Rubies in the Orchard

How to Uncover the Hidden Gems in Your Business

De: Lynda Resnick, Francis Wilkinson

Narrado por: Lynda Resnick

Duración: 4 h y 53 m

Resumen del Editor

NATIONAL BESTSELLER

POM Wonderful. FIJI Water. Teleflora. The Franklin Mint. Lynda Resnick's marketing triumphs read like an encyclopedia of branding. She is the smartest and hardest-working marketing brain in the business - the kind of marketer who can sell "ice sculptures to Eskimos." But her brilliant ideas aren't simply the result of random inspiration; they're the products of a systematic approach to marketing that any company -- large or small -- can adapt to achieve success.

In RUBIES IN THE ORCHARD, she divulges her secrets for creating some of the world's most memorable and iconic brands, and the bull's-eye strategies to sell them.Resnick believes that every company can find "rubies" in its orchard, elements of intrinsic value that consumers will desire. Here, she shows how every successful marketing campaign begins with uncovering these hidden gems, and communicating their value honestly and transparently to the consumer. Through Resnick's behind-the-scenes narrative, we learn the secrets of her extraordinary successes, including: POM Wonderful, the wildly popular 100% pomegranate juice that created an entirely new product category out of a fickle and obscure fruit; and FIJI Water, a fledgling brand she transformed into the #1 premium bottled water in America, with sales that have increased 300% since 2004.

A born marketer, Resnick shares tales from a remarkable life, from opening her own ad agency at age 19 to the time she famously overpaid for Jackie Kennedy's pearls at auction, then transformed her "mistake" into tens of millions in sales for the Franklin Mint. Here for the first time, Resnick reveals her systematic approach to breaking through marketplace clutter and consumer cynicism, and creating blockbuster brands with true staying power.

©2009 Lynda Resnick (P)2009 Random House

Reseñas de la Crítica

“...both entertaining and enlightening.... what’s really valuable to business owners is Resnick's insight on marketing, a field where she's built a well-­deserved reputation as a master.”--Businessweek

“Using sound advice, a wealth of first-hand experience, historical perspective, and fierce self-confidence, Lynda Resnick has written a very useful and practical book. Anyone starting a business or running an entrepreneurial venture should read [it].”—MARTHA STEWART, founder, Martha Stewart Living Omnimedia

“Are you looking for proven ideas about how to market anything, overtake the competition, ward off vicious attacks, and become rich? Even if you don’t want to do those things, you will still love this inspiring, funny, thought-provoking, autobiographical sharing of secrets by Lynda Resnick, who figured out for herself how to succeed, again and again.” —Dr. JARED DIAMOND, professor of geography at UCLA, and Pulitzer Prize–winning author of bestselling books including Collapse and Guns, Germs, and Steel

I loved Rubies in the Orchard!

This book was awesome. Im a 25 yrd old female living in San Diego, CA and have two companies. I thought this book was so inspiring and packed with fun information and knowledge. Im so inspired to go out a be a "powerful female" in today's work force! Thanks so much fro offering this book!! Thanks, Gloria from CA

Not much rubies in this orchard

Most of the book is all about patting herself on the back and promoting her company and its brands. There's no denying the woman has been successful but with the cash to back her up her advice seems to be out of touch with the start-up companies in today's economy. I think the woman has too much time on her hands and decided to "write" a book.

Just ok

The book is ok. It's a somewhat interesting autobiographical work from a shameless self-promoter. What else would you expect from a marketer. There are no insights to be learned, but it can be entertaining for those who find the author or the subject matter (i.e. very superficial approaches to marketing) of interest. I probably would've found it interesting when I was in seventh grade...

Pom Juice Commercial

Very disappointing. The book reads more like a commercial of all the businesses the author has been involved with through the years. I kept listening thinking it was going to get better and it just never did.

If you have any marketing experience whatsoever, save your time and money because this is 101 stuff.

Meh

It was a lot of “look at me, we are doing such great things at Pom.” vs offering value to listeners.