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Seth Godin

João Bosco Medeiros

This is Marketing: You Can’t Be Seen Until You Learn To See Paperback – 15 Nov. 2018

by Seth Godin (Author)

681 ratings

in Marketing Management

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#1 Wall Street Journal Bestseller & Instant New York Times Bestseller

A game-changing approach to marketing, sales, and advertising.

For the first time Seth Godin offers the core of his marketing wisdom in one compact, accessible, timeless package. This is Marketing shows you how to do work you're proud of, whether you're a tech startup founder, a small business owner, or part of a large corporation.

No matter what your product or service, this book will help you reframe how it's presented to the world, in order to meaningfully connect with people who want it. Seth employs his signature blend of insight, observation, and memorable examples to teach you:

* How to build trust and permission with your target market.
* The art of positioning--deciding not only who it's for, but who it's not for.
* Why the best way to achieve your goals is to help others become who they want to be.
* Why the old approaches to advertising and branding no longer work.
* The surprising role of tension in any decision to buy (or not).
* How marketing is at its core about the stories we tell ourselves about our social status.

You can do work that matters for people who care. This book shows you the way.

"This Is Marketing is a very accessible way into Godin's thinking.... Godin writes in pacy, jargon-free prose and this book is interesting and useful for anyone who wants an insight into how, and why, we buy things or change our habits in any way." - The Financial Times

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Product details

Paperback: 288 pages
Publisher: Portfolio Penguin (15 Nov. 2018)
Language: English
ISBN-10: 0241370140
ISBN-13: 978-0241370148
Product Dimensions: 15.3 x 2.1 x 23.4 cm
Customer reviews: 681 customer ratings
Amazon Bestsellers Rank: 3,060 in Books (See Top 100 in Books)
- #1 in Marketing Management
- #2 in Public Relations (Books)
- #2 in Market Research

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Review

Seth Godin is a superstar in the marketing world. This is Marketing is interesting and useful for anyone who wants an insight into how, and why, we buy things or change our habits in any way -- The Financial Times Book of the Month, The Financial Times

About the Author

Seth Godin has walked this walk. He's started successful companies, taught millions of people and left his mark on our creative culture. He is the author of 19 international bestsellers translated into more than 35 languages, including Tribes, Purple Cow, Linchpin, The Dip, and This Is Marketing. He writes daily at Seths.blog, which is one of the most popular blogs in the world. He's also the founder of the altMBA and The Akimbo Workshops, online seminars that have transformed the work of thousands of people. He writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership and most of all, changing everything.

From the Publisher

It's Time to do Something else with Marketing

Over the past quarter century, Seth Godin has taught and inspired millions of entrepreneurs, marketers, leaders, and fans from all walks of life, via his blog, online courses, lectures, and bestselling books.

For the first time Seth Godin offers the core of his marketing wisdom in one compact, accessible, timeless package. This is Marketing shows you how to do work you're proud of, whether you're a tech startup founder, a small business owner, or part of a large corporation.

No matter what your product or service, this book will help you reframe how it's presented to the world, in order to meaningfully connect with people who want it.

Seth employs his signature blend of insight, observation, and memorable examples to teach you:

How to build trust and permission with your target market.
The art of positioning--deciding not only who it's for, but who it's not for.
Why the best way to achieve your goals is to help others become who they want to be.
Why the old approaches to advertising and branding no longer work.
The surprising role of tension in any decision to buy (or not).
How marketing is at its core about the stories we tell ourselves about our social status.

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Customer reviews

5 star		75%
4 star		12%
3 star		5%
2 star		3%
1 star		4%

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Mrs. A. Still

Total Waste of Money

Reviewed in the United Kingdom on 20 December 2018

Verified Purchase

This book was absolutely useless. Nothing of any value in it at all. Loads of stories that were so boring. No real points at all except - get a niche tribe and sell to people who want to be sold to ! Great, how informative (NOT)

There is no basis of anything that was interesting or informative in this book and I wouldn’t waste money buying it. Total rubbish, waste of time...

28 people found this helpful

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J.F.Penn

Marketing as service to a community, trust, and changing the world

Reviewed in the United Kingdom on 13 November 2018

Verified Purchase

I've followed Seth's blog for years and I own all his books. This is a fantastic update to what he has consistently taught, an excellent primer if you're just starting out, and a way to deepen your knowledge if you're more advanced.

His message of treating people like real human beings rather than numbers on a list, and of earning trust over the long-term resonates through the book. It also has aspects that made me think anew - for example, how status and affiliation impact behaviour, and how to cultivate permission in a saturated media environment where trust is at an all-time low.
Highly recommended.

