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Meatball Sundae: Is Your Marketing Out of Sync?

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Overview


Whole industries are being transformed by the way ideas spread and how prospects and consumers interact. Bestselling business author Seth Godin explains how to become an organization for a new generation.

American Express could have become PayPal, but they watched the opportunity go by. Fedex uses technology to make shipping easier for the customer; UPS uses technology to make shipping easier for UPS. Who's winning? Google has broken the world into tiny bits. No one visits a ...

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Meatball Sundae: Is Your Marketing Out of Sync?

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Overview


Whole industries are being transformed by the way ideas spread and how prospects and consumers interact. Bestselling business author Seth Godin explains how to become an organization for a new generation.

American Express could have become PayPal, but they watched the opportunity go by. Fedex uses technology to make shipping easier for the customer; UPS uses technology to make shipping easier for UPS. Who's winning? Google has broken the world into tiny bits. No one visits a website's home page anymore; they go in the back door, to just the place Google sent them.

New Marketing, whose tools include things like MySpace, You Tube, websites, permission marketing, cable TV, and viral techniques, is reshaping our world. But many companies try to use the tools without first getting their organization and products in sync with them. The result: what Seth Godin calls a "meatball sundae." A big, ineffective mess.

In his trademark style—clear, accessible, jargon-free, and full of real-life examples—Godin reviews how marketing used to work and explains how to use the New Marketing to become a better organization: faster, more flexible, and even more fun.

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Editorial Reviews

Publishers Weekly

Godin's latest business handbook (after Small Is the New Bigand 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. (Jan.)

Copyright 2007 Reed Business Information
Miami Herald
"Godin…is a clear-eyed visionary with strong and sensible ideas on how the new economy can, should and will function."—Miami Herald
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Product Details

  • ISBN-13: 9781615568260
  • Publisher: Penguin Group (USA) Incorporated
  • Publication date: 12/27/2007
  • Pages: 256
  • Product dimensions: 5.30 (w) x 7.10 (h) x 1.00 (d)

Meet the Author


SETH GODIN is a bestselling author, entrepreneur and agent of change. His book Permission Marketing was an Amazon.com Top 100 bestseller for a year, a Fortune Best Business Book and it spent four months on the Business Week bestseller list. It also appeared on The New York Times business book bestseller list. He lives in Westchester County, New York.
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