The SPIN Selling Fieldbook

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.

Hope Is Not a Strategy: The 6 Keys to Winning the Complex Sale

Average customer rating:

Love the title.....
Hope is Not a Strategy
great book!
The best book on the complex sale I've read
Hopeful Strategy

Hope Is Not a Strategy: The 6 Keys to Winning the Complex Sale
Rick Page
Manufacturer: McGraw-Hill
ProductGroup: Book
Binding: Paperback

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Make Winning a Habit: 20 Best Practices of the World's Greatest Sales Forces
Mastering the Complex Sale: How to Compete and Win When the Stakes are High!
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The New Strategic Selling: The Unique Sales System Proven Successful by the World's Best Companies

ASIN: 0071418717

Book Description

"No longer is being 'a good closer' the basis of sustainable success. Instead intakes the kind of strategic thinking Rick Page outlines inHope Is Not a Strategy."--Geoffrey Moore, author of Crossing the Chasm and Inside the Tornado

Master of the complex sale, Rick Page is the author of the bestselling book, Hope Is Not a Strategy, and one of the most sought-after sales consultants and trainers in the world.

He has taught his breakthrough selling strategies to thousands of people in 150 companies across 50 countries--an amazing platform that has helped his message spread like wildfire. This paperback edition of Page's runaway sales bestseller schools readers in Page's simple, six-step process for making the sale--no matter how complex the deal or how many people are involved in the buying decision.

Integrating the winning selling strategies used by the world's top salespeople, Page shows readers how to:

Identify and sell to a prospect's business "pain"
Qualify a prospect
Build competitive preference
Define a prospect's decision-making process

Customer Reviews:

Love the title............2007-10-17

I have been using that line for years..."Hope is not a strategy" I recently purchased this book on a longgggg layover at SFO. (It was time well spent) You would be amazed at how many salespeople go into a sales call without a strategy or work on a deal for months to realize they are not at "Power" The principles in this book are truly a "Field Guide" to successful solution selling, and will save you many hours of on the Job training.

Happy Selling!

Hope is Not a Strategy.......2007-05-07

What great insight into the real world of complex decision-making. I now see in such complex sales that the process is to work with the client on the larger issues, not wait until an RFP is done -- because you are then too late. Well worth the time to read.

great book!.......2007-01-28

there r a lot of sales books. but this book deal with B2B and hi-tech sales. very clear, describe the situation well and improve the performance. it's a must to all sales, marketing and marcom managers of hi-tech companies.

The best book on the complex sale I've read.......2007-01-16

This book hits the nail right on the head regarding the complex sale process and what it takes to be successful in a complex selling situation. Like all selling books, it starts a little slow and dwells in obvious theory for the first 4-5 chapters and has a system named with an acronym. But those flaws aside, the last two-thirds of this book has some absolutely great selling concepts. I bought this book for the ten sales reps who report to me, and a lot of the terminology in the book has found its way into our daily vernacular. I firmly believe if you follow the concepts in this book faithfully, success in complex selling is much more likely than using any other selling concepts that I've seen.

Hopeful Strategy.......2006-11-15

Well...at the end of the day there IS a little hope involved, but if you did not work the strategy in this book for your complex sale, hope is all you got. When you are on the complex sale, you have this book and Mahan Khalsa's approach that blend together for a neat toolkit. I've had the opportunity to be part of a presentation from one of the principals at The Complex Sale and saw the tools in this book in action. Happy Selling & Good Luck!

Average customer rating:

Positioning: The Battle for Your Mind, 20th Anniversary Edition (Purchased on 09/04/2007)
Got inspired!
The best book ever on marketing/advertising/brand management
The importance of perception
outdated

Positioning: The Battle for Your Mind
Al Ries , and Jack Trout
Manufacturer: McGraw-Hill
ProductGroup: Book
Binding: Paperback

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The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!
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The New Positioning: The Latest on the World's #1 Business Strategy

ASIN: 0071373586

Book Description

Positioning, a concept developed by the authors, has changed the way people advertise. The reason? It's the first concept to deal with the problems of communicating in an overcommunicated society. With this approach, a company creates a 'position' in the prospect's mind, one that reflects the company's own strengths and weaknesses as well as those of its competitors. Witty and fast-paced, this book spells out how to position a leader so that it gets into the mind and stays there, position a follower in a way that finds a 'hole' not occupied by the leader, and avoid the pitfalls of letting a second product ride on the coattails of an established one. Revised to reflect significant developments in the five years since its original publication, Positioning reveals the fascinating case histories and anecdotes behind the campaigns of many stunning successes and failures in the world of advertising.

