That's Right. YOU.
You've got a problem.
You've got a product that's not first in its class.
It's not even second.
You've got to find a way to market that product.
What Are You Going To Do?
You're going to read this book, that's what.
Let's face it. There comes a time in the life of every business when a product or service does not sell up to expectations.
Maybe your product is outmoded. Or hasn't been positioned correctly. Or is competing in a crowded market. Whatever the reason, "Ice to the Eskimos" is dedicated to helping you reclaim that lost ground. It's about taking a product or service and turning it into a winner. If you've got a product that is "not" the best in its field, then you will love "Ice to the Eskimos." Take the principles Jon Spoelstra writes about and run hard with them--you'll be amazed by the results.
Written by the former president of the hapless New Jersey Nets, Jon Spoelstra is the man responsible for tripling that team's lagging revenues in just three years and increasing the season-ticket holders base by 250 percent. This guy knows what he's talking about. What everyone else had seen as a lost cause, Spoelstra saw as an outstanding opportunity to reawaken a tired and beaten product to achieve unprecedented profitability.
Not just for sports marketers, this lively, entertaining book successfully makes the jump from sports to whatever your product may be. The techniques Spoelstra perfected while working for teams in the NHL and NBA--from innovative packaging to image overhaul--apply to "any" product in "any" company. The numerous winning examples are sure to make "Ice to the Eskimos" a must-read for anyone with a product or service to sell.
"Ice to the Eskimos" is sure to be an instant marketing classic. It will show millions of readers how to market their product...sometimes even after they've given up hope. By using the powerful techniques in this book, you too can learn to achieve the impossible and market ice to the Eskimos.
"A superb book. I couldn't put it down. I kept quoting it to everyone I ran into. Spoelstra knows his stuff and has a proven, no-baloney message for all of us."-- Tom Peters, author of "In Search of Excellence"Spoelstra has a very creative marketing mind. Everyone can learn something from reading his book."-- Philip H. Knight, chairman and CEO, Nike"There are so many fresh marketing ideas...that it will jump-start any company, whether it be a two-person lemonade stand or mega corporation."-- Harvey Mackay, author of "Swim with the Sharks Without Being Eaten AliveFor people who buy tickets to games--and sometimes wonder why they do it--this book is a revealing look at how your favorite team tries to get into your pocket, or at least, how it should be trying to get into your pocket."-- "Portland Oregonian"I was blown away with many of the fresh new marketing approaches this book offers, and equally impressed with its witty and entertaining style. This will become the bible for any person looking to grow his or her business."-- Joseph Sugarman, Chairman, BluBlocker Corporation"Joe Spoelstra is the Doctor J of sports marketing, a man who actually got people to buy New Jersey Nets tickets. In this new book...he puts on display his most dazzling moves."-- John Helyar, co-author, "Barbarians At The Gate"Joe Spoelstra (is) the top marketer in the world, in or out of sports. Reading his book is like getting a PhD in real-world marketing."-- Pat Williams, founder, The Orlando Magic
|Jump-Starting out of Hell||p. 1|
|Ulysses, You, and Me||p. 9|
|The Quick Fix Silver Bullet||p. 25|
|Ah So Desu (It is so, it is so.)||p. 44|
|New Customers from Heaven||p. 55|
|Paying Bonuses for Mistakes||p. 71|
|Innovate, Innovate, Innovate, and When You're Tired, Innovate Some More||p. 82|
|Creating Your Own Terrorist Group for Innovation||p. 97|
|The Jump-Start Golden Rule||p. 109|
|You Can't Jump-Start from an Ivory Tower||p. 121|
|Marketing to a Segment of One||p. 138|
|Cheap Is Good, but Free Is Better||p. 153|
|I'll Be Your Friend for Another Year||p. 164|
|The Secret Weapon||p. 182|
|An Offer They Can't Refuse||p. 199|
|1,000 Widow Ladies||p. 214|
|Choose Which Customer to Dump||p. 226|
|When Will You Stop?||p. 240|
|Is it Fun?||p. 252|
|Table of Contents provided by Blackwell. All Rights Reserved.|
Number Of Pages: 288
Published: 9th May 1997
Publisher: HarperCollins Publishers Inc
Country of Publication: US
Dimensions (cm): 21.6 x 14.7 x 2.8
Weight (kg): 0.37