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Unleashing the Ideavirus: Stop Marketing AT People! Turn Your Ideas into Epidemics by Helping Your Customers Do the Marketing thing for You. (Anglais) Broché – 10 octobre 2001

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4,1 étoiles sur 5 123 commentaires provenant des USA

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Description du produit

Revue de presse

Après le phénoménal succès de Permission Marketing, Seth Godin récidive. Son nouveau manifeste pose l'équation "noir sur blanc" : dans la nouvelle économie, les idées qui se diffusent le plus vite sont les idées gagnantes. Les idées, à l'instar des virus, sont contagieuses et, grâce au Web, elles se propagent plus rapidement de bouche à oreille, que selon le plan média d'un marketing traditionnel qui s'évertue encore à compter, mesurer et manipuler la diffusion d'informations, Cette "idée virale" est un appel aux armes pour les marketers : en créant une "idée/virus", vous produisez un environnement propre à sa duplication et sa diffusion. Laissez-le donc faire votre travail à votre place, mieux et plus rapidement encore !!!! -- Idées clés, par Business Digest --Ce texte fait référence à une édition épuisée ou non disponible de ce titre.

Présentation de l'éditeur

The book that sparked a marketing revolution.

"This is a subversive book. It says that the marketer is not--and ought not to be--at the center of successful marketing. The customer should be. Are you ready for that?" --From the Foreword by Malcolm Gladwell, author of The Tipping Point.

Counter to traditional marketing wisdom, which tries to count, measure, and manipulate the spread of information, Seth Godin argues that the information can spread most effectively from customer to customer, rather than from business to customer. Godin calls this powerful customer-to- customer dialogue the ideavirus, and cheerfully eggs marketers on to create an environment where their ideas can replicate and spread.

In lively detail, Godin looks at the ways companies such as PayPal, Hotmail, GeoCities, even Volkswagen have successfully launched ideaviruses. He offers a "recipe" for creating your own ideavirus, identifies the key factors in the successful spread of an ideavirus (powerful sneezers, hives, a clear vector, a smooth, friction-free transmission), and shows how any business, large or small, can use ideavirus marketing to succeed in a world that just doesn't want to hear it anymore from the traditional marketers.

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Commentaires en ligne

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Commentaires client les plus utiles sur Amazon.com (beta) (Peut contenir des commentaires issus du programme Early Reviewer Rewards)

Amazon.com: 4.1 étoiles sur 5 123 commentaires
3 internautes sur 5 ont trouvé ce commentaire utile 
4.0 étoiles sur 5 Good concept, no practical advice. 29 octobre 2000
Par Stacy E. Burrell - Publié sur Amazon.com
Format: Relié Achat vérifié
Since I'm not a marketing person, I found the book useful.What I got was a different perspective on how to market to customersvia the Internet. It also stimulated my thinking on some alternativeways to market my business ideas. Where the book falls short is thatthere is little "how to" information for implementing theideas. However, if it gave "how to" information, thenpeople would just copy the techniques rather than taking the conceptsand creating orignal ideas of their own. Also, the information in thebook is somewhat repetitive, but this does help to reinforce thecontent.
Will this book become an ideavirus? Probably not. But ifyou are new to Internet marketing, it's a good read. ...
7 internautes sur 7 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Delightful, practical, concise 26 août 2001
Par Max More - Publié sur Amazon.com
Format: Relié Achat vérifié
Godin himself notes that much of the content of his book (and his earlier Permission Marketing) seems obvious. Yet, as he goes on to show convincingly, that which is obvious has rarely been practiced. When you read Godin�s thoughts about permission marketing and ideaviruses, they may sound obvious yet almost all marketers continue to throw huge sums of money at old-fashioned interruption marketing. The infamous peak of this was the spurt of expensive Superbowl ads by transient e-tailers.

Like his previous book, Godin�s Unleashing the Ideavirus entertains the reader while successfully setting off bursts of ideas along the way. Rather than marketing at the consumer, Godin�s approach seeks to maximize the spread of information from customer to customer. The book provides the expected examples of successful ideavirus marketing, then develops a recipe for concocting your own ideaviruses. In order to show how to make your idea infectious, the book examines what makes a powerful �sneezer�, how �hives� work, and applies the concepts of critical velocity, vector, medium, smoothness, persistence, and amplifiers. As Godin shows, the now-familiar idea of viral marketing is one very specific form of ideavirus marketing. Most businesses will not be able to engage in true viral marketing, but all can use the ideavirus approach.
While you may finish Unleashing the Ideavirus thinking that you really did not learn anything drastically new, it is unlikely that you will feel that you�ve wasted your time. Godin has once again written an enjoyable book that cleverly packages important ideas that have obvious practical use. Any book like this that causes the reader to continually stop and rapidly jot down ideas to implement is well worth the hour or two it takes to read.
0 internautes sur 1 ont trouvé ce commentaire utile 
3.0 étoiles sur 5 Very Interesting Concept, But.... 18 mars 2014
Par Deon - Publié sur Amazon.com
Format: Broché Achat vérifié
I think Seth Is a brilliant Marketer and Thinker. I Always enjoy his concepts on topics such as marketing and customer acquisition. With that said, Although Seth is a brilliant Marketer, he is not the best writer. This is a relatively small book, but it took me quite some time to finish reading it. Almost like Malcolm Gladwell's book "Blink: The Power of Thinking Without Thinking" (I started reading it about 6months ago, but I put it down out of Bordom.)

But I also don't really like how Seth always tries to create NEW WORDS in the minds of his readers. The point of Marketing should be to help your readers reach the "Ahaa" moment. And the Only way to do this is by connecting NEW concepts to information that they ALREADY HAVE. Not by creating NEW concepts to NEW verbiage.

So in the Book I found Seth using words like "Sneezers" when he should have just used the common term in the Marketing industry (Affiliate).

Seth also used the word "Kickback" which left me scratching my head for about 5mins trying to understand what on earth he was talking about. (Turns out he was referring to an affiliate commission)

He also used the word "Hive" to refer to a specific NICHE.

So overall, I would equate seth's book to a REALLY good movie that loses its momentum toward the end...
Its the movie that was good the first 92mins

... but in the last 15mins, you are just ready for it to be over.

But with that said, I am Glad that I read the book. I would recommend it for the sole purpose learning the power of Viral Marketing.
5.0 étoiles sur 5 Can't go wrong with Seth 20 mai 2014
Par JayByrd - Publié sur Amazon.com
Format: Relié Achat vérifié
Well, maybe you can, but not in this book. He is on to something important if you want to brand and market products in today's world. This is one of Seth's basic books which helps you to understand his vocabulary and build toward his more sophisticated ideas. Buy all his titles. May seem redundant at times, but there is always a new spin.
4.0 étoiles sur 5 This is like compilation 4 mai 2017
Par Amazon Kunde - Publié sur Amazon.com
Format: Format Kindle Achat vérifié
My impression is that it's not a book but sentences and opinions from many different authors in one place.
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