Book Description

With a strong empirical and market segmentation approach, this book focuses on how the Internet has changed the way people obtain information about potential purchases, giving readers the most up-to-date material on how technology is changing their lives as consumers. The Thirty-two mini-cases help readers learn by applying the theory, drawing on current business news to demonstrate specific consumer behavior concepts.This edition now includes thirty-two Active Learning mini-cases. A clear consumer decision making model is set out in each chapter to facilitate learning—presented in the first chapter, this model serves as a structural framework for the concepts—the building blocks—examined in the following chapters. The book's final chapter ties all of these concepts together so readers see the interrelationships and relevance of individual concepts to consumer decision-making.For those studying consumer behavior and/or marketing. ... Read more

Amazon.com

Sometime during the last 30 years, the service economy emerged as the dominant engine of economic activity. At first, critics who were uncomfortable with the intangible nature of services bemoaned the decline of the goods-based economy, which, thanks to many factors, had increasingly become commoditized. Successful companies, such as Nordstrom, Starbucks, Saturn, and IBM, discovered that the best way to differentiate one product from another--clothes, food, cars, computers--was to add service.

But, according to Joseph Pine and James Gilmore, the bar of economic offerings is being raised again. In The Experience Economy, the authors argue that the service economy is about to be superseded with something that critics will find even more ephemeral (and controversial) than services ever were: experiences. In part because of technology and the increasing expectations of consumers, services today are starting to look like commodities. The authors write that "Those businesses that relegate themselves to the diminishing world of goods and services will be rendered irrelevant. To avoid this fate, you must learn to stage a rich, compelling experience."

Many will find the idea of staging experiences as a requirement for business survival far-fetched. However, the authors make a compelling case, and consider successful companies that are already packaging their offerings as experiences, from Disney to AOL. Far-reaching and thought-provoking, The Experience Economy is for marketing professionals and anyone looking to gain a fresh perspective on what business landscape might look like in the years to come. Recommended. --Harry C. Edwards ... Read more

Reviews (28)

Nardelli-led bounce gives book its just due
As I write this review on July 29, 2003, I see 'The Experience Economy' is ranked at #624 in amazon.com's constantly updated sales rankings. Pretty heady for a fairly esoteric business book published in April 1999.

The reason has to do with the latest (August 2003) edition of 'Fast Company' magazine. The editors asked a series of business leaders to pick one "book that matters," noting that "one book can change the direction of a company -- or a career." Bob Nardelli, ex-of GE and now CEO of the Home Depot, chose 'The Experience Economy.'

That's a great thing, because this excellent piece of work really got the short shrift - with its April 1999 publication date, its message of capturing the full potential of face-to-face retail got buried in the tsunami of e-commerce hysteria.

Now that we all recognize the Internet as just another viable sales channel, this fine effort by Pine and Gilmore has a second life. The fact that Nardelli picked it as his one book that matters tells you all you need to know about his vision for the future of Home Depot.

The Divergence of Theory and Reality
The book takes a very logical, reasoned approach towards the theoretical next steps of economic expansion. It reasons that margins drive profits and that by constantly searching for higher margin offerings, a company will naturally improve and increase its profitability.

The logic is understandable... Commodity goods have small margins, as they are undifferentiated from each other and relativly easy to reproduce. Manufactured goods take things one step further, providing higher margins due to some level of product differentiation and brand specificity. Above that are Services, where the products don't last long enough to be copied and are customized enough to prevent easy manipulation. The higher margins should lead to higher profitability and better staying power. Fair enough.

Where the book's logic becomes strained, however, is where it strethes out towards the next generation of higher margin offerings, "Experiences." While it is true that experience companies my be able to provide higher margins than can older economy companies, experience companies tend to suffer from a fatal flaw that has infected many of the companies praised in the book. That flaw is the utter lack of repeat business generated by most experience economy companies.

Take two of the companies mentioned in the book as companies to emulate -- Planet Hollywood, the restaurant chain, and Peapod, the online grocery store. Planet Hollywood is under bankruptcy protection, because people are simply unwilling to pay through the nose repeatedly for the same experience over and over again. Peapod ran out of cash and is limping along only after being bought out by a Dutch firm. Hardly two stellar companies to emulate when searching for ever expanding profits.

Throughout the book, by expounding the virtues of ever expanding margins, rather than focusing on goods, services, and 'experiences' that people would be willing to repeatedly pay to have, the authors make the mistake of ignoring the overall forest for the sake of a single tree.

In the real world, experience companies know their limitations and create their pricing scheme to represent that fact. Amusement parks sell season passes for less than the cost of two visits -- acknowledging the fact that people may pay more for experiences, but only once, and repeat business depends heavily on making the repeat worth the cost.

Had the book focused more on successful ways for experience economy companies to thrive, rather than spending its time drolling on about the virtues of failing companies with the right plan, it would have been far more believable and enjoyable.

Insightful Look at Business Today
This book definitely makes you stop and think about what today's consumer wants and expects. (In fact, it's easy, just ask yourself what you would want - what you're offering or what Walt Disney is offering). Businesses that don't make a lasting impression, offer an experience for the consumer will eventually go the way of the dinosaur.

a fresh and novel view of the current business trends
this book is definitely out of the ordinary: it proposes a novel (to me at least) view of the current economy trends and well illustrate an equivalence between the work environment and the stage of a theatrical play.
Worth reading it.

