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Marketing, Uma História de Amor
Marketing é uma maneira de enxergar o mundo. Cada detalhe comunica: a preocupação com as palavras, a atenção ao pedido, o suporte adequado, a vestimenta utilizada, o afeto demonstrado - tudo pode favorecer ou destruir aquilo que você construiu. Bernadette Jiwa traz recomendações infalíveis para que sua história chegue no final feliz. Cada texto é como uma pequenina carta de amor para você que quer causar um impacto no mundo com seu trabalho. Não existe marketing sem uma história de amor. "Marketing, uma História de Amor" é uma coletânea de textos sobre os mais variados temas da comunicação como branding, estratégia, posicionamento e storytelling, que proporcionarão insights valiosos para você aplicar imediatamente. Descubra como fazer os clientes se importarem com você e com seu negócio. São mais de trezentas páginas coloridas e ilustradas, em edição de luxo, para quem ama a beleza e quer se destacar da multidão.
312 pages, Hardcover
First published September 30, 2014
252 people are currently reading
2015 people want to read
About the author
Bernadette Jiwa
17 books220 followersBernadette Jiwa is an Irish Australian writer and story skills teacher. For ten years, she successfully published award-winning non-fiction books before embracing the freedom of fiction.
Her Dublin novels, THE MAKING OF HER and EVERY SHADE OF LOVE, were published in 2022 and 2025.
Her Dublin novels, THE MAKING OF HER and EVERY SHADE OF LOVE, were published in 2022 and 2025.
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Displaying 1 - 30 of 83 reviews
October 22, 2014
This is the best handbook for anyone who understands they are not selling commodities, but rather stories.
Its not only packed with winning techniques to build your pitch, plan and presentation-
Its also the offering of guts, trust, opportunity, connecting and leadership you need to take for what you care for.
Find out why it doesn't help telling your customers what you do (even if you do it really well),
Why better technology and more features won't necessarily take you further (cause users aren't looking for technologies or features),
Why you should worry less about the competition (cause when you're different, you are the competition)
And how carefully listening to your users is a key to long term building of success.
I found the book very useful and I loved it-
Hope you will too.
Its not only packed with winning techniques to build your pitch, plan and presentation-
Its also the offering of guts, trust, opportunity, connecting and leadership you need to take for what you care for.
Find out why it doesn't help telling your customers what you do (even if you do it really well),
Why better technology and more features won't necessarily take you further (cause users aren't looking for technologies or features),
Why you should worry less about the competition (cause when you're different, you are the competition)
And how carefully listening to your users is a key to long term building of success.
I found the book very useful and I loved it-
Hope you will too.
August 11, 2022
ده كتاب لطيف خفيف، بيسلط الضوء علي شوية مفاهيم ملهمة في التسويق.
زى الاهتمام بسلوك ومشاعر ووقوع العميل في حب البراند.
١٧٠ صفحة بيقولك فيهم حب واهتم ودلع عميلك، فينفع فاصل في وسط قراءات تسويقية أعمق أو حتي كرفيق لحظات سعيدة مصيف وخلافه.
ولطيف ان دار مصريه تبدأ تترجم كتب تسويق حتي لو مكنتش كتب علمية عميقة، لكن أول الغيث يعني.
#بس_بنقول
*كتبت عنه ومنه بعض البوستات منهم ده والباقي علي الاكونت الي بتكلم فيه عن الكتب والتسويق.
https://m.facebook.com/story.php?stor...
زى الاهتمام بسلوك ومشاعر ووقوع العميل في حب البراند.
١٧٠ صفحة بيقولك فيهم حب واهتم ودلع عميلك، فينفع فاصل في وسط قراءات تسويقية أعمق أو حتي كرفيق لحظات سعيدة مصيف وخلافه.
ولطيف ان دار مصريه تبدأ تترجم كتب تسويق حتي لو مكنتش كتب علمية عميقة، لكن أول الغيث يعني.
#بس_بنقول
*كتبت عنه ومنه بعض البوستات منهم ده والباقي علي الاكونت الي بتكلم فيه عن الكتب والتسويق.
https://m.facebook.com/story.php?stor...
