Customer Reviews:
Good, but needs better editing.......2007-09-12
A good guide for the major marketing practices. However, the book still mentions Zaire as a country (instead of the Democratic Republic of Congo), as well as several other errors. Even though they are relatively minor errors, it makes the book lose credibility.
Outstanding Course Material.......2007-08-10
Marketing Management 12e is an excellent tool for the MBA student. It is concise and very informative, one I will keep in my library as a reference item from now on.
Marketing Management - NO CD.......2007-07-09
I gave this product a one-star rating because it did not include the necessary softward CD, and there was no indication of this fact. I returned the product without an issue, but it would have been nice for the description to indicate that the Marketing Pro 6.0 software was not included, as it would have saved me a lot of trouble.
Good Book to Learn Fundamentals on Marketing.......2007-06-12
Softcover book has cheaper pages which make the print sometimes harder to read. Otherwise book is good and it covers a good amount on Basic Marketing Concepts.
The Marketing Bible, But Ethically Challenged.......2007-06-08
When I did my undergraduate studies in the 1980's I remember my professor explaining that Kotler had been, at that point, "the" marketing text book for 20 years. I'm not sure, but Kotler may have invented the word "marketing." Decades later it remains the definitive book on marketing studies.
This version of the book is comprehensive, densely written while still being easy to read, logically structured, up to date with regard to case studies and technology, etc. I highly recommend this book as a marketing text and have tried, unsuccessfully so far, to get a few of my marketing friends who have not had the pleasure of reading this book, to put it in their bathroom or something and read a section here and a section there.
I have two knocks against this book. First, I find it to be a little lacking on the ethics side. There are many valid marketing techniques described which can be used, but which can also be abused. While the book does not ignore ethics altogether, I would have been more comfortable if along the way it highlighted that some of the practices described are not only "good ways to increase profit margins" but "are morally bankrupt" as well.
The second knock is that the authors have seemingly gone crazy and included dozens upon dozens of cutesy words various academicians, desperate for a lasting claim to fame, have invented out of whole cloth to describe things that didn't really need their own unique words. Some of my favorites:
Insourcing
Reintermediation
Unfocus Groups
Glocalization
Co-optation
Neither of these complains should detract anyone from buying this book because it is, in the end, the great marketing text of our era.
Average customer rating:
- Excellent Book in Gitomer's latest
- Not Impressed
- I have to admit... it's helpful
- Yes Attitude
- Another great book from Jeffrey Gitomer
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Little Gold Book of YES! Attitude: How to Find, Build and Keep a YES! Attitude for a Lifetime of SUCCESS (Jeffrey Gitomer's Little Books)
Jeffrey Gitomer
Manufacturer: FT Press
ProductGroup: Book
Binding: Hardcover
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Similar Items:
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Little Green Book of Getting Your Way: How to Speak, Write, Present, Persuade, Influence, and Sell Your Point of View to Others (Jeffrey Gitomer's Little Books)
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Little Black Book of Connections: 6.5 Assets for Networking Your Way to Rich Relationships
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Little Red Book of Sales Answers: 99.5 Real World Answers That Make Sense, Make Sales, and Make Money (Jeffrey Gitomer's Little Books)
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Little Red Book of Selling: 12.5 Principles of Sales Greatness
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Customer Satisfaction is Worthless, Customer Loyalty is Priceless: How to Make Them Love You, Keep You Coming Back, and Tell Everyone They Know
ASIN: 0131986473 |
Customer Reviews:
Excellent Book in Gitomer's latest .......2007-09-27
I think this is a great book for anybody that needs an attitude adjustment or not. It is just a very good book with exercises in the book to help you realize what you are doing that could be setting you back or negative. Or what you are not doing that can help you improve and be more positive. It makes you think and ponder. Most people think they have a positive attitude. You may be surprised after taking his evalution tests whether you are. This book helps you go from a positive attitude to a Yes Attitude which is even better. Read the book it is definitely worth your time. And then say YES!
Not Impressed.......2007-08-29
Maybe 5 pages out of the whole book ENCOURAGED you to BECOME Positive with a YES attitude. The rest of the book was FLUFF.
