Reviews (15)

Nice book, but too easy after reading SPIN Selling
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.
Indispensable part of the salesman's library
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.

Spin Selling Fieldbook
I use this book to train new salespeople on the SPIN selling method.I originally was trained on this years ago with Xerox.I like the fieldbook approach because the salespeople can focus on real world scenarios with our products and our customers.We break it up into 2-3 chapter segments and hold a working lunch to discuss the content and the assignments.
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Subjects:  1. Advertising & Promotion    2. Business & Economics    3. Business / Economics / Finance    4. Business/Economics    5. Handbooks, manuals, etc    6. Marketing - General    7. Sales & Selling - General    8. Sales & Selling - Techniques    9. Sales Management    10. Sales promotion    11. Selling    12. Business & Economics / Sales & Selling    13. Sales & marketing   

Reviews (21)

Sales Strengths
It is worth reading for both with or without the sales profession. In this sales process you come first, than your product, tangible and intangible both than your strengths of presentation, how you present it as your buyer is your decision maker also and he/she can size it up in first 15 seconds whether they will buy it from you or not, the rest will be history. A sales is a tedious process and it has many layers to open up first, before you finally close it, no matter what happens in between that, your positive attitude and a smiling face should be there with all your matching body gestures. The beauty of this book is the writer's own selling strengths and skills were high in it and he made the tedious process simple and interesting.
Must-read for anyone in sales
This short work debunks some of the most dangerous myths about the business of selling and will open your eyes to new and unexpected facts of sales life. Many salespeople find themselves frustrated in jobs where they don't fit in and can't succeed. Using research by the Gallup organization, authors Benson Smith and Tony Rutigliano explain why many organizations handicap themselves with underperforming sales forces. Here's how sales managers and salespeople can turn mediocrity into success. We say this is a must-read for anyone in sales.

interesting
I read Teach With Your Strengths which is also from the Gallop Poll.I really enjoyed it, so I purchased this book for my husband who is in sales.We both were able to take the "Strengths Finder" to learn our top 5 strengths and how we can best use them to become successful in our professions.I read both, and they are great. ... Read more

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Sales & Selling - General    5. Sales & Selling - Techniques    6. Sales management    7. Sales personnel    8. Selling    9. Vocational guidance    10. Business & Economics / Sales & Selling   

Editorial Review

Dr. John Sarno caused quite a ruckus back in 1990 when he suggested that back pain is all in the head. In his bestselling book, Read more

Reviews (100)

transformation
I have not even finished reading this book yet, and already, I am feeling a lot less pain.I am a 27-year-old woman.I have been diagnosed with fibromyalgia, abdominal wall pain, and irritable bowel syndrome.I have been through physical therapy, special diets, and a chronic pain clinic, not to mention a boatload of painkillers. A great discovery in the quest to rid chronic pain
This works! Do not simply disregard the theories because they are radically different from other approaches and ideas behind chronic pain used by practioneers the world over.If you are open-minded enough to just embrace the idea and remain persistent, you will be pleasantly surprised!The fact is had I RSI FOR two years, but before ever reading sarno the following things did not make sense to me:
Sceptic Turned Believer
I am a writer/editor who endured seven years of carpel tunnel-like symptoms: tingling, pain, weakness, and numbness from both wrists all the way up to my neck. I underwent every possible treatment, mainstream and alternative, but nothing worked. One day, someone who had similar pain told me how she was cured by this book. I didn't believe her, but I was desperate: at the time I was taking the highest dosage of my painkillers, and had just quit my job because the pain was crippling. After two months of reading Dr. Sarno's book nonstop and learning how the pain was psychosomatic--which has a bad rap for being fake; it's real pain that is initiated from the brain--I was off of my meds and almost pain-free. Within four months I was pain-free. It's been one and half years and I'm still pain-free!!!! ... Read more

Subjects:  1. Alternative Therapies    2. Body, Mind & Spirit    3. Consumer Health    4. Healing - General    5. Medicine, Psychosomatic    6. Mind and body therapies    7. New Age    8. Pain    9. Pain Management    10. Psychosomatic aspects    11. Sales & Selling - General    12. Body, Mind & Spirit / Mental & Spiritual Healing    13. Mind, Body, Spirit   

Reviews (5)

Media Planning: A Pratical Guide
This book is filled with useful information about Media Planning.Every student of the Advertising Industry should have this book to use as a guide when starting out in the Advertising career path.