The ultimate product differentiator
This book really opened my eyes, and made me see my service offerings from a customer perspective. I've become incredibly passionate about the experience economy concept, and am constantly looking for real life examples or potential applications.
When I stand in a queue I'm thinking about how I would go about offering the service or product I'm queueing for.
When I speak to the beauracracy that provides me banking or insurance services, I'm forever demanding that they change the impersonal and inflexible way that they engage with me.
If you're looking for a new paradigm in selling what you have to offer, then this is the book for you.
I love it. ... Read more

Book Description

A good market study can make or break a development project. This new book will equip you with the tools you need to evaluate trends and understand the key factors affecting real estate markets. Using a step-by-step approach, the author shows you how to get started, where to get information, and how to apply it to multifamily, hotel, office, industrial, entertainment, mixed-use, and master-planned communities. Thirteen case studies written by top market analysts demonstrate how they implemented these methods and provide you with models to follow. Ideal for anyone new to real estate development ... Read more

Reviews (1)

A Thorough Reference
This book is written like a textbook - starting with the most basic concepts - but moves on to discuss the tools and techniques of market analysis in considerable detail. Separate sections deal with residential, office and industrial, retail, hotels and resorts, and mixed-use developments. Case studies are given for each type of property. Technologies and data sources to assist analysis are discussed.

The two primary authors are a real estate consultant and an author/director of the Urban Land Institute. Many other professionals are listed as having contributed to the case studies.

The book includes an appendix of data sources of use to market analysts, a glossary of real estate terms and a thorough index. ... Read more

Book Description

This volume reflects the dynamic environment inhabited by today's marketers, helping readers understand the marketplace and the impact of technology on making strategic marketing decisions. Its modern, integrated presentation and strategy-based approach covers critical, fundamental topics required to succeed in professional work.Subjects include marketing philosophy and strategy such as market research, customer behavior and market structure, and marketing decision-making and analysis, including product decisions, advertising strategy, pricing and customer relationship management.For marketing professionals, product and brand managers. ... Read more

Reviews (2)

Excellent book from an excellent practitioner/professor
This book was one of the readings in the core marketing class I took 2 years ago (the author was the professor). The class was excellent, and the book is too, especially its integration of a strategic perspective throughout the entire book.

I have referred to it many, many times over the past couple years. Of course, if you're already a marketing expert, this book may be too basic for you. For anyone else, I'd definitely say it's worth the price.

Marketing Management, 1/e, Winer
This book gives the overview of integrate of the market and how it works in our business. It reflects the dynamic and changing market, which is impacting and changed by the technology. Today, market participants is also inhabiting the market. Through this book, I can understand the changing marketplace and know how to make strategic marketing decisions. This text is a good guideline to the professionals and its analysis is modern and arrurate, which sparks me much. ... Read more

Book Description

Effective Public Relations, Eighth Edition presents a comprehensive summary of public relations concepts, theory, principles, history, management, and practices.This “bible” of the public relations field continues in its role as the single most authoritative and complete reference for public relations professionals.Still the most comprehensive and authoritative introductory book, continuing its long-standing tradition as the most-cited reference book. Often referred to as the “bible of public relations,” the new edition covers the many aspects of public relations theory and practice in a variety of settings. The Eighth Edition also serves as the basic reference for accreditation programs worldwide. Updates examples, sources, and references to provide readers with contemporary cases, contexts, and perspectives that illustrate major concepts and issues essential to understanding the field. The new edition offers an up-to-date synthesis and interpretation of the scholarly and professional literature. Expands discussions of how the public relations field relates to marketing, integrated marketing communication (IMC), and related management functions, clarifying the unique and essential role of the public relations management function in organizations. An excellent, essential desk reference for those in the practice. ... Read more

Reviews (9)

Govt communicators should also see Media Relations Handbook
Cutlip's book is a classic, but for a newer book written by a Washington pro, see Media Relations Handbook for Agencies, Associations, Nonprofits and Congress. The Handbook is written by Brad Fitch, who spent more than a decade on the Hill, with a Foreword by Mike McCurry.

What others have said about Fitch's book (there are more testimonials on the book's web site):

"Great advice for beginners and experienced media hands. If you are a media relations professional--either beginner or seasoned veteran--this is the book for you. Brad Fitch, who spent many years fielding reporters' tough questions on Capitol Hill, has written a timely, practical guide to handling media relations that is filled with solid professional advice. What goes into a press release? How do you develop a strategic message? You've got a digital camera and a fax machine, but what else does your office need to effectively handle the media? Before you start talking to a reporter, do you know the difference between 'on the record,' 'off the record,' and 'background'? When there's an immediate crisis in your organization, what are the eight mistakes that you absolutely must avoid? How do you handle your paranoid boss when he or she has to confront the press? You'll find the answers to these and many other everyday problems in this book. Fitch also gives valuable advice on how to set up an effective website and how to use e-mail for optimum communications. Excellent book for professionals who work in federal or state agencies, trade associations, non-profits, state legislatures or Congress. It's the only handbook you'll ever need."
-- Dennis W. Johnson, college professor and former Capitol Hill senior staffer

"Provides valuable advice for those who flack for a living."
-- Roll Call

"A superb blend of theory and practice, written by someone who uses words like Gallup uses polls."
-- Steve O'Keefe, author "Complete Guide to Internet Publicity" and Adjunct Faculty, Tulane University College

"Uncertain how to interest the press in your pressing issue? Having difficulty preparing your media-unfriendly boss for a tough interview? Worried about the next communications crisis and how to handle it? Brad Fitch answers those questions and many more in this crisp, clear and completely useful book."
-- Tucker Carlson, Co-Host CNN Crossfire, author

"A seminar from TheCapitol.Net is one of the best ways to learn from the experts about how Washington really works. Now all that insight and information has been packed into this invaluable volume. I suggest you read it, and become your own expert."
-- Steven V. Roberts, syndicated columnist, TV and radio analyst, college professor

