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020			_a9780241370148
040			_aIIITD
082			_a658.8 _bGOD-T
100			_aGodin, Seth
245			_aThis is marketing : _byou can't be seen until you learn to see _cby Seth Godin.
260			_bPenguin, _aNew Delhi : _c©2018
300			_axvi, 267 p. : _bcol. ill. ; _c19 cm.
504			_aIncludes bibliographical references (pages 253-256) and index.
505			_t1. Not mass, not spam, not shameful _t2. The marketer learns to see _t3. Marketing changes people through stories, connections, and experience _t4. The smallest viable market In search of "better" _t5. Beyond commodities _t6. The canvas of dreams and desires _t7. More of the who: seeking the smallest viable market _t8. People like us do things like this _t9. Trust and tension create forward motion _t10. Status, dominance, and affiliation _t11. A better business plan _t12. Semiotics, symbols, and vernacular _t13. Treat different people differently _t14. Reaching the right people _t15. Price is a story _t16. Permission and remarkability in a virtuous cycle _t17. Trust is as scarce as attention _t18. The funnel _t19. Organizing and leading a tribe _t20. Some case studies using the method _t21. Marketing works, and now it's your turn _t22. Marketing to the most important person.
520			_a"You can do marketing that you're proud to put your name on. Over the past quarter century, Seth Godin has inspired millions of entrepreneurs, leaders, and fans from all walks of life. Now, for the first time, he offers the core of his marketing wisdom in one accessible, timeless package. At the heart of his approach is a big idea: Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. They don't just make noise; they make the world better. Truly powerful marketing is grounded in generosity, empathy, and emotional labor. Learn how to identify the smallest viable audience. Build trust and permission with your market. Adopt the narratives your fans already use. Find the guts to create and release tension. And most of all, give people the tools and stories they can use to achieve their goals. It's time to stop lying, spamming, and feeling guilty about your work. It's time to stop confusing social media metrics with true connections. It's time to stop wasting money on stolen attention that won't pay off in the long run. It's time to be seen by first learning how to see."--Dust jacket.
650			_aBUSINESS & ECONOMICS -- Industrial Management.
650			_aBUSINESS & ECONOMICS -- Management Science
650			_aBUSINESS & ECONOMICS -- Management.
650			_aBUSINESS & ECONOMICS -- Organizational Behavior
942			_2ddc _cBK _02
999			_c172413 _d172413