Ouch!
Jim Surmanek may know a great deal about media planning. However, most of the people who attempt to read this book will never discover that. Why? Jim does not know how to communicate effectively. I have not made it too far into this book, and every inch has been a struggle. What I have learned thus far could have been expressed in one, maybe two, paragraphs. Not Worth It
Contrary to what the previous reviewers have to say about this book, I was extremely unsatisfied. The author makes what is so simple into something that is confusing and frustrating. Earlier chapters talk about topics that aren't even explained until later in the book. It takes a paragraph of confusing examples to explain what could be easily said in a sentence. Equations are given without proper explanation of how things were achieved. This book shows the 5th step with the assumption that the reader figures out steps 1-4. To someone new to the media planning field, I would recommend you pass this one by. ... Read more

Subjects:  1. Advertising    2. Advertising & Promotion    3. Advertising media planning    4. Business & Economics    5. Business / Economics / Finance    6. Business/Economics    7. Marketing - General    8. Mass Communication    9. United States    10. Business & Economics / Advertising & Promotion    11. Business communication & presentation    12. Media studies   

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Finance    5. Management - General    6. Marketing - General    7. B2B Brand Management    8. B2B Branding    9. Brand Management    10. Brand Myths    11. Branding    12. Business & Economics / Marketing / General    13. Business Branding    14. Business Brands    15. Business-to-Business Branding    16. Re-branding    17. Sales & marketing   

Reviews (6)

My View
Very good title, well structured and current.Assisted with our implementation process.

Great book with cool tips and tricks
This is a great book that puts you well on your way to success with understanding and working with MSCRM 3.0. The chapters on Callouts and workflow and the examples using the client side SDK and the server side SDK really helped me in making my MSCRM implementations very successful and gave me a complete picture of all the extensions points available in this version of MSCRM. I would highly recommend this book!

Not as one would hope...
This book is a fantastic resource for programmers and process engineers alike - however from the perspective of a manager assessing the capabilities of CRM 3.0 for their organization, I found this book to be commercially irrelevant.
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Subjects:  1. Business & Economics    2. Business Software - General    3. Business/Economics    4. Computer Network Management    5. Computers - Other Applications    6. Customer Service    7. Customer relations    8. Data processing    9. Networking - General    10. Relationship marketing    11. Computer Software Packages    12. Computers / Programming / General   

Reviews (8)

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! ... Read more

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Entrepreneurship    5. Marketing - General    6. Public Relations    7. Business & Economics / Public Relations   

Reviews (4)

Earn a seat at the table
Marketers need to stop asking for a seat at the table, and start earning it. Marketing Champions explains why Marketing doesn't have a seat today, and offers clear steps to get there. It's the leg-up you've been looking for.

Every Marketer Must Read This Book!
Wow! I wish I had read this book many years ago when I was starting out in my marketing career. Marketing Champions shines the light on the challenges marketing organizations face in building respect for the discipline inside the walls of the company. Marketing is one of the most misunderstood functions in US corporations today; yet it is one of the most powerful and pervasive. This book enables marketers (entry level to CMO) to look at marketing from the outside in. It helps them to 'brand' marketing within their companies. It provides insights that make marketers more successful - by enabling them to build long-lasting relationships with colleagues. If every marketer in your organization reads this book, the value and power of the marketing department will increase tremendously. This is a must-read for any marketing professional who wants to be successful and professionally satisfied.

Comprehensive, Useful Marketing Guide
Marketing Champions is unlike any other marketing book I have read because it outlines internal and external issues and provides solutions.Other books are much more theoretical.This book also details steps on how to progress in a marketing career, from promotions to internal strife between marketing and sales as well as marketing and executive management.
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Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Executive Management    5. Leadership    6. Management - General    7. Marketing - General    8. Marketing Management    9. Business & Economics / Marketing / General    10. Sales & marketing   

Reviews (11)

Excellent textbook on E-commerce
I just received the new edition of Laudon and Traver's textbook on e-commerce and think its just great! I previously used the 2nd edition, which I also loved, and this new edition lives up to its predecessor. It contains all new and updated information and is extremely current. Its so well-written that it doesn't read like a textbook at all. I highly recommend it to anyone interesting in learning about e-commerce.