"Brad Fitch has performed an admirable public service by giving public relations students and professionals alike an indispensable tool. His book provides a road map on both the practicalities and principles of PR, and he shows that honest PR is not an oxymoron. Now it's up to all of us in the media and spin industries to keep our end of the bargain."
-- Ed Henry, Congressional Correspondent, CNN (formerly Senior Editor of Roll Call)

"This volume is an invaluable road map to the mean streets of a city where information is power and power is everything. Brad Fitch has written a rich 'how-to' lesson for pros and for novices who must negotiate the competitive landscape of America's new media."
-- Ann Compton, White House Correspondent, ABC News

"Media Relations Handbook is to political campaigns what The Art of War is to military campaigns: an essential strategic reference that winners should never be without."
-- James Carville, Co-Host CNN Crossfire, author

You can see more about Fitch's book by searching Amazon using the ISBN: 1587330032

From a student's perspective...
Last year, I took an intro to PR class to see if I'd like it. I loved the class, but our text, Effective Public Relations, was another story. As a college student, I read a lot of textbooks. This one certainly is as they claim: a PR bible, full of essential PR knowledge. But dang if it wasn't the most stimulating, interesting read since late night phonebook reading. Even compared to other textbooks, it was a chore to read.

Thorough Public Relations Intro
I must concede to being a fan of Cutlip's and Broom's work. I was deeply interested to see what they would update and change in this seminal work from their previous edition, most notably anything in the area of extremely cost effective public relations, especially as clients are demanding more and better public relations counsel for less money. While the 8th edition does not disappoint, nor does it rise above all expectations. For one who is a neophyte in the area, then I strongly suggest this work, as it provides one of the most comprehensive overviews of our industry that I have ever seen. For myself, I felt the book needed more coverage in the cost effective area. I found that coverage in Michael Levine's Guerrilla PR: Wired, which addresses the burgeoning need of attaining strong coverage without blowing the budget. Overall then, while I recommend this book, I cannot do so without some reservations. Nonetheless, I look forward to reading the 9th Edition.

Eat, Drink and Sleep P.R.
Read this hand in hand with Michael Levine's "Guerrilla P.R." and "Guerrilla P.R. Wired", and you will even start to dream like a P.R professional!

The lifeline
Every day of my working life I use this watershed book.

Public relations is an area where theory,practice, and ethics are so close to the surface that the practitioner weighs them every day with every project.

I couldn't survive professionally without this. ... Read more

Book Description

A Framework for Marketing Management is a concise paperback adapted from Philip Kotler's #1 selling book, Marketing Management.A four-part organization covers understanding marketing management, analyzing marketing opportunities, making marketing decisions, and managing and delivering marketing programs. Readers will be able to see how marketing managers have applied key principles in actual company situations, making explicit the connection between theory and implementation at leading firms such as eBay, NTT DoCoMo, Caterpillar, and Starbucks.For anyone interested in the field of marketing—and its relationship with the consumer. ... Read more

Reviews (2)

A very good marketing book...
This is a very good book for those that don't have a marketing background. It is relatively short and concise, which made it a quick read. I has most of what is in the larger book (the reference style book), but really does a good job of condensing the material. This is one that I will keep, as it acts like an 800 page reference book, just smaller.

Compact, authoritative guide to marketing management
From the guru of marketing, this concise work covers all the essentials of how to manage marketing planning, strategy and tactics. Informative diagrams and tables clarify key points and guide the reader through important principles. A valuable tool for marketing students--and a worthwhile overview for any marketing exec. ... Read more

Book Description

Marketing Strategy is presented from a perspective that guides strategic marketing management in the social, economic, and technological arenas in which businesses function today. This text helps to develop a customer-oriented market strategy and market plan. ... Read more

Book Description

Strategies and tools that guarantee big-ticket sales!

Neil Rackham's national bestseller SPIN Selling revolutionized high-end selling. Now, The SPIN Selling Fieldbook shows you how to actually put into practice the proven tools and techniques outlined in that cutting-edge guide. After a review of the SPIN method of selling, Neil Rackham zeroes in on the critical SPIN® questioning behaviors. He shows you how to apply the tools and techniques to your own selling situation, using practical, skill-building exercises incorporated into each chapter. Addressing the sales of services as well as capital goods, the Fieldbook provides you with a hands-on implementation guide for applying SPIN in a wide range of businesses from localized companies to large multinationals. Real-life case studies of sales forces at leading-edge companies such as Motorola, Johnson & Johnson, and AT&T help you explore additional techniques that go beyond the basics to boost sales with even the toughest customers and clients.

Reviews (7)

A No Fluff Workbook to Improve Your Powers of Persuasion
A very clear book applying SPIN Selling techniques. No fluff, no extraneous threads leading you away from the primary focus. The techniques can be applied far beyond sales, and utilized in a broader sense to persuade as opposed to the narrower definition of selling.

Great Book
I don't sell, but I set appointments for salesmen and I've had a limited amount of success by using the techniques in this book. I admit though I'm new to the Spin Selling technique and have used it only for a month. The book shows you a way of dealing with what are commonly called "stalls" in sales terminology and how to convert those stalls into sales or moving the sale one step forward with a face to face meeting with the prospect. When I say "limited amount of succes", I mean that although I'm setting the same amount of appointments, my sales have gone up. I might have even dropped in appointments but still the sales went up. The book provides exercises through which you ask yourself questions that focus on how your product can solve your customers' needs and on questions you ask your customers to make them desire your product. You have to do all the work. There is no secret to sales and the spin selling fieldbook will give you the foundation from which you can build a career in sales.

S.P.I.N. Succeeds
It's good, but I liked Levine's Guerila PR: Wired better. Liked the jokes and stuff.

