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"Writers should be read but not seen. Rarely are they a winsome sight."
- Edna Ferber
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| | Unleashing the Ideavirus:
Stop Marketing at People! Turn Your Ideas into Epidemics by Helping Your Customers Do the Marketing for You.
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| | by Malcolm Gladwell, Seth Godin
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ZIN Product Number: 10257601
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| | | |  | | | Product Details
 Format: Paperback, 224 pages
Edition: 1 ED
Publisher: Hyperion
ISBN: 0786887176
Release Date: Jan 2, 2000
| |  | | | In Brief
Author, idea merchant, and change agent, Seth Godin challenges marketers to "unleash the ideavirus" to spread their ideas -- and products -- faster by getting customers to do it for them.
| | | | From The Publisher
Counter to traditional marketing wisdom, which tries to count, measure, and manipulate the spread of information, Seth Godin argues that the information can spread most effectively from customer to customer, rather than from business to customer. Godin calls this powerful customer-to-customer dialogue the ideavirus, and cheerfully eggs marketers on to create an environment where their ideas can replicate and spread.
In lively detail, Godin looks at the ways companies such as PayPal, Hotmail, GeoCities, even Volkswagen have successfully launched ideaviruses. He offers a "recipe" for creating your own ideavirus, identifies the key factors in the successful spread of an ideavirus (powerful sneezers, hives, a clear vector, a smooth, friction-free transmission), and shows how any business, large or small, can use ideavirus marketing to succeed in a world that just doesn't want to hear it anymore from the traditional marketers.
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| | | |  | | | The Word On The Street
Jay Levinson, author of Guerrilla Marketing: Take Leo Burnett, David Ogilvy, Bill Bernbach and Mark Twain. Combine their brains and shave their heads. What's left? Seth Godin. —Jay Levinson
| |  | | | Accreditation
Seth Godin is the author of numerous books, including the national bestseller, Permission Marketing. He was the founder of Yoyodyne, the first direct marketer on the internet, which was acquired by Yahoo! in 1998. Godin served as Vice President of Direct Marketing for Yahoo! before leaving early in 2000 to devote time to writing and speaking.
| |  | | | | Foreword | 13 | | Introduction | 15 | | Sect. 1 | Why Ideas Matter | 17 | | Sect. 2 | How To Unleash An Ideavirus | 47 | | Sect. 3 | The Ideavirus Formula | 93 | | Sect. 4 | Case Studies and Riffs | 119 | | Acknowledgments | 213 | | Index | 217 |
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