Good, but dated....
I have used this textbook for several years - while it is a good basic source of information, it badly needs updating and supplementation in several important areas: RFID is not mentioned; Mobile/hand set E-Commerce is covered at a surface level, Search Engine and major Portal marketing needs updating, and much of the data are 3+ years old - very old given the rapid changes taking place.
Great Buy
This was a great buy, The book came in the indicated condition and has been a great help! ... Read more

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. E-Commerce - General    5. E-Commerce - Internet Marketing    6. Marketing    7. Business & Economics / E-Commerce / General    8. Business & Management   

Reviews (19)

Helpful and absoluetly awesome
This book is written by a guy who is in the sales trenches everyday, and he isn't afraid to tell you how the real sales world really is.The Closers is strong, If every salesperson had this and applied it then the few closers out there might have some compitition.I highly recommend this book to anyone who is serious about selling and about increasing thier income.If you just want to come in sales, then this book is sure to make you shine.
Outdated sales techniques.
The sales techniques touted in this book may have worked in the '70's & '80's. Today's consumer is more sophisticated and better informed and would be insulted by the majority of these methods.

Way Way Over Rated
After reading the reviews I was really looking forward to getting this book. And while I was reading it I was trying hard to like it. But it didn't happen. The book is more about attitude than actually what to say or do to close a sale. But attitude is real important, thats why I gave it a 2 star rating. There are some closes in here where he tells you to lie. Don't know how he does that and sleeps at night, but I'm not going to do it. If you want actuall closes read Tom Hopkins, damn good. Overall I wish I hadn't spent the time reading this and put the time in something more worthwhile. I won't be ordering the closers 2. ... Read more

Subjects:  1. Business / Economics / Finance    2. Business/Economics    3. Marketing - General    4. Sales & Selling - Techniques    5. Training   

Reviews (7)

Start with the NABC's
I suggest that the reader start with chapter 5: "It's as Simple as NABC." To me the how-to description of the value creation process is the heart of the book.Articulating the Need, Approach, Benefit and Competition sounds easy, even simplistic.It turns out to be hard, but very stimulating work togo through ten or twenty iterations until a compelling proposition is created.Why work so hard using such a simple process?I suggest that the reader go next to chapter 17: "A Foundation for National Competitiveness in a World of Abundance."To quote: "We live in a world of abundance.Only through innnovation can this abundannce be converted to growth, prosperty, and the quality of life."The rest of the chapters fill in the context for innovation and provide nuts and bolts details on implementation.

Practitioners guide to extraordinary customer value creation
This practical and accessible book eloquently argues that innovation is much more predictable and achievable when the right process is used to guide those involved in the innovative effort.The authors leave no doubt as to what the process is, or who is involved.It's the 5 Disciplines for Creating What Customers Want.And these disciplines involve everyone in the firm--not just a few guiding superstars.Rather then a long list of new and complex concepts, the 5 Disciplines will probably appear as common sense to most readers.The authors forcefully argue that innovation is what enables the world's inhabitants to choose between living in scarcity or abundance, and that the best guide to innovation in the post-industrial "Exponential Economy" is to focus on Customer Value Creation (CVC).This is a book for practitioners, not theorists, although the latter will find the models offered provide fertile ground for validation and refinement.For the practitioner, the 5 Disciplines unfold in short, easy-to comprehend chapters that invite immediate application to one's current place of employment.Sprinkled liberally in the 300+ pages between the covers are suggestions for immediate application of a principle just presented and short stories that illustrate the authors' practical experience in putting their proposals into action.While SRI is most likely a place very unlike any firm at which you've ever worked, the book's slight bias towards fundamental research and innovation (vs. incremental product enhancement) entices the reader to always think first about what's most important.To, as the authors suggest in the early pages, put your innovative energy into new pain killers, not vitamins.At the end of the day, you want the results of your innovation to alleviate real pain, to not be just a genericundifferentiated "nice-to-have".This book is an excellent guide to anyone, or organization, ready to sign up to this goal.