He writes books...that's his job. He needs to sell books to buy the Beemer.
Did this book help me become MORE Positive?..... NO
Did it tell me how to become MORE Positive?..... NO.
So I went ahead and bought the "Magic of Thinking BIG" from Amazon instead.
ONE STAR because I liked the cover of the book.
Very overpriced and does NOT deliver.
I have to admit... it's helpful.......2007-08-14
Honestly, I wanted to dislike this book. It seemed shallow and more like a powerpoint presentation than a book.
Let's start: too simplistic, dumbed-down. Obvious. A rehash of what I already know. A huckster pushing a product...
But I have to admit that I just found it useful. I actually started to read it for 15 minutes a day in the morning - every weekday. And I actually found that it did help my attitude, that it did help me move forward and respond more positively to those around me. That it did help me take an extra moment when I am about to say something negative... and think it over.
I've started adopting various ideas from the book... and they help.
I'm almost embarrassed by liking this book. But it has been worth 10x the cover price to me.
In the end - well, I just will say "thanks".
Yes Attitude.......2007-08-11
This book was awesome. Very easy to read and FULL of inspirational things to think about and actions to take. I bought this book for all my employees to remind them to keep their "Yes" attitudes!
Another great book from Jeffrey Gitomer.......2007-07-23
Again another great book from Jeffery Gitomer. I discovered him lately, however I consider him one of the greatest contemporary writer about sales and motivational. Like other books also the Little Gold Book of YES! Attitude is easy to read, I am not a native English speaker, direct to the subject, full of common sense and the last, but not the least, 100% applicable everyhwere.
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
Book Description
You are what you charge for. And if you're competing solely on the basis of price, then you've been commoditized, offering little or no true differentiation. What would your customers really value? Better yet, for what would they pay a premium? Experiences. The curtain is about to rise, say Pine & Gilmore, on the Experience Economy, a new economic era in which every business is a stage, and companies must design memorable events for which they charge admission. With
The Experience Economy, Pine & Gilmore explore how successful companies-using goods as props and services as the stage-create experiences that engage customers in an inherently personal way. Why does a cup of coffee cost more at a trendy cafe than it does at the corner diner or when brewed at home? It's the value that the experience holds for the individual that determines the worth of the offering and the work of the business. From online communities to airport parking, the authors draw from a rich and varied mix of examples that showcase businesses in the midst of creating engaging experiences for both consumers and corporate customers.
The Experience Economy marks the debut of an insightful, highly original, and yet eminently practical approach for companies to script and stage compelling experiences. In doing so, all workers become actors, intentionally creating specific effects for their customers. And it's the experiences they stage that create memorable-and lasting-impressions that ultimately create transformations within individuals. Make no mistake, say Pine & Gilmore: goods and services are no longer enough. Experiences are the foundation for future economic growth, and
The Experience Economy is the playbook from which managers can begin to direct new performances.
Download Description
Future economic growth lies in the value of experiences and transformations--good and services are no longer enough. We are on the threshold, say authors Pine and Gilmore, of the Experience Economy, a new economic era in which all businesses must orchestrate memorable events for their customers. The Experience Economy offers a creative, highly original, and yet eminently practical strategy for companies to script and stage the experiences that will transform the value of what they produce. From America Online to Walt Disney, the authors draw from a rich and varied mix of examples that showcase businesses in the midst of creating personal experiences for both consumers and businesses. The authors urge managers to look beyond traditional pricing factors like time and cost, and consider charging for the value of the transformation that an experience offers. Goods and services, say Pine and Gilmore, are no longer enough. Experiences and transformations are the basis for future economic growth, and The Experience Economy is the script from which managers can begin to direct their own transformations.
Customer Reviews:
excellent service.......2007-09-09
This was fast and accurate, and the quality was just what was advertised. Thank you!
too much 'flowers' in conveying the message.......2007-06-20
When I bought this book, I hoped Mr Pine will more describe about the ultimate power of new era, the experience economy, and how that change should be adapted quickly for many variety industries settings to get survive. Meaning, I expect to find a practical guidance to overcome the battle.
