Please note: This is a companion version & not the original book. Book Preview:

#1 The old models and the new ones vying to replace them do not provide the channels to audiences that marketers desire. To cross the chasm, marketers must be constantly fresh and original, and earn their place in the minds of those they wish to influence.

#2 The broadcast model, in which marketing is seen as a tolerable intrusion into the content audiences want, is fading away. Adapting to this new reality will be painful, but it will also give marketers the opportunity to be something more than just an intrusion into people’s lives.

#3 The broadcast tradition is the process of information beginning life in the mind of its creator, then making the jump into a machine that few people have access to. Because these machines are expensive, access to them is exclusive.

#4 The oral tradition is the source of ideas, and it is far less prescriptive than the broadcast tradition. Ideas in the oral tradition must replicate themselves from one listener to another, and they must keep their meaning intact.

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E-Kitap: 11 Mayıs 2022