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

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

by Jon Spoelstra
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HarperCollins Publishers
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Ice to the Eskimos: How to Market a Product Nobody Wants

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.

Product Details

ISBN-13: 9780887308512
Publisher: HarperCollins Publishers
Publication date: 05/28/1997
Edition description: 1ST
Pages: 288
Sales rank: 207,788
Product dimensions: 5.50(w) x 8.25(h) x 0.97(d)

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Ice to the Eskimos: How to Market a Product Nobody Wants 4 out of 5 based on 0 ratings. 4 reviews.
Anonymous More than 1 year ago
I read these books out of order. I guess Ice to Eskimos was written prior to Marketing Outrageously but I loved them both. What I would really like to see Spoelstra and the publishers do is combine the two! There are several great techniques here not mentioned in Marketing Outrageously and lots of new stories. The bottom line though, is that even after reading Marketing Outrageously 3 times already, this book got me just as pumped and excited and thrilled about implementing new concepts!! For a guy whose marketed a couple of sports teams, it amazes me that he could keep my interest let alone spark my imagine in a way that certainly no other marketing book has ever done!! There are tons of things to get you excited about your job, your product and your own problem solving tasks!! It's easy reading but inspires heavy note taking and a lot of creative ideas no matter what your industry, position or field.
Anonymous More than 1 year ago
She slept soundly.
Anonymous More than 1 year ago
IPLily More than 1 year ago
I read this book to prepare myself for a career in sales in the sports industry. I think this book really is a must read. It has great ideas and makes great points. I think it is an overall useful book. Again, a must read for those starting out in sports, especially if you are in an inside sales position for a sports team.