Book Description
Mark Twain once observed, “A lie can get halfway around the world before the truth can even get its boots on.” His observation rings true: Urban legends, conspiracy theories, and bogus public-health scares circulate effortlessly. Meanwhile, people with important ideas–business people, teachers, politicians, journalists, and others–struggle to make their ideas “stick.”
Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? In Made to Stick, accomplished educators and idea collectors Chip and Dan Heath tackle head-on these vexing questions. Inside, the brothers Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the “human scale principle,” using the “Velcro Theory of Memory,” and creating “curiosity gaps.”
In this indispensable guide, we discover that sticky messages of all kinds–from the infamous “kidney theft ring” hoax to a coach’s lessons on sportsmanship to a vision for a new product at Sony–draw their power from the same six traits.
Made to Stick is a book that will transform the way you communicate ideas. It’s a fast-paced tour of success stories (and failures)–the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of “the Mother Teresa Effect”; the elementary-school teacher whose simulation actually prevented racial prejudice. Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas–and tells us how we can apply these rules to making our own messages stick.
Customer Reviews:
Get Your Story Straight And Revolutionize Your Marketing.......2007-10-05
Jake, a young entrepreneurial friend of mine in the IT industry , was not seeing the results he expected from numerous and inventive marketing strategies. He had tried online, print and direct marketing with marginal results. His business wasn't faltering but wasn't soaring either. So after a slew of marketing books he came across this one- and it was all I was hearing about from him until I read it myself and the light bulb clicked.
Just like you were interested in Jake's story other people like stories, they want to relate to you and your product but if they can't they will find a company that they can relate to.
Chip and Dan Heath give great examples every chapter on how to improve your "Stickiness" with simple strategies. The most important being their coined,
"SUCCES" acronym:
S simple - don't lose your core message in a lot of pomp and circumstance
U unexpected - make your idea jump out and grab people's attention
C concrete - keep it easy to grasp vs. mind boggling statistics or huge numbers
C credible - is your idea believable?
E emotional - people react to emotion and it creates an empathetic bond
S stories - story telling is an age old form of communication
I have been able to use "Made To Stick" concepts in my business with great results. I used to feel that stories in real estate investing wouldn't interest anyone but I knew from the book that stories were useful, if not crucial, in creating and growing a business. Now by using my customer's concrete feedback blended with their credible testimonials and sprinkled with a little emotion I am able transmit their core experience (what they got out of working with us an how it translated to their bottom line) to reach a greater audience.
Entertaining.......2007-10-01
This is a fun book, full of useful communication ideas. If you are in marketing or communications there is likely little here that is new. However, for the general reader this is a clear, simple summary of techniques to help you get your points across. They have the traditional way to remember their seven major ideas: SUCCESS. For example, the first "S" is to keep it Simple. This is actually better than it sounds because they drill down on the need to find your core message and they give you some ideas about how to do that. You can pick it up at the airport and it is short enough to read crossing the country.
Great Purchase.......2007-09-27
This was a terrific book at a great Amazon price!The book gives a tutorial on creating catch phrases that are impressive and memorable. I read it for use in my teaching ... we do want our students to remember things! My husbannd read it for use in his business, specifically for marketing and advertising. I saved $10 per copy at Amazon.
Fantastic! One of my favorite books of all time!.......2007-09-24
This is now one of my favorite books of all time. If you liked The Tipping Point and/or Blink, you'll love this one! Well written with lots of useful lessons and stories. I'm going to read it again as well as sign up for a training that the author is offering in Hartford on November 13th.
How make sure your ideas are heard.......2007-09-21
I wish I had this book 10 years ago. It is a great read, with lots of tips and techniques on how to get others to recognize and listen to your ideas.