Customer Reviews:

Positioning: The Battle for Your Mind, 20th Anniversary Edition (Purchased on 09/04/2007) .......2007-10-05

I still haven't received my purchase, so reviewing it will be a tad bit difficult...

Got inspired!.......2007-09-21

I've got inspired from the basics in positioning. It delivers good examples of many American companies' positioing. I got inspired so that I can get my paper done very soon.

The best book ever on marketing/advertising/brand management.......2007-09-13

I make every new employee read Positioning no matter what their job description because it is really a book about the "battle for the consumer's mind", and that battle is waged in every department of every organization.
Positioning is the rule book for marketing success and the great thing is all the examples. Yes they are somewhat dated, but they make the rules easy to understand.
This is the book nobody at Ford read before they redisigned the Taurus from number 1 in sales to a hole in the ground.
If you work in brand management or advertising you must read this book. It should be stashed in a "break-glass-get-book" thing at every exit of every ad agency.
If you are studying marketing at college, you should memorize every word in the book and major in something else, and come out with the equivalent of a double major.

The importance of perception.......2007-05-13

If there's one thing that makes Positioning a classic and something that should be on the reading list of any marketer is the fact that it highlights what is the core of any marketing- perception is reality. It doesn't matter how good your product `really' is, or how hard you try, what matters is how your target perceives you vs competition. That basic truth, and how you could occupy the most desired position in the target's mind is the crux of this book. Perhaps some of the examples could get updated, but bottom line, this is the definitive book to read for any aspiring marketer.

- Mainak Dhar, author, Brand Management 101: 101 Lessons from Real-World Marketing

outdated.......2007-03-30

Positioning makes a few basic points that are helpful for someone who is not familiar with marketing basics. However, the examples are so outdated that some now disprove the authors' arguments. The more detailed chapters make less sense in an electronic culture. This book is really only useful now for those broad, basic ideas in the first chapters.

Average customer rating:

The modern view of branding
Simple, Straightforward, Sensational
Considerations for Brand-Building
perfect
Must have for Corporate/InHouse designers

The Brand Gap: Expanded Edition
Marty Neumeier
Manufacturer: Peachpit Press
ProductGroup: Book
Binding: Paperback

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ASIN: 0321348109

Book Description

The second edition features a 220-term brand glossary and a premium softcover binding.

THE BRAND GAP is the first book to present a unified theory of brand. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a âcharismatic brandââa brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn:

• a new definition of brand
• the five essential disciplines of brand-building
• how branding is changing the dynamics of competition
• the three most powerful questions to ask about any brand
• why collaboration is the key to brand-building
• how design determines a customer’s experience
• how to test brand concepts quickly and cheaply
• the importance of managing brands from the inside

FROM THE BACK COVER

Not since McLuhan’s THE MEDIUM IS THE MESSAGE has a book compressed so many ideas into so few pages. Using the visual language of the boardroom, Neumeier presents the first unified theory of brandingâa set of five disciplines to help companies bridge the gap between brand strategy and customer experience. Those with a grasp of branding will be inspired by the new perspectives they find here, and those who would like to understand it better will suddenly âget it.â This deceptively simple book offers everyone in the company access to âthe most powerful business tool since the spreadsheet.â

âThe surprise book of the year!â âJohn Moore, Fast Company

âThe first book on brand that seems fresh and relevant.â âRic Grefe, executive director of AIGA, the professional association for design

âA pleasure to read.ââDavid A. Aaker, author of BRAND PORTFOLIO STRATEGY and BUILDING STRONG BRANDS

âCuts to the heart of what brand is all about.â âSusan Rockrise, worldwide brand director, Intel

