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All Marketers Are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authen ticity Is the Best Marketing of All par [Godin, Seth]
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All Marketers Are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authen ticity Is the Best Marketing of All Format Kindle

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Longueur : 240 pages Word Wise: Activé Composition améliorée: Activé
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Descriptions du produit

From Publishers Weekly

Advertising's fundamental theorem-that perception trumps reality-informs this dubious marketing primer. Journalist and marketing guru Godin, author of Purple Cow: Transform Your Business by Being Remarkable, contends that, in an age when consumers are motivated by irrational wants instead of objective needs and "there is almost no connection between what is actually there and what we believe," presenting stolid factual information about a product is a losing strategy. Instead, marketers should tell "great stories" about their products that pander to consumers' self-regard and worldview. Examples include expensive wine glasses that purport to improve the taste of wine, despite scientific proof to the contrary; Baby Einstein videotapes that are "useless for babies but...satisfy a real desire for their parents"; and organic marketing schemes, which amount to "telling ourselves a complex lie about food, the environment and the safety of our families." Because consumers prefer fantasy to the truth, the marketer's duty is to be "authentic" rather than honest, to "live the lie, fully and completely" so that "all the details line up"-that is, to make their falsehoods convincing rather than transparent. Troubled by the cynicism of his own argument, Godin draws a line at deceptions that actually kill people, like marketing infant formula in the Third World, and elaborates a murky distinction between "fibs" that "make the thing itself more effective or enjoyable" and "frauds" that are "solely for the selfish benefit of the marketer." To illustrate his preferred approach to marketing, the author relates a grab bag of case studies, heavy on emotionally compelling pitches and seamless subliminal impressions. Readers will likely find the book's practical advice as rudderless as its ethical principles.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Présentation de l'éditeur

Seth Godin’s three essential questions for every marketer:

“What’s your story?”

“Will the people who need to hear this story believe it?”

“Is it true?”

All marketers tell stories. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that’s virtually the same car. We believe that $125 sneakers make our feet feel better—and look cooler—than a $25 brand. And believing it makes it true.
As Seth Godin showed in this controversial book, great marketers don’t talk about features or even benefits. Instead, they tell a story—a story we want to believe, whether it’s factual or not. In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and all marketing is about telling stories.
Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water, or the iPod.
But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That’s a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians.
But for the rest of us, it’s time to embrace the power of the story. As Godin writes, “Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn’t invent storytelling. They just perfected it.”

From the Trade Paperback edition.

Détails sur le produit

  • Format : Format Kindle
  • Taille du fichier : 523 KB
  • Nombre de pages de l'édition imprimée : 240 pages
  • Editeur : Portfolio; Édition : Reprint (12 novembre 2009)
  • Vendu par : Amazon Media EU S.à r.l.
  • Langue : Anglais
  • ASIN: B00315QK8M
  • Synthèse vocale : Activée
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  • Composition améliorée: Activé
  • Moyenne des commentaires client : 4.3 étoiles sur 5 3 commentaires client
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I liked the way Seth used examples to illustrate his idea of creating a whole environment for your brand. But I'd say that's all it is about. He's a good marketer himself. The book is good, but nothing out of space neither.
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Par Samspade le 29 septembre 2009
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La pensée de Seth Godin ne brille pas par sa profondeur théorique, les concepts qui sous-tendent sa pensée paraissent assez superficiels, néanmoins, la lecture de se livre est stimulante. Ce livre donne envie d'aller plus loin dans la rencontre entre la sémantique (la carte n'est pas le territoire) et le marketing.
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Comme d'habitude, Seth Godin se répète un petit peu au fil du bouquin, mais comme d'habitude, on retire toujours une idée géniale après avoir lu un de ses ouvrages. Celui-ci n'échappe pas à la règle.
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Commentaires client les plus utiles sur (beta) HASH(0x97b05054) étoiles sur 5 248 commentaires
91 internautes sur 104 ont trouvé ce commentaire utile 
HASH(0x9781b294) étoiles sur 5 Not Bad - but Not Original 1 juin 2005
Par Kim Moeller - Publié sur
Format: Relié
Godin writes: "This is a whole new way of doing business."

