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Purple Cow : Transform Your Business by Being Remarkable

by
ISBN13:

9781591840213

ISBN10:
159184021X
Format:
Hardcover
Pub. Date:
5/1/2003
Publisher(s):
Penguin Group USA

Summary

Godin uses the principle of the Purple Cow to show businesses how to leave behind their boring marketing strategies and stand out from the herd. Risky, edgy, and enlightening, Purple Cow will stand with Malcolm Gladwell's The Tipping Point and Godin's other books as classics of business innovation.

Author Biography

Seth Godin is the worldwide bestselling author of Permission Marketing, Unleashing the Ideavirus, and Survival Is Not Enough. He is a renowned public speaker, has started several successful companies, and is a contributing editor at Fast Company magazine. You can find him at www.sethgodin.com.

Table of Contents

Not Enough Ps
1(1)
The New P
2(1)
Boldfaced Words and Gutsy Assertions
3(1)
Before, During, and After
4(1)
The Greatest Thing Since Sliced Bread
5(1)
Did You Notice the Revolution?
5(3)
Why You Need the Purple Cow
8(5)
The Death of the TV-Industrial Complex
13(4)
Before and After
17(1)
Consider the Beetle
18(2)
What Works?
20(1)
Why the Wall Street Journal Annoys Me So Much
21(2)
Awareness is Not the Point
23(1)
The Will and the Way
24(1)
Case Study: Going Up?
25(2)
Case Study: What Should Tide Do?
27(1)
Getting In
28(3)
Ideas That Spread, Win
31(2)
The Big Misunderstanding
33(2)
Who's Listening?
35(3)
Cheating
38(1)
Who Cares?
39(2)
Not All Customers Are the Same
41(1)
The Law of Large Numbers
42(2)
Case Study. Chip Conley
44(1)
The Problem with the Cow
45(6)
Follow the Leader
51(2)
Case Study: The Aeron Chair
53(2)
Projections, Profits, and the Purple Cow
55(3)
Case Study: The Best Baker in the World
58(1)
Mass Marketers Hate to Measure
59(1)
Case Study: Logitech
60(1)
Who Wins in the World of the Cow
61(1)
Case Study: A New Kind of Kiwi
62(1)
The Benefits of Being the Cow
63(2)
Case Study: The Italian Butcher
65(1)
Wall Street and the Cow
66(1)
The Opposite of ``Remarkable''
67(1)
The Pearl in the Bottle
68(2)
The Parody Paradox
70(2)
Seventy-Two Pearl Jam Albums
72(2)
Case Study: Curad
74(1)
Sit There, Don't Just Do Something
75(2)
Case Study: United States Postal Service
77(2)
In Search of Otaku
79(2)
Case Study: How Dutch Boy Stirred Up the Paint Business
81(2)
Case Study: Krispy Kreme
83(2)
The Process and the Plan
85(2)
The Power of a Slogan
87(2)
Case Study: The Haagen-Dazs in Bronxville
89(1)
Sell What People Are Buying (And Talking About!)
90(2)
The Problem with Compromise
92(1)
Case Study: Motorola and Nokia
93(1)
The Magic Cycle of the Cow
94(2)
What it Means to Be a Marketer Today
96(2)
Marketers No Longer: Now We're Designers
98(1)
What Does Howard Know?
99(3)
Do You Have to Be Outrageous to Be Remarkable?
102(1)
Case Study: McDonald's France
103(1)
But What About the Factory?
104(2)
The Problem with Cheap
106(2)
Case Study: What Should Hallmark.Com Do?
108(2)
When the Cow Looks for a Job
110(2)
Case Study: Tracey the Publicist
112(1)
Case Study: Robyn Waters Gets It
113(1)
Case Study: So Popular, No One Goes There Anymore
114(3)
Is It About Passion?
117(2)
True Facts
119(3)
Brainstorms
122(14)
Salt is Not Boring--Eight More Ways to Bring the Cow to Work
136(2)
Brand and Company Index
138(4)
What Would Orwell Say?
142(1)
About the Author 143(1)
More Information 144(1)
Drink a Purple Cow--For Free! 145


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