In this contrarian look at the world of marketing, Fox delivers cutting insights and plentiful tips that are clear, practical, and doable. Superstar brims with ideas for making your cash register go "ka-ching."
©2003 Jeffrey J. Fox. All rights reserved; (P)2003 Hyperion
"[Fox] has mastered the short format, advice-driven business book. "(Publishers Weekly)
"Fox's manifesto for retrofitting ailing marketing plans and tapped-out marketers is a rapid-paced, upbeat instruction....you won't walk away without a passel of powerful money-making techniques." (AudioFile)
The best part about the book is that you can play it while you work, and not worry as the foaming banter fades into the background. Keep working, because you aren't missing anything you don't already know.
I chose this book primarily on the strength of its rating. Unfortunately, I found that it was full of useless generalities like "Use your own products or services", "Factories don't sell products, marketing sells products"... I mean, seriously. How about observing the marketing concept of differentiation when creating a book on marketing, eh? ...And now I am going to sound whiney, but could you possibly use the phrase "marketing superstar" more times in a paragraph? Eventually it sounds like fingernails on a chalkboard.
The book did have some fun little anecdotes where you are supposed to pause, think about the "marketing superstar's" solution to some shopkeepers problem. Also, I only got about 60% through the book before I gave up, so maybe it got better ;-}
I recommend "How to Become a Marketing Superstar." I've run a small business for the past five years, but have little marketing experience (most of my business has come from personal or client referrals). Jeffrey Fox's presentation of marketing principles was both informative and enjoyable. I found the exercises in the book helped make listening an interactive experience. My only complaint is that the audio version is abridged, and an important concept in the book, "dollarizing" your value, is only summarized. The author refers listeners to the print version of the book for details on this concept. That being said, he still gives you a working idea of the concept, and the rest of the book made the purchase and listen more than worth it.
I'm no stranger to the subject of marketing. I've been at it for years and have an MBA in marketing as well. Fox is on target 95% of the time, understandalbe to the layman and certainly thought provoking to the pro. Fox delivers again. This is the best audible.com book on marketing I've purchased.
I liked this book. It helped me think creativly about my own business. Mainly through examples that are general enough to map your own product on to them.
Jeff is one of those rare speakers who don't drone you to sleep as so many other speakers do. If you're sales are a bit off or if you feel foggy in your career as a sales professional -- Jeff's books like this one and others will get the fire lit again and you'll find yourself wondering where you'd be without this book.
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