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Meatball Sundae: How New Marketing is Transforming the Business World (and How to Thrive in It)
Meatball Sundae: How New...
$26.99

Meatball Sundae: How New Marketing is Transforming the Business World (and How to Thrive in It)

Paperback

 
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Details

Release date NZ
January 15th, 2009
Author
Pages
256
Dimensions (mm)
125x198x16
Country of Publication
United Kingdom
Imprint
Piatkus Books
ISBN-13
9780749929480
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Product ID
2694711

Description

What is a meatball sundae? It's something messy, disgusting and ineffective, the result of combining two perfectly good things that don't go together. Meatballs are the basic staples, the things people need, the stuff that used to be marketed quite well with TV and other mass market techniques. The topping is new marketing: MySpace, websites, YouTube, and all of the magic that CEOs wish would shine atop their companies. The problem? New marketing is lousy at selling meatballs.

When confronted with the myriad opportunities presented by new marketing, people usually ask 'How can we make this stuff work for us?' This, as Seth Godin explains in his remarkable new book, is exactly the wrong question.Mapping out 14 trends that are completely remaking what it means to be a marketer - and by extension transforming what we make and how we make it - Godin shows how the question for any thriving 21st century business must be: 'How can we alter our business to become an organization that thrives on new marketing?' Meatball Sundae is an essential guide to the fundamental shift taking place in the marketing and business world, and shows you how to align your business to it.

Review


Godin's latest business handbook (after Small Is the New Big and The Dip) revisits some of his most popular marketing advice, while emphasizing that it can't just be applied willy-nilly. In past decades, he says, companies were able to get rich by making average products for average people, but those markets have long since been sewn up; mass is no longer achievable [or] desirable. Rather than simply rely on mass media to raise product visibility, New Marketing treats every aspect of interacting with customers—including customer service and the product itself—as an opportunity to grow the organization. In order to be successful with such marketing techniques, a company must change its practices across the board. Otherwise, you're just putting whipped cream on a meatball. Godin has a perspective on everything from blogs (don't bother unless you really have something to say) to the long tail (if it's as valuable to your company as the top sellers are, why aren't you paying more attention?). His arresting conversational style is sure to once again set the business world talking. Publishers Weekly

Author Biography

Seth Godin is a best-selling author and was named by Forbes.com one of the top 5 web celebs in the business world. He holds an MBA from Stanford University, and has been called 'the Ultimate Entrepreneur for the Information Age' by Business Week magazine.
 

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