Rating: 
Summary: A good marketing reference book
Review: "The Marketing Game" is a great reference book for those who are interested in the marketing field. It explores the secrets and underground marketing strategies that were used by the world??s most successful enterprises such as Coca-Cola, Procter & Gamble and The Walt Disney Company.The book illustrate a number of key marketing issues such as:
?PBrainstorming - the Stimulus Response technique, which has been proven to be five times more effective than standard methods.
?PProduct positioning and branding strategies that will create a competitive advantage
?PPricing strategies that help you to optimize profitability
?PProduct mix decision that optimize consumer appeal, build share, and neutralize competitors
?PDistribution strategies that help you put your product in the right place for consumers
?PThe Six Deadly Sins of Advertising, which reveals how to avoid traps when communicating with customers
?PConsumer promotions used to create brand personality, build competitive advantage, and stimulate sales
?PThe Big Bang Theory for creating successful special events and promotions The book is written in an extremely easy to understand way with many real world examples to support the information discussed. However, the content of the book is not very well organized in my point of view. As readers may have to spend some times in finding out what the main idea or the key points of some paragraphs. But overall speaking, it is really a good reference book for those who want to gain an insight into the world of marketing. And I would say that this is a book which can give you the insight that you would not get in the classroom.
Rating:
Summary: A good marketing reference book
Review: "The Marketing Game" is a great reference book for those who are interested in the marketing field. It explores the secrets and underground marketing strategies that were used by the world¡¦s most successful enterprises such as Coca-Cola, Procter & Gamble and The Walt Disney Company. The book illustrate a number of key marketing issues such as:
¡PBrainstorming - the Stimulus Response technique, which has been proven to be five times more effective than standard methods.
¡PProduct positioning and branding strategies that will create a competitive advantage
¡PPricing strategies that help you to optimize profitability
¡PProduct mix decision that optimize consumer appeal, build share, and neutralize competitors
¡PDistribution strategies that help you put your product in the right place for consumers
¡PThe Six Deadly Sins of Advertising, which reveals how to avoid traps when communicating with customers
¡PConsumer promotions used to create brand personality, build competitive advantage, and stimulate sales
¡PThe Big Bang Theory for creating successful special events and promotions The book is written in an extremely easy to understand way with many real world examples to support the information discussed. However, the content of the book is not very well organized in my point of view. As readers may have to spend some times in finding out what the main idea or the key points of some paragraphs. But overall speaking, it is really a good reference book for those who want to gain an insight into the world of marketing. And I would say that this is a book which can give you the insight that you would not get in the classroom.
Rating: 
Summary: The Marketing Game
Review: A great pragmatic guide to retail marketing. If you're looking to jump-start your knowledge in the retail marketing space, this is your book. Eric explains retail promotional techniques in plain, simple, and fun language for all to understand. At the end of the book Eric encourages readers to contact him for further advice, and he means it! I called him for additional thoughts on a project I was working on and he enthusiastically took to call and suggested areas for further exploration. Well worth the price of the book.
Rating:
Summary: MUST READ Marketing Book!
Review: As a MBA student, I read this book hoping to gain insight into the world of marketing that I would not get in the classroom. What I received was an entire marketing concentration all wrapped into one! The book is written in an extremely "easy to grasp" format, and the real world examples given to support the information discussed make this by far the best marketing book that I have read! Must read material!
Rating:
Summary: Superb
Review: Eric Schulz has done a fine job of offering great insight into the world of Marketing. Having worked myself for Procter & Gamble for ten years plus having been in the Marketing industry for 20 years, Eric has captured many of the key concepts. This is a great book for understanding a number of key marketing issues and makes a great reference book of ideas and insights on several topics.
Rating:
Summary: A must read marketing book for everyone
Review: I read this book in my final semester of MBA school and found it to be an excellent cap to my marketing education. All of the marketing concepts I studied in school, plus many new ideas, are presented in this excellent book. The real world examples in this book bring the marketing concepts to life and illustrate learning that is benefical to any business. As I leave school to start my marketing career I plan to keep this book as a constant reference and recommend others do the same.
