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Chapter Overview
Chapter 1: AudiobookHub Recommendation
Chapter 2: Mass advertising made sense during the era of mass media; in the internet age, it doesn’t really anymore.
Chapter 3: Online advertising offers advantages, yet it comes with limitations too.
Chapter 4: To create something worth buying, find a fundamental human desire or need, and ensure your product truly satisfies it.
Chapter 5: Your target audience must share your definition of the desire your product addresses, and should be receptive to change.
Chapter 6: You can locate your target audience by claiming an uncommon position relative to a particular set of values today.
Chapter 7: To turn your target audience into a tribe, speak in ways that strongly resonate most with their collective, shared worldview.
Chapter 8: You can drive your tribe’s members to act by challenging their status in ways that intentionally create productive tension today.
Chapter 9: Network effects offer a potent method for bridging the gap between your early fan base and the broader public.
Description
This Is Marketing (2018) begins with a provocative premise: the landscape of marketing has dramatically shifted in the past few decades, but we haven’t updated our thinking about it accordingly. Our mental model still places advertising at the center of the marketing universe – but in the age of the internet, that no longer makes sense. A new philosophy is needed.
Who Should Listen
- Marketing mavens looking for new ideas and inspiration
- Marketing skeptics waiting to be won over to the discipline
- Marketing opponents wanting to protect themselves against manipulation