I found many ideas poured into this book mostly already existed in some other books (not written by Joseph Pine, for sure), for instance putting the experience as value added in consumer goods to increase consumers' emotional benefits. In doing so, the manufacturer can have premium price to outdo the competition. I've heard of it as many as the idea of how to serve consumers in a new different way by using internet as interactive tool to preserve their satisfactions and to use it as new channel of distribution. I really hope he came up with new striking and distinctive ideas, not those hackneyed ones.
I somewhat think this book a little bit hard to understand. Mr Pine used and picked up some unusual vocabularies to convey his message. I always fall asleep everytime reading it. Surprising that it takes me a week to consume 2-3 pages whilst I spend a week to finish Harry Potter - Goblet of Fire in English version.
However, I thank to Joseph for inspiring me some new vocabs.
Top Notch.......2007-06-01
Rarely do we get a truly new model to work with. This book provides a genuine breakthrough in how our life experience can be designed.
Used for Designers.......2007-03-30
I am a college instructor in Web and Interactive design and development. I have used this book and the audio version as the cornerstone of my opening lectures each semester. All the concepts and tenents put forward apply to user Interface design that I use this book as part of my UX-User Experience driven courses. Understanding how we got here and having an idea of where we are going allows tommorrow's designers to create "experiences" today.
This should be on every design students required reading list....
New Views of the Tried and the True.......2007-01-29
'Sell the sizzle and not the steak' was originated by legendary salesman and motivational speaker Elmer Wheeler way back in the 1930s and brought up to date with current examples of what companies have done to create an 'experience' is the theme of this book. Is the content new? Well, YES! And Well, NO!
I went out to dinner Friday night. I met with friends at a local restaurant, we had a couple of drinks in the lounge and then moved into the restaurant for dinner. I had a steak, just like in the phrase. It was no better than the steak I could have bought at the local supermarket for a third or less of the cost. It wasn't prepared any better than I can do on my grill. But the experience of ending the work week with friends, drink, good food made it worth the money that I spent.
In recent years this has been termed good service. And it is. But it's more than that, it was a nice evening, a good experience.
This book uses theatre terminology and stories from various companies to explain and illustrate how to take almost any business and convert it to 'experience' orientation rather than just providing a product or service.
Is it new and different, YES! But it is based on the tried and true.
Book Description
How to Succeed in Commercial Real Estate is a comprehensive, practical book for those considering entering the field of commercial real estate, those just beginning in the business, as well as experienced brokers and sales managers who want to evaluate and strengthen their current strategies—especially those related to listings, negotiations, contracts, and sales.
The author provides a straightforward overview of the business of selling commercial property, including coverage of the four main specialty areas -retail, office, industrial, and investment—as well as crossovers and emerging specialties. Rather than pumping a "get rich quick" approach to selling, the author shows brokers that they don't have to sacrifice integrity and ethics to remain competitive and deal oriented. The book includes detailed coverage of
• Choosing a company and a specialty that's a good fit for you.
• Sales strategies and sales points specific to commercial real estate, including practical suggestions for countering other brokers.
• The importance of focusing on exclusive listings, how to find and get the best prospects, and the most effective strategies for marketing the property.
• Standard parts and points of negotiation for contracts and forms, including earnest money agreements, leases, options, listings, counter offers, and fee schedules.
• Rent and how it is calculated and quoted, including triple net, modified net, gross, and full service leases.
• Technical knowledge including agency, law, appraisal, taxation, zoning, surveys, environmental investigations, investment analysis, risk comparison, exchanges, financing, and property management.
•The pros and cons of going independent and how to decide if it's the right move for you.
Written in an engaging, straight-talk style, the author shares a wealth of other practical knowledge reaped from 30 years in the business.
Customer Reviews:
Great book for a primer on commercial real estate.......2007-09-01
Don't be mislead by the introduction to the author at the start of the book. The author appears to have been a professional student in his younger days, who had no idea what he wanted to do in life. He has two liberal art undergraduate degrees from two different colleges with a major in philosophy, then he started to work in his dad's commercial real estate firm. I thought oh boy! Do I really need to waste my time on this book?
