When I quickly scanned the book I didn't like that Feig was getting outside of the specialty I had him pigeon-holed in. But, when I read the book I was extremely pleased. The subtitle to his book is "Hundreds of Proven-Effective Marketing and Sales Strategies for Every Business Situation." Well, this is exactly what the book delivered. There were probably several hundred such tips, tricks and strategies.
The book is easy to read. It is much more organized than his previous books. Like his previous books it contains lots of real life examples to illustrate the point he is making.
Below I list the chapter headings and because of word limitations on these reviews, I only comment on the first several chapters:
1) Proven Strategies to Build Marketing Success (I liked one of his sections "Six Quick Product Marketing Strategies." It recommended: 1) Develop new uses, 2) Make a minor cosmetic change, 3) Develop a new name, 4) Make it more convenient, 5) Put in a new performance que, 6) Make the product fun.)
2) Strategies for Developing Action Plans (I really liked his Segmentation Strategies section, and his discussions on Emotional Hot Buttons)
3) Strategies for Conducting Successful Market Research ("The poorest view of the market is from your office." This chapter is Feig's specialty, and it shows. He's put in information not found in his previous books. I really liked his discussion on how to use focus groups effectively. Feig is known for his position that focus groups should only react to what you show them, not try to intellectualize or brainstorm with you. You want them to "react just like they do in the real world." He really covers what not to do, which I found important.)
4) Strategies for Written Communictions and Presentations (This was an OK chapter. The points about how people remember things when you are moving was very helpful. This also demonstrates Feig's perceptive psychological grasp of things.)
5) Strategies to Implement Marketing Programs and Advertising
6) Strategies for Choosing Advertising Agencies and Other Suppliers
7) Strategies for Point of Sale, Impulse Items, and Trade Shows
8) Strategies for Pricing and Adding Value
9) Sellingand Marketing Strategies that Create Record Sales
10) Strategies for Speeding up the New Product Developement
11) Strategies For Making Distributors and Merchants Ecstatic
12) Proven Strategies for Turnaround Situations and Repositionings
13) Strategies to Make Your Package and Product Name Sell... Sell... Sell
14) Stragies for Marketing Through the New Media
15) Stratgies for Fund Raising (I didn't read this one)
16) Strategies for Cashing in on Business Alliances
17) Private Label Strategies Pay Off for Retailers and Suppliers Alike (This was really new material for me. I liked it alot)
18) Exciting Marketing Strategies for Retail Business
19) Strategies for Contests and Sweepstakes
20) Exploring Alternative Marketing Strategies
It's a big book, with lots of topics. Each chapter was a goldmine of ideas. He has a very perceptive and practical grasp of how marketing and sales works.
I HIGHLY RECOMMEND THIS BOOK.
John Dunbar