This is the best Selling Tool outside of my Palm ever.
I have been in sales for 10 years. I have sold stocks and mutual funds, sponsorships to events, booth exhibitions and now am selling enterprise internet-based software. This Fieldguide is an AMAZING resource. It tells you ideas and notions then asks you to apply them to a specific sales situation you are currently facing.

I was sceptical at first, but have read a chapter a day and have already noticed a difference in the conversations I have with prospects and customers. I leave a call or meeting with a commitment from them to take a buying action - leading me closer to a sale. I highly recommend this book.

one of the best books ever about the sales process
This book is right on the mark for all types of selling. Very professionally done and the technique is just what is needed in today's markets. All my reps are advised to read and use the work book. It is our primary training aid for all registered reps. ... Read more

Book Description

Marketing Management: Knowledge and Skills, 7/e, by Peter and Donnelly, serves an overview for critical issues in marketing management.The text strives to enhance knowledge of marketing management and advance student skills so they can develop and maintain successful marketing strategies.The text does this through comprehensive text chapters that analyze that marketing process and gives students the foundation needed for success in marketing management and through 45 cases (16 of them new, many others updated) that go beyond traditional marketing principles and focus on the role of marketing in cross-functional business and organization strategies. ... Read more

Amazon.com

The transformation from a manufacturing-based economy to one that's all about service has been well documented. Today it's estimated that nearly 75 percent of Americans work in the service sector. Instead of producing tangibles--automobiles, clothes, and tools--more and more of us are in the business of providing intangibles--health care, entertainment, tourism, legal services, and so on. However, according to Harry Beckwith, most of these intangibles are still being marketed like products were 20 years ago.

In Selling the Invisible, Beckwith argues that what consumers are primarily interested in today are not features, but relationships. Even companies who think that they sell only tangible products should rethink their approach to product development and marketing and sales. For example, when a customer buys a Saturn automobile, what they're really buying is not the car, but the way that Saturn does business. Beckwith provides an excellent forum for thinking differently about the nature of services and how they can be effectively marketed. If you're at all involved in marketing or sales, then Selling the Invisible is definitely worth a look. ... Read more

Reviews (103)

A "renewing of vows" between you and your consumer.
Harry Beckwith has boiled down the art of marketing into many small and easy to understand words of wisdom.

If you are in business you have to read this book. Whether you are an owner, CEO or department head, Beckwith lays out the essential tools to market your company, and sites fresh examples to illustrate. He says "Marketing is not a department" and he's right--it is your front line (sales people) to your CEO and everyone in between. Everyone at your company is involved in marketing your company-and the author makes sure you get the message. Stop wasting time with ploys that don't work. COMMUNICATE with the consumer and you will see increased sales and market share.

"Selling The Invisible" serves as a "renewing of vows" for those well into their careers. It provides a way to go from a jaded attitude to a fresh perspective and look at your company from the outside. If you think you've heard it all before, you haven't heard it like this. A clear a concise "handbook" for modern business.

Finally a Marketing Book that Applies to NonProfits!
Most marketing books are aimed at businesses that sell stuff, which makes them fairly inapplicable to the NonProfit world. "Selling the Invisible" comes the closest I've seen to helping market what NonProfits do. That's because "Selling the Invisible" focuses not on marketing products, but on marketing services, which makes it a great book for NonProfits.

"Selling the Invisible" is not a how-to book. Instead, it is a thoughtful guide, providing insights on how marketing works and how prospects think. The chapters are short - more like snippets than chapters - each with a single thought that moves you towards the next thought. I have read this book a number of times, and I can never get past 3 or 4 of its tiny chapters without stopping to scribble down notes, or to consider just how our clients (and our own organization) are currently doing things. I have even found it helpful in thinking about different ways to market my own book on NonProfit board recruitment.

The book starts by asking first things first: Are you sure what you have to market really is worth telling people about? Have you surveyed clients to find out if your service really is a quality service? Are you really providing what the community needs? Beckwith aims right for the heart.

Once you are convinced you have a quality organization to talk about, he moves you through all the thought processes that should go into that marketing. But don't expect to move quickly. Expect your brain to light up in thought. Keep a note pad handy.

Here are just some of the things I love about this book:
Under the heading 'Fran Lebowitz and Your Greatest Competitor,' comes this quote:
"Your greatest competitor is not your competition. It is indifference."
And under the heading 'The Value of Publicity,' you will find this:
"There are six peaks in Europe higher than the Matterhorn. Name one."

The last chapter is a discussion of other books that can help round out the reader's understanding of marketing. Because Beckwith takes a systems approach to the subject and not a 'sell-the-widget' approach, many of these books are applicable to the NonProfit world as well.

As someone who spends a lot of time combing bookstore shelves for business books that translate well to the NonProfit world, "Selling the Invisible" is one I would strongly recommend.

Short, Concise...Very Insightful
Having spent much of my career in the I.T. services sector, I thoroughly enjoy researching other interests and broadening my understanding of topics that can enrich my life and career. In the area of marketing services, this publication provided ample, tangible information on modern marketing and exceeded my expectations in a number of ways.

First, the covers of this book are not too far apart, which is a rare find these days. Often, writers try to impart an excessive amount of irrelevant information in their writings, as though their real ambition is to write the next, great American novel. This book is different.

This publication is short, concise and filled with valuable information. If you are in the business of marketing, you need this book. For anyone in the service industry, consider giving yourself an edge over your competition by reading this insightful book, and putting into action the relevant suggestions of the author.

Mixed Review: frequently just scratches the surface
The ideas that the author brings up are good, but too often I felt like I wanted more. The second section was irritating. I got the feeling that the author has extensive experience in advising others, but little experience in personally carrying out - nice stories and good talk, but few real world details. On the other hand, I have been able to apply some of the ideas to my business. Stick it out past the second section and it gets a lot better.