The book is an excellent primer for those who might be interested in selling commercial real estate. It would even be a worthwhile read for most residential RE agents. It covers many areas which could transfer knowledge to residential agents. While I can see some of the reviewers would be disappointed because it includes many basics in real estate a person considering entering the field should know and gives them a feel for what it's like to work in the field. The author has a variety and good understanding of the entire field of commercial RE, as has had many management positions within the field. What more this isn't book written by someone who has never been in real estate. There are plenty of those books in the market place. Likewise this is not a book about how to get rich quick, which are plentiful in the market place.
Is the book general - yes! Is it informative - yes! Is it interesting reading - yes! If you're a pro in commercial real esate with over ten years experience it's not the book for you.
Informative.......2007-08-24
I would say the book was pretty informative and relatively insightful. It seems there are very few good books on commercial real estate brokerage - and I would recommend this one.
The book is a good broad brush of concepts...if you hunger for knowledge about commercial real estate, this is a good book.
Superb !!.......2007-03-02
As the title and description clearly indicates , this books teaches you the way to make it to the top in commercial real estate brokerage by someone who "has been there" in the ultra competitive (and many times cuthroat) world of commercial brokerage ; This type of education is a must if you expect to make it. As a mid level producer , i already started to use some of his advice and it has helped me to jump to the next level and if you want to make the best of it i recommend you read it twice.You will grow your career by leaps and bounds !!
Should be titled "How to Succeed in Commercial Real Estate BROKERAGE".......2007-02-12
I was disappointed with the book. I expected a book that would describe how to succeed in commercial real estate for someone wanting to buy and lease out commerical properties. This book hardly touched on the topics I wanted to learn about, such as what makes a property a good investment, how to do due diligence on a property when considering it for purchase, tips on finding a good investment and why it's so hard, pros and cons of development vs buying an existing building, etc. I would have appreciated if the front cover would have made the target audience clearer. Read the table of contents carefully before making the assumption I did!
Definitely worth the Read.......2007-01-26
This book maintains a no-nonsense strictly business approach to commercial real estate. The author has some *VERY* good points on countering your competitions sales pitches, and this alone is worth the read. Aside from the fact that the book has well developed chapters, clear concise writing, and few if any mistakes.
Customer Reviews:
The very best pricing manual.......2007-09-23
I bought a second copy of this book after loaning it to too many people to know who had had it last.
The book is not light reading, is highly technical and has more than a little math to comprehend. But, it is worth it.
The strategic thinking is very focused.
If you are stuck on how to price your product or how to combat price competition, read this book.
Looking for guidance/framework on how to price our products ..........2007-03-08
We have the challenge of taking new products and services to the marketplace and really were looking form some guidance on a place to start. The area we are working in is really developing a new market as well. So we were wondering "What Price do we place on these product and services?"
We could not afford the experts on pricing (aka Strategic Pricing Group now part of The Monitor Group). And were looking for a place to start. All research including reviews from Amazon pointed us to start with this book. To myself and our endeavor, it the first 3 weeks of owning the book, I have read several chapters multiple times and the foundation framework on pricing is shares has already proven to be worth many times the price of the book.
On top of it, it is easy to read. Thanks to the people who took the time to make this book.
Great Book.......2007-02-18
This book is a great guide to the topic of pricing. I'm an MBA student and I believe students as well as professionals can benefit from reading this book. It contains structures and frameworks to work out a tailored pricing strategy and they all make sense. Lots of good examples from business practice illustrate the application of the theories.
The book is relatively quantitative for a marketing book, which I find great because there is no argumentation based on psychology and belief, but on quantifiable parameters - one can see the consulting practice of the authors.
What the book pretty much lacks is a citing of new academic research studies of the topics discussed. There are extensive references, however.
All in all a great book to newcomers in pricing as well as experienced pricers.
Excellant........2007-02-11
This is one of the best books in pricing. My Pricing professor recommended that I buy this and said that marketing managers regularly refer to this book in practice. This is a great buy.
