First Comes Love, Then Comes Marketing
Pairing love and business together may not be a bad match after all
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PM: How would you define
fear-based marketing?
SP: Fear-based marketing is
everything you see in the media and [in] advertising that says, “You’re not good enough; you’re not smart enough; you’re not pretty enough; buy our products or basically you’re going to have a horrible life and you might die.” The reason companies put things like that [out there], is because it works. People live in fear. And, the
company is living in fear. They’re afraid of their competition—that they’re not going to make their numbers. They’re afraid of all kinds of things. The vice
president of marketing is afraid that he’s going to get fired if the marketing doesn’t work.
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Cynthia T. Graham
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