marketing-industry

I used this book in my class at a leading school in Korea. Not only was I able to improve my teaching skills ("how" to deliver "what" topics in class) but also my students loved it so much. I also used it in my executive training with a huge success. This textbook is probably the most comprehensive one that is highly appealing to students and executive audience as well as the most academically sound. Examples in the book are superb in addressing various points. A great book!

I adopted this Update edition for my classes. The Update provides a thought-provoking, thorough, and insightful chapter on the implications of the Asian financial crisis and marketing in the Euro-land. The topics are exactly what students are craving for right now. A great book.

Kotabe/Helsen team has really set the standard for the international marketing textbook market. I have read three other similar textbooks, but there is no other book measuring up to this one. They offer an excellent analysis of market converging and diverging forces adding to the complexities of global marketing and how to cope with them. Although I am not an academic, this book provides great conceptual foundations so useful for me to use in preparing my own presentations to the executive board at my company. They have plenty of excellent, well thought-out real-life examples, and those examples are so well built in along with conceptual frameworks that I come away with a lot of useful, and more importantly, usable knowledge.

This work is a complete, concise guide to garnering book publicity. Whether you have published with Random House or iUniverse, the role of the author in publicizing his own work is often the key to brisk sales. An author can't just publish his work and then sit back and wait for the royalties to roll in. It just doesn't happen. Most authors don't have the platform enjoyed by Bill O'Reilly, who shamelessly hawks his books every night on national and international TV to fans of "The Factor."
Not to worry, publicity expert Lissa Warren spells out the essentials of book promotion. This work is packed with ideas and activities to catapult an author's work to success. As a literary agent, I am recommending this book to all of my author/clients. Thank you, Lissa Warrem!

My only wish with the Savvy Author's Guide is that I had it in my hands when my co-author and I were developing the publicity plan for The Renegade Writer. Warren's book gave me a view of the book publicity machine that I haven't seen before, and showed me where our plan was weak. While we have a great publisher, we don't have a dedicated publicist on our team, so this book IS my publicist. The best thing about the the Savvy Author's Guide is that it gave me some great ideas about how to generate even more buzz for our book. I appreciate the listings of book events, expos, freelance publicists, and media trainers. This is a book I'm going to keep close at hand as I develop proposals for more book projects!

Diana Burrell, co-author of The Renegade Writer: A Totally Unconventional Guide to Freelance Writing Success

Wow! As I perused the website of The Virginia Festival of the Book to catch a glimpse of what fellow authors I will share the day with, I came across Lissa Warren. As she mentions in her book, visual presentations do attract more attention than plain text. Consequently, my attention was drawn to the title of her much needed book, The Savvy Author's Guide to the Book Publicity. I feel like I'm forever indebted to Lissa Warren for offering such a complete reference to parenting paper children. I'm the father of two now. One of my books is a newborn, and after reading this book I feel confident to make sure this book is raised the right way. Oh, I rushed right out the hour I found out about her book (last night). Five hours later, it was read. Yes, I did take a few pages of notes. How could I not? I highly recommend it. In fact, I will bring it to the attention of the many aspiring authors and poets who are understandably all too eager to write and release a book within two months. It's always hard to tell them they should add about a year to that plan. I tell them to "Research. Learn the pros and cons of the different types of publishing. Learn about author/publisher contracts. Spend enough time editing the manuscript." But it's difficult to explain that all of that is the easy part, and that a homeless paper child, like many stray animals, may get "put to sleep" (remaindered). It's sad. It is. Yes, conceiving the paper child is the easy part, but then you have to make sure your newborn books find homes filled with bookmarks, reading lamps, and loving readers. Fortunately, Warren tells us exactly how to do this in her book, including an ample appendix and detailed Table of Contents for easy referencing. Ha ha, I read it first! Now look out world, 'cause here I come!

--Éric L Farrell, Author & Poet
Seeking Solace: Finding Peace and Comfort in Times of Distress
Verbalizions of Enlightenment: The Secret to the Pain
Host of WordStage Poetry Lounge & TOUR (Virginia Festival of the Book 3/27/04 8PM)

Being a skeptic, I tested Mark's capsule exercises on a script I was preparing for the IFP Spotlight Award. The results were unnerving - I discovered buried treasure I didn't know I had within my story and eliminated an entire subplot that didn't service the STORY. Mark demystifies the concept of marketing, asking simple, direct questions. By asking "why would anyone want to see your film?" Mark goes past just marketing and addresses the issues that draw people to filmmaking in the first place. When I put the book down, I had a clear vision of the kind of filmmaker I want to be - and a great set of tools to get there.