This is a BAD book on innovation
This is a BAD book on innovation
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Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Case studies    5. Corporate & Business History - Strategies    6. Creative ability in business    7. General    8. Management    9. Management - General    10. Marketing - Research    11. Nanotechnology    12. Organizational Behavior    13. Organizational Behavior In Business    14. Organizational effectiveness    15. Technological innovations    16. Business & Economics / General   

Reviews (70)

Read it in One Night
There aren't many eBay books that are entertaining but this one was. Lots of good stories to keep you interested, and when all is said and done there's a lot of good information here on creating auctions and really thinking like a seller. Somewhat self-promotional, buy hey the guy's a success story.

Enthusiasm is contagious, but Ginsberg has much to gain
This book is fun and well written, but it started to sound a lot like Network Marketing books I'd read in the past, and when I first sniffed the aroma of Ginsberg's intent to sell me ebay tools, I was a bit dismayed...okay, he's got more than one agenda. I agree that there is A LOT of repeition, but maybe that's a good thing.. .it sinks in. However, Ginsburg's writing gives the feeling sales are really hot on Ebay...and that if you put stuff upyou're very likely to sell it. Maybe, maybe not. Halfway through the book I went online to check the seller listings... as he suggests....and I was pretty mollified to see just how much goes UNSOLD on EBAY every day.Putting those stats side by side would be a bit sobering, I think. I love to buy on ebay, I've tried to sell a few things without much luck (except new books.)YOu have to spend more to sell more and I've been stingy.. so with his help, I plan to experiment a bit...but I have no doubts this is not as easy as his enthusiasm makes it sound. But when you're making millions, I guess it's easy to get enthusiastic, especially if that sells more books and more software.Now I'm looking for a book that says... yes, you can, BUT!:-)

Lots of information for the beginner.
There is a lot of information to get you excited about starting to buy/sell on Ebay.A tiny bit too many "stories", but excellent source of the basics.Just be sure to flag pages as you go to reference and your start up will be much easier.Just attended Ebay 101 class ($95) and much of the stuff I had already learned from this book.Definitely worth the price of the book. ... Read more

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. E-Commerce - Internet Marketing    5. Industries - Retailing    6. Internet - General    7. Internet auctions    8. Management    9. New Business Enterprises    10. Sales & Selling - Techniques    11. Small Business Management    12. Small business    13. eBay (Firm)    14. Business & Economics / E-Commerce / General    15. Business & Management    16. World Wide Web (WWW)   

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Sales    5. Sales & Selling - General    6. Sales & Selling - Techniques    7. Selling    8. Business & Economics / Sales & Selling    9. Sales & marketing   

Reviews (23)

Excellent Introduction But Too Consumer Focussed
Without a doubt, this is the difinitive book on the art of account planning. Having been an account planner myself, I can assure you that no other book comes close in terms of providing 1) an overview of the discipline 2) a realistic account of how planning functions in everday situations within the agency 3) is done in an extremely readable and clear format unlike many other advertising strategy/research books which are more strategic textbook. Steel's book reads like a biography which is a testiment to his skill as a writer and as a planner.
HighlyRecommended!
Successful ad campaigns are not linear developments where a business need meshes straightforwardly with an effective creative approach and actually produces successful tangible results. Instead, building memorable, provocative advertising campaigns is such a complex, political task, both rational and emotional, that a successful campaign is a wonder. Veteran advertising expert Jon Steel contends that building a good campaign is the common sense responsibility of the account planner - the new nexus of the consumer, agency creative staff, client and researchers. Steel shows the pitfalls of misguided research and creative arrogance as he explains that a good business-oriented account planner can help produce wonderfully effective, often simple, ad campaigns. His witty, erudite book concludes with its best case study: a look inside the successful "Got Milk" campaign for the California milk industry. We recommend this book to those who buy and sell advertising and to anyone working at an ad agency.