âRead this book before your competitors do!â âTom Kelley, general manager, IDEO

FROM THE INSIDE FLAPS

âA pleasure to read. THE BRAND GAP consistently provides deep, practical insights in a light, visual way. Discover the power of imagery and the role of research in building a heavy-duty brandâwithout the heavy-duty reading.â âDavid Aaker, author of BRAND LEADERSHIP and BUILDING STRONG BRANDS

âFinally, a book that cuts to the heart of what brand is all aboutâconnecting the rational and the emotional, the theoretical and the practical, the logical and the magical to create a sustainable competitive advantage.â âSusan Rockrise, Worldwide Brand Director, Intel

In THE BRAND GAP, Neumeier reminds us that the ultimate moment of truth for all brands is the customer experience. Customer perceptions trump our own perceptions.â âKurt Kuehn, senior VP of worldwide marketing and sales, UPS

âThis is not just another book on brand. This is the ONLY book you’ll need to read in business, engineering, and design school.â âClement Mok, design entrepreneur

âA well-managed brand is the lifeblood of any successful companyâand Neumeier shows us exactly how to do it. Read this book before your competitors do!â âTom Kelley, general manager of IDEO, co-author of THE ART OF INNOVATION

âTHE BRAND GAP couldn’t be more timely. Just when we’re at our most skeptical about corporate motives, along comes a book that shows how to evaluate and develop a brand in a straightforward and honest manner.â âDavid Stuart, co-founder of The Partners, co-author of A SMILE IN THE MIND

âMust-reading for anyone who wants to understand how their business strategy will succeed or fail when put to the ultimate test: âDo customers perceive a difference that’s desirable?’â âSteve Harrington, director of strategy and operations, Hewlett-Packard

âThe book slices like a hot knife through all the turgid, pseudo-academic nonsense that surrounds branding. It’s now on the course list for my graduate students, and new members of my team at Ogilvy get a copy with their training materials.â âBrian Collins, executive creative director, Ogilvy & Mather Worldwide

Customer Reviews:

The modern view of branding.......2007-09-15

if you want a quick and entertaining way of understanding what is a brand in the modern sense of the word, get this book. Even if you know already what "brand" and "branding" mean, this book will reset your brain into rethinking your business and where you are going with it. It is a must read for anyone involved in selling stuff or services out of an established franchise or license.

Simple, Straightforward, Sensational.......2007-08-23

Marty Neumeier has written two "whiteboard" style books both dealing with branding and innovation - this is the first one. By whiteboard style, Neumeier's book is light on written content, moderate on visual content and layout, and heavy on basic, important, sharp ideas.

The book covers 5 principles to help bridge the gap between strategic thinking and creative 'magic' and uses a variety of visual and written metaphors, examples, and logical knowledge to do so. If you are looking for a text-heavy, super explanatory, in-depth type of book, then this isn't the one for you. If you're looking to focus your mindset when it comes to innovative branding, this is a great, go-to book to get through in a short amount of time.

The two main things I liked about this book were the fact it actually followed a lot of its own principles in terms of how it was designed/set up etc. and it also packed a lot of universality into these generic yet focused, sensical tips.

Case in point...here is what you'll get out of the book if you are:

A Student/Novice in the Field: Students will love this book to help them review a lot of what's happening in marketing right now, and the 5 guiding principles can help them innovate at their future workplaces. The expanded edition of this book includes a 200 word glossary of advertising terms that'll also help students and novices talk the talk.

Agencies: will delight at the tests Neumeier asks you to go through when developing a brand, particularly graphically in the "icon/avatar" section. The real-life examples of successful businesses identify the longevity of the brands and how it is obtained, giving hints to marketing/advertising agencies how to get that same magic formula.

Businesses: whether small or large, this is a great book to have. If you have an internal promotions/marketing department, this book should be distributed to the head of your branding staff to help them focus your company's direction in the market. If you are the owner of a small business without an internal marketing department, this book can help introduce you to the fundamental principles of branding that you can then discuss with an external agency.

Overall a great quick read that kept me hooked, never bored, and always thinking. The summative list of the main topics discussed throughout the book at the end was extremely helpful, although the glossary was kind of out of place as half the words in the glossary aren't used in the text. Probably helpful for beginners in the ad industry though.