Well, if it is such Seth, then surely You aren't the first marketer to spot this. Therefore, Seth Godin shouldn't take credit for revealing some of the powers of storytelling in marketing.

Other authors were there long before him (e.g. Laurence Vincent, John Simmons, Steve Denning, Christopher Locke, Dave Snowden), who managed to go deeper and further. Mind you though that their individual approaches are very different.

Much of what Godin calls storytelling are simply elements of marketing strategy (already well know to marketers) presented here in a new wrapping called "storytelling". But just because you say so, that doesn't make it so!

Where he writes "You can't out-Amazon Amazon" and "Make your story stand out from the competition", he is simply describing the importance of positioning, and similarly it isn't 'Rocket Science' when he says "Cheap is not marketing". Rather it is leaning up against men like Michael Porter who have been discussing the inherent dangers of price competition for decades.

He does however practice what he preaches. He tells a story that his customers want to believe. It is a pleasant though that success can be achieved simply by telling cute little stories. It is however not as simple as this, which is why I suggest you explore other authors too (See above).

A point I fully agree on is that: "You must aggressively go to the edges and tell a story that only you could tell." However, I don't feel that Godin has followed his own gospel in this case. The story he tells in "All Marketers are Liars" has to a wide extent already been told by a number of other skilful authors.

He still gets 3 stars from me, because I welcome any additions to the body of knowledge available about storytelling in marketing. I believe it is a powerful tool, and it deserves wider recognition.
30 internautes sur 32 ont trouvé ce commentaire utile 
HASH(0x9796e090) étoiles sur 5 A Great Marketing Story 18 novembre 2009
Par Larry Underwood - Publié sur
Format: Relié Achat vérifié
Some marketers may be liars; some may be honest; those who are the most successful, combine honesty with a compelling message. That's the secret to a great marketing campaign, and that's why Seth Godin's book is so interesting. He knows how to tell relevent stories which engage the reader; before you know it, you've read this entire book.

The message Godin is delivering is really quite simple. Marketers should have a good story to tell; if it's a good enough story, consumers will repeat it, and that story has now become entrenched in our minds as "reality". Mission accomplished.

Successful marketers understand the importance of creating demand from telling a good story. However, as Godin warns, the stories had better be authentic; consumers in this day and age of social media are quick to spot the phonies. That's good news for the consumers; and should be good news for the creative marketers, who have good stories to tell. That probably explains why Twitter is becoming so popular; people like stories, especially short ones that are confined to 140 characters or less. Cutting to the chase has never been more important than it is today.

It should also be good news for Seth Godin, because his story is authentic, very witty, and most compelling. I highly recommend reading it for yourself; I honestly believe you won't be disappointed.
93 internautes sur 110 ont trouvé ce commentaire utile 
HASH(0x97cc9eb8) étoiles sur 5 Why is this guy so popular? 18 juillet 2006
Par Book Lover - Publié sur
Format: Relié
I find Seth Godin's books incredibly lightweight. There is really nothing of any substance here. The usual series of marketing anecdotes, normally about quite niche products. I think the whole thing can be summed up in the old advertising cliche: sell the sizzle, not the steak. He's just given it a new word - essentially he's dressing up well-worn concepts in new clothes. The book is poorly organised and repetitive, and I think he succeeds simply because his books are so lightweight - they're easily digestible on a bus ride or plane trip, don't rely on any support for his theories so they're not easily challenged, and essentially say very little. The marketing equivalent of the airport novel.
30 internautes sur 34 ont trouvé ce commentaire utile 
HASH(0x980fe644) étoiles sur 5 I light shade of purple 10 février 2006
Par Von Sydow Gustav - Publié sur
Format: Relié
For some unknown reason my copy of Liars had been gathering dust on the shelf for quite some time and I decided to read it on a train ride to Stockholm yesterday. The book is about how (and why) to use stories to further your company's/organization's/your own objectives. The main thesis' of the books are:

1. Competitive advantages are becoming too complex too formulate in a one sentence positioning statement and people need stories to make sense of what a company is all about.