Book Description
Winning by not competing: a fresh approach to strategy Since the dawn of the industrial age, companies have engaged in head-to-head competition in search of sustained, profitable growth. They have fought for competitive advantage, battled over market share, and struggled for differentiation. Yet these hallmarks of competitive strategy are not the way to create profitable growth in the future. In a book that challenges everything you thought you knew about the requirements for strategic success, W. Chan Kim and Renée Mauborgne argue that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool. Based on a study of 150 strategic moves spanning more than a hundred years and thirty industries, the authors argue that lasting success comes not from battling competitors, but from creating “blue oceans”: untapped new market spaces ripe for growth. Such strategic moves—which the authors call “value innovation”—create powerful leaps in value that often render rivals obsolete for more than a decade. Blue Ocean Strategy presents a systematic approach to making the competition irrelevant and outlines principles and tools any company can use to create and capture blue oceans. A landmark work that upends traditional thinking about strategy, this book charts a bold new path to winning the future.
Customer Reviews:
Question the status quo.......2007-09-25
The book forced me to rethink the way I normally would look at business developments for my companies: either value based or feature based. The idea of a creating new space in a crowded market and making a leap in growth through the blue ocean strategy stirred up my thinking juices. Personally, I don't like how to books with "three simple steps" This book was great; a must read.
Good Book.......2007-09-24
1. This is NOT a marketing book
2. There is no such thing as a fail safe strategy
3. This is a tool and is only as good as the user
4. Applicable in different situations
5. Good companion to Competitive Strategy written in the 80's by Mike Porter which is THE industry book
6. The book is NOT a pioneer and is NOT proported to be. It is a study in those companies who seemed to have created new markets such as Cirque De Soleil. The authors did NOT set out to create a new "theory" and then retroactively "fit" companies but rather study an emerging pheonom. and try to locate patterns.
I think that pretty much covers all the gripes of the previous entries. I first came across this book in a competitive strategy class in a business organizational change degree. It is an excellent text and gives another viewpoint to the old study of competitive strategy. I have used the strategy canvas tool located in chapter two AS A TOOL to assist me in both departmental and industry situations to locate existing patterns of competition.
Worth the money.
But then, I am just a "mere" academic (albeit with many years of industry experience) so if you truly do not like the book I suggest returning it. :)
What is your greatest challenge?.......2007-09-13
The greatest struggle for most business people is to come up with a truly original and valuable idea. Close behind that is how to get employees to work together. This book makes me want to cry, because it actually, simply, lays out how to do both. Beautiful.
Academics rarely demonstrate how to do it!.......2007-09-11
I bought this book. Their identifications are valid enough. Great companies have always created uncontested market space while making their competitors irrelevant. This is not in dispute. However...
The authors Chan Kim & Renee Mauborgne are just mere academics. And what is annoying is that they haven't battle tested their Blue Ocean model from hard knocks in the trenches business wars to find out what works and what doesn't for themselves! Again, this is what I find annoying with academics. They say a lot but never prove it themselves! Remember Merton & Scholes and LTCM?
For an example...in the book, the authors have an interesting strategic canvass graph approach that supposes to prove how Blue Ocean events come about. That's fine, but how do you prove it? Moreover, the 'values' are different for each company, so there is nothing consistent to glean from this.
What I'd like to have seen is a Dash Board type matrix template that allows any company or budding entrepreneur to carry out Blue Ocean due diligence on any industry or market niches...proofing these Blue Ocean catchments from a zero learning curve application! The book does have important points but lacks the cutting edge tools to unify Blue Ocean diligence and proofs for any company!
Thus, what this book lacks is a more honed processing of enquiry from the authors. And I suspect this to be the case because like many academics they haven't proven the unifying dynamics that goes into capturing Blue Ocean strategies for themselves with businesses they have built through their own mindset!
Again, this book is a case of 'do what I say, because I don't have to prove what I say'.
There are great industry shapers out there who can shift and move whole industries and markets in their favour...but the authors of this book are not one of them.
