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Purple cow : transform your business by being remarkable / Seth Godin.
Author
Godin, Seth
[Browse]
Format
Book
Language
English
Published/Created
New York : Portfolio, 2009.
©2002
Description
x, 210 pages : illustrations ; 18 cm
Availability
Available Online
Ebook Central Perpetual, DDA and Subscription Titles
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(Access restricted to 1 concurrent user)
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Call Number
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Location Service
Notes
ReCAP - Remote Storage
HF5415 .G578 2009
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Details
Subject(s)
Marketing
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Marketing
—
Case studies
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Library of Congress genre(s)
Case studies
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Summary note
In 2002, Seth Godin asked a simple question that turned the business world upside down: What do Starbucks and JetBlue and Apple and Dutch Boy and Hard Candy have that other companies don't? How did they confound critics and achieve spectacular growth, leaving behind formerly tried-and-true brands? Godin showed that the traditional Ps that marketers had used for decades to get their products noticed-pricing, promotion, publicity, packaging, etc.-weren't working anymore. Marketers were ignoring the most important P of all: the Purple Cow. Cows, after you've seen one or two or ten, are boring. A Purple Cow, though . . . now that would be something. Godin defines a Purple Cow as anything phenomenal, counterintuitive, exciting . . . remarkable. Every day, consumers ignore a lot of brown cows, but you can bet they won't ignore a Purple Cow. You can't paint your product or service purple after the fact. You have to be inherently purple or no one will talk about you. Godin urges you to emulate companies that are consistently remarkable in everything they do, which drives explosive word of mouth. Purple Cow launched a movement to create products and services that are worth marketing in the first place. Now this expanded edition includes dozens of new examples from readers who've taken the message to heart. -- Book jacket.
Notes
Includes index.
The appendix in this edition is comprised of selections submitted to the author's blog.
Contents
Not enough Ps
The new P
Boldfaced words and gutsy assertions
before, during, and after
The greatest thing since sliced bread
Did you notice the revolution?
Why you need the purple cow
The death of the TV-industrial complex
Before and after
Consider the Beetle
What works?
Why the Wall Street Journal annoys me so much
Awareness is not the point
The will and the way
Case study: going up?
Case study: What should Tide do?
Getting in
Ideas that spread, win
The big misunderstanding
Who's listening?
Cheating
Who cares?
Not all customers are the same
The law of large numbers
Case study: Chip Conley
The problem with the cow
Follow the leader
Case study: The Aeron chair
Projections, profits, and the purple cow
Case study: The best baker in the world
Mass marketers hate to measure
Case study: Logitech
Who wins in the world of the cow
Case study: A new kind of kiwi
The benefits of being the cow
Case study: The Italian butcher
Wall Street and the cow
The opposite of "remarkable"
The pearl in the bottle
The parody paradox
Seventy-two Pearl Jam albums
Case study: Curad
Sit there, don't just do something
Case study: United States Postal Service
In search of Otaku
Case study: How Dutch Boy stirred up the paint business
Case study: Krispy Kreme
The process and the plan
The power of a slogan
Case study: The Häagen-Daz in Bronxville
Sell what people are buying (and talking about!)
The problem with compromise
Case study: Motorola and Nokia
The magic cycle of the cow
What it means to be a marketer today
Marketers no longer : now we're designers
What does Howard know?
Do you have to be outrageous to be remarkable?
Case study: McDonald's France
But what about the factory?
The problem with cheap
Case study: What should Hallmark.com do?
When the cow looks for a job
Case study: Tracey the publicist
Case study: Robyn Waters gets it
Case study: So popular, no one goes there anymore
Is it about passion?
True facts
Brainstorms
Salt is not boring, eight more ways to bring the cow to work
Bonus!
Brand and company index
What would Orwell say?
Show 70 more Contents items
Other title(s)
Transform your business by being remarkable
ISBN
9781591843177 ((hbk.))
1591843170
LCCN
2009035849
OCLC
438052981
Statement on language in description
Princeton University Library aims to describe library materials in a manner that is respectful to the individuals and communities who create, use, and are represented in the collections we manage.
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Purple cow : transform your business by being remarkable
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Purple cow : transform your business by being remarkable / Seth Godin.
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