June 27, 2017
Hoping for more depth.
September 2, 2018
Hey marketers: STOP SHOUTING PLEASE!! Do something that matters. Then do something else again that matters for your customer, for the planet, for civilization. It is really that simple. And it is also really that hard.
It is easy to run your mouth, talk your game, buy some ads. It is difficult to think deeply about what truly matters. But you can do this no matter how small you are. The key is to start thinking about mattering and start doing things that truly matter.
People don't want more products, people want to support causes, services, brands, and products that matter. If they can choose a cup of coffee that also matters, they will, and they will tell their friends.
Marketing is not about selling, it is about creating passion, emotion, belonging and love, not because your design is the most slick, or your words are the most eloquent. As customers we all know that we truly care about brands that truly care about us, their customers and values like taking care of this planet.
Read Bernadette's book for inspiration. Then do something that matters. Today!
It is easy to run your mouth, talk your game, buy some ads. It is difficult to think deeply about what truly matters. But you can do this no matter how small you are. The key is to start thinking about mattering and start doing things that truly matter.
People don't want more products, people want to support causes, services, brands, and products that matter. If they can choose a cup of coffee that also matters, they will, and they will tell their friends.
Marketing is not about selling, it is about creating passion, emotion, belonging and love, not because your design is the most slick, or your words are the most eloquent. As customers we all know that we truly care about brands that truly care about us, their customers and values like taking care of this planet.
Read Bernadette's book for inspiration. Then do something that matters. Today!
May 12, 2020
I enjoyed reading this book, because given the heavy focus businesses put on analytics and quick wins, we often forget the core fundamentals. This compilation of blog posts reminds us that marketing is about the story we tell, it is about caring for customers and mattering to them, and it is about building relationships first, before seeking results.
January 14, 2024
I listened to the book on Audible (read by the author). Enjoyable - short and succinct. My takeaways:
* Marketing doesn't have to be about promotion but rather helping solve problems and create value. You create value by making the customer feel good.
* In the current world, the experience from the first touch to the repeat purchase is everything
* Using content is useful but is only one part of marketing; content helps potential customers understand more about who you are. "Great content changes how people feel by being either useful, entertaining or inspiring."
* "Don’t sell the guitar. Sell the music." - this one is reiterated in different ways due to how important it is
* "How to create emotional points of difference with your product and service descriptions:
1. Resist relying on the description of features and benefits. Tell people what they can do with your product, not what the product does.
2. Let your current customers do the talking. Build trust, using proof with testimonials and customer stories.
3. Show how customers are using your product to make their lives better. Use images, videos, case studies and stories.
4. Think about how you want the people who use your products and services to feel. Write descriptions and create content that helps people to experience those feelings before they ever use the product or service.
5. Behave like a lover, or at least a very dear friend. Because if you’re going about your business the right way, that’s exactly what you are. Now go write like one."
* Marketing doesn't have to be about promotion but rather helping solve problems and create value. You create value by making the customer feel good.
* In the current world, the experience from the first touch to the repeat purchase is everything
* Using content is useful but is only one part of marketing; content helps potential customers understand more about who you are. "Great content changes how people feel by being either useful, entertaining or inspiring."
* "Don’t sell the guitar. Sell the music." - this one is reiterated in different ways due to how important it is
* "How to create emotional points of difference with your product and service descriptions:
1. Resist relying on the description of features and benefits. Tell people what they can do with your product, not what the product does.
2. Let your current customers do the talking. Build trust, using proof with testimonials and customer stories.
3. Show how customers are using your product to make their lives better. Use images, videos, case studies and stories.
4. Think about how you want the people who use your products and services to feel. Write descriptions and create content that helps people to experience those feelings before they ever use the product or service.
5. Behave like a lover, or at least a very dear friend. Because if you’re going about your business the right way, that’s exactly what you are. Now go write like one."
Read
July 1, 2020The root of all evil: marketing. Tobacco, consumerism, and a scarcity mindset were all a consequence of the work of marketeers. But what about the charity raise on social media, the beauty products that boost confidence and the car that leads to new adventures?