Considerations for Brand-Building.......2007-08-19

Fantastic, a quick-read with deep insights, packed with timeless, necessary wisdom anyone who sells anything will benefit from reading. The Take-Home lessons in the back are a bonus (bullet points from the book), and the pages I'll review over time.

perfect.......2007-05-24

This book is entertaining and packed with wisdom! The book arrived quickly, was in perfect shape and at a good price.

Must have for Corporate/InHouse designers.......2007-03-10

This is a great resources for communicating clearly the importance of brand consistency. Read it. Then do it. Good luck my fellow corporate designers. We are a rare and lonely breed.

The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making (3rd Edition)

Average customer rating:

The very best pricing manual
Looking for guidance/framework on how to price our products ...
Great Book
Excellant.
The Strategy and Tactics of Pricing: A Guide to Growing More Profitably (4th Edition)

The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making (3rd Edition)
Thomas T. Nagle , Reed K. Holden , and Reed Holden
Manufacturer: Prentice Hall
ProductGroup: Book
Binding: Hardcover

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ASIN: 013026248X

Customer Reviews:

The very best pricing manual.......2007-09-23

I bought a second copy of this book after loaning it to too many people to know who had had it last.

The book is not light reading, is highly technical and has more than a little math to comprehend. But, it is worth it.

The strategic thinking is very focused.

If you are stuck on how to price your product or how to combat price competition, read this book.

Looking for guidance/framework on how to price our products ..........2007-03-08

We have the challenge of taking new products and services to the marketplace and really were looking form some guidance on a place to start. The area we are working in is really developing a new market as well. So we were wondering "What Price do we place on these product and services?"

We could not afford the experts on pricing (aka Strategic Pricing Group now part of The Monitor Group). And were looking for a place to start. All research including reviews from Amazon pointed us to start with this book. To myself and our endeavor, it the first 3 weeks of owning the book, I have read several chapters multiple times and the foundation framework on pricing is shares has already proven to be worth many times the price of the book.

On top of it, it is easy to read. Thanks to the people who took the time to make this book.

Great Book.......2007-02-18

This book is a great guide to the topic of pricing. I'm an MBA student and I believe students as well as professionals can benefit from reading this book. It contains structures and frameworks to work out a tailored pricing strategy and they all make sense. Lots of good examples from business practice illustrate the application of the theories.
The book is relatively quantitative for a marketing book, which I find great because there is no argumentation based on psychology and belief, but on quantifiable parameters - one can see the consulting practice of the authors.
What the book pretty much lacks is a citing of new academic research studies of the topics discussed. There are extensive references, however.
All in all a great book to newcomers in pricing as well as experienced pricers.

Excellant........2007-02-11

This is one of the best books in pricing. My Pricing professor recommended that I buy this and said that marketing managers regularly refer to this book in practice. This is a great buy.

The Strategy and Tactics of Pricing: A Guide to Growing More Profitably (4th Edition) .......2007-02-06

Worth buying it. Good and useful material.

Pay-Per-Click Search Engine Marketing Handbook: Low Cost Strategies for Attracting New Customers Using Google, MSN, Yahoo & Other Search Engines

Average customer rating:

Average at best
Bravo! Awesome Read!
Complete and Thorough
Provide a very good overview of PPC advertising
Great reference for paid web advertising campaigns!

Pay-Per-Click Search Engine Marketing Handbook: Low Cost Strategies for Attracting New Customers Using Google, MSN, Yahoo & Other Search Engines
Boris Mordkovich , and Eugene Mordkovich
Manufacturer: Lulu.com
ProductGroup: Book
Binding: Paperback

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ASIN: 1411628179

Book Description

You've got products. You've got a website. You're ready to do business. Now, how do you get customers to your site? Pay-Per-Click Search Engine Marketing Handbook has all the answers. In this book, Pay Per Click (PPC) advertising pioneers Boris and Eugene Mordkovich share their knowledge from the most basic "Pay Per Click 101" information (how pay-per-click works; why it is so extraordinarily effective; how to craft an ad campaign that generates sales; and how to know what works, and what doesn't) to the most advanced PPC strategies being used today, including contextual advertising, click fraud, localized search, and more!

Customer Reviews:

Average at best.......2007-10-19

Don't waste your money. This book is too hard to follow. It is really not very well written.