2. Stories are what makes people (irrationally) believe that some products are superior to other products. This is why people sincerely believe that a 80 000 dollar Porsche Cayenne is superior to the 36 000 dollar Volkswagen Touareg, despite the fact that they are basically the same part. We buy stories, not products.

3. Stories are what we tell other people and stories are thus what a savvy WOM enlighted marketer should aim for to maximize marketing (mainly WOM) efficiency.

4. To be effective, stories must fit the existing worldview of the target group. If it doesn't, don't try to change their worldview (because people can't be changed), change target group.

5. To break through the info clutter, one must "frame" the story in a way that makes sense to people.

The first point I buy completely. It is obviously very inspired by Malcolm Gladwell's Blink, but still worth pointing out in a marketing context (to be fair, Godin does give Gladwell some credit). The second point is nothing new at all. The use of stories is just basic branding, slightly adjusted. Regarding stories increasing the efficiency of WOM I think it's absolutely true. However, it's not like it hasn't been said before, only using different terminology (even Godin himself in "Ideavirus"). Number four and five are quite obvious if you've read some consumer behaviour, however I don't agree. The thing that I remember best from Blink was the case study of Herman Millers Aeron chair. It took a couple of years for it to become the best selling office chair of all time. It didn't do this by meeting people's existing worldview on what an office chair was all about. People hated it at first sight. But Herman Miller believed in Aeron and when people got used to the ground breaking design, it redefined how an office chair should be evaluated. The main point about Blink (for me) wasn't that people make snap judgements and use intution. That's hardly news to anyone. The most interesting part is that you can actually change what people believe. And that's good news, now isn't it?

I understand why Godin writes what he does; a lot of neomarketing lit. is critized for not being practical enough. People want books like "Ten things that guarantee you instant success within (enter industry here)". And it is a realistic goal for most companies to get their story straight, find a group that might believe it and tell it ("frame" it) in a way that they'll understand. But to be honest, it's just a slight improvement over the classic approach: build a decent product, select a target market with a high likelyhood of adoption and communicate in terms that they'll understand. Boring. And actually kind of ironic (or a big conspiracy maybe?) since what he does is finding a new frame (WOM is all the rage now and books about that will break though the clutter) to an existing worldview and communicating the idea to a partially new target. I like the fact that he points out how product development WOM and sales are all interrelated but to give him credit for this is kind of like saying that Newton for "invented" gravity.

From a marketing stand point that Godin wants to buy books it's all very clever, indeed (and hardly a coincidence no?). But I don't like it. I think that the winners of tomorrow are those standing out by making a really, really, really awesome product. The crazy ones. The misfits. The round pegs in the square holes. Those who see a work of art when other people see a blank canvas. Think different. Go for broke. Revolutionize. Re-define. Re-imagine. Remarkabalize. Think it. Test it. Try it. Do it. Impossible is nothing.
11 internautes sur 11 ont trouvé ce commentaire utile 
HASH(0x978a62b8) étoiles sur 5 First Godin disappointment 12 septembre 2011
Par jms - Publié sur
Format: Relié Achat vérifié
I generally really like Seth Godin, so I must say that I've been disappointed with this book. In fact, I was reading it for work (yes, I have a boss who likes to assign reading), but I've stalled out half way through this book and will be forcing myself to finish it. I feel like the only message I'm getting is that every story is a lie -- not a lot of examples as to how a company's story, wherever it fell on the lie/truth scale, managed to change the minds of a mass of people. A few stories, to be sure, but primarily it's "every story is a lie" ad naseum. I just felt preached to, and pounded over the head as if I wouldn't get the point otherwise. I just didn't like the approach at all. And, if every story is a lie, then his story must be a lie, so why should I read this?
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