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Purple Cow: Transform Your Business By Being Remarkable Forget shortcuts to marketing success – you must offer something remarkable to hit your market targets. See how some companies stand out and finish way ahead. What does it take to distinguish your business in today's marketplace? Several factors are altering the game beyond recognition. First, there are the baby boomers. Unlike their parents, whose childhood experiences of the Great Depression fostered entrenched habits of frugality, baby boomers are big spenders. Collectively they wield great economic power, not only because of their sheer numbers but also because, as a group, they are notably open to new things and interested in living life to the full. As they reach the height of their earning power and watch their children leave home, they are becoming more and more a force revolutionizing the way marketers and businesspeople think. The rules of marketing are also changing along with the media landscape: TV commercials, magazine ads and billboards have so proliferated that their effectiveness is significantly dampened. How can companies distinguish themselves in this disorienting new space we've entered? Seth Godin reaches a helping hand to perplexed sales and marketing professionals with Purple Cow:Transform Your Business By Being Remarkable. To make any impression on jaded consumers, he charges, companies must be ready to do something completely out of the ordinary; to distinguish themselves from the crowd like a purple cow among normal breeds. It is feasible: brands like HBO, Starbucks and JetBlue, he says, tossed out overused moulds and reaped the rewards of customer appreciation for introducing something refreshingly different. Writing with casual and droll finesse, Godin leads readers through a wonder-filled tour of this world's purple cow success stories. Pricing, promotion, and publicity are no longer enough if you're determined to achieve high rates of growth, and especially not if you want to dominate your market. Godin's invigorating message: everything you do should stand out and be noticed. The product itself must, in effect, become part of its own marketing; only when it is outstanding enough to work this way will the product be worthy of marketing efforts. Godin's book fuses form and content: with his eye-catching title and cover, and irreverent style, he has created a marketing book that stands out on a shelf of tomes about reaching your target market.Purple Cow is widely applicable and can be put in action no matter what that market is – but it's a safe bet baby boomers, with their talent for innovation and iconoclasm – will respond best of all groups to the draws of stand-out marketing. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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