Book Description
The 11
th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe. Thoroughly updated and streamlined, Principles of Marketing tells the stories that reveal the drama of modern marketing, reflecting the major trends and forces that are impacting this dynamic and ever-changing field.
Topics include: the marketing environment, managing information, consumer & business buyer behavior, segmentation, targeting, and positioning, branding strategies, distribution channels, advertising and sales promotion, direct marketing, and the global marketplace.
An excellent tool for anyone in marketing and sales, whether self- or corporate- employed.
Customer Reviews:
Principles of Marketing continues its tradition of being the best. Reviewed by: Adam Platts.......2006-09-28
Principles of Marketing by Philip Kotler continues to be an excellent marketing reference. The 11th edition (2005) is an impressive example of good organization and instructional thoughtfulness. Principles of Marketing is an excellent, enjoyable, and practical book that sheds light on what marketing really means in the US and Global environments.
Reviewed by: Adam Platts, Northridge
Very Helpful !!.......2005-10-24
Highly recommended for those who are new to Marketing.
There are so many examples which help to understand the theories much more easier.
MKT 301 - Textbook.......2005-09-06
The same great quality of a hardback in a paperback for less then half the price. Who can beat that?
Principles of Marketing by Philip Kotler and Gary Armstrong.......2005-08-05
I have used Principles of Marketing by Philip Kotler in my university days of the 1980s when I was learning the basics of marketing. It is gratifying to note that my favourite marketing reference book has been kept up to date. The latest international edition, the 11th edition (2005) is really the top quality book that one would expert of Kotler and his colleague.
"Principles of Marketing" is an excellent textbook on the current marketing trends. It is an enjoyable and practical book. After reading the book, one will really understand that marketing is all about understanding the customer needs and finding solutions that delight the customer. The reader will come to appreciate that marketing is a philosophy of doing business for those organisations that are going to thrive in the current highly competitive global markets.
This delightful book should be very useful for both newcomers to marketing and for those like me who studied marketing years ago and are at the risk of being left behind by the current marketing trends that exploit the vast opportunities presented by the internet.
Book Description
This accessible, streamlined introduction to marketing by two of today's best-selling marketing authors helps users master the basic principles and practices of modern marketing in an enjoyable and practical way.
The new edition is an even more effective text than its predecessors: it is complete, easy to manage, and explains how marketing affects the big picture in business and influences specific company divisions like accounting, information technologies, finance, operations, and human resources. Updated to present the latest marketing thinking, it builds upon a framework which positions marketing as the art and science of creating value for customers in order to capture value from customers in return.
An excellent resource and tool for those employed in the field of marketing and sales; especially helpful for employees of global companies.
Customer Reviews:
always as a reference and as a guide.......2007-05-15
My Profile. 43 yo (and getting beter) beginer enterpreneur
being in sales its easy to forget the big picture and jump to the marketing context frame, where sales is a thoughtout consecuence
this book is fundamental and complete for all this those issues you are faced to deal in your everyday life... I am focusing this review on those technical product and services taht do ot fit the mass marketing comcepts, still the fundamental are here
pleanty of diagrams and case studies.
Confusing.......2006-06-19
I have been teaching second year university business students (4-year program) and for the past three semesters have been using this book (7the edition international). Hopefully, this will change soon. Although the examples are interesting and the illustrations are understandable, I found that it was very unhelpful of the text to keep writing things like "products and services" when I had just finsihed explaining that services are actually a type of product. Another similiar example was the use of "marketing and advertising".
The lax use of terminology in a text which is supposed to be an introduction to the subject was surprising. After all, this is where they are supposed to learn the basics on which to build, and use of the correct terms is vital.
Relatively good textbook.......2005-12-18
Kotler and Armstrong always produce lucid, succinct books on Marketing and Marketing Management. As a lecturer in the Business/Management area, I use these books in the course of my work.
The content is good, with a lot of diagrams and flow charts, and the case studies are many, which isn't a bad thing, as it puts some of the principles into a realistic context.
As for being boring- well, it's a text book!!! I'm sure there will be an 'Idiot's Guide to Marketing' out soon, which may satisfy the more facile of readers.
