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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. - Softcover
Synopsis
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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Review
Treat a product or service like a human or computer virus, contends online promotion specialist Seth Godin, and it just might become one. In Unleashing the Ideavirus, Godin describes ways to set any viable commercial concept loose among those who are most likely to catch it--and then stand aside as these recipients become infected and pass it on to others who might do the same. "The future belongs to marketers who establish a foundation and process where interested people can market to each other," he writes. "Ignite consumer networks and then get out of the way and let them talk."
Godin believes that a solid idea is the best route to success in the new century, but one "that just sits there is worthless." Through the magic of "word of mouse," however, the Internet offers a unique opportunity for interested individuals to transmit ideas quickly and easily to others of like mind. Taking up where his previous book Permission Marketing left off, Godin explains in great detail how ideaviruses have been launched by companies such as Napster, Blue Mountain Arts, GeoCities, and Hotmail. He also describes "sneezers" (influential people who spread them), "hives" (populations most willing to receive them), and "smoothness" (the ease with which sneezers can transmit them throughout a hive). In all, an infectious and highly recommended read. --Howard Rothman
From the Publisher
WHAT THE SNEEZERS ARE SAYING ABOUT SETH GODIN AND UNLEASHING THE IDEAVIRUS
“When Seth Godin sneezes, watch out! Godin is always challenging us to think at least as fast as the world is changing. Unleashing the Ideavirus is his next dare.”
—Steve Riggio Vice Chairman, Barnes & Noble.com
“This is the only (idea) virus that will save you time and make you money.”
—Guy Kawasaki CEO, garage.com, and author, Rules for Revolutionaries
“Seth not only gets it, he gives it as well. Unleashing the Ideavirus is living, livid, vivid proof.”
—Doc Searls co-author, The Cluetrain Manifesto
“Seth Godin has unique clarity about what’s going on in marketing-the futility of mass, the importance of contagion, the central role of permission. Unleashing the Ideavirus informs, instructs, and entertains, offering the reader both roadmap and owner’s manual for the car.”
—Chris Meyer Director, Ernst & Young Center for Business Innovation, and co-author, Blur
“If you’re lucky, whatever Seth is selling is catching-and if you spend time with him, you’ll come down with it.”
—Alan M. Webber Founding Editor, Fast Company
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- PublisherHachette Books
- Publication date2001
- ISBN 10 0786887176
- ISBN 13 9780786887170
- BindingPaperback
- Number of pages234
- Rating
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