Bravo! Awesome Read!.......2007-10-18

I've read many books on PPCs and SEOs, but this one is one of the best. Very concise and easy to read. Start learning here.

Complete and Thorough.......2006-09-04

The authors offer a total overview of the PPC process with guidance and advice that will be useful and practical.There is an abundance of information to sift through, so take your time and absorb.

Provide a very good overview of PPC advertising.......2006-01-01

Many aspects are discussed in a way that even the neophyte will understand it. My experience being with in fraud detection, I read their description of the problem with great interest. I would have loved to see more emphasis on click validity, impression fraud and other recent aspects of click fraud. The material was not very deep but then it's still a very good introduction for the non-expert.

Great reference for paid web advertising campaigns!.......2005-12-17

In the Internet Marketing world, things evolve all the time. Search Engines change their algorithms and criteria and users must adapt if they don't want to get their sites to sink in a sea of millions of other web destinations. Therefore, it pays to be informed about the latest trends and options available to make the most of this dynamic world. Boris Mordkovich presents a book that takes the spot as the most comprehensive and informative book on the topic of paid web advertising campaigns from the classic by Catherine Seda, "Search Engine Advertising". Though that book is even referenced by Mr. Mordkovich as a recommended reading (indeed it's very good), the insights, stats and recommendations provided in "Pay-per-click Search Engine Marketing Handbook" are more current and also cater to an audience with more limited pockets, to allow them to make the most of their marketing budgets. An example of this is the chapter he devotes to the very critical issue of click-fraud, its detection and combat.

As an online marketer with more than four years of experience in the area, I highly recommend this book.

Average customer rating:

What a great text!

Marketing Strategy
O. C. Ferrell , and Michael Hartline
Manufacturer: South-Western College Pub
ProductGroup: Book
Binding: Paperback

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ASIN: 0324201400

Book Description

Marketing Strategy is presented from a perspective that guides strategic marketing management in the social, economic, and technological arenas in which businesses function today. This text helps to develop a customer-oriented market strategy and market plan.

Customer Reviews:

What a great text!.......2007-08-23

This text makes for very interesting, up to date reading. A great textbook for my Marketing Management Course. It is also excellent as the examples used are from some of the most recent times and so one is able to identify with the information. Two thumbs up!

The Real Pepsi Challenge: The Inspirational Story of Breaking the Color Barrier in American Business

Average customer rating:

Intriguing history of Pepsi's pioneering black community sales initiatives
A slice of history, well-told

The Real Pepsi Challenge: The Inspirational Story of Breaking the Color Barrier in American Business
Stephanie Capparell
Manufacturer: Free Press
ProductGroup: Book
Binding: Hardcover

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ASIN: 0743265718

Book Description

In America's long march toward racial equality, small acts of courage by men and women whose names we don't recall have contributed mightily to our nation's struggle to achieve its own ideals. This moving book details the story of one such little-noted chapter.

In the late 1940s and early 1950s, as Jackie Robinson changed the face of baseball, a group of African-American businessmen -- twelve at its peak -- changed the face of American business by being among the first black Americans to work at professional jobs in Corporate America and to target black consumers as a distinct market.

The corporation was Pepsi-Cola, led by the charismatic and socially progressive Walter Mack, a visionary business leader. Though Mack was a guarded idealist, his consent for a campaign aimed at black consumers was primarily motivated by the pursuit of profits -- and the campaign succeeded, boosting Pepsi's earnings and market share. But America succeeded as well, as longstanding stereotypes were chipped away and African- Americans were recognized as both talented employees and valued customers. It was a significant step in our becoming a more inclusive society.

On one level, The Real Pepsi Challenge, whose author is an editor and writer for The Wall Street Journal, is a straightforward business book about the birth of niche marketing. But, as we quickly learn, it is a truly inspirational story, recalling a time when we as a nation first learned to see the strength of our diversity. It is far more than a history of marketing in America; it is a key chapter in the social history of our nation.

