Palak Bajaj | MBA-HR 2013-15
I don’t know how many of you have read the
book or even heard about it, but a book called purple cow does exist! I came across it
in a library in the business section. My first thought was to believe that the librarian had erroneously shelved what appeared to be a biotechnology read. The book has an attractive covering with the intent of showcasing the content of the book in its very appearance. Its uniqueness begs to gain attention. It did gain mine.
Written by Seth Godin, this book is
essentially a book on marketing. He feels that the existing P’s of marketing
i.e Product, pricing, promotion, positioning, packaging etc were not enough and
we needed a new “P” and that is the Purple cow. The philosophy underlying the
book is “No smart marketer transferred hooters or the leaning tower of Pisa.
The marketing is built in the product.
Godin further defines marketing as the
act of inventing the product, the effort of designing it, the craft of
producing it, the art of Pricing it and the technique of selling it. Further
it says that it is difficult to follow leaders in their marketing policies,
because the leader is what he is because he did something remarkable. And that
remarkable thing is now taken, it’s no longer remarkable when you imitate it.The
book is full of real business examples and great learning, and despite all this, is not very voluminous (160 pages). Must read for all the marketing enthusiasts.
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