You listed the wrong edition.......2005-10-04
The edition you sent me was the 6th edition, not the 7th. I think you need to clarify in the future on the exact edition, even if the SKU number is the same.
Marketing Book.......2005-09-08
This was a very good deal on a book that is in good condition. It would have been nice to know that it was the International Version, but it is the same quality as the US version, so this was not a problem.
Book Description
Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, by Belch and Belch, is the number one text in the Advertising market. As the field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies, marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, (the theme of the text), catapults the reader into the business practices of the 21st century.
Customer Reviews:
Good intro to IMC.......2005-09-22
I am reading this book for a Marketing class and I love it. I have used other books by the authors and they are very good. It's a good read and not to boring. You can tell the authors make an attempt to keep the material relevant.
From a Marketing Student.......2002-11-24
One of my marketing classes is using this book. I have experienced so much PAIN reading this book that I have to give it a 3 star to release my frustration. The chapters are extremely long. The overall concept of the book is good. There are also interesting facts and exhibits, but sometimes the book keeps repeating itself. For example, in Chapter 16 Sales Promotion, the authors talk about consumer franchise-building promotions. The same concept appears later on in the chapter over and over as individual paragraphs. I understand that a lot of the marketing concepts are interrelated, but they can be expressed much more efficiently.
Extensive in theory but current and entertaining.......1999-11-10
This book is theoretical and full of examples of applied theories of advertising. It is presently being used at an AACSB accredited University in the Marketing department and students do enjoy it because of its current content and entertaining format.
An awesome book!.......1999-09-28
I have just completed reading Advertising and Promotion: An Integrated Marketing communications Perspective by Belch and Belch. I found it to be the best source of information available on this topic. The text is extremely comprehensive, yet very interesting to read. At my job as a marketing director, this book is invaluable. I strongly recommend it to anyone who wants to learn how to develop an integrated marketing communications plan. I will also suggest it to my advertising agency.
Book Description
In this revised edition of her best-seller, noted sales consultant Linda Richardson offers salespeople the tools they need to successfully use customer-focused, dialogue selling. Featuring real-world dialogue samples, helpful dos and don’ts, self-tests, checklists, and other useful tools, this guide offers insight on every aspect of face-to-face selling, from the initial introduction through the needs identification and the negotiation of terms and price to the successful close, with prime emphasis on the six critical skills necessary to the dialogue-driven sales call: presence, rapport building, questioning, listening, product positioning, and checking.
Download Description
In this revised edition of her best-seller, noted sales consultant Linda Richardson offers salespeople the tools they need to successfully use customer-focused, dialogue selling. Featuring real-world dialogue samples, helpful dos and don'ts, self-tests, c
Customer Reviews:
Great advice (if you can assimilate it).......2001-05-25
The problem with any "how to sell" book like this is, until you can integrate the advice given here so that it comes naturally to you, you will sound as mechanical and forced as some of the "tellers" Richardson criticizes. I used to sell big-tiicket business-to-business, and I can say the advice here is timeless: engage your customer, identify what your customer's needs are and position your product so that the customer realizes that your product meets their needs. Of course, if the customer doesn't need your product, then maybe you need to learn some of those "hard-ball sales" techniques (or find a better product!). No amount of customer empathy, listening, or product positioning will help you overcome a customer-product mismatch. Which brings me to a point: although Richardson argues against this, I think playing hardball has a place in negotiations; remember, the party you are negotiating with doesn't always have to feel warm and cozy inside in the process. A true persuader will know when to be soft and fluffy and when to apply the pressure.
Also, the whole paradigm-replacement languuage ("we are moving into a new age of selling...") is corny. The advice Richardson is giving is not new or revolutionary, as she claims. But she has succeeded in organizing a lot of really good sales principles in a clear and coherent way which can easily be appreciated by readers.
