This Is Marketing by Seth Godin

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Portfolio/PenguinAn imprint of Penguin Random House LLC375 Hudson StreetNew York, New York 10014Copyright © 2018 by Seth GodinPenguin supports copyright. Copyright fuels creativity, encourages diverse voices, promotes free speech, and creates avibrant culture. Thank you for buying an authorized edition of this book and for complying with copyright laws by notreproducing, scanning, or distributing any part of it in any form without permission. You are supporting writers andallowing Penguin to continue to publish books for every reader.Library of Congress Cataloging-in-Publication DataNames: Godin, Seth, author.Title: This is marketing / Seth Godin.Description: New York : Portfolio/Penguin, [2018] | Includes index.Identifiers: LCCN 2018041567 (print) | LCCN 2018042423 (ebook) | ISBN 9780525540847 (Ebook) | ISBN9780525540830 (hardcover)Subjects: LCSH: Marketing.Classification: LCC HF5415 (ebook) | LCC HF5415 .G5783 2018 (print) | DDC 658.8--dc23LC record available at https://lccn.loc.gov/2018041567While the author has made every effort to provide accurate telephone numbers, Internet addresses, and other contactinformation at the time of publication, neither the publisher nor the author assumes any responsibility for errors, or forchanges that occur after publication. Further, the publisher does not have any control over and does not assume anyresponsibility for author or third-party websites or their content.Version_1
For Leo, Anna, Mo, Sammy, Alex, Bernadette, and Shawn . . .And for all the fresh voices that make our lives better
Page 6 and 7: CONTENTSTITLE PAGECOPYRIGHTDEDICATI
Page 8 and 9: [a sketch to show you what’s to c
Page 10 and 11: We can do work that matters for peo
Page 12 and 13: CHAPTER ONENot Mass, Not Spam, Not
Page 14 and 15: Shameless marketers brought shame t
Page 16 and 17: You lower your price because people
Page 18 and 19: The fourth step is the one everyone
Page 20 and 21: CHAPTER THREEMarketing Changes Peop
Page 22 and 23: On the other hand, with the realiza
Page 24 and 25: Every organization—every project
Page 26 and 27: Here’s one I just found: “Activ
Page 28 and 29: of his worldview, he abandoned Penn
Page 30 and 31: It’s for the smallest viable audi
Page 32 and 33: One of the great comics of our time
Page 34 and 35: CHAPTER FIVEIn Search of “Better
Page 36 and 37: We remember the best one.Best for w
Page 38 and 39: 81 percent of the German population
Page 40 and 41: But the newly empowered consumer ha
Page 42 and 43: If you don’t care about security,
Page 44 and 45: Claims that are true, that we conti
Page 46 and 47: And so we get on the Facebook merry
Page 48 and 49: CHAPTER SIXBeyond CommoditiesProble
Page 50 and 51: This is the work that helps people
Page 52 and 53:
Better is up to the users, not up t
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We don’t do this work because we
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If you ask them, you probably won
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Nobody needs your productIt doesn
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1. It’s cheaper and faster than e
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CHAPTER EIGHTMore of the Who: Seeki
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That restaurant you just opened: Ho
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Extraordinary talent. You can’t f
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If you’ve worked hard, it’s tem
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If it’s not genetic, if we’re n
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What the marketer, the leader, and
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Some people look at this result and
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CHAPTER TENTrust and Tension Create
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When you launch the second hotel in
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now felt like second-class citizens
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In his brilliant book Impro, Keith
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The roles we easily adopt at school
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The bottom-right quadrant (b) is fo
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Different stories for different peo
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is priceless.Fashion is usually abo
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CHAPTER TWELVEA Better Business Pla
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If it doesn’t work, that’s okay
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This is semiotics. Flags and symbol
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The flag is not for everyoneIt’s
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A commodity, on the other hand, has
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CHAPTER FOURTEENTreat Different Peo
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Enrollment is mutual, it is consens
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Which means that only eight of the
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CHAPTER FIFTEENReaching the Right P
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It’s never been easier or cheaper
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biggest and most successful organiz
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But frequency teaches us that there
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And at three dollars a loaf, we’r
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When a song on the radio is free, b
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CHAPTER SEVENTEENPermission and Rem
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Once you earn permission, you can e
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Too often, impatient marketers reso
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A trusted marketer earns enrollment
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CHAPTER NINETEENThe FunnelTrust isn
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This is the direct marketer’s dre
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While there are plenty of people ha
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The April Fools’ Passover Birthda
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How do you get there?The intuitive
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In that moment, marketing can help
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Case Study: Facebook and crossing t
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Consider the case of Water Health I
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Each developer has a narrative, and
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And the story of now is the critica
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All thirteen of these principles ge
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CHAPTER TWENTY-ONESome Case Studies
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than twice as likely to contact gov
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CHAPTER TWENTY-THREEMarketing to th
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get stuck in search of perfect. Stu
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A Marketing Reading List(in no part
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A Simple Marketing WorksheetWho’s
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A B C D E F G H I J K L M N O P Q R
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as customer’s choice, 140question
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network effects, 89-91, 218-19, 227
Page 168 and 169:
“better,” search for, 44-45, 59
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ABOUT THE AUTHORIn 2018, Seth Godin
Page 172:
What’s next onyour reading list?D
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