Rating:
Summary: Insightful ideas into marketing ideas from big companies
Review: I think this book is well written and gives you insight into what really goes into the large companies in terms of the marketing strategy that they say is public, while all along having their own private marketing strategy also. The author does a good job in showing you how to make your own creative marketing strategy along with setting up other necessary strategies for your business endeavors.
Rating:
Summary: Marketing guru shares success secrets
Review: PROVO - It is no surprise that Eric Schulz knows a lot about marketing. After graduation from BYU, he used his MBA degree and creativity to achieve success within corporate giants Disney, Coca-Cola, and Procter & Gamble. The surprise comes when you begin to read his new book: "The Marketing Game - How The World's Best Companies Play To Win". Unlike most business texts, it is easy to read and actually enjoyable. In the introduction he states: "Successful companies don't owe their greatness to luck. They're on top because they know more about their consumers than the competition and they execute their marketing efforts better". The same can be said for successful authors. Fortunately for the reader, Schulz really does know his business and he outlines a blueprint for marketing success for the small entrepreneur or large business. As he points out, the product or scope of the promotion may differ, but the principles remain the same. The book is divided into well-defined parts, each focusing on a particular area of product marketing. Chapters within the four parts cover development and planning, marketing cornerstones, consumer communication, and promotions. While some of the information is laborious, all of it is presented in an entertaining manner. The main points, 'Secrets of the Game,' are presented in highlighted paragraphs and each chapter concludes with a concise summary in bullet form. The parts of the book that are most interesting are actual marketing examples from major companies. Schulz explains why Tylenol offers consumers multiple options instead of one but why toothpaste makers actually boost sales by offering one product that does everything. He explains why some products do better if marketed as "status symbols" (i.e. Rolex watches) and others do better by offering their products to the mass market at Wal-Mart. It is all interesting reading for the casual consumer, and a must read of marketing students or professionals.
Rating:
Summary: Great Book Filled With Real World Examples
Review: The Marketing Game Whether you're a marketing student, small agency outfit or a corporate executive,The Marketing Game by Eric Schulz (Kogan Page, £19.95) is a comprehensive, practical and entertaining guide to successful strategies and improving your marketing acumen. The book gives sound advice backed by clearly explained know-how. Many marketing books are big on theory and short on practical application, but The Marketing Game has over 100 examples of real-world success stories. It sheds light on how successful campaigns were done, so you can apply the learning to your own business. Each chapter focuses on a particular area of product marketing, from brainstorming and positioning techniques to the Six Deadly Sins of Advertising and consumer promotion successes. A former marketing director of Coca-Cola, Procter & Gamble and Disney, Schulz has a depth of experience from which to draw his examples. He also proves that you don't have to have a big budget for your campaign to succeed and great companies are successful because they are smarter than their competitors. Written in down-to-earth style, The Marketing Game is a useful reference tool.
Rating:
Summary: Great Book Filled With Real World Examples
Review: The Marketing Game Whether you're a marketing student, small agency outfit or a corporate executive,The Marketing Game by Eric Schulz (Kogan Page, £19.95) is a comprehensive, practical and entertaining guide to successful strategies and improving your marketing acumen. The book gives sound advice backed by clearly explained know-how. Many marketing books are big on theory and short on practical application, but The Marketing Game has over 100 examples of real-world success stories. It sheds light on how successful campaigns were done, so you can apply the learning to your own business. Each chapter focuses on a particular area of product marketing, from brainstorming and positioning techniques to the Six Deadly Sins of Advertising and consumer promotion successes. A former marketing director of Coca-Cola, Procter & Gamble and Disney, Schulz has a depth of experience from which to draw his examples. He also proves that you don't have to have a big budget for your campaign to succeed and great companies are successful because they are smarter than their competitors. Written in down-to-earth style, The Marketing Game is a useful reference tool.
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