I read this book together with Richardson's "Selling by Phone" and frankly, one is just a rehash of the other. Richardson copied entire paragraphs from one in writing the other. So save your money and buy just one of the two. But if you are an accidental salesperson, or even if by trade you are not a salesperson but you are occasionally called upon to negotiate (maybe you are a lawyer or a manager) Richardson's books will be a refreshing introduction to the discipline of negotiation and persuasion.
excellent, customer oriented common sense.......2000-07-08
After reading plenty of those "say what I say, exactly as I say it" sales books, none of which I found truly helpful out in the field, this book was like a breath of fresh air. Easy to read and easy to adapt to personal styles it is a treasure trove of good advise. If you actually care about your customers and want them to return to you on a regular basis, this is the book for you.
should be a textbook for sales classes.......2000-06-09
From my many varied experiences, I realize that I just don't like selling, but when I was trying to bone up on my sales skills, I found this book to be the most useful. It is heads and shoulders above other books on the subject and it was so intersting that I probably read it cover to cover in a day or two. The advice is extremely practical and you are learning great principles of selling. You are not learning a bunch of closing dialogues that only work for the person who invented them. Easily digested, the principles allow you to adjust your approach in mid-sale because you are asking questions whose answers will tell you what you need to do or say next (positioning.) Tons of great info here. It should really be a textbook for sales classes.
Eye-opener and Instant Results Obtained.......2000-04-01
I manage a distributor sales force throughout the U.S. and Canada. After reading this book (actually WHILE reading this book) I applied the information and witnessed immediate success, as did my sales reps. The information is direct, common sense, well presented, easy reading and entertaining. It is not full of 'theory', but actual 'meat' that can be applied each day after reading even a chapter or two the night before. I am buying books for each of my reps and feel it is one of the best gifts I could ever give them. Well done!
Average customer rating:
- If you sell a non-tangible product or service, buy this book
- Short and Easy to Read
- Not your typical book on selling.
- Can't go wrong reading this one!
- Selling the Invisible: The Art of War
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Selling the Invisible: A Field Guide to Modern Marketing
Harry Beckwith
Manufacturer: Business Plus
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Amazon.com
The transformation from a manufacturing-based economy to one that's all about service has been well documented. Today it's estimated that nearly 75 percent of Americans work in the service sector. Instead of producing tangibles--automobiles, clothes, and tools--more and more of us are in the business of providing intangibles--health care, entertainment, tourism, legal services, and so on. However, according to Harry Beckwith, most of these intangibles are still being marketed like products were 20 years ago.
In Selling the Invisible, Beckwith argues that what consumers are primarily interested in today are not features, but relationships. Even companies who think that they sell only tangible products should rethink their approach to product development and marketing and sales. For example, when a customer buys a Saturn automobile, what they're really buying is not the car, but the way that Saturn does business. Beckwith provides an excellent forum for thinking differently about the nature of services and how they can be effectively marketed. If you're at all involved in marketing or sales, then Selling the Invisible is definitely worth a look.
Book Description
The transformation from a manufacturing-based economy to one that's all about service has been well documented. Today it's estimated that nearly 75 percent of Americans work in the service sector. Instead of producing tangibles--automobiles, clothes, and tools--more and more of us are in the business of providing intangibles--health care, entertainment, tourism, legal services, and so on. However, according to Harry Beckwith, most of these intangibles are still being marketed like products were 20 years ago.In Selling the Invisible, Beckwith argues that what consumers are primarily interested in today are not features, but relationships. Even companies who think that they sell only tangible products should rethink their approach to product development and marketing and sales. For example, when a customer buys a Saturn automobile, what they're really buying is not the car, but the way that Saturn does business. Beckwith provides an excellent forum for thinking differently about the nature of services and how they can be effectively marketed. If you're at all involved in marketing or sales, then Selling the Invisible is definitely worth a look.
Download Description
You can't touch, hear, or see your company's most important products. . . . So how do you sell, develop, make them grow? That's the problem with services.
This "phenomenal" book, as one reviewer called it, answers that question with insights on how markets work and how prospects think. A treasury of hundreds of quick, practical, and easy-to-read strategies, Selling the Invisible will open your eyes to new ideas in this crucial branch of marketing, including:
*Why focus groups, value-price positioning, discount pricing, and being the best usually fail
*The vital role of vividness, focus, "anchors," and stereotypes
*The importance of Halo, Cocktail Party, and Lake Wobegon effects
*Marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of the Matterhorn
*Dozens of proven yet consistently overlooked ideas for research, presentations, publicity, advertising, and client retention . . . and much more.
