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Business 162 - PRINCIPLES OF MARKETING - Cardona
Business Administration 162 is a principles of Marketing class intended for students of business administration or business owners interested in mastering the art of branding
Want Market Share? Google It! Google is a once-in-a-generation company. Aaron Goldman has writtenan essential book that goes beyond telling us how Google became soimportant to explaining why the revolution it’s leading will affecteveryone in media and marketing. —Brian Morrissey, Digital Editor,Adweek An insightful tour of the elements that have made Google successful combinedwith a usable guide on how to apply this learning to your business. —Rishad Tobaccowala , Chief Strategy & Innovation Officer, Vivaki About the Book You know you’ve hit it big when your namebecomes a verb—and no one knows thatbetter than Google. In just over 10 years,Google has become the world’s most valuablebrand, consistently dominating its category andgenerating $6 billion in revenue per quarter. How does Google do it? In a word:marketing. You may not think Google does much marketing.Indeed, it doesn’t do a lot of what has traditionallybeen viewed as marketing. But in today’s digitalworld, marketing has taken new shape—andGoogle is at the cutting edge. InEverything I Know about Marketing I Learnedfrom Google, digital marketing expert AaronGoldman offers 20 powerful lessons straightfrom Google’s playbook. Taking you deep intothe inner workings of the Googleplex (which aresimpler than you think), Goldman provides theknowledge and tools you need to build and growyour brand (which is also simpler than you think). Along the way, he shows how Google’s tacticsare being used by a wide range of successfulcorporations, from Apple to Zappos. Key principlesinclude: Tap into the Wisdom of Crowds:Get the signalsyou need directly from your customers Keep It Simple, Stupid:Craft messagespeople can grasp in a nanosecond andpass along Don’t Interrupt:Join the conversation—but avoid disrupting it Act Like Content:Provide value, notsales pitches Test Everything:Take no detail of your programfor granted; you can always improve Show Off Your Assets:Distribute yourbrand everywhere The beauty of it all is that these Googley lessonscan be applied to every aspect of marketing,in organizations of any size. Whether you run aPR department in a multinational corporation orserve as the sole marketer in a small business,these tactics work. In its mission to organize the world’s information,Google has rewritten the book onmarketing. UseEverything I Know about MarketingI Learned from Googleto remake your ownorganization’s marketing—and engage morecustomers than ever.
#1 Wall Street Journal Bestseller Instant New York Times Bestseller A game-changing approach to marketing, sales, and advertising. 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 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 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. Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. Their tactics rely on empathy, connection, and emotional labor instead of attention-stealing ads and spammy email funnels. 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. You can do work that matters for people who care. This book shows you the way.