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This is Marketing: You Can't Be Seen Until You Learn To See Paperback – 19 November 2018

by Seth Godin (Author)

5,013 ratings

#1 Best Seller in Public Relations

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Real marketing isn't about racking up clicks and tweets; it's about connection, empathy, and making a difference.

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. He is the inventor of countless ideas and phrases that have made their way into mainstream business language, from Permission Marketing to Purple Cow to Tribes to The Dip.

Now, for the first time, Godin offers the core of his marketing wisdom in one accessible, timeless package. At the heart of his approach is a big idea- Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. They don't just make noise; they make the world better. Truly powerful marketing is grounded in empathy, generosity, and emotional labour.

This book teaches you how to identify your smallest viable audience; draw on the right signals and signs to position your offering; build trust and permission with your target market; speak to the narratives your audience tells themselves about status, affiliation, and dominance; spot opportunities to create and release tension; and give people the tools to achieve their goals.

It's time for marketers to stop lying, spamming, and feeling guilty about their work. It's time to stop confusing social media metrics with true connections. It's time to stop wasting money on stolen attention that won't pay off in the long run. This is Marketingoffers a better approach that will still apply for decades to come, no matter how the tactics of marketing continue to evolve.

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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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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

Book Description

Real marketing isn't about racking up clicks and tweets; it's about connection, empathy, and making a difference.

Product details

Publisher ‏ : ‎ Portfolio
Publication date ‏ : ‎ 19 November 2018
Edition ‏ : ‎ 1st
Language ‏ : ‎ English
Print length ‏ : ‎ 288 pages
ISBN-10 ‏ : ‎ 0241370140
ISBN-13 ‏ : ‎ 978-0241370148
Item weight ‏ : ‎ 150 g
Dimensions ‏ : ‎ 1.28 x 12.9 x 19.7 cm

Best Sellers Rank: 10,480 in Books (See Top 100 in Books)
- 1 in Public Relations (Books)
- 2 in Web Marketing (Books)
- 3 in Multilevel Marketing (Books)

Customer Reviews:
5,013 ratings

About the authors

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Seth Godin
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Seth Godin is the author of 20 international bestsellers that have been translated into over 38 languages, and have changed the way people think about marketing and work. For a long time, Unleashing the Ideavirus was the most popular ebook ever published, and Purple Cow is the bestselling marketing book of the decade.
He worked as a year as the volunteer founding editor of The Carbon Almanac, and his recent bestsellers also include The Practice and This is Marketing.
He's a recent inductee to the Marketing Hall of Fame, and also a member of the Direct Marketing Hall of Fame and (go figure), the Guerrilla Marketing Hall of Fame.
His book, Tribes, was a nationwide bestseller, appearing on the Amazon, New York Times, BusinessWeek and Wall Street Journal bestseller lists. It's about the most powerful form of marketing--leadership--and how anyone can now become a leader, creating movements that matter.
His book Linchpin came out in 2008 and was the fastest-selling book of his career. Linchpin challenges you to stand up, do work that matters and race to the top instead of the bottom. More than that, though, the book outlines a massive change in our economy, a fundamental shift in what it means to have a job.
In addition to his writing and speaking, Seth was founder and CEO of Squidoo.com,. His blog (find it by typing "seth" into Google) is the most popular marketing blog in the world. Before his work as a writer and blogger, Godin was Vice President of Direct Marketing at Yahoo!, a job he got after selling them his pioneering 1990s online startup, Yoyodyne.
He's known as a pioneer in online education, and was the founder of the altMBA.
You can find every single possible detail that anyone could ever want to know at sethgodin.com
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João Bosco Medeiros
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Discover more of the author’s books, see similar authors, read book recommendations and more.
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5,013 global ratings

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Customers say

Customers find the book insightful and well-written, with one noting it's simple yet profound. The book covers basic marketing strategies and one customer mentions it reignited their passion for the subject.

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Readability Marketing Writing style

15 customers mention ‘Readability’15 positive0 negative

Customers find the book readable and insightful, with one describing it as a masterpiece.