Bernadette Jiwa in the book "Marketing: A Love Story", conveys the importance of creating a meaningful relationship with your customers. It is not about marketing-mix or A/B testing. But the mindset of being in service to those who care enough to choose what you offer. Marketing is a story that builds a connection, rather than a department.
Read more here: https://www.filipacanelas.com/blog/ma...
Bernadette Jiwa in the book "Marketing: A Love Story", conveys the importance of creating a meaningful relationship with your customers. It is not about marketing-mix or A/B testing. But the mindset of being in service to those who care enough to choose what you offer. Marketing is a story that builds a connection, rather than a department.
Read more here: https://www.filipacanelas.com/blog/ma...
September 24, 2019
A quick audiobook listen all about how to change your marketing plans into stories. I'll admit, audio probably wasn't the best choice for this, even though the author narrated it beautifully. Sitting down and being able to take notes would be more effective. But the information was interesting, nonetheless!
January 24, 2018
This book is the best book that you can find on the topic of marketing. Bernadette Jiwa communicates very simple and yet powerful idea about modern day marketing. Love it!
June 5, 2024
Genială!
March 27, 2018
It is not that it was bad. Its just very repetetive. And everything she had to say has been said before. Felt like a Seth Godin Recap
December 29, 2023
الكتاب اعطاني زبدة التسويق، في الصميم بكلمات مختصرة ، وخطوات فعلية
November 12, 2018
Research conducted into how people are persuaded proves that the way we are treated - and the way that treatment makes us feel - affects our opinions and our behaviour. People can't help wanting to give back the kind of behaviour or services that they received [Robert Caildini and Steve Martin, Secrets from the Science of Persuasion].
The book is organised into three main categories - strategy, context and story - where creation, innovation and entrepreneurship are not just about putting stuff out into this world, it's about doing things that make a difference.
Includes some great resources including the One Page Marketing Plan, 10 Things a Brand Does, The 11 Why's of Product Development, and How To Tell The Story of Your Idea Using the Value Proposition Hack.
Delve in and find out how to turn your marketing into a love story your customers will fall in love with.
The book is organised into three main categories - strategy, context and story - where creation, innovation and entrepreneurship are not just about putting stuff out into this world, it's about doing things that make a difference.
Includes some great resources including the One Page Marketing Plan, 10 Things a Brand Does, The 11 Why's of Product Development, and How To Tell The Story of Your Idea Using the Value Proposition Hack.
Delve in and find out how to turn your marketing into a love story your customers will fall in love with.
January 29, 2016
There us a marketing book,.named service Is marketing, which touch upon the ideaology as this book. I love the Bernadette makes it so simple, yet so obvious that selling for a quick win, or what customers want is not what you think it is.
Bernadette's book is essential for understanding the probably mmst underrated part of marketing. Make sure your customers trust you, and that you are there to make their lives better.
Bernadette's book is essential for understanding the probably mmst underrated part of marketing. Make sure your customers trust you, and that you are there to make their lives better.
January 22, 2015
This book shined a bright light on where our focus should remain in order to be successful at marketing our product/service. Quick and easy read with plenty of good advice!!
December 19, 2015
If you're an entrepreneur, you should read this book. It's short but full of great advice.
December 4, 2024
English review is below Arabic
الكتاب بسيط وسهل في صياغته وهو مجموعة مقالات مجمعة للكاتبة تتحدث فيه عن التسويق وأهمية الاهتمام برغبات العميل وكيف أن اغلب الافكار تاتي من سرد القصص وترى نجاحات لشركات عديدة كان المنبع فيها الحبكة في سرد الحكاية
ماخذي على الكتاب أنه بسيط وسطحي جدا بالاضافة أن شركات كثيرة ممن ضربت بهم الأمثلة لم أكن على دراية بهم لذلك لم استشعر الامثل�� لاختلاف الثقافة ولكن القارئ الامريكي لن يشعر بهذا الفرق
في المجمل يصلح الكتاب للتسلية للمهتمين بمجال التسويق والبيع.
The book is simple and easy in its writing style. It is a collection of articles by the author, discussing marketing and the importance of understanding customer desires. It highlights how most ideas stem from storytelling and points out the successes of several companies where the key was in the art of telling stories.