Until these men came along, typical advertisements depicted African-Americans as one-dimensional characters: Aunt Jemimas and Uncle Bens. But thereafter, Pepsi-Cola took a different approach, portraying American blacks for what they were increasingly becoming -- accomplished middle-class citizens. While such portrayals seem commonplace to us today, they were revolutionary in their time, and the men who brought them into existence risked day-to-day professional indignities parallel to those that Jackie Robinson suffered for breaking baseball's color line. As they crossed the country in the course of their jobs, they faced the cruelty of American racial attitudes. Jim Crow laws often limited where they could eat and sleep while on the road, and they faced resistance even within their own company. Yet these men succeeded as businessmen, and all went on to success in other professions as well, including medicine, journalism, education, and international diplomacy.

Happily, six of these pioneers lived to tell their stories to the author. Their voices, full of pride, good humor, and sharp recollection, enrich these pages and give voice to the continuing American saga.

Customer Reviews:

Intriguing history of Pepsi's pioneering black community sales initiatives .......2007-10-18

Today, ad posters featuring African-American models are standard corporate practice. But during the 1940s, the Pepsi-Cola Company broke new ground when it ran ads featuring black middle-class families and community achievers. Stephanie Capparell creates an engaging account of Pepsi's push to integrate its sales staff and customer base. Using insightful interviews and exhaustive research, Capparell provides a detailed portrait of segregation, economic challenges and corporate intrigue. Given the book's vast amount of information, a timeline and a list of key players would have helped readers navigate the crowded cast of executives and events. But that's a minor oversight in an otherwise excellent book. We highly recommend this intriguing saga to all students of corporate history, sales, advertising and racial politics.

A slice of history, well-told.......2007-02-21

What a fascinating book! I grew up in the 1960s when Pepsi and Coke were almost synonymous. Little did I know that the decade or so behind me had produced such a romp over the cola fields.

Stephanie Capparell's book, "The Real Pepsi Challenge" is terrific in many ways. She highlights the years circa 1947-1951 when Pepsi president Walter Mack, liberal and determined, set about to put together a team of black Americans to appeal to the burgeoning buying power of a group of people who represented a percentage of Americans equal to the entire Canadian population. Capparell then goes on not only to highlight the chief operating force for a team of twelve under the direction of the talented Edward F. Boyd but how they managed to be successful at a time when Jim Crow laws were still in effect and Jackie Robinson was just emerging. These men, talented, educated and from a variety of backgrounds, perfectly captured by the author, moved Pepsi-Cola within striking distance of rival Coca-Cola. It's an American success story at its best.

The thrust of "The Real Pepsi Challenge" concerns those post-war years and Capparell is at her best when she mirrors the times and the difficulties the team had in going out in the field. Given the times, her references to advertising and societal concerns are eye-popping. Subsequently, she gives a follow-up as to the new owner's decision to disband the group, and what happened to them after some of them left Pepsi, but others stayed.

"The Real Pepsi Challenge" is a highly recommended book. The author has done a great job in putting together the recollections of those who worked for Pepsi and how they connected with the era in which they lived. Congratulations, Ms. Capparell!

Average customer rating:

Superseded by: "Selling is Dead"
Spin Selling is his best; this is very good
SPIN Theory gets you on the table, this book tells you how to get the final business
Excellent
Top 5 all time best sales books

Major Account Sales Strategy
Neil Rackham
Manufacturer: McGraw-Hill
ProductGroup: Book
Binding: Hardcover

Strategy & Competition | Management & Leadership | Business & Investing | Subjects | Books

General | Business & Investing | Subjects | Books

Advertising | Marketing & Sales | Business & Investing | Subjects | Books

SPIN Selling
The SPIN Selling Fieldbook
Managing Major Sales
The New Strategic Selling: The Unique Sales System Proven Successful by the World's Best Companies
The New Successful Large Account Management: Maintaining and Growing Your Most Important Assets -- Your Customers

ASIN: 0070511144

Book Description

no description

Customer Reviews:

Superseded by: "Selling is Dead".......2007-07-07

In it's day this would rate six stars out of five, but it's been superseded by "Selling is Dead" authored by Marc Miller and Jason Sinkovitz. In fact, the authors are students of Mr. Rackham and give him ample credit for the ground breaking work of "Major Account Sales Strategy."

Spin Selling is his best; this is very good.......2007-02-04

A good effort. Major accounts are the key to all solid selling; Rackman is always good to read. What company wouldn't want their people to read a selling book? See also Strategic Selling by Miller and Sales Skills by Simply Media. Amazon has both.