Bottom line: Not the only book you'll need to learn about marketing your service, but a worthwhile investment.

Do you keep using people who don't do little things right?
Selling the Invisible is must reading for anyone who wants to understand what it really means to run a service business. Your clients will know good service when they "see" it, but they most likely won't be able to tell you what it is. Beckwith can and does. Good service is all about doing the little things to help your customers "like" you. It's about creating relationships with new friends. Read this book, and you'll find out that it's not the most technically competent business that wins, it's the most likeable one that will. We're all very lucky because it's not really hard to do the little things that'll please our customers. Or is it? ... Read more

Book Description

Stephan Schiffman's sales training guides have sold so many copies because they give sales people proven tools they can use to increase your sales. Cold Calling Techniques is the ultimate guide to creating new sales-one of the most critical skills you need. If you want to increase your sales, you must get good cold calling to get the face to face appointments you need. Cold Calling Techniques features field-tested techniques for reaching decision-makers, making appointments, and making your pitch-as well as invaluable advice on how to increase the number of calls you can make, improve your closing ratio, and beat your competition. ... Read more

Reviews (35)

On The Money
Rayw331's review is pointless and inaccurate. Only trust it if you wish to take advice from someone who can't spell the word "reality" (I think "realty" is the organizations that buy and sell real estate). This guy obviously does not deal with real professionals on a daily basis and must simply be an annoying telemarketer. I have been dealing with professionals for over 10 years and I can tell that "canned" scripts DO NOT WORK! Intelligent professionals want to be treated as just that and getting right to the point and letting them know exactly why you are calling is indeed the best way to approach another professional as the author of this book points out. I've read several books on this subject and attended more training seminars than Rayww331 has brain cells and never have I heard anyone be so straightforward as Mr. Schiffman. Most others wanted you to employ tricks and schemes (some of which the author points out) to set appointments and to close sales which are ridiculous and just plain don't work. I've had more success with this book than with any other method. If you are a serious business professional and not just a telemarketer pushing Ginsu Knives or telephone long distance plans, this is a great book.

Not bad, not great
I have read several cold calling books and I was delighted to find that someone has tried to simplfy the cold-calling process. There were some features in the book that I have overlooked in the past in my calls. However, the indended audience of this book is not telemarketers and the book never claims to help this group of people, so I dont know why everyone else is crucifying it in their reviews. The book is intended for sales consultants who need to set up in-person meetings to demo a product or service, nothing more, nothing less.

Where the book fails is to assist people who need to make cold calls to sell, but do not have the luxury of being able to go on face-to-face meetings. Much of my business depends on selling smaller accounts over the phone and for this the book is useless other than to perhaps begin a dialect.

The author is simply trying to assist salespeople who want to set up more meetings to do so and his short and direct approach I think accomplishes that and there are several corrections to mistakes that I constantly made before I read the book.

Its worth 9 bucks, but like I said, it was not meant for telemarketers or phone only sales. Besides, am I to believe that anyone with any real sales skill is selling via telemarketing to peoples homes while they are eating dinner.

Simple, Very Useable
This was my first book on the subject of cold calling, and I admit I still am not as well read on the topic as some of the other reviewers may be. The book does boil cold calling down to a very basic and straighforward level, which may offend some who want to believe that in order for a strategy to work it has to be complex. Personally, I think there's enough innate complexity in life, we should not look for strategies that incorporate it as well.

The techniques are straightforward, and contrary to what Bob from New York will tell you, the author does not advocate gimmicks, in fact he admonishes the reader not to use them. This book should be read and considered by anyone interested in cold calling.

w f depp

Great for Start-Ups
This book is a BASIC easy to read text. I was able to read it in one evening. I strongly recommend this book for the sales consultant who needs to use the telephone to set up face-to-face meetings.

Remember this is just a basic book -- don't buy if you're looking for excuses why your sales prospecting isn't working. Read the book -- try Stephan's easy to follow method -- watch the appointments increase.

A so-so guide to cold calling...
It's an OK book if you are completely new to cold calling. If you've had any experience with it, look elsewhere since this book is just about the basics. But since I got it really cheap using a coupon from UnderTag.com, I can't really complain. ... Read more

Book Description

Now ranked the #1 selling Marketing Research book, this edition returns with an abundance of new and updated exercises, coverage, and features. Most notable is a special emphasis on online marketing research. Nearly every chapter includes coverage on how the Internet and new technologies are impacting research methods, for better and for worse. A book cannot succeed on new features and topics alone. With every new edition, reviewers complement these authors for an approach that is innovative yet approachable and reliable. Exercises and cases have been checked for accuracy, and the authors also recruited a Blue Ribbon Panel of marketing research professionals. The Panel explores today's increasingly digital research environment from a practitioner's point of view.Chapter topics include the marketing research process and industry, determining research objectives, research design, measurement, data collection and analysis, interpreting associations among variables, predictive analysis, and preparing and presenting the research report.For an understanding and appreciation of how marketing research works in practice. ... Read more

Book Description

Treating such contemporary design and development issues as identifying customer needs, design for manufacturing, prototyping, and industrial design, Product Design and Development, 3/e, by Ulrich and Eppinger presents in a clear and detailed way a set of product development techniques aimed at bringing together the marketing, design, and manufacturing functions of the enterprise. The integrative methods in the book facilitate problem solving and decision making among people with different disciplinary perspectives, reflecting the current industry trend to perform product design and development in cross-functional teams. ... Read more

Reviews (8)

Great product development handbook!
This book provides a great hands-on approach to product development. Unlike other product development books that dwell too much on the philosophical aspects of product development, this book gives you practical advice on how to define meaningful product specifications to meet your customer needs and develop successful products. The book provides a very nice concept development process that I've found very useful.