Best book on account planning we've seen yet.
Another Outsource Marketing firm favorite! Read more

Subjects:  1. Advertising    2. Advertising & Promotion    3. Advertising agencies    4. Advertising campaigns    5. Business & Economics    6. Business / Economics / Finance    7. Business/Economics    8. Customer services    9. Marketing    10. Planning    11. United States    12. Business & Economics / Advertising & Promotion    13. Sales & marketing management   

Reviews (3)

Get correct edition
Amazon's listing for this book is very confusing....as seems to often be the case with Amazon. The 5th edition was released in 2003 (ISBN # 0072553928) and the 4th edition was released in 2001 (ISBN # 0072497017). Vastly different books and more care by Amazon should be given when listing books. It can be done.....Barnes and Noble does it at their website.
Basic introduction with a few bright spots
This book serves as a basic introduction to retail, though it often feels like "baby talk".It basically describes, without much analysis, the types of policies retailers adopt in several areas including merchandising, inventory management, ordering, HR, finance, store layout, etc.Good as a reference to what others are doing, but not at the cutting edge of retail.

A realistic review of Retailing....
RMgmt is a great book with valuable case studies from people with REAL experience.Read more

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Entrepreneurship    5. Industries - Retailing    6. Retail Management    7. Sales & Selling - Management    8. Business & Economics / Marketing / General    9. Sales & marketing   

Reviews (10)

The One Source
If you only buy one Branding book this is the bible. Wow, the price on the second edition has gone way up.

Well Updated with Lot of Cases and Interesting Stuff
Brand building is important
The author gives out three main ways to build brand equity, and describes a new way of thinking about integrated marketing. Also, we can know whether than brand building is good or not. The branding strategy should be adjusted with change in place. ... Read more

Subjects:  1. Advertising & Promotion    2. Brand name products    3. Business & Economics    4. Business / Economics / Finance    5. Business/Economics    6. Management    7. Marketing - General    8. Business & Economics / Marketing / General    9. Sales & marketing   

Reviews (13)

This Book is Alright
Being an avid reader of Event Planning literature, I must say that this book is alright.

Packed with Knowledge!
Details, details, details. That's really what successful event planning is all about, and that's the key to this very successful event-planning manual. Author Judy Allen notes, lists, copes with and gives an example of virtually every detail in planning anything from a sedate corporate event in a major city to a huge celebration on a remote island. She provides examples galore plus tips, questions and answers, sample cost sheets and schedules. How much floor space does a person need to be comfortable in a tent? Answer: 20 square feet. How many bathrooms should be available for a party? Answer: One per 75 guests. And don't forget to ask about the stemware, adequate parking and even the photographer's back-up camera battery. This author seems to have thought every contingency, as the book's ambitious title promises. Her one glaring omission is that she does not include the party planner's fee - our guess is that she'd be worth it. We highly recommend this well-organized, very practical book to all event planners. Don't send out press releases for your party without consulting Judy Allen.

Great book
This is a great book for anyone interested in working in the event planning field. ... Read more

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business Communication - Meetings & Presentations    4. Business Etiquette    5. Business/Economics    6. Congresses and conventions    7. Customs & Traditions    8. Meetings    9. Planning    10. Special Business Operations    11. Special events    12. Budgeting & financial management    13. Business & Economics / General    14. Public relations    15. Service industries    16. Business Communication - Meeting Mechanics    17. Hospitality, Travel & Tourism    18. Entertaining - Party Planning   

Editorial Review

To listen to its proponents, network (or multilevel) marketing is the greatest thing since sliced bread: top performers earn $1 million a month, reside in alluring places like Aspen and Kauai, and still find quality time to happily raise children and lovingly cement spousal relationships. Contending that those who fail to make it that far are ill prepared for the initial challenges they face, Mark Yarnell and Rene Reid Yarnell--married network marketers who are among the industry's leaders, as well as members of a University of Illinois faculty that teaches the only college-certified course on the subject in the U.S.--have written Read more

Reviews (67)

A Must Read for People in Network Marketing / MLM
As is commonly said, the fastest way to achieving what you want is to follow the path of those who have been there and done that. This book lays out how the business should be pursued - by the author who walks the talk. Learning the concepts/strategies and putting them into practice will be the fastest way to success in the network marketing industry. I also recommend "The Greatest Networker in the World" and its sequel "Conversations with the Greatest Networker in the World" by John Milton Fogg.
"Your first Year in Network Marketing"
I'm halfway through reading this book and my first reaction is:Finally, I found a book that really tells you how it is.It's a very good validation for people who are new to network marketing and aren't too sure if it's for them or not.It's also a very good motivator.I would recommend it any time!

