Meatball Sundae : How new marketing is transforming the business world (and how to thrive in it)

How to match the right marketing approach to your product, by legendary business thinker Seth Godin. The shiny new marketing technique isn't necessarily the right one to use.According to bestselling author Seth Godin, these new-fangled tactics can be like the toppings at an ice cream parlour.If you start with ice cream, adding cherries and hot fudge and whipped cream will make it taste great.But if you start with a bowl of meatballs . . . yuck! As traditional marketing fades away, the new tools seem irresistible.But they don't work as well for boring brands (meatballs?) that might still be profitable but don't attract word of mouth, such as Cheerios, Ford trucks, Barbie dolls or Budweiser.When Anheuser-Busch spends $40 million on an online network called BudTV, that's a meatball sundae.It leads to no new Bud drinkers, just a bad case of indigestion.Meatball Sundae is the definitive guide to the fourteen trends no marketer can afford to ignore.It explains what to do about the increasing