However, there are great positives the authors have identified. The book contains a very interesting 'Strategic Grid' technique. From this simple grid technique any one can mentally survey how to change one's industry or market from a macro-vantage point. But shifting and moving your new found Blue Ocean grid at a tactical level to rule your competition making them irrelevant is another matter entirely. The chapters that explain this grid are worth the book, but don't expect any thing else.
What you really want is a knowledge base that allows you to dig out Blue Ocean criteria from a template of enquiring tools STACKED PROCESS BY PROCESS UNTIL YOU PROOF YOUR OWN BLUE OCEAN POWER. This book fails on this!
I would suggest that any one buying this book should read 'Blue Print to a Billion by David Thomson to understand how real Blue Ocean executions are carried out correctly. In addition, Chet Holmes' Ultimate Sales Machine' gets you to understand how to carry out big frame strategies at the tactical level.
Both these books will plug the holes lacking with Kim & Mauborgne's work.
Blue Ocean Strategy.......2007-09-10
I like the non text book clear presentation. You do not have to have an MBA to enjoy and learn from this book.
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
The author of the bestselling The Art of Innovation reveals the strategies IDEO, the world-famous design firm, uses to foster innovative thinking throughout an organization and overcome the naysayers who stifle creativity.
The role of the devil's advocate is nearly universal in business today. It allows individuals to step outside themselves and raise questions and concerns that effectively kill new projects and ideas, while claiming no personal responsibility. Nothing is more potent in stifling innovation.
Drawing on nearly 20 years of experience managing IDEO, Kelley identifies ten roles people can play in an organization to foster innovation and new ideas while offering an effective counter to naysayers. Among these approaches are the Anthropologist—the person who goes into the field to see how customers use and respond to products, to come up with new innovations; the Cross-pollinator who mixes and matches ideas, people, and technology to create new ideas that can drive growth; and the Hurdler, who instantly looks for ways to overcome the limits and challenges to any situation.
Filled with engaging stories of how companies like Kraft, Procter and Gamble, Cargill and Samsung have incorporated IDEO's thinking to transform the customer experience, THE TEN FACES OF INNOVATION is an extraordinary guide to nurturing and sustaining a culture of continuous innovation and renewal.
Customer Reviews:
How many faces do you recognise?.......2007-08-13
Building on the Art of Innovation, Kelly brings us the new theory of the ten faces of innovation. It is simple to read and easy to understand. Another book which I found just as breezy to read was Eightstorm: 8-Step Brainstorming for Innovative Managers.
Good stories, but very IDEO-centric.......2007-07-30
Tom Kelley's book The Ten Faces of Innovation defines ten personas (thankfully not "named"--Bob, Sally, etc--just titled) that exemplify roles in an innovative team. They aren't job titles or exclusive positions, and people can work across roles as well.
* The Anthropologist, who observes people and discovers ways to help them
* The Experimenter, an expert in prototyping and testing, probably the classic "innovator"
* The Cross-Pollinator, with broad interests who enjoys connecting different cultures
* The Hurdler, who champions projects and carries them over beaurocratic obstacles
* The Collaborator, who brings people together to work cooperatively
* The Director, encouraging, inspiring, supporting, organizing and championing innovators
* The Experience Architect, a specialist in designing full "experiences" that transcend simple products or services
* The Set Designer, creating spaces that inspire and support innovation
* The Caregiver, who improves the subjective, emotional aspects of products and how they relate to us
* The Storyteller, who tells stories about people and products in creative and interesting ways
The book is heavily IDEO-centric, and most of the examples are from Kelley's own 20-year career there. Not really a surprise for a book subtitled "IDEO's strategies..." but worth mentioning; this is basically IDEO in book form. It includes several weird asides that are clearly IDEO/Kelley quirks, for instance his long tangents into the power of napping at work, comfortable hotel beds, and (ugh) T-shaped people. The IDEO focus gets pretty old after a while, and makes you wonder about the broader applicability of the ideas. What works in a design consulting company that works almost exclusively on short-term projects may not be the best structure for others.