The Strategy and Tactics of Pricing: A Guide to Growing More Profitably (4th Edition) .......2007-02-06
Worth buying it. Good and useful material.
Book Description
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions—and thus improving the long-term profitability of specific brand strategies. Finely focused on "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. Case studies will familiarize readers with the real-life stories of Levi's Dockers, Intel Corporation, Nivea, Nike, and Starbucks. For industry professionals from brand managers to chief marketing officers.
Customer Reviews:
Not worth the money.......2007-05-21
This was not at all helpful. It is nothing more than a notebook full of lines with some vocabulary words on the side of the page. It doesn't even have an index, table of contents etc. I was very disappointed with this and would not recommend it to anyone.
smooth transaction, exact product, nice&easy supplier.......2007-05-14
exact product at an affordable price w a smooth transaction
Not what I expected.......2007-02-22
I expected this book to be more than a workbook to supplement another textbook. I was looking for something which actually provided content on Building, Measuring and Managing Brand Equity.
Maybe I misread the description of this book. I was actually looking for the text of the main book in paperback format.
All you need for Brand Management.......2007-02-07
This covers every aspect of Brand Management. There are other books that specialize on some aspects of branding, but this one is a complete reference.
The One Source.......2003-11-24
If you only buy one Branding book this is the bible. Wow, the price on the second edition has gone way up.
Book Description
Are you looking to succeed in the ever changing world of marketing? With INTERNET MARKETING & e-COMMERCE you will find the tools you need. This innovative text show you how to use the Internet to both create value for the customer and profit for your company.
Customer Reviews:
The most valuable book in Internet Marketing & E-commerce.......2007-02-07
To be successful in Internet marketing and e-commerce you have to start learning every important area that makes Internet so powerful and valuable. You have to understand about networks but also individual's behavior online. It is important to learn about traffic building and usability - and more. I will strongly recommend this book from Ward Hanson and Kirthi Kalyanam - Buy it - Read it - and start your successful road.
Just one word: A classic, out of date, no technical expertise.......2006-12-23
Internet Marketing and e-Commerce (Hardcover) by Ward Hanson, Kirthi Kalyanam appears to be a remake of Hansons Internet Marketing book; the main structure and writing style is similar to this groundbreaking marketing book from the 1990s. At that time the book was certainly interesting - several years later however one expects such titles to reflect the changes within the internet marketing industry. The book lacks references to technological changes, web metrics, search engine optimization and vice versa - as such i can not recommend this book to my students, it is simply out of date and of no practical value.
Book Description
This worldwide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action.
Coverage includes a focus on customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset management, alternative go-to-market channels, and marketing around the globe. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force
For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing-along with the opportunities and needs of the marketplace in the years ahead.
Customer Reviews:
Marketing Reference.......2005-09-30
This book is part of Executive MBA courses, I have to admit that, this book covers different areas and considered as one of the important Marketing references.
Rip off, no new material since edition 2.......2005-09-26
Kotler tries to sell college students new books every year, hence the 12th edition he is now marketing. There is no new information, and the information contained is no different from any $12 marketing book. Students, buy an old edition and save, teachers stop using books like this, more and better information is available for free over the net anyway. Just because they are expensive and shiny doesn't mean they are worthwhile. BTW this is also available in an international edition with the exact same content for 1/4 of the cost.
Marketing Bible.......2005-01-20
This book by Marketing Guru Philip Kotler is a Bible you must read before starting your career in Marketing. 'Marketing Management' mainly focuses on strategic decisions of a marketer, such as positioning, segmentation, startegies at different stages of product life cycle, brand building strategies, etc. It is better to finish 'Principles of Marketing' first to understand the strategies in marketing management.
A joy to read, with great case studies and online companion site.
A Marketing textbook for students, not managers.......2004-12-31
No doubt this book is a classic in Marketing - most any MBA program in the world has this book as required, if not optional, reading. If you're taking an academic Marketing class, you'll probably be required to buy this, and rightfully so. If you need a desk reference on Marketing, again this will be a good read.
