Cross-Pollination and Other Marketing Secrets from Top Brands
The Marketing Game: How the World's Best Companies Play to Win
by Eric Schulz.
Adams Media Corp., 1999, 290 pages, $24.95.
If being a former marketing executive for corporate giants like Procter & Gamble, the Walt Disney Co., andthe Coca-Cola Co. can't give you an edge on marketing strategies, probably nothing else will.
In The Marketing Game, Schulz uncovers some of the best-kept secrets in the marketing world. While touching onthe basics and maintaining a how-to approach, the book offers new strategies and processes for every marketing stepfrom development to promotion.
Everyday Life Can Give You an Edge
When it comes to analyzing the market, for example, Schulz says you'll need more than traditional consumer researchmethods. Schulz makes the point that even though focus groups and customer surveys can be useful, you will neveroutsmart your competition if you're all looking at the same results. So how do you get insights that your competitorswon't? From everyday life.
Schulz recommends watching television commercials, talking to friends and family, and browsing in stores to seewhat's out there and what people are really paying attention to. He says to even look at completely different productcategories and "cross-pollinate" effective marketing ideas to adapt them to your needs.
Although there are countless marketing books out there, very few stand out as groundbreaking. The Marketing Gamegives you invaluable strategies for branding, promotion, sports sponsorship, special events, consumercommunications, and just about everything in between. Regardless of your business's size, this book is a must-read.