Believe the hype of the reviews of this book! If you are an independent filmmaker, or want to know what it takes to get a film promoted, distributed and sold, you must have this book. Street level instruction on every aspect of film promotion such as getting media attention, finding a distributor, selling copies of a film to Blockbuster and even how to begin thinking about web-based promotion of your movie. Details on how to approach, place the initial call and follow-up with distributors is most valuable, as is the way Bosko clearly describes the very intricate path a film takes from finished product to sitting on the video store of Best Buy shelf. Anyone even thinking about making an independent film needs the informatio in in this book to save time, money and headaches.

A lot of people throw the title "guru" around, but Bosko's the real deal. As a filmmaker, if you've ever wondered how to: get press coverage, create a media kit, find an attractive title; identify your movie's hooks, locate distributors, exploit the power of the web, get audiences and distribution and actually sell your movie or video...then GET THIS BOOK! Bosko "tells all" in an easy-to-read style that gets the creative juices flowing. No filmmaker should go anywhere near a camera without reading the hard-core, straight-up instruction and advice in this book.

Whatever combination of education and experience Peter Cohan has accumulated that would permit him to so clearly and intelligently dissect the wild and wooly world of Internet business, they certainly have played in concert to produce "Net Profit."

The field is complex and misunderstood enough as it is. And Cohan has done the impossible---stepping into the shoes of the investor, the E-Commerce businessman, and the non-E-Commerce businessman to make sense of this recondite world from the perspective of each, and producing a valuable resource for each.

A must read for those that think that "dot.com" is the key to the kingdom.

Follow the Net Profit Retriever model and you will make tons of money!!! I really liked his analysis of the various segment/niches within the Internet business as well. I am looking forward to another book from the author!!! I totally recommend the book to anyone that is just beginning to come online, or anyone who has too much information; this will help you put everything into perspective. Great Book again!

At the peak of the dot-com bubble, buying Internet stocks was momentum investing at its most pure - get in when a new stock or sector is on its upswing, and get out while the gettin's good. But Peter S. Cohan has created new criteria for Internet investors to apply in the traditional method of fundamental analysis. Instead of looking to old-line gurus like Graham or Buffet for advice, Cohan draws on the business strategies of John D. Rockefeller to come up with fresh e-commerce attributes like economic leverage, closed-loop solutions and adaptive management for investors to measure. We [...] recommend this book to executives, employees and students with equal vigor, although consider yourself forewarned that Cohan's extended barking-dog analogy will grate on your nerves. Nevertheless, anyone who invests in Internet companies or even traffics in Internet commerce for business or pleasure will gain insights from this book, regardless of whether Cohan's investment criteria prove to have staying power.

Having owned a specialty food store, and having developed a unique food product that distributors were interested in marketing through convenience and other specialty food stores (including McDonald's Express) I can attest to the accuracy of most of this book.

If you are already producing a great tasting product in a restaurant or Deli and making a living, you probably are wise to concentrate on expanding your retail business. If, however, you are tiring of the daily grind of running a small retail business, but wish to concentrate on producing your product rather than serving it to the public, then you probably have considered wholesaling.

Your wholesaling options are numerous. For marketing through supermarkets I advise you to thoroughly read Packaged Facts book, How To Get Your Product Into Supermarkets.

First, though, you should try marketing through more specialized channels. Health Food Stores, C-stores and nearby deli's and local grocery stores. In such cases you will absolutely need this book and will find it saves you serious bucks and a lot of questions posed to distributors, health officials and your suppliers. I know, because I spent months researching the options and not finding half the information that this book so succinctly provides.

Note: I had so little success finding the information that I chose to team up with a businessman and I became vice president of Billy Bob's Pot Pies in Canby, Oregon. The ill-fated franchise attempt resulted in me returning to work in the Middle East so I could save enough bucks to start producing my meat pies for specialty markets....

This is well done, by one who has spent the time and provided his knowledge to prospective entrees into this market.

The material is up-to-date, with great stuff on Web Page Development, etc. I found his advice on channel management, i.e. where to sell, on finding distributors to be very useful.

All pertinent areas are covered, packaging to promotion to positioning. This is fine overview of the biz from a pro who has been down the paths and knows what it takes, then communicates it in an understandable, digestible and attractive manner.

I use From Kitchen to Market as the text for the weekend class that I teach through University of California Davis Extension, Getting Started in the Specialty Food Business. Hall's book is excellent; it is practical, not obtuse. He gets to the nitty-gritty of how to develop and launch a product. He also emphasizes the need to be market-oriented. You won't be guaranteed success just because you make a great tasting product; Hall discusses how you need to package,market and distribute your product effectively.