Based on the author's twenty-five years of experience with thousands of business professionals, this book delivers its wisdom with unforgettable and often surprising examples--from Federal Express, Citicorp, and a growing Greek travel agency to an ingenious baby-sitter, Fran Lebowitz, and the colors of oranges and lemons.
The first guide of its kind and a book already causing a sensation in the business community, Selling the Invisible will help anyone marketing a service, a product, or a career. Read it, and you almost certainly will understand why two advance readers call it the best book on business ever written.
Customer Reviews:
If you sell a non-tangible product or service, buy this book.......2007-08-06
It is much easier to sell a book than it is to sell life insurance. Why? Because the customer can hold and touch and see the book. You can't hold, touch or see insurance. (The policy is not the insurance.)
Beckwith understands selling intangibles better than anyone and he tells how in this book. It is in my top ten of business and marketing books for people who sell services. Even if you sell products, you will learn some valuable information. Well worth the money.
Short and Easy to Read.......2007-05-17
This book was suggested reading by our Marketing Department. As an Engineer, I decided to read it to find out more about marketing. The book was easy to read and understand. It summarized the basics of good client service. Most things were obvious, but probably not done nearly enough. For example, the book recommended thanking your clients as often as possible.
Not your typical book on selling........2007-03-07
This is one of the best books I have ever read on the subject of selling a service or services.
My company is a small-time operation. I own a computer service and repair business. Essentially, I am the company. That's why this book is perfect for me.
Beckwith's guide taught me what is most important about what I do and how to focus on that, and then sell it. It also showed me what customers look for, what they don't care about, and the benefits of knowing these things.
If I could go back in time and give myself a copy of this book when I was just starting out, my income would probably be double what it is today. Simply purchasing this book and making a few minor changes has already made a huge difference the bottom line.
Can't go wrong reading this one!.......2006-12-27
This is another one of those classics. The fundamental message is timeless, and while some of the companies mentioned have changed the lessons behind the stories are still relevant. The book is made up of a series of anecdotes that each delivers a punch, consisting of good solid advice. Harry was ahead of his time offering insights on the "new" world of service in 1997 when the book was published, and offering that even service companies have brand equity to care for. There are good essential marketing skills included here that many of us may have forgotten. I reread this book again recently and was reminded of a few things that are worth re-applying to my own marketing efforts and the work I do for clients. You can't help but become a better marketer after reading this.
Selling the Invisible: The Art of War.......2006-09-05
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.
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
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.
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:
Good Primer for Marketing People.......2007-10-10
This is a good fundamental description of different marketing measurments. These metrics used to be taught to people in the business as they worked their way up the ranks. Unfortunately, today there is virtually no marketing training being done at most organizations. This book can help those people who want to know how to look at a marketing from a more analytical basis and do a better job at managing the marketing for their company. I have already given it to two clients to help them do their job better.
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.
Books:
- Principles of Marketing (Principles of Marketing)
- Principles of Marketing (Principles of Marketing)
- Professional Practice for Interior Designers, 3rd Edition
- Professional Practice for Interior Designers, 3rd Edition
- Professional Practice for Interior Designers, 3rd Edition
- Public Relations Kit for Dummies
- Public Relations: Strategies and Tactics (8th Edition)
- Rebuilding Brand America: What We Must Do to Restore Our Reputation And Safeguard the Future of American Business Abroad
- Restaurant Franchising
- Restaurant Franchising
Books Index
Books Home
Recommended Books
- Balancing Your Family, Faith & Work
- Rich Dad, Poor Dad: What the Rich Teach Their Kids About Money--That the Poor and Middle Class Do No
- Guns N' Roses: The Band That Time Forgot: The Complete Unauthorised Biography
- Ethics in Counseling and Psychotherapy: Standards, Research, and Emerging Issues
- Marketing Management
- Schaum's Outline of Principles of Accounting II
- Lonely Planet Ethiopia & Eritrea
- Accounting systems and practice in Europe
- Globalization and Urbanization in Africa
- Experimental Methods in Biophysical Chemistry
Building Strong Brands
Marketing Management (12th Edition) (Marketing Management)
Managerial Accounting
Psychology in Perspective (3rd Edition)
Principles of Accounting