Your First Year In Network Marketing
This book is fantastic,it spells out all the things that you will run into your first year as a network marketer. From the belief in does this really work to the dreamstealers that will beat you down. This is recommended reading for anyone getting into or already in this field. I give it five stars. Larry R. ... Read more

Subjects:  1. Business & Economics    2. Business/Economics    3. Careers - Other Specific Fields    4. Careers / Job Opportunities    5. Entrepreneurship    6. Marketing    7. Marketing - Multilevel    8. Multilevel marketing    9. Advice on careers & achieving success    10. Business & Economics / Marketing / Multilevel    11. Sales & marketing   

Editorial Review

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.Read more

Reviews (126)

Selling the Invisible: The Art of War
Harry Beckwith's Selling the Invisible reminds me of Sun Tzu's The Art of War in that it is not so much a manual on its subject as it is a primer on how to think about its subject. Knowing nothing of service marketing when I started to read it, I found many of its precepts counterintuitive (selling relationships?) but with the numerous examples aided by my own observation of the things Beckwith talks about, my eyes were opened in a way Sun Tzu's first readers must have been. Beckwith understands the core of service marketing is the service itself and focusing on the consumer's needs, not clever marketing designed to separate the customer from his cash or dazzle him with an empty sales pitch for unwanted products (take notice, Apple). This relationship to the customer and understanding his or her needs defines the successful business and indeed IS the successful business. Beckwith illustrates this with many practical strategies relevant to any service business.

Don't Buy This Book!
Terrible is all I can say.This author breaks every rule he suggests to you.The introduction is boring.It is small story chapters with a bold sentence or two at the end.These are the principles he is suggesting.You can read these bold sentences in less than 30 minutes.Don't bother to buy this book.

A must-have book for anyone involved in marketing and selling
This book is a real page-turner. (My copy is dog-eared with notes written in margins and post-it notes stuck on 11 different pages.)Harry Beckwith is a marketing genius. One quote I have used over and over again in presentations:"People who say, 'The businesses in our industry are basically alike' should recognize a human trait.People feel a need to justify their buying decisions, so they look for differences upon which to base their decisions. What does this mean to a company in an industry of lookalikes?It means that the more alike two products are, the more important each difference becomes."So very true.
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Subjects:  1. Advertising & Promotion    2. Business / Economics / Finance    3. Business/Economics    4. Marketing    5. Marketing - General    6. Service industries    7. Business & Economics / Sales & Selling    8. Sales & marketing   

Reviews (8)

How To Frame Corporate Strategy Methodically
Jay B. Barney has written an enduring, understandable user's guide to corporate strategy that is a must read for any business student.Barney helps would-be business leaders frame their strategic decision-making process.Barney first explains to his audience the concepts of strategy and performance, and their relevance to the corporate organization both internally and externally.Barney then explores the different strategies that the corporation can adopt in dealing with its competitive environment: Cost leadership, product differentiation, tacit collusion, and alliances.The author does a very good job in demonstrating to his readers that the four strategies are not mutually exclusive but occasionally complementary.Finally, Barney explores how a company can structure itself across markets over time.He successively addresses the issues of integration, diversification, mergers and acquisitions, and globalization.Gaining and Sustaining Competitive Advantage has been one of the most influential business textbooks that I have ever been asked to read.

How To Frame Corporate Strategy Methodically
Jay B. Barney has written an enduring, understandable user's guide to corporate strategy that is a must read for any business student.Barney helps would-be business leaders frame their strategic decision-making process.Barney first explains to his audience the concepts of strategy and performance, and their relevance to the corporate organization both internally and externally.Barney then explores the different strategies that the corporation can adopt in dealing with its competitive environment: Cost leadership, product differentiation, tacit collusion, and alliances.The author does a very good job in demonstrating to his readers that the four strategies are not mutually exclusive but occasionally complementary.Finally, Barney explores how a company can structure itself