Descripciones mejoradas de Syndetics:

Increasing your sales with marketing ideas that break through the clutter and get your customer's attention.

Tom Peters says, "Jon Spoelstra knows his stuff."

Pat Williams, founder of Orlando Magic says, "I consider Jon the top marketer in the world."

The Wall Street Journal says, "Mr. Spoelstra is one of those guys who thinks 'out of the box'."

In this revised edition, Jon provides a real-world game plan for increasing your top line with marketing and promotion ideas that break through the clutter and get your customer's attention.

His 17 Ground Rules―tested and proven―in sports and business, show how to differentiate yourself from your competitors. The focus is on measurable results that impact your bottom line―without big marketing and advertising budgets. Going beyond marketing theory his approach encourages you to push the outrageous envelope to gain immediate sales. Not just for sales and marketing folks ―this book is for anyone who influences the course and attitude of your company.

Tabla de contenidos provista por Syndetics

• Why Didn't I Think of That?(p. 13)
• Foreword(p. 14)
• I Shoulda Bought a Rubber Chicken Factory(p. 17)
• 1 Do You Have the Guts?(p. 19)
• Ground rule #1 If you aren't willing to take a few risks in marketing, become a bean counter.
• 2 What's It Gonna Take?(p. 32)
• Ground rule #2 When you aim for the top, you make important progress by just the aiming.
• 3 Pushing the Outrageous Envelope(p. 51)
• Ground rule #3 There's no risk in pushing the outrageous envelope.
• 4 Who Are You, Anyway?(p. 67)
• Ground rule #4 If you correctly identify yourself, you can hit the jackpot.
• 5 Get Caught Up in Revenue(p. 81)
• Ground rule #5 Examine the feet before you operate on the brain.
• 6 Hit'Em Where They Ain't(p. 97)
• Ground rule #6 If you mimic the market leaders, you'll just add to their dominance.
• 7 Horse of Opportunity(p. 114)
• Ground rule #7 When a rare opportunity comes along and you can't test it, fly without a net.
• 8 New as a Way of Life(p. 122)
• Ground rule #8 Take an experiment and make it part of your life. Do it again.
• 9 The Idea Champion(p. 139)
• Ground rule #9 Champion the idea of Idea Champions.
• 10 Levels of Cream(p. 150)
• Ground rule #10 Scoop it off the top and apply it to the bottom line.
• 11 Don't Throw Your Money into a Tornado(p. 162)
• Ground rule #11 Build your identity while you're getting paying customers.
• 12 The Rubber Chicken Method(p. 183)
• Ground rule #12 Get them going down that slippery slide and you have a chance of selling them something.
• 13 Two Rules to Forget(p. 199)
• Ground rule #13 Toss out the old measurements. What's it gonna take to dominate?
• 14 Differentiate Until You Sweat(p. 211)
• Ground rule #14 Even when you don't want to, differentiate.
• 15 What Have You Done Today?(p. 227)
• Ground rule #15 If you have a tattoo, it should read: What have I done to make money for my company today?
• 16 Employees to Kill For(p. 240)
• Ground rule #16 You need to make your employees outrageous if you expect outrageously wonderful results.
• 17 Outrageous Mosaic(p. 253)
• Ground rule #17 Your mosaic should have colors of change, differentiation, outrageousness.
• Dedication(p. 264)
• Index(p. 266)
• Ordering Information(p. 272)

Notas de autor provistas por Syndetics

Jon Spoelstra has been general manager of the Portland Trail Blazers, president of the New Jersey Nets, and president of Mandalay Baseball Properties. Author of the non-fiction Ice to the Eskimos and Success is Just One Wish Away--and Red Chaser, a historical mystery, Jon is now a writer, speaker and consultant.