I obtained this as an add-on from a PBS comrade who was mailing me a wish listed book. It was published mainly for additional reading in college classes and I find it to be still of interest and use.
The author is very succinct. Read the introduction and then the chapters of interest to you if you have limited time. I am looking at it on the bus and then will leave it on the book truck in the lobby of the VA Hospital.
The Ries emphasize that marketing is branding. The old rule about selling is fading at the start of the 21st C., which is illustrated by the many retail places that have cashiers but few if any salespeople. And on the Internet, one tends to search for something under the brand name of the firm, such as 'Amazon' rather than searching through 'books.'
Chapter One is The Law of Expansion--The power of a brand is inversely proportional to its scope. Thus ToyRUs went the wrong way with BabiesRUs and Starbuck went the right way with coffee as noted with other examples in Chapter 2--The Law of Contraction.
No more time to type....
P.S. I read and enjoyed several more chapters on the way to an appt. at the VA Hospital and put the book on the free book truck in the lobby at 5:30 A.M. As I departed just before noon, I checked and saw someone had taken it up, which is great!
Index.
The author is very succinct. Read the introduction and then the chapters of interest to you if you have limited time. I am looking at it on the bus and then will leave it on the book truck in the lobby of the VA Hospital.
The Ries emphasize that marketing is branding. The old rule about selling is fading at the start of the 21st C., which is illustrated by the many retail places that have cashiers but few if any salespeople. And on the Internet, one tends to search for something under the brand name of the firm, such as 'Amazon' rather than searching through 'books.'
Chapter One is The Law of Expansion--The power of a brand is inversely proportional to its scope. Thus ToyRUs went the wrong way with BabiesRUs and Starbuck went the right way with coffee as noted with other examples in Chapter 2--The Law of Contraction.
No more time to type....
P.S. I read and enjoyed several more chapters on the way to an appt. at the VA Hospital and put the book on the free book truck in the lobby at 5:30 A.M. As I departed just before noon, I checked and saw someone had taken it up, which is great!
Index.
