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Title: Godin is Right
Review: I loved this book. Godin's premise is that consumers want to view themselves a particular way and good marketeers market to what consumers want to hear. For instance, the person who buys free range chicken and organic milk at Whole Foods thinks of him or herself as caring about the environment and human health and Whole Foods plays this up, even when selling vegan chocolate donuts. Book also talks about how marketing can be a true value added item for companies. As an American involved in global business, I found it somewhat comforting because America is still the leading marketer and there is nothing out there to indicate that will be changing soon.
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