This book is mainly focused on product development processes and does not provide much information on technology development. In addition, the book lacks depth in the strategic aspects of product development(such as market segmentation, strategic management of technology).

If you are looking for a very useful and powerful handbook for product development, this is the book you are looking for. However, if you are interested in the strategic aspects of product development, you may need other references.

great for teaching at any level, great methods
I have used this book extensively to teach undergraduate industrial design students, and graduate marketing, and engineering students who take small product development courses. It's focused, down to earth, practical, and students find they can grasp design issues better than in a more theoretical-philosophical way. I use it myself to guide my design consulting work, has helped me understand other product development (not design) issues that are relevant to me, and I have read it over and over.. great handbook. Production/design of the book is also very nice. It's a pitty McGraw Hill doesn't want to translate it to spanish (so the author told me once).

see blue
i am arash afrasiabi and i had red this book before i think it is really a good guide for specially industrial designers who want to start their job in this fild so and it can help you to manage your self and your project very well.

Practical, no-nonsense guide to really doing it.
Product Design and Development is a very practical, tools-based book. It is written in a way that each chapter can be used on its own (e.g., identifying customer needs, generating product concepts). We require all of our new engineers and designers to read the book and ask them to adhere to the methods associated with several of our "stage/gate processes." This is not a high-level strategy book; it tells you how to do product design and development in the trenches. Excellent book and worth every penny.

Applicable
This is a Product Development book that can explain technical side and process side accurately. This is a good reference for product development plan and activities. ... Read more

Book Description

Organize a powerful, effective business presentation and deliver it with style! Say it with Presentations helps you define why you're giving the presentation and the audience you need to convince. This compelling, comprehensive presentation toolkit tells you when, why, and how to use humor, and, yes, silence to get your points across...how to make the most of visuals...set up facilities and equipment...and rehearse to communicate your confidence, conviction and enthusiasm, and much, much more.

Reviews (6)

Not With It
This book is more in tune with older thought on delivering presentations than it is with today. I also found the hand drawings of trying to make putting winning graphics together as child's play somewhat silly. There are many other better books out there, such as "Presentation Skills for Managers" that are more in tune with the times, and less like treating the reader as a child. I found Mr. Zelazny's other book "Say It With Charts" to be more useful.

Successful Presentations
This book is the best and gave me valuable tips to make effective presentation. Knowing how to communicate effectively, I can improve my teaching style. When I translate text pages into a brief presentation visual, my creativity enhance.

Reccomend highly
If you have to do presentations, chances are you don't have much time to wade through literature about how. Many books exist on the subject; this has got to be one of the best - covers basically all you need to know about How and Why rather than What. Zelazny helps the reader to find his/her own way, which is ultimately better than being spoon fed as in the disappointingly dry "McGraw-Hill One Day Workshop on Presentation Skills"

Buy this book if you rely on giving presentations for your job. Even if you are facing a one-off crisis presentation, this book can be read fast enough to offer concrete help immediately.

Oh - it's fun an humorous too. But a bit expensive.

Useful, but just for beginners
I am a strategic consultant and I founded the book too simple. It is highly recomended (together with "Say it with charts") if you are brand new in a consultancy firm or, because of your job, you occasionally have to do professional presentations and you want to acquire a basic methodology. It is a good book for starters, but presentations is kind of an art and it is a skill difficult to get.

Real help for you, the presenter
Say It With Presentations steps beyond the "How to give a speech" story of its peers. Gene shows us what works, why it works, and, most importantly, how we can all make it work. I have not seen a better book for giving business presentations than this and don't expect to find one.

The secret is simplicity.

Following his own advice, Gene makes the book simple and has simple examples and arguments for ideas that are soooooo tempting to complicate.

This is not a book to read. It is a manual to review, a guide to follow, a resource for self help, and a reminder of the rights of the audience.

Most importantly, it is fun to refer back to constantly both before and after presentations. ... Read more

Book Description

"Eating the Big Fish is on fire with ideas.

Best in the marketplace." —Steve Hayden, President, Worldwide Brand Services, Ogilvy & Mather

"In 1986, the Levi's® Dockers® brand challenged the biggest fish in the men's apparel sea, Haggar.And we beat the pants off them! In his new book, Adam Morgan adroitly presents many of the same fundamental marketing principles which worked so well for us. A must read for marketing professionals." —Steve Goldstein, V.P. Marketing & Research, Levi's Brand U.S.A.

"Eating the Big Fish gives an excellent insight into how the Challenger brands can pose a true threat to the rest of us." —Michel van Eesbeeck, Advertising Manager, Global Brand, The British Petroleum Company p.l.c.

"Adam Morgan's Eating the Big Fish is a marketing bible written like a fast-paced novel.

It's filled with hardcore truths we can all learn from and others we should always be reminded of. A swift and enjoyable business read." —Phil Dusenberry, Chairman, BBDO.

"If you want to get rid of your preconceived ideas about marketing and become a true Challenger, you must read this book." —Göran Lundqvist, President, The Absolut Company.

Years ago, Avis was a little fish in the car rental industry. Fearing the company would be swallowed up if they didn't "try harder," Avis boldly announced its #2 status to the world through advertising—and the rest is history. Why has this approach become a marketing legend? Because there are more people who can relate to being #2, 3, or even 4, than can claim they know what it's like to be the Big Fish.

There are plenty of little fish out there, circling in schools around the brand leaders they so desperately wish to surpass. Squeezed by new competition, a retreating consumer, and aggressive retailing practices, marketers of second- and third-rank brands are struggling to survive in a business environment where they have fewer resources and less control than ever before. But instead of watching—and copying—every move the Big Fish makes, these "Challenger" brands need their own set of marketing rules if they have any hopes of staying afloat and competing effectively against the leader.

