This Is Marketing: You Can't Be Seen Until You Learn To See (2018) begins with a provocative premise: the landscape of marketing has dramatically shifted in the past few decades, but we haven't updated our thinking about it accordingly.
Our mental model still places advertising at the center of the marketing universe – but in the age of the internet, that no longer makes sense.
A new philosophy is needed.
What's the first word you think of when you hear the term “marketing?”
If you're like most people, it's probably “advertising.”
The two activities have been so closely associated with each other for so long that they've almost become synonymous.
But in today's world, advertising is increasingly becoming a dead end for many companies – or at least just a side road on the path to success.
Now more than ever, we need a much broader, deeper conception of marketing, one that goes far beyond mere advertising and takes a more philosophical approach to the subject.