But the personas are broad and--as mentioned above--not exclusive to people's job roles, so they are good signposts for anyone interested in developing their own innovation skills. I suspect it would be less interesting for a sole inventor/designer, but for people working at companies they are especially applicable.
Innovation-in-depth.......2007-06-07
The Ten Faces of Innovation describes ten complementary personas - personality types or roles that contribute in different ways to creative teams:
Anthropologist - this is perhaps the most literal title, meaning people who have been professionally trained as social anthropologists to observe people and processes and interactions `with a fresh eye'. These are probably the biggest antidote to "But we've always done it like that" thinking.
Experimenter - willing to take a chance, maybe, but also willing to explore alternatives and test concepts through prototyping, trial-and-error and applied science.
Cross-pollinator - like a bee flitting between the private parts of flowers, the cross-pollinator spreads good ideas and techniques between specialisms, breaking down silos and sharing good practice
Hurdler - able to leap tall buildings (well project hurdles anyway) in a single bound. They are adept at finding ways over (or more likely around) around immovable obstacles to reduce the banging-your-head-against-a-wall bruising.
Collaborator - knits people and teams together by finding common interests and objectives. Sometimes described as the spider who weaves the web linking everyone to everyone else.
Director - nothing to do with the title on her business card, the Director provides clarity and direction, a rallying point for the troops yet with the humility to actively listen to input from the team.
Experience architect - with an uncanny knack of putting themselves in the customer's shoes, experience architects can visualize products and services at the point of use, no mean feat when they are barely on the drawing board and even the customers are an unknown quantity.
Set designer - this is a fascinating persona: someone who creates visual spaces and physical representations relating to the job at hand. Not really office architects as such, set designers invent scenarios and contexts. They are also comfortable to break unwritten rules and help people mix fun with work (now there's a thought!).
Caregiver - in the sense of nurses and doctors (no, not the teenage version), caregivers support their colleagues, providing a sympathetic sounding board and gentle encouragement when times are tough, and motivating and inspiring people to give there all at all times.
Storyteller - anyone familiar with The HP Way or the origins of Apple and Microsoft will recognize the value of constantly telling and re-telling inspirational stories as a way of reinforcing corporate culture. It's clear that this is a comfortable personal for author Tom Kelley since both books quite literally tell a story.
The book is peppered with genuine examples, most of which involve the genesis of familiar but once remarkable products that broke the mold in some way - style, design, functionality, whatever. Some of you reading this may have bought Palm V PDAs, for instance, on the strength of their sleek looks and brilliant user interface - the Graffiti stylus script language so close to English that anyone can pick it up with a few minutes' practice. How many of you appreciate the innovative use of glue instead of screws to bond the Palm V's case together, or the flat-pack lithium batteries inside? Like many other examples, the attention to detail and the multiple overlapping layers of innovation go well beyond the obvious external visual cues. This is innovation-in-depth.
Whether you are interested in applying innovation and creativity to work initiatives or life in general, the IDEO books are inspirational, instructional and fun to read - what a combination. Recommended.
Easy suggestions for increasing innovation.......2007-05-04
Welcome to an enjoyable, easy read - which is not to dismiss Tom Kelley's fine ideas. With the aid of Jonathan Littman, Kelley works throughout this book to show how innovation can be much more painless than most people think, and more fun. Kelley makes thinking collaboratively sound like a blast. In the process, he convinces you that your organization should nurture and cherish playing with ideas. Although he admits that his consulting company, IDEO, found itself grinding along on tedious projects at times, and that he has watched people shoot down perfectly good suggestions, his underlying message is one of open possibility. He presents 10 roles you can play during meetings, any one of which would be enough to add considerable value. By showing that these roles are temporary, he sends the message that if you want to stay competitive, you can change, and even must. As he examines everything from product names to rules governing how workers decorate their cubicles, Kelley demonstrates the many opportunities you have to create something new. The cost is often little or nothing; sometimes innovation simply means getting out of your employees' way. We recommend this book to managers who wish to break old patterns and encourage creative thought companywide.