Eating the Big Fish is the first book that sets out to define those rules. Adam Morgan offers an innovative mental and strategic framework for those who find themselves in this new, hostile middle ground, looking for aggressive growth against the market leader. Morgan, the Joint European Planning Director of TBWA (the international advertising agency behind the campaigns for such brands as Absolut vodka, Apple computers, and Sony Playstation), has examined in detail forty of the most successful Challenger brands of the last ten years—new or relaunched brands which have achieved rapid growth (and fame) with limited marketing resources. He outlines the reasons why Challengers must think differently in order to survive, offering hands-on advice, plentiful examples, and invaluable information to help a Challenger learn how to swim out of the shadow of the Big Fish.

At the heart of the book are the Eight Credos of Challenger Brands—Morgan's analysis of the common marketing strands that these Challengers seem to share, which range in scope from the need to project who you are and what you believe in (#2, Build a Lighthouse Identity) to insights about the organizational structure and focus in such companies and brands (#8, Become Idea-Centered, Rather Than Consumer-Centered). Morgan fully analyzes each Credo, discussing in detail the marketing strategy and behavior of the specific Challenger brands that have shaped the rules. He provides case studies that include both his agency's clients and other well-known brands, such as Lexus, Oakley, Fox TV, Energizer, Virgin Atlantic, Swatch, Nissan, and more. Morgan then draws the Credos together into a "Challenger Strategic Program" that can be applied to the reader's own market and brand challenge, offering a proposed outline for a two-day Off-Site Program that will attempt to kick-start the Challenger process for a core group within any marketing or management team. In addition, Morgan looks at the great Challengers of the last ten years who have gone on to become brand leaders, and shows how even the rules of brand leadership have changed—why staying #1 now means, in fact, thinking and behaving like a #2.

Anyone can follow a leader. It takes a smart company to go up against the Big Fish, and Morgan's innovative, strategic program will show even the littlest fish how to make a meal out of the competition. ... Read more

Reviews (18)

Great book, but skim the latter chapters
I am new to marketing and I wanted a good book on marketing. This one delivers, particularly for challenger brands something that is becomming more apparent in eCommerce. While the book does not talk about eCommerce many of the concepts and thoughts apply. Overall worth reading to learn about branding and marketing.

"Challenges" the conventional wisdom
I'm telling all my clients about this book. If you agree with the following, you'll like it too. "..marketing is not a science but informed judgement...the cover of the book should offer a photograph of Herb Kelleher, dressed as his occasional business alter ego, Elvis Presley, with the title 'Does This Man Look Like a Scientist?'"

Great exercises to get you thinking, no matter if your brand is a leader or an also ran. e.g."Grove" named for Andy Grove- "Fire ourselves- leave the building and come back in as an entirely new team. What's one thing you would stop doing and one thing you would do instead?" Morgan punches holes in conventional wisdom- mission statements, focus groups, etc. A favorite quote: "The key failure, then, for any company attempting to effect a gear change in its own performance is not the ability to define its intention, but the inability to translate intention into behavior."

Insightful!
Author Adam Morgan went hunting for the second most successful brands. He sought commonalities among them to develop guidelines for those who are challenging the number one brands in their fields. In other words, if you are coming into the battle in the number two slot, here's your strategy for winning the marketing wars. Morgan is very adept at breaking things down into precise action steps. Witty and engaging, he offers a detailed analysis of the current consumer attitude about brands plus strategies you can use to market your second or third rank brand. We recommend this compilation of competitive ideas to those who want to boost their "Challenger" brands.

One of the best
This is one of the best books on insight in marketing today. A lot of others tell you "what" unique marketing/advertising approaches they did...this one explains "why".

A must for daring minds dealing with brands.
With an easy and smart prose, Adam Morgan is quite loyal to one of the Eight Credos of Challenger Brands: sacrifice. He did skip all the typical marketing and advertising blah, blah, to make his point about the meaning and vision of outstanding brands that are not #1, and how they can become even more interesting and appealing to consumers through a challenging way of thinking and acting. The Challenger Program is worth trying! ... Read more

Book Description

NEW PRODUCTS MANAGEMENT, 7/E by Crawford and Di Benedetto provides future new product managers, project managers and team leaders with a comprehensive overview of the new product development process including how to develop an effective development strategy, manage cross-functional teams across the organization, generate and evaluate concepts, manage the technical development of a product, develop the marketing plan, and manage the financial aspects of a project. ... Read more

Reviews (2)

A Good Overview of The New Products Process
The book is organized into five parts:

Part I - Overview and Opportunity Identification/Selection; includes an introductory section and The New Products Process, and Opportunity Identification and Selection.

Part II - Concept Generation; includes sections on Preparation and Alternatives, Problem-Based Ideation, Analytical Attribute Approaches.

Part III - Concept/Project Evaluation; includes sections on The Concept Evaluation System, Concept Testing, Full Screen, Sales Forecasting and Financial Analysis and Product Protocol.

Part IV - Development; includes sections on Design, Development Team Management, Special Issues in Development and Product Use Testing.

Part V - Launch; includes sections on Strategic Launch Planning, Implementation of the Strategic Plan, Market Testing, Launch Management and Public Policy Issues.

The book is a thorough overview of the product planning process, and a very useful validation for someone who had already been involved in product planning. The book could have been enriched considerably by the use of more case studies and examples. The Applications section at the end of each chapter was meant to be a method of reflecting upon and putting into practice some of the ideas learned in the chapter; but the questions were oddly written and there was no "answer key" or discussion of those questions, so I didn't find that section useful at all.