SPIN Theory gets you on the table, this book tells you how to get the final business.......2007-01-21

I thought SPIN theory is what you need first, but after reading this book, based on my personal experience, use of SPIN theory earns the opportunity for one to get on the table, but doesn't mean the business is in your hand. There are few more phases that you have to go through and this book talks through that. Just because the customer has realized a need for something, does not make them write the check -- lot of other things come into play such as do I need this now, am I making the correct decision in going with the choice etc. Must read for some one who is trying to do sales.

Forget business sales, my bar for testing any of these theories is not at work, but at home -- I always try and test these theories at home (with my family) and if it works at home, then IT obviously works outside.

Great book to read.

Excellent .......2006-07-19

If the title of the book suggests you something you are looking for, don't hesitate and buy it. It is excellent. It displays a completely actionable model of the selling -or buying- cycle. It describes the phases of the cycle and it gives the strategic principles to follow in each one of them. Mr. Rackham is a true expert in this field.

Top 5 all time best sales books.......2005-10-26

This book is in my top 5 all time best written sales books ever. Neils approach is unique, it stands the test of time. He talks about the buyers cycle as it relates to the sellers process. They need to be in alignment...if not, you will not get the sale. This book is a must read for anyone selling. A good compliment to SPIN and really any value based selling methodology including ROI Selling.

Average customer rating:

One of the Bests
A Solid Effort!
MARKETING EQUALS MANAGING BRAND EQUITY
A great way to invest money and reading time

Managing Brand Equity
David A. Aaker
Manufacturer: Free Press
ProductGroup: Book
Binding: Hardcover

Strategy & Competition | Management & Leadership | Business & Investing | Subjects | Books

Management | Management & Leadership | Business & Investing | Subjects | Books

General | Business & Investing | Subjects | Books

Advertising | Marketing & Sales | Business & Investing | Subjects | Books

Consumer Behavior | Marketing & Sales | Business & Investing | Subjects | Books

All Titles | Qualifying Textbooks - Fall 2007 | Stores | Books

Business & Investing | Qualifying Textbooks - Fall 2007 | Stores | Books
Similar Items:

Building Strong Brands
Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity
Brand Asset Management: Driving Profitable Growth Through Your Brands (The Jossey-Bass Business & Management Series)
Harvard Book Review on Brand Management (Harvard Business Review Paperback Series)
Brand Leadership: The Next Level of the Brand Revolution

ASIN: 0029001013

Book Description

The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented.

In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn.

Customer Reviews:

One of the Bests.......2006-08-31

I read this book from the library, but as it is a book to be kept in the personal library, bought it. Now I make my pals near to me read this book and the series.

A Solid Effort!.......2001-04-28

Think Coca-Cola and what comes to mind? That's brand power. Author David A. Aaker illustrates how such powerful brands connect with customers. Unfortunately, Aaker doesn't show you how to build up your name or how to make the most of your ad dollars. But he does provide compelling, insider case studies, going back to the launch of Procter & Gamble's Ivory soap in 1881. Aaker sets three goals and just about achieves them: 1) Show managers how brand equity provides value, 2) Showcase examples of good and bad marketing and 3) Discuss how to manage brand equity. But, while Aaker explains brand equity by listing its components, the correlation between the parts and the whole is not clear - even with the ever-present flow chart. Regardless, being as well-known as IBM would make you tingle, and if you are looking for interesting historical perspective more than practical managerial advice, we [...] recommend this book, particularly to advertising and marketing executives.

MARKETING EQUALS MANAGING BRAND EQUITY.......1999-03-13

tHIS BOOK GIVES YOU THE INSIGHT ALL MARKETERS NEED. IT`S WRITTEN IN A WAY SO WE CAN IMPLEMENT OR BASE STRATEGIES, WHERE TO DIRECT THE EFFORTS AND HOW TO SUCCESFULLY RATE THE IMPACT. ANYONE IN A MANAGING POSITION SHOULD READ THIS BOOK.

A great way to invest money and reading time.......1998-03-02

I read this book in the Italian translation, and already it deserved 10. The original edition probably deserves more, if education gives the best ROI this book is a way to get the highest.

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