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Meatball Sundae: Is Your Marketing Out of Sync? [Hardcover]

Seth Godin
4.6 out of 5 stars  See all reviews (7 customer reviews)

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Hardcover, 27 Dec 2007 --  
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Book Description

27 Dec 2007
What is a meatball sundae? It's something messy, disgusting and ineffective, the result of combining two perfectly good things that don't go together. Meatballs are the basic staples, the things people need, the stuff that used to be marketed quite well with TV and other mass market techniques. The topping is new marketing: MySpace, websites, YouTube, and all of the magic that CEOs wish would shine atop their companies. The problem? New marketing is lousy at selling meatballs. When confronted with the myriad opportunities presented by new marketing, people usually ask 'How can we make this stuff work for us?' This, as Seth Godin explains in his remarkable new book, is exactly the wrong question. Mapping out 14 trends that are completely remaking what it means to be a marketer - and by extension transforming what we make and how we make it - Godin shows how the question for any thriving 21st century business must be: 'How can we alter our business to become an organization that thrives on new marketing?' Meatball Sundae is an essential guide to the fundamental shift taking place in the marketing and business world, and shows you how to align your business to it.
--This text refers to the Paperback edition.


Product details

  • Hardcover: 232 pages
  • Publisher: Portfolio (27 Dec 2007)
  • Language: English
  • ISBN-10: 1591841747
  • ISBN-13: 978-1591841746
  • Product Dimensions: 17.5 x 14.5 x 2.3 cm
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Bestsellers Rank: 2,130,550 in Books (See Top 100 in Books)

More About the Author

Seth Godin is the author of Tribes, The Dip, Purple Cow, All Marketers Are Liars and other international bestsellers that have changed the way business people think and act. He's the most influential business blogger in the world and consistently one of the twenty-five most widely read bloggers in the English language. He's also the founder and CEO of Squidoo.com and a very popular speaker. He lives in Westchester, New York.

Product Description

Review

"'[Seth Godin] is a demigod on the Web' - Forbes.com "Take Leo Burnett, David Ogilvy, Bill Bernbach and Mark Twain. Combine their brains and shave their heads. What's left? Seth Godin." - Jay Levinson, author of Guerrilla Marketing" --This text refers to an alternate Hardcover edition.

Book Description

The essential guide to the fundamental shift taking place in marketing - and how you can profit by getting in sync. --This text refers to the Paperback edition.

Inside This Book (Learn More)
First Sentence
Before Advertising, there were hundreds of thousands of companies. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Back Cover
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Customer Reviews

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Most Helpful Customer Reviews
4 of 4 people found the following review helpful
5.0 out of 5 stars Another thought-provoking book from Seth Godin 11 Dec 2008
Format:Hardcover
Here is another thought-provoking book by leading contemporary marketing expert Seth Godin. The message is that businesses have a transformational opportunity by completely redesigning themselves around new marketing approaches made possible through web technologies - using social networks, YouTube viral videos, blogs, wikis, etc.

However, as Godin illustrates, many businesses merely try to lay these new approaches on their existing business models and end up creating something wholly ineffective (as messy and disgusting as a meatball sundae).

The book describes 14 trends and uses ample examples and case studies to show how they can be turned to advantage by businesses prepared to fundamentally rethink.

The easy to read style might wrongly lead some readers to the conclusion that Godin's ideas are lightweight. Yet there is more wisdom in this little book than in many a weighty marketing tome. Don't dismiss it.
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2 of 2 people found the following review helpful
5.0 out of 5 stars Easy guide to new marketing in the new media 9 Mar 2009
By Rolf Dobelli TOP 500 REVIEWER
Format:Hardcover
The title of Seth Godin's new book is an immediate tip-off that he knows how to grab your attention. This savvy marketer satiates your curiosity quickly, explaining that simply adding "New Marketing" techniques, such as podcasting or uploading viral videos, to your existing strategies works just about as well as adding meatballs to a sundae. The "meatball" in this case is a generic product sold through traditional mass-marketing tactics. Instead of adding new marketing like a cherry on top of your current ad program, gain a true understanding of today's evolving social marketing environment, so you can use it to the advantage of your product. Godin says companies must retool their marketing to survive, because "ideas that spread through groups of people are far more powerful than ideas delivered at an individual." He breaks the new marketing wave into 14 trends marketers can use separately or in combination. getAbstract recommends this timely little book, which is full of case studies and examples that will help anyone who is selling an idea, product or service.
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14 of 16 people found the following review helpful
Format:Hardcover
While not exactly mixing his metaphors, Seth Godin certainly comes close with the antithetical image he conjures up in the title of this book - as he did with `Purple Cow'. It's an old rhetorical device. Nothing wrong with that if it gets your audience's attention and you have something interesting to say. But whether I would describe what Godin has to say as `remarkable', I'm really not sure.

There's no denying Godin has a dynamic approach to getting his ideas across. And there are some `remarkable' insights in this book, although many of them have appeared in his previous works. And whisper it quietly, many of them are often variations on well-established marketing theories.

What is special about this book is that Godin provides a real and practical sense of how the internet is changing perceptions about marketing. But in a desire to get our attention, and attain guru status he has a tendency to overstate his case. As with many business gurus there is also the tendency to resort to `common-sense' assertion and easy-on-the-ear sound bytes.

For many of us on the European side of the `Big Pond' the old marketing Godin writes about never quite had the hold it seemed to have in the States. And if you are a small business or SME (small & medium enterprise) it tends to be even less relevant. So, to a certain extent, I agree with Godin that much of the older, conventional marketing overstretched their big idea and now it is being found wanting. But I'm not sure it should be dispensed with altogether. And to be fair, Godin doesn't really say this, although his rhetorical flourishes mean this point often gets lost.
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Format:Paperback
Seth Godin is back again with yet another fantastic marketing manual, a book which will change the way you think about the new technologies that we’re all talking about and which increasingly dominate our lives. According to Godin, meatballs are the staples, the things that people need like toothpaste and washing powder – the old products and services that used to be easily sold through mass-market advertisements. Meanwhile, the sundae is the new layers of technology that the internet has made possible – delicious on their own, but they don’t go well with meatballs.

This, then, is Godin’s guide to using these new social networks – really, though, it doesn’t matter how you try to sell your product if the product itself isn’t right, and that’s the main gist of Godin’s book. What is a let down, though, is that there’s nothing to mark this book apart from any of Godin’s other work – all of his books fit together like pieces in a giant jigsaw, and while you should read this because you should read all of his books, it’s not as much of a barnstormer as Permission Marketing or Tribes.

Simply put, the ‘meatball sundae’ isn’t the strongest concept, which is a shame – still, there’s lots to be learned from the king of modern marketing.
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