Synopsis

Jon Spoelstra, one of the country's best sports marketers, contends there is less risk and more payoffs in creating outrageous marketing.

Library Journal

Spoelstra (Ice to the Eskimos: How To Market a Product Nobody Wants) offers another fine book on creative marketing strategies and motivation. His book, which shows how considering marketing problems "outrageously" but consistently can benefit an organization, is instructive in its marketing ideas and stories of triumph. President of the professional sports division of Mandalay Entertainment, Spoelstra has held positions or served as a consultant with several sports teams, including the Portland Trail Blazers, New Jersey Nets, and Dayton Dragons. Here he describes how in his own experience a lack of adequate funds for marketing and advertising goals led to his "outrageous" approach. In each of the 17 chapters, Spoelstra illustrates one of "ground rules" of marketing, claiming that, for instance, each company must differentiate itself and that budget constraints need not prevent a company from doing its best work. His concerns for increasing revenue through marketing will be useful to professional marketers and students of marketing. Recommended for the academic and public libraries that serve them. Littleton Maxwell, Business Information Ctr., Univ. of Richmond, VA Copyright 2001 Cahners Business Information.