Inspiring and fun.......2007-04-17
If you want to create an environment where innovation is the norm, what do you do? Tom Kelley doesn't have a prescription, but he does have some people he'd like you to meet. This book is about the roles that people in an innovation driven organization take on to create fresh new ideas on a regular basis.
If you're an individual contributor, this is a very helpful book both to understand the people around you and your own specific skills. What's more, although in some ways Kelley is describing personality attributes, he is also describing skill sets and ways of looking at the world that you can decide to cultivate. No one is going to be excellent at all of these roles- but that doesn't mean you can't strive to be well rounded!
As a manager, the main take-away lesson is that there are many different types of creativity that can reinforce each other if put together. The most important part of building a creative organization may come at the hiring stage, where you can most easily create a mix of the different personas. But if you're in a stable organization, as most of us are, you can use the "ten faces" to identify the different styles of creativity in your people, and use that information to form teams and projects to bring out their best.
The book is very heavy on anecdote and example. Every one of the ten personas has several stories that illustrate how such an approach can generate ideas that otherwise wouldn't have been considered. The Anthropologist will put themselves in the place of the average user or consumer, as did a woman who faked a pregnancy to see how she would improve the birthing experience at a major hospital. The Experience Architect will take a commodity service and turn it into a show that customers will enjoy for its distinctiveness, like the ice cream "cooking" at Cold Stone Creamery.
The persona that I found most intriguing, and perhaps also furthest from my own, was the Set Designer. Kelley believes strongly in the power of space to shape the minds of those who inhabit it, and just reading about some of the things that go on at IDEO is enough to make my own cube - which I had thought very nicely decorated - seem drab and uninspired.
"The Ten Faces of Innovation" is not a good book to read if you want to know exactly how to change your company, but it is an excellent resource for spotting the early creative behavior every innovator should want to encourage in their team.
Book Description
Praise for Book Yourself Solid
"Lead generation and conversion is the heart of any marketing enterprise, and Michael Port's ingenious and practical system is among the best I've seen. Read this book and transform your business!"
—Michael E. Gerber, founder and Chairman, E-Myth Worldwide, author of The E-Myth Revisited
"Do your homework! This is not a conceptual, theoretical look at how to succeed as a service professional. Instead, it's just what you need if you're stuck and you'd rather invest in your future (by doing the right kind of work) than complain about it later."
—Seth Godin, author of All Marketers Are Liars and Permission Marketing
"Going out on your own can be scary. But this book is a welcome antidote to that fear. It brims with savvy advice and nearly overflows with practical, hands-on exercises. Once you absorb the wisdom in these pages, you'll be ready, willing, and eager to fashion a more rewarding work life. Michael Port is the guy to call if you're tired of thinking small."
—Daniel H. Pink, author of A Whole New Mind and Free Agent Nation
"If you're even slightly uncomfortable with the idea of networking, marketing, or selling, this is the book for you. Book Yourself Solid gives you everything you need to fill your business with ideal clients. Before you're even finished reading the book, you'll be inspired to take action!"
—Ivan R. Misner, PhD, founder and CEO, BNI, coauthor of Masters of Networking
"Wow! I never expected this book to be so good. I love how it focuses on getting your ideal clients-and more than you can imagine possible. An excellent, inspiring, practical guide to outrageous success!"
—Joe Vitale, author of There's a Customer Born Every Minute
Customer Reviews:
Solid marketing book!.......2007-10-05
This book provides a great marketing overview. It leads the reader through finding a target market, branding, being selective in choosing clients (some fresh insights for many readers here!), presenting yourself and business to prospective clients, web marketing, networking, publicity and more. Your marketing structure and systems will NOT look the same - and thus your results will not be the same - if you read this book and put its numerous tips and advice to work for you.