I gave a copy of this to my Arbonne successline and they are all loving it. One of my distributors told me she now thinks this is the BEST book on network marketing she has read! I encourage anyone who is thinking of buying this to do so as fast as they can!

After reading this book, I not only learned the nuts and bolts of network marketing, but found a man with a heart for network marketers. The first few chapters dealing with purpose, changed my life. I'm proud to say I have the privilage to work with him in his Nikken downline. With network marketing on the increase, this book is a "must read".

berna_derek@yahoo.com

John Kalench's book is now the corner stone provided for all UK Nikken Independent Distributors. He himself saw how good being a Nikken Distributor was and this, in over 20yrs of training many MLM distributors was the only Company that attracted him. He joined in 1994.

It is a great shame that he died in May 2000, however, with great books like this being available his memory will live on.

I've read mine 3 times and keep it close to hand as an easy source of reference. Sort out your life - this book will show you how.

Enjoy your order. Derek Ford

Perth, WA

December 1999 today's librarian

Though geared primarily for self-publishers, this diamond of a publicity guide should be required reading for almost anyone with a service or product to promote. Insiders in print media, broadcasting and public relations donate their expert marketing advice in concise, reader-friendly chapters. Radke, herself a book publisher, tells authors how it is: You've got to dress your book for success, and that means investing in a catchy title and cover design...distributors are a must...media kits can't work miracles...start marketing early or suffer long. Readers learn that journalists are suckers for tie-ins to newsy themes, such as Black History Month, as well as "hometown kid makes good" angles. The book details do's and don't on winning the media's attention and landing a review. Other techniques described in the book include public speaking to promote a product, cold-calling potential customers and finagling free radio and TV coverage. One contributor focuses on promotional websites, explaining their limitations and the necessity of buying search-engine placement. Chockfull of practical advice and step-by-step instructions, Radke's guide gives would be promoters the real stuff.

Linda Radke's Promote Like A Pro: Small Budget, Big Show is a practical, methodical, comprehensive, step-by-step guide to promoting anything from books to businesses even when financial resource restricted. Linda Radke offers an easy-to-read, "how to" guide for publicity, promotion and marketing aimed primarily at self-publishers, but whose fundamental ideas, concepts, and techniques apply to creating and executing promotional campaigns for just about any product or service. Linda Radke's Promote Like A Pro is an invaluable instructional and reference guide for self-published authors, small presses, and even the authors published by major houses but are not being effectively promoted by their publicity and marketing departments.

As an author, I recognize the importance of publicity and promotion; a high priority! Linda is the self-publisher's "Maze Maven." Have a book to promote? You must follow her lead!

Hopefully, it's no surprise to you that American Mega-Breweries have been less than ethical in the representation of their products and in their business practices. If you were unaware of this, I'm going to level with you... it is true. And you should also know that there is no Santa Claus, Clinton did inhale, Elvis is dead and no one could have possibly slept with as many women as Magic Johnson claims he did. No matter how comfy you may make yourself by believing the unbelievable, harsh veracity is better than obstinate naivete.

When I saw a book about indescretion in the American Brewing Industry... well, I chocked it up as just another dissatisfied customer. Just another guy who was irritated at the brewing industry... fed up with the same boring stuff from mega-breweries, year after year. Another guy... well... like me. This assumption turned out to be wrong, but I still liked the book.

Two points were evident as I began reading Beer Blast : The Inside Story of the Brewing Industry's Bizarre Battles To Get Your Money by Philip Van Munching. Van Munching has been around the brewing industry his entire life and he isn't afraid to tell you about the seedy side. Also, he's a very entertaining writer. Along with his worldly understanding and privy information, Van Munching has a rare wit and sarcastic edge to his writing. Like a seasoned ringleader, he calls out the clowns and narrates their escapades and foolhardy, cutthroat behavior. He spotlights the circus that is the modern American brewing industry and makes it more exposed than Pee-Wee Herman in an adult movie theater. Once in a while he takes a covert jab at the typical American beer drinker for empowering these brew-twits to begin with, but it's all done with a wink and a nod, and is not to be taken too seriously.