18 people found this helpful

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@Timothy_Hughes

Not a Methodology but A Set of Ideas

Reviewed in the United Kingdom on 10 December 2018

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If you are looking for a marketing methodology where you can implement it and start cranking the handle, this isn't it. Seth provides a long list of thoughts about Marketing in the modern world. "Obviously" he has to cater for B2C and B2B as well as all of the variants in between. He does focus in on the death of interruption marketing and how companies now need to build relationships and have conversations with clients. He also takes into account the new world order of the internet, mobile and social, where buyers are empowered to make their own purchase decisions by the content you shared on the internet. Or, of course, not finding your content so you not being shortlisted. That's the choice he points out today, be insightful, or funny or educational or be ignored.

12 people found this helpful

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David Gibson

Profoundly simple

Reviewed in the United Kingdom on 4 December 2018

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This is what I've been needing to read for ages - it puts into words what my gut has been telling me. I hate being sold too and the thought of SEO and keywords leaves me cold. This Is Marketing was written for people like me :-)

10 people found this helpful

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Avid reader

Seth at his best!

Reviewed in the United Kingdom on 20 November 2018

Verified Purchase

I am a fan of Seth Godin and have read all his books. This is marketing is, in my opinion, one of the best!
Seth brings up the things we all think we know and question them. And he raises the points we should consider when creating, selling and engaging.
I don’t want to spoil the joy of reading this book with too much information. What I can say for sure is that I highlighted most of it. So much good stuff!

5 people found this helpful

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Asad Shah

Worst book I've read all year

Reviewed in the United Kingdom on 12 April 2019

Verified Purchase

That is just my opinion though. Ironically Seth does explain how not everyone is going to love what you create. If you create a product/service for everyone then it won't succeed. Well then all I am saying is that this book is not for me. It is broken, there is no point being made. This is just a compilation of someone's marketing notes. Notes that aren't even unique. If you're a marketer and have done some sort of research about marketing then trust me - you won't learn anything new from this book. It is all re-hashed

5 people found this helpful

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Jonny Cooper

Another reference work from the master

Reviewed in the United Kingdom on 13 April 2019

Verified Purchase

Seth's writing has influenced me greatly. The art of making a significant point in as few a words as possible is not an easy one to master, but Godin has.

This isn't a marketing action guide, where you'll learn the ins-and-outs of specific platforms, and nor is it a tactical-level 101 with daily to-do lists.

It's far more important than that.

It's a strategic vision for how to establish yourself and your business in the modern world.

Nobody does this better, so buy this book if that's what you need.

HINT: It IS what you need.

3 people found this helpful

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Duncan Brodie

Excellent Book

Reviewed in the United Kingdom on 13 February 2019

Verified Purchase

I first saw this book in a bookshop. A brief review convinced me that worth getting Kindle edition.

The style of writing is very engaging. It makes you stop and think about your business and marketing.

I liked the way in which the concepts were presented leaving you to figure out how best to use them.

This is for you if you are open minded about marketing, are willing to take action and look at the topic through a different lens.

It's not for you if you want a formula,checklist or set of steps to follow rote

2 people found this helpful

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Top reviews from other countries

Travis Allison

This book will change your brain (about marketing and more)

Reviewed in Canada on 15 November 2018

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This is one of those (very rare) books where I have almost as much notes, dog-ears and marginalia than Seth's content! This book is DENSE.

Every idea of this book just inspires you to keep thinking about how you can apply it to your own business.

People like us are willing to do the work to build relationships with the people we seek to change!

17 people found this helpful

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MMH HB

A lot of rambling: If you like to read main-clause writing, you'll be pleased

Reviewed in Germany on 5 February 2019

Verified Purchase

What can I write? I know, Seth is the man, the guru. But this book, did it really require writing? There are a couple of nuggets sprinkled in here, I liked the positioning graph (simple, yet powerful), the reminders, "People like us do things like this!" and "What change do I seek to make?" What turned me off, though, was the rambling, staccato style, only main clauses...drove me nuts. It may work in a podcast but not in a book!

11 people found this helpful

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avid_reader

If you are only going to read one marketing book in your life, pick this one.

Reviewed in India on 12 December 2018

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Can't believe I am reading something like this 10 years into my marketing role. It should have been the first, and if so required, the only marketing book to ever read.

13 people found this helpful

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Srinath

The best book on Marketing that I've read!

Reviewed in India on 17 December 2018

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The best book on marketing yet! Its content is highly relevant in the digital era as well as timeless!

Covers a broader spectrum of marketing stuff (broader than Al Ries' and Jack Trout's Positioning for sure) along with short relevant cases (case studies)

Gives implementable ideas and frameworks that are both strong and easy

9 people found this helpful

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Smrithi

Fantastic Read

Reviewed in India on 23 November 2018

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If you are a marketer who feels like you are adding to the mindless consumption phase the world is going through then this book will make you think of how else you can be using your marketing skills to make a difference. It will make you rethink your approach to marketing.

10 people found this helpful

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This is Marketing: You Can’t Be Seen Until You Learn To See Paperback – 15 Nov. 2018

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Product details

Product description

Review

About the Author

From the Publisher

It's Time to do Something else with Marketing

Seth employs his signature blend of insight, observation, and memorable examples to teach you:

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