My critique of the book is that it is overly simple and superficial. Additionally, many of the companies used as examples were unfamiliar to me, so I couldn’t fully relate to the examples due to cultural differences. However, an American reader likely wouldn’t experience this disconnect.
Overall, the book is suitable for light reading for those interested in marketing and sales.
الكتاب بسيط وسهل في صياغته وهو مجموعة مقالات مجمعة للكاتبة تتحدث فيه عن التسويق وأهمية الاهتمام برغبات العميل وكيف أن اغلب الافكار تاتي من سرد القصص وترى نجاحات لشركات عديدة كان المنبع فيها الحبكة في سرد الحكاية
ماخذي على الكتاب أنه بسيط وسطحي جدا بالاضافة أن شركات كثيرة ممن ضربت بهم الأمثلة لم أكن على دراية بهم لذلك لم استشعر الامثل�� لاختلاف الثقافة ولكن القارئ الامريكي لن يشعر بهذا الفرق
في المجمل يصلح الكتاب للتسلية للمهتمين بمجال التسويق والبيع.
The book is simple and easy in its writing style. It is a collection of articles by the author, discussing marketing and the importance of understanding customer desires. It highlights how most ideas stem from storytelling and points out the successes of several companies where the key was in the art of telling stories.
My critique of the book is that it is overly simple and superficial. Additionally, many of the companies used as examples were unfamiliar to me, so I couldn’t fully relate to the examples due to cultural differences. However, an American reader likely wouldn’t experience this disconnect.
Overall, the book is suitable for light reading for those interested in marketing and sales.
August 14, 2022
الزتونة فى نقاط :
١-الجملة التعريفية لمشروعك يجب أن تكون إجابة على السؤالين التاليين :
ماذا تفعل ؟ وما هو التأثير الذى تقدمة ؟
٢-كل من يقترب أكثر من عملائة ينجح .
٣-لا تبدأ بمحاولة إنشاء أفضل منتج وخدمة ، بل ابدأ بإكتشاف كيف يريد الناس أن يشعروا تجاهة.
٤-إن الاشياء التى يؤمن بها عملاؤك هى ما تميزك عن منافسيك.
٥-العملاء غالباً لا يدفعون مقابل القيمة الفعلية للمنتج بل يدفعون مقابل القيمة الغير ملموسة وما يختبرونه وما يهتمون به.
٦-يجب أن تكون المسوق الذى يسعى إلى نمو أعماله بواسطة إسعاد العملاء ، ومنحهم قصة يريدون سردها وطريقة لمشاركتهم مع الآخرين ( طريقة قرصنة النمو ).
٧-الشئ الذى تحتاجة أكثر من حب منتجك هو حب عملائك.
٨-إن السماح للعملاء بتحديد ما هو الشئ الذى يمثل قيمة بالنسبة لهم يؤدى إلى نشاط تجارى جيد.
٩-إذ لم يكن لدينا الشجاعة فى التشكيك فى افتراضاتنا فنحن نختار الركود.
١٠-لم يعد المستهلكون يتسوقون من أجل شراء الأشياء فحسب بعد الآن ، بل أنهم يتسوقون للحصول على أشياء تغير من شعورهم وتساعدهم فى إيجاد المعنى.
تقييمى للكتاب : 4/5
الكتاب سطحى خفيف ولغته بسيطة يصلح لغير المتخصصين و المبتدئين فى مجال التسويق.
13/8/2022
#تحدى_قراءة_٧_كتب_فى_٧_أيام
#مينا_دنيال_لمعى
#اليوم_الأول
Done✅
١-الجملة التعريفية لمشروعك يجب أن تكون إجابة على السؤالين التاليين :
ماذا تفعل ؟ وما هو التأثير الذى تقدمة ؟
٢-كل من يقترب أكثر من عملائة ينجح .
٣-لا تبدأ بمحاولة إنشاء أفضل منتج وخدمة ، بل ابدأ بإكتشاف كيف يريد الناس أن يشعروا تجاهة.
٤-إن الاشياء التى يؤمن بها عملاؤك هى ما تميزك عن منافسيك.
