This Is Marketing

You Can't Be Seen Until You Learn to See

This Is Marketing presents Seth Godin's framework for marketing as the practice of creating change for a specific group of people rather than simply promoting products. It explains how to identify the smallest viable audience, understand its hopes and fears, build trust, and earn attention through stories and positioning. The book connects marketing decisions to culture, status, and the problems customers are trying to solve, arguing that effective marketing begins with serving people rather than seeking mass reach.

by Seth Godin

Portfolio/Penguin · First published 2018 · 267 pages