Rating: 
Summary: Great Book For Everyone
Review: This is a beneficial and entertaining book for people who are interested in marketing and also for those who may work in that field already. The information in this book was presented in an understandable way that was relevant to the subject and informational to the reader. I highly recommend this book to anyone who wants to know more about marketing and business, and to anyone who is looking for some helpful hints to market their product/s more successfully. I often found myself laughing outloud while reading this book!
Rating:
Summary: Nov. 1, 1999 Issue
Review: With "The Marketing Game: How the World's Best Companies Play to Win", Eric Schulz offers branding strategies "for the rest of us," as Apple Computer's ads used to say. The former Procter & Gamble, Walt Disney and Coca-Cola exec has geared his new book to those in the marketing trenches in need of practical information for going out and implementing programs, in contrast to the more anecdotal or abstract marketing books emanating from CEOs and academics. The book, recently published by Adams Media, Holbrook, Mass., offers brainstorming and positioning techniques, while warning of "deadly sins" that consistently kill campaigns--say, pride (putting your logo everywhere) or gluttony (using pretty images that have nothing to do with your business). In the chapter entitled "What Consumer Research Won't Tell You," Schulz draws on his own experience--including a humbling period early in his career working on P&G's doomed Citrus Hill orange juice brand--to chart the ways in which research can lead marketers astray, while suggesting a common-sense alternative from everyday life for establishing the positioning of a brand. "Paying attention in everyday life is nowhere near as exciting as launching a half-million-dollar research project, complete with one-way mirrors and hidden video. But don't be fooled by the trappings of research," he warns. Instead, he offers ways of finding strategic consumer insight outside the disciplines of traditional research. Schulz, whose corporate marketing activities included a key role in orchestrating Coca-Cola's sponsorship of the 1996 Summer Olympic Games, currently is a consultant based in Great Falls, Va., outside Washington. His clients include Coke's Minute Maid unit (which he formerly challenged while at P&G), Special Olympics and the new-products think tank Eureka! Ranch, Cincinnati.
| 
