Market-research

This guy is so full of himself. He needs a proper editor as the book is in no particular order. Meanders. Repeats. Not worth the $

Don Potter's book has a strong message to the Advertising world, that younger marketers like myself can learn what the aging Bommer is all about, and why they should not be overlooked. The book is packed with vital information, yet is an easy read.

This book is a complete disappointment. I did not read one sentence that was intriguing. I think I could have learned more from reading basic research web-sites on the Internet. I could have written a better book after my first year in college. I would not recommend buying this book...it was a complete waste of my time and money.

Please tell me something new! "Customers are important" is a cliche we all know. Needless to say, all this book essentially does is repeat the obvious and adds little to one's ability to effectively compete for clients. I was surprised as to the generic nature of the advice. To get customers, you cannot rely on a business consultant's slogans.

Yeap, "Customers are important". Try NOT to be a customer for this unimaginative, bland and mind-numbing product.

Mike Wing has written a terrific how-to-get- started manual for the small business owner/operator to the corporate executive! This large book in a small cover is a stimulant for the thinking manager or owner who believes in the value of serving and listening to her or his customers. True, the answers are not in Wing's book . . . but, if they were, this classy treatment of why and how to get to know your customer would be a heavy volume and many times the price. As the owner/manager of a market research firm that specializes in customer service research, I can tell you that this book is right on the mark! A must read for anyone who is serious about business and customer service!

Though the writer tries to provide a practical handbook for bussines owners or researchers,by covering critical subjects of marketing,these subjects does NOT contain even half of the full content. You can learn these kinds of things from a friend, a bussines owner or a magazine article even if you still don't know.You can think what to ask your customers, why you are making marketing research and this kind of basic things without reading this book. I am not sure you can "do your own research" with the book. LAST WORD ; SOMETIMES HALF OF THE PRICE DOES NOT PROVIDE EVEN HALF OF THE CONTENT

I thought this book was a decent guide to the basics of research for anyone that has never thought about doing market research before. So if you run your own small service business this might be the perfect tool for you to get through some basic searching and surveying techniques. Some of the listings of where available information resides is handy and might not be known by the uninitiated. Wasn't much of an Internet focus due to its publication date of 1995. If you expect more than basic you'll be disappointed but at least its readable.

I read the book with interest and found that a major portion, including its title, it taken from James McNeal's two books, Children as Consumers, and Kids as Customers.Most of the remainder is taken from other sources. Thus, originality is not its long suit.

Dangerous Oversimplification

If the Hispanic Market were a music CD, this book would be only the cover...and an oversimplified and dangerously traditional one at that.
This book regurgitates (or maybe CREATED) the standard image of a Latino consumer.

If you know nothing of the Hispanic Market, you might want to read it. But if you don't follow it with a serious study of the subject (like Arlene Dávila's, Latinos INC) you'll be left soaking in stereotypes that will inhibit your true understanding of this complex market.

The main problem is that as she slams obvious stereotypes (sombreros, burros etc..) she ignores (and perhaps was instrumental in creating) conceptual stereotypes.

Blanket comments like -Hispanics are not individualistic- have lead marketers down the wrong path for years. Valdes' is great at pointing out the differences of Latino's, but in doing so, completely ignores their similarities to the General Market, thereby giving marketers a dangerously PARTIAL understanding of this consumer.

Watch some Spanish television for a few hours. You'll notice some repulsively traditional commercials here and there. These are the fault of Valdes and "researchers" and "marketers" like her. (I must admit that these commercials have been effective in the past, but as advertising muscle increases against Hispanics, they've become all but useless. Why? They don't represent the 'whole Hispanic' and reach the consumer on an equally partial level.)

Valdes' understanding of Hispanics is probably what Dávila would accuse of "...selling and promoting generalized ideas about 'Hispanics' to be readily marketed by corporate America."

Read the book. But beware of falling into the trap...

This book was a waste of time, not to mention money. It is full of vague generalities and is has such a sopoforic writing style that its one legitimate use might be as an insomnia remedy. There is very little concrete, useful information in this book.

This book's title holds great expectations, yet it's a very slim volume of 32 pages. It is in fact a RAND report that says little more than hey Army wake up, your doctrine for urban warfare is out of date and you need to revise FM 90-10 and don't forget about air ops too, etc. You can find more meat on urban warfare in culling through news articles. The only good thing about this book, which is paperback not hardcover, is its bibliography.

Please DO NOT post this e-mail. It is not a review- It is a request for assistance from Amazon.com... ------------------------------------------- To whom it may concern: I work for a financial firm and deal with both consumer loans as well as real estate loans (equity lending secured by a deed of trust). I am being given a chance to become involved in aquisitions of portfolios of loans from mortgage bankers (to be purchased, following a due diligence spread and review, by my company). I am currently intensively studying 'Fabozzi's' book, "Mortgages and Mortgage Backed Securities Markets" by Harvard Business School Press. This book is a bit above me--a little bit too much, in fact. My question is this: Can you send me information on books with related subjects, which might be a bit more elementary? I need to learn this field if I'm to effectively deal with experts in the field. I've thought of writing Fabozzi directly and asking for his advice. Perhaps, short of that, however, maybe you can help? Subjects: Mortgages and the secondary markets- Securitization- FNMA, FHLMC, GNMA (agency investors), private investors and conduits- Types and structures of securities and valuation of MBS's- **Process of Due Diligence in spreading and the valuation of both individual and packaged loans and/or securities collateralized by loans-** ANY books in the field that might assist me in moving in the right direction. I'm looking for books written in theory as well as realistic practical advice, preferably for a student rather then for the expert. Please keep this in mind as I'm very new to this field. I need simpler books with which to move up. Thank you in advance for your assistance. Ron Foltz R_S_Foltz@msn.com -If the books are those that I need, I will gladly purchase them from you.

If you want to know the phone number of the Chinese consulate or the national holidays in Indonesia, this is the book for you. Half of the book contains the basics of each Asian country, their sizes, populations, languages spoken, etc. An encyclopedia would do a better job introducing the reader to Asia than this book, and with pictures too. The second half of the book is a combination of how to shake hands with Asians and Feng Shui. I probably learned more about doing business in Asia from Jackie Chan's movies than from this book. See you at Blockbuster!

This book is OK with loverly Braaaaaaaaaaaaaaaaaaaaaaaanding, any questions?