Meatball sundae

From Publishers Weekly
Godins latest business handbook (after Small Is the New Big and The Dip) revisits some of his most popular marketing advice, while emphasizing that it cant just be applied willy-nilly. In past decades, he says, companies were able to get rich by making average products for average people, but those markets have long since been sewn up; mass is no longer achievable [or] desirable. Rather than simply rely on mass media to raise product visibility, New Marketing treats every aspect of interacting with customers—including customer service and the product itself—as an opportunity to grow the organization. In order to be successful with such marketing techniques, a company must change its practices across the board. Otherwise, youre just putting whipped cream on a meatball. Godin has a perspective on everything from blogs (dont bother unless you really have something to say) to the long tail (if its as valuable to your company as the top sellers are, why arent you paying more attention?). His arresting conversational style is sure to once again set the business world talking. (Jan.)
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Review
"Godin…is a clear-eyed visionary with strong and sensible ideas on how the new economy can, should and will function."—Miami Herald (Miami Herald )
[Godins] arresting conversational style is sure to once again set the business world talking. - Publishers Weekly (Publishers Weekly ) --This text refers to an out of print or unavailable edition of this title.