This is marketing
- New York Portfolio / Penguin 2018
- xvi, 267 pages : illustrations, charts ; 19 cm
Not mass, not spam, not shameful -- The marketer learns to see -- Marketing changes people through stories, connections, and experience -- The smallest viable market -- In search of "better" -- Beyond commodities -- The canvas of dreams and desires -- More of the who: Seeking the smallest viable market -- People like us do things like this -- Trust and tension create forward motion -- Status, dominance, and affiliation -- A better business plan -- Semiotics, symbols, and vernacular -- Treat different people differently -- Reaching the right people -- Price is a story -- Permission and remarkability in a virtuous cycle -- Trust is as scarce as attention -- The funnel -- Organizing and leading a tribe -- Some case studies using the method -- Marketing works, and now it's your turn -- Marketing to the most important person.