That said, it is a very long and detailed read that covers Marketing definitions, Marketing gurus, Marketing tactics, Marketing strategy... The whole 9 (or 10?) yards. In being everything to everyone, the book loses some of it's strength. If your interests are less broad and academic, the book is too broad. Interesting in improving your advertising? There's more precise books out there. Interested in applied Marketing Strategy? Again, there's more focused books available than even just reading Kotler's sections.
An absolute masterpiece.......2004-11-23
It's not an easy task to thoroughly review and summarize such a vast discipline as Marketing. Prof. Kotler's book is definitely the best choice for those wishing to start learning Marketing from scratch as well for those experts wishing to review or deepen their knowledge through the extensive bibliography which is provided. The reading is easy and enjoyable, thanks to pictures, examples from everyday's life and common Marketing mistakes that make you master the art of observation and strategy. It would have been useful to dedicate a chapter or two to quantitative analysis methods, such as the usage of statistics and so on, but such a miss is easily forgiven once you get through the text and get caught by the Author's style.
Average customer rating:
- The Ultimate Step-by-Step Selling Guide
- Better than the standard Spin Selling Book
- Practice makes perfect.
- Nice book, but too easy after reading SPIN Selling
- Indispensable part of the salesman's library
|
The SPIN Selling Fieldbook
Neil Rackham
Manufacturer: McGraw-Hill
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The New Strategic Selling: The Unique Sales System Proven Successful by the World's Best Companies
ASIN: 0070522359 |
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.
Customer Reviews:
The Ultimate Step-by-Step Selling Guide.......2007-06-25
I speak around the world on lead generation and marketing strategy. Neil did an outstanding job crafting "The SPIN Selling Fieldbook" to give you a roadmap on how to master complex sales strategy.
There is no other resource I can think of where you can "easily perfect" your approach and positioning sales strategy.
Neil gives you step-by-step plan that anyone can follow in their quest to excel at marketing their products or services.
The SPIN Selling Fieldbook gives you valuable "hands on" tools. I recommend the "SPIN Selling Fieldbook."
It is an invaluable resource that any salesperson or sales executive should have in their personal library.
Joe Heller, Trust Cycle Selling
Better than the standard Spin Selling Book.......2007-06-09
This field book is better than the original book was. If you are going to buy just one of the two you should probably just buy the field book. It allows you to apply the ideas very quickly.
Practice makes perfect........2006-11-14
Usually is not enough to read a book to have the knowledge, you need to practice, and that is what this book helps to, giving you ideas on how to put SPIN method into practice.
Nice book, but too easy after reading SPIN Selling.......2006-08-09
I bought this book together with SPIN Selling. I read the Fieldbook after reading SPIN Selling. If you've already read SPIN Selling, this book is not going to tell you much new things.
If you would read the Fieldbook instead of SPIN Selling, then I think the Fieldbook is not thorough enough, at least if you compare it to SPIN Selling.
In general I think the audience of this book is perhaps college students, or clever highschool students, but not really experienced salespeople. Maybe that's also because of the cartoons every now and then which make the book look like it's meant for younger people.
What I expected when I bought both books was that the Fieldbook offerd some transcriptions of salescalls, and an explanation of why certain aspects are wrong and how this could be improved using SPIN Selling. This was not really the case, it was more like a simple summary of SPIN Selling. So not really the Fieldbook I expected.
Anyway, the book is not bad, but I would not recommend to buy both SPIN Selling and the Fieldbook together. Also, if you're a serious and experienced salesperson I would recommend SPIN Selling. If you're new to sales or if you're still in college, I would recommend the Fieldbook.
Indispensable part of the salesman's library.......2006-07-19
This book is a practical guide for implementing the principles learned in the original book about 'Spin selling', however it is not necessary to have read the other book to make good use of this one. I think the SPIN methodology is a most valuable contribution from Mr. Rackham to the field of large sales and this book gives sound help to implement it.
Customer Reviews:
Carry This Book with You.......2007-10-01
If a marketer really wants to be a good business person, then they should carry this book with them. I dislike hearing recent graduates say "Buy One Get One Free" when asked for promotion ideas. If you understand the financial consequences of that type of promotion then it's OK to suggest it. But the point is this book helps you think about the many types of measurements. At one point in my career I had three Product Managers work for me. This book would have been one that I insisted they read.
