Meatball sundae : is your marketing out of sync? (Book, 2008) [WorldCat.org]
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Meatball sundae : is your marketing out of sync?

Author: Seth Godin
Publisher: New York : Portfolio, ©2008.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
?Gotta get me some of that New Marketing. Bring me blogs, e-mail, YouTube videos, MySpace pages, Google AdWords ... I don?t care, as long as it's shiny and new.? Wait. According to bestselling author Seth Godin, all these tactics are like the toppings at an ice cream parlor. If you start with ice cream, adding cherries and hot fudge and whipped cream will make it taste great. But if you start with a bowl of  Read more...
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Details

Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Seth Godin
ISBN: 9781591841746 1591841747
OCLC Number: 190859686
Notes: Includes index.
Description: pages cm
Contents: pt. 1. Thinking about the meatball sundae --
pt. 2. The fourteen trends. Trend 1 : Direct communication and commerce between producers and consumers --
Trend 2 : Amplification of the voice of the consumer and independent authorities --
Trend 3 : Need for an authentic story as the number of sources increases --
Trend 4 : Extremely short attention spans due to clutter --
Trend 5 : The long tail --
Trend 6 : Outsourcing --
Trend 7 : Google and the dicing of everything --
Trend 8 : Infinite channels of communication --
Trend 9 : Direct communication and commerce between consumers and consumers --
Trend 10 : The shifts in scarcity and abundance --
Trend 11 : The triumph of big ideas --
Trend 12 : The shift from "how many" to "who" --
Trend 13 : The wealthy are like us --
Trend 14 : New gatekeepers, no gatekeepers --
pt. 3. Putting it together --
Case studies.
Other Titles: Is your marketing out of sync?
Responsibility: Seth Godin.
More information:

Abstract:

?Gotta get me some of that New Marketing. Bring me blogs, e-mail, YouTube videos, MySpace pages, Google AdWords ... I don?t care, as long as it's shiny and new.? Wait. According to bestselling author Seth Godin, all these tactics are like the toppings at an ice cream parlor. If you start with ice cream, adding cherries and hot fudge and whipped cream will make it taste great. But if you start with a bowl of meatballs ... yuck! As traditional marketing fades away, the new tools seem irresistible. But they don?t work as well for boring brands (?meatballs?) that might still be profitable but don?t attract word of mouth, such as Cheerios, Ford trucks, Barbie dolls, or Budweiser. When Anheuser-Busch spends $40 million on an online network called BudTV, that's a meatball sundae. It leads to no new Bud drinkers, just a bad case of indigestion. Meatball Sundae is the definitive guide to the fourteen trends no marketer can afford to ignore. It explains what to do about the increasing power of stories, not facts; about shorter and shorter attention spans; and about the new math that says five thousand people who want to hear your message are more valuable than five million who don?t. The winners aren?t just annoying start-ups run by three teenagers who never had a real job. You?ll also meet older companies that have adapted brilliantly, such as Blendtec, a thirty-year-old blender maker. It now produces?Will it blend videos that demolish golf balls, Coke cans, iPhones, and much more. For a few hundred dollars, Blendtec reached more than ten million eager viewers on YouTube. Godin doesn?t pretend that it's easy to get your products, marketing messages, and internal systems in sync. But he?ll convince you that it's worth the effort.

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