This Is Marketing

Seth Godin dismantles the demographic obsession that cripples most marketing: age brackets and income tiers reveal nothing about what people actually believe. From Gillian Brockell's viral plea to targeted-ad developers after her stillbirth, to the Journal of Consumer Marketing study contrasting Turkish collectivism with American individualism, Godin maps how worldviews drive purchases. Pattern matching, pattern breaking, network effects: these are the real levers. The marketer's job isn't to interrupt strangers but to find people already inclined to hear the story.

You'll learn:

- Why network effects made eBay unbeatable

- How status anxiety differs across collectivist and individualist cultures

- The single condition under which brand loyalty finally breaks