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The main theme of the book 'This is Marketing' is about using marketing to spread your ideas and make an impact. It emphasizes that marketing is not just about selling products, but about selling connections, feelings, and status. The book encourages marketers to understand what people want, starting with universal human desires such as affection, community, health, reliability, respect, and peace of mind. It suggests that these are the feelings marketers should aim to evoke in their target market.
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You are not selling stuff, you are selling connections, feelings, and status. So, you have to figure out what people want—this is not that simple, as everyone wants different things. Start with the core basket of dreams and desires, the shared vocabulary of all humans—things like affection, community, health, reliability, respect, and peace of mind. Somewhere in this core basket are the feelings you want to evoke in your smallest viable market.
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How can you use marketing to spread your ideas and make the impact you seek? Marketing has more reach and more than ever before. Learn about how empat...
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