Ice to the Eskimos: How to Market a Product Nobody Wants

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Harper Collins, Oct 13, 2009 - Business & Economics - 288 pages
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You.
That's Right. YOU.
You've got a problem.
You've got a product that's not first in its class.
It's not even second.
You've got to find a way to market that product.

What Are You Going To Do?

You're going to read this book, that's what.

Let's face it. There comes a time in the life of every business when a product or service does not sell up to expectations.

Maybe your product is outmoded. Or hasn't been positioned correctly. Or is competing in a crowded market. Whatever the reason, Ice to the Eskimos is dedicated to helping you reclaim that lost ground. It's about taking a product or service and turning it into a winner. If you've got a product that is not the best in its field, then you will love Ice to the Eskimos. Take the principles Jon Spoelstra writes about and run hard with them—you'll be amazed by the results.

Written by the former president of the hapless New Jersey Nets, Jon Spoelstra is the man responsible for tripling that team's lagging revenues in just three years and increasing the season-ticket holders base by 250 percent. This guy knows what he's talking about. What everyone else had seen as a lost cause, Spoelstra saw as an outstanding opportunity to reawaken a tired and beaten product to achieve unprecedented profitability.

Not just for sports marketers, this lively, entertaining book successfully makes the jump from sports to whatever your product may be. The techniques Spoelstra perfected while working for teams in the NHL and NBA—from innovative packaging to image overhaul—apply to any product in any company. The numerous winning examples are sure to make Ice to the Eskimos a must-read for anyone with a product or service to sell.

Ice to the Eskimos is sure to be an instant marketing classic. It will show millions of readers how to market their product...sometimes even after they've given up hope. By using the powerful techniques in this book, you too can learn to achieve the impossible and market ice to the Eskimos.

 

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Contents

Ulysses You and Me
9
The Quick Fix Silver Bullet
25
Ah So Desu It is so it is so
44
New Customers from Heaven
55
Paying Bonuses for Mistakes
71
Innovate Innovate Innovate and When Youre
82
Creating Your Own Terrorist Group for Innovation
97
The JumpStart Golden Rule
109
Cheap Is Good but Free Is Better
153
Til Be Your Friend for Another Year
164
The Secret Weapon
182
An Offer They Cant Refuse
199
Choose Which Customer to Dump
226
When Will You Stop?
240
Is it Fun?
252
Afterword
263

You Cant JumpStart from an Ivory Tower
121
Marketing to a Segment of One
138
Index
269
Copyright

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About the author (2009)

Jon Spoelstra, widely acknowledged to be the best pro-sports marketer in the world, spent 11 years as the general manager of the Portland Trail Blazers. He lives with his wife in Portland, OR.

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