Of course I can't be completely positive about anything. Ol' Phil is more than marginally partial to Heineken and it shows in an ugly, stagnant way. He and his family are responsible for bringing that particular Dutch swill to America... a crime our country's legal system has no applicable sentance to serve him. He amusingly admits that corn meal is used in brewing Heineken, but then goes on to rail about how Jim Koch was wrong for saying they brew Heineken with adjuncts. What is Corn Meal if it isn't an adjunct? I laughed. He also says that the purpose of the Reinheitsgebot German Purity Law was to keep foreign beer out of Germany. Well, not if the foreign beer avoided brewing with cheaper, barley expanding adjuncts! Like say, oh... for example... corn meal like is used in brewing HEINEKEN.

Despite this, and though I'm sure the stories he tells are embellished for the sake of entertainment, at the core, there is the undeniable truth that brewing companies are selling an image, and what you are buying is a beer. They simply think that you aren't smart enough to know the difference and with most American beer drinkers, they are right.

The quality games and propaganda wars American brewing companies have been waging with each other for years are enough to fill a book, so I'm not surprised that someone did write a book about it. What did surprise me was how intriguing a read it really was.

If you want to learn how to make beer in your basement, you'll need to find a different book. On the other hand, if you want to learn how "The People" are manipulated into changing their buying/drinking habits, then you need to check this book out. Written with an insider's view, Van Munching shows that beer not only is big business, it's a fun big business. From the early Revolutionary War days to the present, the growth and decline of many breweries are chronicled. It was fascinating to learn how the "Giants" came to be, and discover the true parentage of supposedly local brews. It is written in an easy to read style. Even if you do not drink beer, and are involoved in marketing in any way, this would be a good book to study. It tells "How" to market successfully, but even better (and much more humorously) how not to market.

This is terrific reading, not only for beer lovers and marketing buffs. Philip van Munching, grandson of the man who first brought Heineken to the United States, has written a non-fiction book that contains all the ingredients of a first-class thriller: megalomanic dynasties, a fatal car accident the evidence of which was tempered with, mad-gone advertising gurus, and conglomerates trying to take over the hood ("get your girl in the mood quicker, and get your jimmy thicker with St. Ides malt liquor"). Along the way, the reader learns quite a bit about marketing. That is what the Ivy-League-trainined marketing whiz kids at Anheuser-Busch, Miller, and Coors, apparently never did. Instead, they squandered away hundreds of millions of dollars in their futile attempts to win one of the most fiercely fought business wars of the last twenty five years: the war for the American beer market. Van Munching knows how they did it, and he tells it with wit and an incredible insider's knowledge. Great story, great writing, great book!!!

William Davidow has great organization in this book, but beyond the big picture, it lacks real substance. I could have taken this book, created an outline from just the chapter and section headings, and got as much out of it as I did reading the whole thing.

I recommend this book to the beginner in technology and marketing, but not to anyone with any real experience in either.

When this book was written, it broke new ground about the importance of crafting, marketing and selling "whole solutions." In an industry of constant technology innovations (and discontinuities, to steal a phrase from a follow-on editor), that is the only way to survive. This book is a must read, and really sets the stage for Geoffrey Moore's first book "Crossing the Chasm," another required reading for the student of high-technology marketing.

A clear and straightforward approach to the marketing challenges facing high technology companies. Davidow presents more than insights, he offers experienced guidance on some of company-building's thorniest issues. For example, his explanation of the difference between "devices" and "products" (which is the basis for Geoffrey Moore's "whole product" concept in Crossing the Chasm") is right on the mark. Although aimed at high technology companies, "Marketing High Technology" offers considerable value to any business. For new companies, it is a critical read

Teri Agins did a terrific job with her book "The End of Fashion". The title sounds a bit fatalistic, but the content and tome is fantastic. I've always wanted to know the history, business practices, personality and profiles of accomplished designers and Teri Agins delivers all this beautifully. No malice is detected and Ms.Agins' professionalism is evident throughout. No catty swipes are made, even when she discusses Donna's exorbitant overhead and sample process or when she discusses Tommy's obsession with everything Ralph Lauren. Remember Ralph: imitation is the sincerest form of flattery. I'm so glad to know what really happened to Mossimo and Zoran. This book about fashion designers and the fashion industry is a great read. I highly recommend it to fashion and garment industry types as well as for the informed or curious customer.

This book will be a great read for anyone interested in fashion, and frankly it's a good read for any consumer who spends more than a few hundred dollars a year on clothes. It explains not only the rise and fall of the Paris couture houses, but also the impact of licensing and retail giants such as Tommy Hilfiger and the Gap. If you're at all interested in the fashion industry, this provides fabulous insight. Agins did a good job of organising a lot of information, and then writing it in a way that remains engaging and meaningful. I bought this to do some research on a story, but then I found it so interesting that I finished this book in a couple of days!

For people who want to know in Fashion Industry. Great.