Beyond sales and marketing professionals, this is a great resource for any business person who markets their service or products themselves - including small business owners, consultants and trainers, and small professional firms (financial planners, lawyers, dentists, etc.). This is especially true for those who are just starting out and those who do not like to market themselves (you know who you are!).
Michael's emphasis on personal integrity really appealed to me (if you don't like a client, you will sacrifice your integrity by putting yourself in a position of not being able to give your full effort). His process is about building a steady pipeline of highly-qualified prospects that you will ENJOY working with and to whom you can provide full value.
All in all, a solid book. Highly recommended!
Mollie Marti, Ph.D., J.D.
Author, Selling: Powerful New Strategies for Sales Success
Great Book - The one to Buy!!!!.......2007-09-22
Excellent Book ... packed full of all the right information for the Consultant/Trainer/Coach/Business Person/Marketing. He will show you step by step how to get Booked Solid - It works!
Michael's website is also full of free goodies ... I download his teleseminars and listen to them in my car each week (www.thinkbigrevolution.com) - Great stuff - awesome guests!
So glad I bought this book!
marketing made easy.......2007-09-01
Michael Port gets it. His plan is practical and visionary. He has created a way for any service business to get results. I have been telling everyone I know about this book!
A Essential Book For Serious Business People.......2007-08-28
Marketing is without question a essential skill set for business success and the ability to market oneself effectively is paramount. Michael has a genuine passion for this work and really cares about the success of his clients.
I feel this book is an essential addition to any business person's library. It will cut years off your learning curve and may very well make the difference between your success - or failure.
Great Resource and Business Philosophies.......2007-07-25
The ideas and resources in this book are worth quite a bit.. but it's the underlying philosophy that's most motivating. Whether you work for yourself or for someone else, you work for yourself. Port gets it, and he shows you how to expand your business by paying attention to the things business owners care about deeply. He encourages you to be bold, authentic and original. To not try to appeal to everyone. To consult and advise more. And to learn while doing. You can't afford to wait until everything's perfect -- money loves speed.
Book Description
This best seller provides a balance between theory and practice, useful career information, and a comprehensive package of ancillaries. It takes a strategic approach to decision making. The volume provides an overview of strategic retail management, and provides a careful examination of situation analysis, targeting customers and gathering information, choosing a store location, managing a retail business, merchandise management and pricing, communicating with the customer and integrating and controlling the retail strategy. For retail training directors.
Customer Reviews:
Excellent for Retail.......2005-01-05
Retail Manangement by Barry Berman is an excellent book for people getting into Retail business. It covers from basics to advance level of Retail management.
A full coverage of all major retailing topics.......1997-03-10
A very useful book, not only for students, but for any person envolved in retail business.
For students it is a comprehensive companion text. A good teaching package.
For the managers and entrepreneurs, including those living outside the USA, giving a full coverage of retail market in USA, this book widens the horizonts
Customer Reviews:
Excellent.......2001-10-29
It tackles the various topics in sports marketing with great clarity and all the chapters integrate seamlessly. It explains concepts with good, clear everday sport examples.
A well structured approach to the subject........1999-02-17
Shanks has produced a solid undergraduate text. It has many examples and is well supported by case and discussion material. Also, the book makes good use of the Internet as a support medium. I am not aware of whether or not an instructors package is available. If not, that is a failing.
Book Description
This best-selling book is dedicated to the development of decision-making skills in marketing. It introduces concepts and tools useful in structuring and solving marketing problems, while extensive case studies provide an opportunity for those concepts and tools to be employed in practice. Consisting of 10 chapters and 43 cases that feature contemporary marketing perspectives and practices, this book covers the topics of marketing management: its foundations; financial aspects; decision-making and case analysis; opportunity analysis, market segmentation, and market targeting; product and service strategy and brand management; integrated marketing communication strategy and management; pricing strategy and management; the control process; and comprehensive marketing programs. For marketing executives and professionals.