"...I love it because of the simple yet profound, remarkable questions it asks, each demanding a remarkable answer i.e. That will be remarked on by..." Read more

"Had to purchase it for Uni, it does have great information." Read more

"I am not in marketing and I love this book. It I up to date information about the world that we live in now...." Read more

"...This latest offering, This is Marketing, is a masterpiece. So much wisdom within one book beckoning you to read it again and again, share it,..." Read more

7 customers mention ‘Marketing’7 positive0 negative

Customers appreciate the marketing strategies covered in the book, with one mentioning it reignited their passion for marketing, while others note it provides gold nuggets of inspiration and encourages independent thinking.

"Each page has a gold nugget of inspiration ! An eye opener indeed! I had so many wow moments..." Read more

"...He does cover some simple marketing strategies, some you may have heard before and already use, but you need to listen to them again to understand..." Read more

"...The connections he makes between psychology and marketing are profound. If you sell something (anything), you need to read this book...." Read more

"...It delivers on it’s promise. This is marketing!" Read more

3 customers mention ‘Writing style’3 positive0 negative

Customers appreciate the writing style of the book, describing it as simple yet profound, with one customer noting that it prompts list-making.

"...This one I love! I love it because of the simple yet profound, remarkable questions it asks, each demanding a remarkable answer i.e. That..." Read more

"Fabulous book, simply written and offering the best advice you will get....’focus on delivering for your customer because when you do, the rest will..." Read more

"Seth always writes in that succinct, clean style that makes the reader stop, re-read and ponder at least every paragraph or so...." Read more

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Naik Michel
Good book
Reviewed in Australia on 25 July 2024
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If you are in marketing it’s good

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Amazon Customer
Inspiring
Reviewed in Australia on 11 October 2024
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Each page has a gold nugget of inspiration !
An eye opener indeed!
I had so many wow moments
I can wait to start applying this learnings into my marketing 🙏

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ZA
Great book, annoying sleeve
Reviewed in Australia on 3 July 2024
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I bought the hardcover of this book, and whilst it's great, the sleeve is difficult to hold/stay on whilst reading (slips off due to the material so just had to take it off). Other than that, happy!

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Ian Berry
Remarkable questions demanding remarkable answers
Reviewed in Australia on 17 November 2018
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I've liked and valued all of Seth's books. This one I love!

I love it because of the simple yet profound, remarkable questions it asks, each demanding a remarkable answer i.e. That will be remarked on by those we seek to serve. My favourites:

What change are you seeking to make?
What does better look like for the customer?
Do they love it? Do they love themselves more because they love you?
Why are the people who don't choose you correct in their decision to not choose you?
What are you breaking?
The people you're seeking to serve in this moment: what are they measuring?
What's your flag? Why should someone fly it?
Why is it so hard to develop a point of view?

Of course to give these questions the remarkable answers they deserve you need the context of reading/studying the book. Please buy it now and get going today!

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4 people found this helpful

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Jeanofa
Good read
Reviewed in Australia on 24 September 2023
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Had to purchase it for Uni, it does have great information.

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Dean Gould
Marketing can retire now
Reviewed in Australia on 5 January 2024
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Read this book and there is nothing more you need to know about marketing. It’s a remarkable distillation of everything. Seth Godin’s understanding of how marketing connects people and products is unsurpassed

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D. Hawthorne
Good birthday present
Reviewed in Australia on 6 November 2019
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I brought this book as a birthday present.

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Holly Regan
Insightful
Reviewed in Australia on 8 January 2019
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I am not in marketing and I love this book. It I up to date information about the world that we live in now. It was very insightful and I enjoyed listening to it. I am taking a course in which I am creating a website and thought this book would be helpful and it was.

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Cliente Amazon
IL manuale di Marketing per eccellenza
Reviewed in Italy on 7 September 2020
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Lo consiglio a chiunque cerchi un manuale sul marketing. È scritto bene, in maniera lineare, comprensibile, d'ispirazione. Sensazionale.