٥-العملاء غالباً لا يدفعون مقابل القيمة الفعلية للمنتج بل يدفعون مقابل القيمة الغير ملموسة وما يختبرونه وما يهتمون به.
٦-يجب أن تكون المسوق الذى يسعى إلى نمو أعماله بواسطة إسعاد العملاء ، ومنحهم قصة يريدون سردها وطريقة لمشاركتهم مع الآخرين ( طريقة قرصنة النمو ).
٧-الشئ الذى تحتاجة أكثر من حب منتجك هو حب عملائك.
٨-إن السماح للعملاء بتحديد ما هو الشئ الذى يمثل قيمة بالنسبة لهم يؤدى إلى نشاط تجارى جيد.
٩-إذ لم يكن لدينا الشجاعة فى التشكيك فى افتراضاتنا فنحن نختار الركود.
١٠-لم يعد المستهلكون يتسوقون من أجل شراء الأشياء فحسب بعد الآن ، بل أنهم يتسوقون للحصول على أشياء تغير من شعورهم وتساعدهم فى إيجاد المعنى.
تقييمى للكتاب : 4/5
الكتاب سطحى خفيف ولغته بسيطة يصلح لغير المتخصصين و المبتدئين فى مجال التسويق.
13/8/2022
#تحدى_قراءة_٧_كتب_فى_٧_أيام
#مينا_دنيال_لمعى
#اليوم_الأول
Done✅
March 3, 2018
Este pequeño libro se lo recomiendo a aquellos que no saben sobre mercadeo, o piensan que solo se trata de anuncios, vender y 'hay que sacar un instagram.' En el mundo que vivimos, dice la autora, el intangible más valioso es la confianza. Esta hay que ganarse con paciencia, y sobre todo que de verdad te importe tu comprador (no sólo por sus billetes). Hoy en día podemos conseguirlo todo, pero al elegir A entre B, al elegir entre Uber o Apollo, o elegir entre Presidente o Corona, elegimos porque como clientes (consciente o inconscientemente) nos alineamos con la historia que nos venden, con la facilidad que va con nuestras prioridades.
Les recomiendo este librito (rápido de leer) a todos ellos que tienen una comunidad, un negocio, van a emprender, estan en mercadeo. Leanselo. Mercadeo es más que las 4P, es convertirse en parte de la historia del consumidor. 🕛🕛🕛🕛 (4/5 relojes) - si leen el libro entienden mi referencia.
Les recomiendo este librito (rápido de leer) a todos ellos que tienen una comunidad, un negocio, van a emprender, estan en mercadeo. Leanselo. Mercadeo es más que las 4P, es convertirse en parte de la historia del consumidor. 🕛🕛🕛🕛 (4/5 relojes) - si leen el libro entienden mi referencia.
December 12, 2017
The book is very easy to read and addresses a set of ideas that are very useful for marketers, existing business owners, and entrepreneurs. Also, its content includes many tips that can guide the marketers toward building a successful relationship with customers. I liked the way she continuously link how your relationship as business owner with your customers should be.
The number of collected ideas and headings is a bit exaggerated. The ideas will add value and bring insight for beginners in the marketing field though.
The number of collected ideas and headings is a bit exaggerated. The ideas will add value and bring insight for beginners in the marketing field though.
March 25, 2020
An essential read for anyone trying to get their head around what marketing really is in this day and age--not just in terms of the "do's" and "don't's," but in holistic terms. I felt like I understood the basic principles Jiwa shares before picking up this book, but I didn't really get what a sea-change there's been in terms of how we connect with those we seek to serve. Really, this is a lovely little book full of essential questions, answers, and case studies, from the world's biggest corporations to the guy down the street selling a pair of boots.