A Reference Text to Keep By Your Side
Having taken the U of Mich course centered around the material in this text, I can tell you that you'll find at least a third of the material directly applicable to NPD processes at work. A great primer for anyone new to NPD. ... Read more

Book Description

Preface to Marketing Management, 9/e, by Peter and Donnelly, is praised in the market for its organization, format, clarity, brevity and flexibility.The text serves as an overview for critical issues in marketing management. Its brief, inexpensive, paperback format makes it a perfect fit for instructors who assign cases, readings, simulations or offer modules on marketing management for MBA students. The text also works in courses that implement a cross-functional curriculum where the students are required to purchase several texts. ... Read more

Reviews (4)

Not A Substitute For A Comprehensive Marketing Management Te
I found the Peter and Donnelly marketing book rather anemic, especially as an assigned textbook for marketing majors in an MBA program. (It was assigned in two of my MBA classes.) At just under 300 pages, it provided only a high-level overview of marketing, and in some cases, the information was stale and outdated. The illustrations and charts are also rather crude and unsophisticated and sometimes downright difficult to interpret.

The only good thing was that it was quick and easy to read, but I didn't really absorb much new knowledge. As a supplement to a curriculum that uses case studies extensively (which is the recommended usage of the book), it is adequate. Each chapter concludes with a section listing Additional Readings, which are probably necessary if you want to really increase your knowledge of the subject.

Good Overview - Outrageously Priced
Does a good job of providing an overview of the strategic and tactical marketing processes of companies. My only complaint is the cost/benefit ratio - this is a paperback book that is only 300 pages long - worth[less than price].

It is just a 'simple as' marketing fruitfull overview book
i think that this book is an easily undrestood source for practical marketing and helps sales people to acquire a non-complicated view of today's marketing.

This book is an excellent resource for entry level marketers
This book provides the right content for an entry level person in the marketing function or any person supporting the marketing department. It is easy to read and provides the framework of what marketing is all about. ... Read more

Book Description

Do you want to make more money on eBay (or any other Internet auction site)?Or, are you looking for an easy second income?

Thousands of new users are joining eBay every day.You can take advantage of this trend and make a lot of money.But before you get started, there are some things you need to know.

eBay Secrets will walk you though the steps to getting your Internet auction business rolling.It is packed full of tips and secrets that will help you get more money for your auction listings.

eBay Secrets is based on the techniques that Steve White has been teaching students in his exclusive seminars on making money on eBay.Never before have all of Mr. White’s powerful money-making secrets been available in book format.

Here are just a few of the topics that are covered in the book:
• The two most important secrets to making money on eBay.
• 14 places to find cheap things to sell
• 15 techniques to increase the number of bids you get
• Three things you should NEVER do in an eBay listing
• Ten tricks that will make your listings much more effective
• The best starting bid for your items
• Why your title is critical
• A three-step process to find the perfect title
• Four words to include in your titles to get even more money for your items
• The best time to list your items
• Why you should never use a reserve
• The one thing that you should never mention in the description
• Which listing options are worth the extra cost
• How to avoid paying to have pictures in your listings
• The only eight things that you need to get started making money on eBay
• Seven ways you can get started with no money
• Why user feedback is misleading
• How to write a description that gets more bids
• Everything you need to know about writing HTML in your listings
• What to charge for shipping
• A printable checklist so you never forget any steps when creating listings
• Four email templates for common situations
• What to do if someone doesn’t pay
• Examples of the best and worst auctions
• And much, much more... ... Read more

Reviews (18)

Already made my money back with this book!
I consider myself a casual ebay user doing auction sales as a hobby instead of trying to make money. Even so, who wouldn't want to bring in more money? After I bought and read this book, I applied the tips that the author described and was amazed at the noticeable difference in how my auctions attracted attention. The auction page hits easily doubled if not tripled what I was getting compared to my experience prior to reading this book.

This book is written in a very easy to read style and although the first-time reader may be tempted to jump to the end to start using the tips, I encourage that reader to start from the beginning and read straight through to the end. Even for the more experienced ebay seller, this book does have enough tips to make it worth your while. I keep my copy close at hand to as I create new auctions so I don't miss out on any of the tips!

The author encourages readers to email with questions. I have emailed the author on occasion with questions and have received prompt and helpful responses.

Definitely a great book and a super author!

If you want hints and tips for higher profit, buy this book
I have been eBaying for a couple of years and thought I was pretty savvy. This book taught me several important things to help me get even better response from my auctions.
I second the reviewer who suggested you read it twice so you do not miss anything. This title is full of important information you do not want to miss (unless of course you want to give money away).
The author answers email and is very helpful. You will not go wrong in buying this book if you want success from eBay.

The BEST Guide to Succeeding in ebay sales!
This is a fantastic resource! No one should start selling on ebay without first reading this book and applying the techniques. Every facet of selling thru an auction is laid out, step by step, and with a checklist to ensure that you have created the perfect auction! The reader is provided with contact information....I emailed them and received a response within hours! He took the time to explain additional points to me and even provided links to relevant auctions of items that I planned to sell! The first step in creating an ebay seller account is to BUY THIS BOOK!!!! It deserves 10 stars!

Every Ebay Seller Should Have a Copy!
This is a fantastic resourceful book and guide for sellers on Ebay. Bryon & Steven share how easy and uncomplicated it can be to make $$$$ on Ebay. I immediately tried their Bid Multiplier Method and WOW it really works! Thanks for providing us with a great concept, oh yes and by the way I e-mailed to get an adendum to this book and I got a reponse immedieately!

eBay Secrets : How to create Internet auction listings that
A very good reference! Certainly worth the modest price. ... Read more