Customer Reviews:
Chapter two is most valuable!.......2007-03-22
Chapter two has a really good, in depth, review of basic marketing math.
Shippment.......2005-07-08
Book was in perfect condition with the exception of some small damage that occurred during shipping. The company packaged it well, I think the postoffice just used metal straps during shipping which damaged the book a little. But the company shipped it out immediately which is appreciated!
Strategic Marketing Problems... Not Solutions.......2003-08-17
I was disappointed. The book does contain some interesting thoughts, but 90% of the content is a description of companies facing marketing problems (case studies with a lot of facts). The author doesn't offer the solutions and best practises that would help solve these problems. While reading this book, i felt i was eating a burger without meat. Something is missing...
This is a good book for teachers who want case studies for their students to work on. It's a classroom book. It's not a good book if you want want to read marketing theory and best practises (if you're already in the management world).
Great and comprehensive.......1998-05-28
I am a MBA Candidate with a finance focus who had the pleasure to use this book. Never before had I imagined that marketing could have the amount of numerical focus that this book shows. There's a case for every type of industry and many world-famous companies in this book. What else is missing from an introduction to marketing text?!
A good book..........1997-10-23
I'm a MBA student in marketing. This book is good, but just that... good. I'm absolutely certain that somewhere has to be a book about strategic marketing that has a little more information (that's the problem, little theory and plenty of numbers) and not so expensive.
Teresa M. Rodríguez
Book Description
Marketing Management: A Strategic Decision-Making Approach 6th Edition concentrates on strategic decision making. This approach sets Mullins apart from other texts which place greater emphasis on description of marketing phenomena rather than on the strategic and tactical marketing decisions that managers and entrepreneurs must make each and every day. This 6th Edition continues to be the most current and internet-savvy book available, injecting the latest developments in internet-based communication and distribution technology into every chapter. Also, an entire chapter (Chapter 15) is devoted to the development of marketing strategies for the new economy. The author team’s rich entrepreneurial, marketing management, and consulting experience spans a broad variety of manufacturing, service, software, and distribution industries provides an abundance of real-world, global perspectives.
Books:
- Marketing Management (12th Edition) (Marketing Management)
- Marketing: The Core (Mcgraw-Hill/Irwin Series in Marketing)
- Mathematics for Finance: An Introduction to Financial Engineering (Springer Undergraduate Mathematics Series)
- No Limit Hold 'em: Theory and Practice
- Organizational Behavior: Managing People and Organizations (Student Text)
- Organizational Behavior & SAL CDROM Pkg (12th Edition)
- Paralegal Practice & Procedure: A Practical Guide for the Legal Assistant
- Patent Law Essentials: A Concise Guide Second Edition
- Patton on Leadership
- Personal Styles & Effective Performance
Books Index
Books Home
Recommended Books
- Writing That Works: Communicating Effectively on the Job
- Season on the Brink
- Levy Processes in Finance: Pricing Financial Derivatives
- Managing Paraeducators in Your School: How to Hire, Train, and Supervise Non-Certified Staff
- Microsoft Visual C# .NET
- The Invisible Wall: A Love Story That Broke Barriers
- Teach Yourself Indonesian Complete Course Audiopack
- Sharkey Incorporated: An Intermediate Accounting Case
- Prediction of Stocks with Gao's Equation
- The Island Walkers: A Novel
General
| Business & Investing
| Subjects
| Books
The Long Tail: Why the Future of Business is Selling Less of More
What Got You Here Won't Get You There: How Successful People Become Even More Successful
The No Asshole Rule: Building a Civilized Workplace and Surviving One That Isn't
Know-How: The 8 Skills That Separate People Who Perform from Those Who Don't
WORDS THAT WORK: IT'S NOT WHAT YOU SAY, IT'S WHAT PEOPLE HEAR