June 21, 2024
اولاً كدا شكراً لصديقي محمد خالد علي الكتاب اللي سابهولي حوالي تقريبا ١٠ شهور او اكتر
ثانيا
الكتاب عبارة عن مجموعة مقالات خفيفه و بسيطه تعلمك الهدف من التسويق بس مش هتعلمك التسويق
هتعلمك الاسئلة الاساسية اللي المفروض المسوق يسألها لنفسه قبل ما يحط الخطه التسويقية
مع شوية مفاهيم اساسيه في التسويق و مقالات بتناقش امثله حقيقية لشركات قصصها اتحفظت من ٢٠٠٦ تقريبا
الكتاب يعتبر مدخل سهل و خفيف للتسويق و للمبتدئين في التسويق ولو اني افضل كتب كوتلر و اسلوب كوتلر
الكتاب موجه للمبتدئين في التسويق
تقييم الكتاب ٢.٥ من ٥ عشان سطحية الموضوعات اللي فيه بس
حان الوقت ان الكتاب يرجع لصاحب الكتاب بقي 😂
ثانيا
الكتاب عبارة عن مجموعة مقالات خفيفه و بسيطه تعلمك الهدف من التسويق بس مش هتعلمك التسويق
هتعلمك الاسئلة الاساسية اللي المفروض المسوق يسألها لنفسه قبل ما يحط الخطه التسويقية
مع شوية مفاهيم اساسيه في التسويق و مقالات بتناقش امثله حقيقية لشركات قصصها اتحفظت من ٢٠٠٦ تقريبا
الكتاب يعتبر مدخل سهل و خفيف للتسويق و للمبتدئين في التسويق ولو اني افضل كتب كوتلر و اسلوب كوتلر
الكتاب موجه للمبتدئين في التسويق
تقييم الكتاب ٢.٥ من ٥ عشان سطحية الموضوعات اللي فيه بس
حان الوقت ان الكتاب يرجع لصاحب الكتاب بقي 😂
September 17, 2023
A great read, short! It was free in audible and recommended by a friend. I loved this book. I will definitely re-read at some point. It’s amazing how many businesses lose sight of what their customers actually want from them. I feel like this book could bring you back down to earth and she does an amazing job of asking questions to help get you there. More people with businesses should read this to reconnect with their purpose and what customers really want from them.
November 8, 2023
The book delivers what it promises. It's romantic, with pages that look like letters. However, much larger than it should be, many pages with little text and meaningless illustrations. shallow text, but it is ideal for people who are not looking for a technical book. its proposal is to give a new sense of what Marketing should be. If you're looking for insights, it's good, but it won't add much to your study.
May 7, 2017
A good read for an entrepreneur or anyone who wants to understand what's happening in the field of marketing lately. An often neglected fact and underrated one but highly valued if you want to build a long lasting brand. With vivid examples author explains what's wrong with the current marketing system.
November 18, 2017
Intriguing Questions
She tells the story of marketing in a way that probably raised far more questions than answers and that is what I found most valuable. I am actually looking to make this required reading for my marketing course. If this left me with much to thing differently about, perhaps it will do the same for students.
She tells the story of marketing in a way that probably raised far more questions than answers and that is what I found most valuable. I am actually looking to make this required reading for my marketing course. If this left me with much to thing differently about, perhaps it will do the same for students.
January 6, 2019
There was a lot of common sense in the book. But nothing new was brought out in this book. Like her advice of "solve a job for your customers, don't build a product" is taken off from Clayton Christensen's "theory of jobs" . Similarly you can find a lot of inferences from Seth Godin, Al ries, Kotler and the likes.
June 10, 2021
I love the way she expresses her feelings about marketing. Its the way many succesful companies have done. Don't plan on just repeating stuff and hope people will buy... Engage the customer with significant solutions to their problems. I love her message, and her voice is probably the best audiobook voice I've heard. Such a joy to listen.
August 3, 2024
"Understanding customers is a better strategy than simply believing your product is useful."
The book is a collection of posts on the author's blog organized into three sections: Strategy, Context and History. Good book to convey the importance of worrying about what the customer feels, wants and expects instead of just thinking about making the "best product or service".
The book is a collection of posts on the author's blog organized into three sections: Strategy, Context and History. Good book to convey the importance of worrying about what the customer feels, wants and expects instead of just thinking about making the "best product or service".
March 17, 2018
Very good. Logical, practical advise but some keen insights delivered in easy-to-digest fashion. Some good media-related stuff (history/changes) that stands out regardless of your interest in brand/marketing...
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