This book broadened my thinking about pricing strategies by dedicated one chapter to an alternative pricing method (alternative to cost plus pricing). One of the authors' key points is that pricing does not arise from the "invisible hand of the market" but is a deliberate choice on the part of a business owner. They also point out that a good pricing strategy is aligned with the type of customer you are serving.The book is really a set of separate chapters dedicated to nine pricing methods (e.g., freemium, pay as you wish, premium pricing, price wars), and doesn't really have a summary or culminating insight other than the two mentioned previously. This book is not a "how to" so it won't help you devise a pricing strategy for your business; rather, it will help you "think outside the box" in terms of what is possible and what other people have made work for their businesses. The narrator is pretty good and engaging.
This book contains literally hundreds of great examples of "meaningful" marketing (where the marketing activity itself adds value to the customer's life). Nearly all the small case studies are applicable and you can walk away with something to use in your own business. The author gives examples from many industries and ties the examples to his key points and gives a brief history of several waves of marketing theory. There are examples of a wide variety of marketing program types (e.g., relationship, engagement, communication, loyalty, etc). The second half of the book presents the method for creating a meaningful marketing program. The narrator is engaging and is a good fit for the content.
I enjoyed the content of the book because it had many interesting perspectives and observations about architecture, including the author's description of the way his childhood influenced his relationship with buildings. Architecture is defined from several perspectives and subsequent chapters explore architecture as form, function, space, and in relationship to movies and art. I do think the book would benefit from a more dynamic narrator since the writing is not always very engaging. There are passages which are essentially lists of architectural features that were difficult to stay focused on due to the gravely voiced narrator. The author provides mostly Western examples (especially the Eastern US) and is fairly traditional in his views--not a post-modern or iconoclastic treatment of the subject.
This book is read by the two authors. They are not professional oral readers and frequently stumble over their words or make mistakes. The recording was apparently not edited because the authors repeat sentences when they have made a mistake (thinking the first sentence audio would be removed). In the final few chapters, the authors are actually talking about the recording itself (perhaps thinking the microphone is turned off) and one of the chapters is cut off. The list is a good sample of popular business books, but each very brief synopsis often contains more of Covert and Satterson's impressions of the book rather than the content of the book itself. The first 50 books have 3 or 4 minute outlines, while the last 10 or 20 books have outlines in the 1 to 3 minute range which makes them limited in usefulness.
These audio book chapters are 20 minutes long. The first five minutes is a quick overview of the chapter. The subsequent 15 minutes is broken into 5 minute quizzes, which are quite repetitive. The questions refer to the text itself, so you won't necessarily know the answer from just listening to the five minute audio summary. Many of the questions are true/false terminology questions such as "If a marketing manager segments their market they are performing market segmentation--true or false?". I wouldn't recommend this unless you happen to be taking a class, reading the text book, and have a lot of extra time in the car.
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