Godin, Seth.

All marketers are liars : the underground classic that explains how marketing really works--and why authenticity is the best marketing of all / All marketers tell stories. Seth Godin. - New York : Portfolio/Penguin, 2009. - xviii, 220 p. : ill. ; 18 cm.

"First published in 2005 by Portfolio."

Includes bibliographical references and index.

Highlights -- Got marketing? -- Their worldview and frames got there before you did -- People notice only the new and then make a guess -- First impressions start the story -- Great marketers tell stories we believe -- Examples : stories framed around worldviews -- Important aside : fibs and frauds -- Marketers with authenticity thrive -- Competing in the lying world -- Remarkable? : the cow has not left the building -- Master storytellers and those who are still trying -- Advanced riffs. Step 1. Step 2. Step 3. Step 4. Step 5. Bonus Pt. 1. Bonus Pt. 2.

Examines the importance of marketing the twenty-first-century economy, explaining why it is important for businesses to develop a story about their product that will fit society's worldview and encourage people to buy one product over another identical product.

ISBN: 9781591845331 (pbk.)

LCCN: 2009035329

Subjects--Topical Terms:
Marketing.