Is it Really About Metrics..But There's More To it Than That.......2007-09-05
I think this book is an important tool in terms of measuring marketing and trying to ensure that you have the opportunity to understand your marketing outreach.
I also liked the newly released book, "Value Acceleration" by Mitchell Gooze and Ralph Mroz and think it should serve as a companion to this book in terms of truly identifying how marketing and sales can successfully work together and in terms of lean process, keeping the global competitive edge way beyond metrics.Value Acceleration: The Secrets to Building an Unbeatable Competitive Advantage
Looks great.......2007-07-05
It's still early to rate as I just got the book, but it's definitely valuable.
Whatever is most important can, indeed must be measured...accurately and consistently........2007-05-09
Obviously, it is highly desirable to measure what matters and that is especially true of marketing initiatives. Here's the challenge which many (most?) readers will face after they finish reading this volume: Which metrics are the most appropriate for their specific organization? Co-authors Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, and David J. Reibstein offer 50+ and in an ideal business world, every executive can - and will - master all of them. That is possible but highly unlikely. Fortunately, the authors offer a wealth of information and observations that can guide and inform the selection of those metrics that will enable executives to "gather and analyze basic market data, measure the core factors that drive their business models, analyze the profitability of individual customer accounts, and optimize resource allocation among increasingly fragmented media.
To the authors' substantial credit, they make effective use of a number of reader-friendly devices which enliven what would be an otherwise dull textbook and they do without compromising the integrity of research-driven insights which so many books on marketing lack. These devices include definitions, formulas, and brief descriptions of various metrics. They also include within individual chapters several sections, such as "Construction" (e.g. metrics issues concerning their formulation, application, interpretation, and strategic ramifications), "Data Sources, "Complications, and Cautions" (i.e. an analysis of the limitations of the metrics under consideration, and their potential inadequacies once executed), and "Related Metrics and Concepts" (briefly surveyed). This is by no means an "easy read" but will generously reward those who absorb and digest its material with appropriate rigor.
Although I believe this volume can be of substantial value to executives in almost all organizations (regardless of size or nature), I think it will be of greatest benefit to those - probably in larger companies -- who have an urgent need for accurate and consistent measurement of, for example, the dynamics behind their market share; the profitability of producing, pricing, selling, distributing, and servicing what they offer; and the ROI of marketing initiatives within the framework of enterprise financial metrics.
Those who share my high regard for this volume are urged to check out Enterprise Architecture As Strategy: Creating a Foundation for Business Execution by Jeanne W. Ross, Peter Weill, and David Robertson as well as Ram Charan's Know-How: The 8 Skills That Separate People Who Perform from Those Who Don't, Lynda Gratton's Hot Spots: Why Some Teams, Workplaces, and Organizations Buzz with Energy - And Others Don't, Robert J. Herbold's Seduced by Success: How the Best Companies Survive the 9 Traps of Winning, Jack Alexander's Performance Dashboards and Analysis for Value Creation, and Michael Useem's The Go Point: When It's Time to Decide--Knowing What to Do and When to Do It.
A must for marketing people.......2007-05-07
The marketing people fails almost all the time, trying to meet the expectations or demands of the financial officers. Today you can not make marketing based in feelings or genialities, this book really helps to fill the gap between the good ideas and the hard facts needed by the high direction.
Books:
- Marketing Management (12th Edition) (Marketing Management)
- Marketing Research Essentials
- Mathematics for Economists
- Mathematics for Finance: An Introduction to Financial Engineering (Springer Undergraduate Mathematics Series)
- Microsoft CRM 3 For Dummies (For Dummies (Computer/Tech))
- Modern Management
- More Balls Than Hands: Juggling Your Way to Success by Learning to Love Your Mistakes
- MP Essentials of Marketing w/ Student CD-ROM & Apps 2005
- My Stroke of Insight: A Brain Scientist's Personal Journey
- Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers
Books Index
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