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Nuno Picareta
Seth Godin’s *This Is Marketing*
Reviewed in the United Kingdom on 8 February 2025
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Seth Godin’s *This Is Marketing* is a masterclass in modern marketing, focusing on building trust, creating real value, and serving the right audience rather than chasing quick sales or mass appeal. Unlike traditional marketing books that emphasize tactics and hacks, Godin delivers a deeper, more human-centered approach that resonates with both seasoned professionals and newcomers.

One of the book’s greatest strengths is its emphasis on understanding the needs, fears, and desires of the people you seek to serve. Godin argues that effective marketing isn’t about interrupting people but about solving problems, creating meaningful change, and forming genuine connections. His insights on storytelling, positioning, and the power of small, loyal audiences are both thought-provoking and highly practical.

The book’s writing style is engaging, easy to digest, and full of real-world examples that make complex marketing principles accessible. Whether you're an entrepreneur, business leader, or creative professional, *This Is Marketing* provides a fresh perspective on how to make an impact in today’s crowded marketplace.

Overall, this is an inspiring and valuable read that challenges outdated marketing strategies and replaces them with a more ethical, effective, and sustainable approach. Highly recommended for anyone looking to build a brand, grow an audience, or create lasting change through their work!

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Roman Rodriguez
Hasta ahora GRAN LIBRO
Reviewed in Mexico on 28 January 2019
Verified Purchase
Enrealidad sigo mucho a Seth Godin.
Me gusta mucho como escribe en su newsletter. Cuando vi que atacaria una perspectiva diferente de que no es tan importante lo que actualemte ahora se vende que es buscar tener mas likes o mas seguidores a la causa o más exposicion, lo compre inmediatamente, me llevo mis libros en estos temas despacio para leer por partes y ver como aplicarlo a mi proyecto. Definitivamente recomendado. Como no soy estudiante de marketing tampoco se que tan repetido este. Lo compre por el autor la verdad.

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Vania
Muy interesante
Reviewed in Spain on 3 September 2024
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Vania

Muy interesante

Reviewed in Spain on 3 September 2024

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Maple Moth
Gets rid of that gross feeling that normally plagues your marketing plans
Reviewed in Canada on 11 September 2021
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Wonderfully written book in clear, lucid language. I felt disgusting every time I tried to come up with a marketing or advertising plan because I felt like I was manipulating people, coming up with an excuse to line my pockets while giving them something we all know they didn't really need. Seth Godin shows us that we don't have to do it that way: that we can market to solve problems, to make things better. I am thoroughly enjoying this book and would recommend it to anyone I'd like to have personally on-board on my entrepreneurial adventure to a better world. The summary message of this book would be that it's more about WHO it is for then WHAT it is; what's the minimally viable product, the smallest market, that could make your plan work? Building a culture IS strategy - and there's a way to become an excellent ETHICAL AND THOUGHTFUL MARKETER without having your life be about ADVERTISING and SCHEMING! Thank you so much Seth Godin for sharing your knowledge and experience with us at a reasonable price. I am proud to have the beautifully printed copy of your book on my shelves and excited to put my new perspective into action. If you are looking for a different way of marketing then the inundation of consumerism we all grew up with, this book is a no-regret purchase!

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This is Marketing: You Can't Be Seen Until You Learn To See Paperback – 19 November 2018

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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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About the authors

Seth Godin

João Bosco Medeiros

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5.0 out of 5 stars IL manuale di Marketing per eccellenza

5.0 out of 5 stars Seth Godin’s *This Is Marketing*

5.0 out of 5 stars Hasta ahora GRAN LIBRO

5.0 out of 5 stars Muy interesante

Muy interesante

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5.0 out of 5 stars Gets rid of that gross feeling that normally plagues your marketing plans

IL manuale di Marketing per eccellenza

Seth Godin’s This Is Marketing

Hasta ahora GRAN LIBRO

Muy interesante

Gets rid of that gross feeling that normally plagues your marketing plans