it or not, especially the act of selling to people who would initially say no to something. __ Godin repeats over and over that marketers create change. I think that's a bit of BS, too. The way I see it is, marketers sell change, and that's great in itself. People who really make change in the world, do so mostly outside the marketing world, sorry. The world of ideas, the word of science, the world of art, the world of technology. I see change coming from scientists, philosophers, artists, and innovators, not so much from marketers. Navel-looking hyperbolas work when giving a conference, in a book, not so much. MIND Godin himself states that the book is based on a hundred-day seminar that involved both lessons and peer-to-peer coaching around shared work. (p.2), and that some bits of his blog are also incorporated (p. 259). BAD ENGLISH > “Treat the others the way you’d want to be treated.” (p. 234). > “Build a team with the capacity and the patience to do the work that needs doing.” (p. 235).
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Reviewed in the United States on April 1, 2019 by M. T. D. C. M.
Great customer-centric overview
Format: Kindle
Good nuggets of insight. Some are obvious, but others are not. An overall positive assessment of marketing that will be useful to many.
Reviewed in the United States on July 31, 2026 by Brooklyn97
This is Genius!
Format: Hardcover
In a word, genius. "This is Marketing" is a must-have book for fans of Seth Godin, practitioners of marketing and leaders who seek to make change. If you have read his other works, many of the concepts will be nostalgic. However, this book binds them all into one place for easy reference and builds upon them to set a foundation for the future of marketing. The chapters are indexed and the concepts easy to digest yet profound. I found myself re-reading sections over and over again to grasp the concepts. Seth is a guru and by that I mean an influential teacher. He teaches us true marketing in this work of genius. This book should serve as a reference for the next generation of marketers and veteran marketers alike. If you are reading this review, you owe it to yourself to try the concepts and share them with your peers, your colleagues and your organization. As Seth has proven with “Ideavirus", ideas that spread win, so we need to share these ideas so they win. I find the timing of the book impeccable especially given today’s political and informational landscape where it is hard to discern fact from fiction and truth from lies. All true marketers are storytellers not liars. The concept of his breakthrough best-seller, “Permission Marketing”, is just as relevant today as it was 20 years ago especially with the advent of GDPR (General Data Protection Regulation). What makes “This is Marketing” different than other marketing books is that Seth espouses marketing that creates value for the marketer and the “marketee” while doing it together with generosity. The most effective marketing is marketing that creates enduring change, change that lasts. In order for change to last, it needs to create bi-directional value, it needs to be a two-way street not a one-way street. Seth is generous in the change that he seeks to make with this book and it has the potential to create a marketing Renaissance movement. I am incredibly humbled to be a recipient of an early-bird copy of the book, honored to participate in the seminar by the same name and proud to be an AltMBA alum. Thank you, Seth, for your generosity in writing another essential book for the marketer’s bookshelf.
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Reviewed in the United States on November 13, 2018 by Ettore Rossetti
A three-star opening but a five-star wrap-up at the end
Format: Hardcover
When I first started reading this book, it was pretty good. I've read and enjoyed many of Godin's other books, so I knew what to expect, and I wasn't disappointed by the first few chapters. In fact, I jotted about a page-and-a-half of notes for my creative career. By the middle of the book, Godin was sharing advice I wish I'd had 10 years ago. Great, vital info. But, around the 3/4 point of the book, I was getting bored. Until I completed the book, I didn't want to start working with my notes (around six pages, at that point), but... well, it was kind of a "dip" (a Godin term) to keep reading. And then, all of a sudden, Godin started fitting all the pieces together. The synergy was breathtaking. I was actually sorry when the book ended, almost abruptly. (The "what will you do?" section at the end seemed a little too cutesy for my taste, but that's okay.) So, my advice is to get this book. (In fact, I'd put that in flashing neon lights, if you're kind of struggling with your job/business.) Some parts of this book are better for self-employed people, like me. Others are written for employees of larger companies, whether you're at the bottom rung of the management ladder, or working your way up. Also, teams will find helpful insights in this book, too. But the very best advice I can give you is to keep reading to the end, even if/when you just want to put the book down and find something more interesting to read. Or a TV show to watch, instead. There are days when I give everything I like a five-star review, because I'm in a really upbeat mood. This isn't one of those days. (I couldn't delve into work requiring extended focus, because the termite inspection guys were due here at some point - unspecified - between 9 AM & 5 PM.) But, even feeling a little grumpy today, I still need to give this book five stars. The opening is good, but not dazzling. The middle goes from engaging to I-think-I-need-a-nap. But the spectacular final few chapters of the book - wow! - they're worth trudging through (not skimming!) everything that leads up to it. THAT's where all the puzzle pieces start fitting together, even the ones you may find boring. And it's absolutely, 100% worth the ah-HA! cascade as the entire book becomes a work of art.
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Reviewed in the United States on December 13, 2018 by Aisling D.
A poignant and fascinating exploration of marketing and so much more
Format: Hardcover
My first introduction to Seth Godin was only a couple of weeks ago when my partner asked me to listen to a conference call and watch a pod cast with Seth Godin discussing this book. I ordered the book right away and had high expectations. My expectations were shattered. This is Marketing is a brilliant and fascinating exploration of marketing and so much more. At it’s core it’s a detailed and articulately stated analysis of human psychology and the process of buying decisions. However, Godin takes a unique and malevolent approach to the sales process where the consumer is not victimized by selfish, deceptive and/or forceful sales tactics. Instead empathy and a desire to make meaningful change allow you to cultivate customers who really get something of value from your product and feel good about it. On a deeper level, Godin’s approach to marketing is also about having a business that is aligned with your cores values and your mission. In this respect it is almost a self help book as well as there is a certain zen and peacefulness in having a marketing plan and business grounded in respect not just for your clients and prospects but for your own core values and mission as well. And more than that, I found myself often in introspection, thinking about my personal, non business interactions with others through the lens of Seth’s analysis. On a professional level, as a wealth manager who believes strongly in behavioral finance, I kept thinking this is the another facet of behavioral economics. Perhaps it could not be called behavioral marketing because all marketing is behavioral, but certainly thorough and intelligent breakdown on the current state of marketing. It’s the type of book of book you can read several times and take something new away each time. I plan on reading it several more times.
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Reviewed in the United States on December 5, 2018 by Jeffrey S. Kikoler
Pretentious. Tries WAY too hard to sound deep on every page.
Format: Paperback
The writing style in this book is just WEIRD. The author seems like he's trying way too hard to sound incredibly deep and profound on every single page. Instead of just getting to the point + communicating some practical ideas about marketing, it seems as if he was just getting lost in the brilliance of his every line of prose. It's like he's trying to write some kind of teary-eyed soliloquoy that will cause an emotional outpouring from the reader -- when it's just.... a marketing book. LOL. I would describe the writing style as like, a mix of marketing ideas, paired with some kind of weird feminist therapy session or overly self-impressed emotional philosopher. The rhythm of the writing just feels strange as well, for reasons I can't quite figure out. Almost feels like the pacing is some half-attempt at writing a poetry book about marketing. Yes, there are some good ideas in here -- but they're just communicated in a strange writing style that makes for a consistently uncomfortable read.
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Reviewed in the United States on October 26, 2023 by Anton