Ice to the Eskimos: How to Market a Product Nobody Wants

Ice to the Eskimos: How to Market a Product Nobody Wants

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by Jon Spoelstra
     
 

You.
That's Right. YOU.
You've got a problem.
You've got a product that's not first in its class.
It's not even second.
You've got to find a way to market that product.

What Are You Going To Do?

You're going to read this book, that's what.

Let's face it. There comes a time in the life of every business when a

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Overview

You.
That's Right. YOU.
You've got a problem.
You've got a product that's not first in its class.
It's not even second.
You've got to find a way to market that product.

What Are You Going To Do?

You're going to read this book, that's what.

Let's face it. There comes a time in the life of every business when a product or service does not sell up to expectations.

Maybe your product is outmoded. Or hasn't been positioned correctly. Or is competing in a crowded market. Whatever the reason, Ice to the Eskimos is dedicated to helping you reclaim that lost ground. It's about taking a product or service and turning it into a winner. If you've got a product that is not the best in its field, then you will love Ice to the Eskimos. Take the principles Jon Spoelstra writes about and run hard with them—you'll be amazed by the results.

Written by the former president of the hapless New Jersey Nets, Jon Spoelstra is the man responsible for tripling that team's lagging revenues in just three years and increasing the season-ticket holders base by 250 percent. This guy knows what he's talking about. What everyone else had seen as a lost cause, Spoelstra saw as an outstanding opportunity to reawaken a tired and beaten product to achieve unprecedented profitability.

Not just for sports marketers, this lively, entertaining book successfully makes the jump from sports to whatever your product may be. The techniques Spoelstra perfected while working for teams in the NHL and NBA—from innovative packaging to image overhaul—apply to any product in any company. The numerous winning examples are sure to make Ice to the Eskimos a must-read for anyone with a product or service to sell.

Ice to the Eskimos is sure to be an instant marketing classic. It will show millions of readers how to market their product...sometimes even after they've given up hope. By using the powerful techniques in this book, you too can learn to achieve the impossible and market ice to the Eskimos.

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Product Details

ISBN-13:
9780887308512
Publisher:
HarperCollins Publishers
Publication date:
05/28/1997
Edition description:
1ST
Pages:
288
Sales rank:
132,863
Product dimensions:
5.50(w) x 8.25(h) x 0.97(d)

Meet the Author

Jon Spoelstra, widely acknowledged to be the best pro-sports marketer in the world, spent 11 years as the general manager of the Portland Trail Blazers. He lives with his wife in Portland, OR.

Table of Contents

Acknowledgments
1Jump-Starting out of Hell1
2Ulysses, You, and Me9
3The Quick Fix Silver Bullet25
4Ah So Desu (It is so, it is so.)44
5New Customers from Heaven55
6Paying Bonuses for Mistakes71
7Innovate, Innovate, Innovate, and When You're Tired, Innovate Some More82
8Creating Your Own Terrorist Group for Innovation97
9The Jump-Start Golden Rule109
10You Can't Jump-Start from an Ivory Tower121
11Marketing to a Segment of One138
12Cheap Is Good, but Free Is Better153
13I'll Be Your Friend for Another Year164
14The Secret Weapon182
15An Offer They Can't Refuse199
161,000 Widow Ladies214
17Choose Which Customer to Dump226
18When Will You Stop?240
19Is it Fun?252
20Afterword263
Index269

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