Marketing Outrageously: How to Crank Up Your Revenue by Staggering Amounts by Jon Spoelstra

Marketing Outrageously: How to Crank Up Your Revenue by Staggering Amounts Reviews

• 
  Matt Witten

  Clearly a great book for sports marketers from one of the thought leaders in the area, but a great read for any marketer/business person in my opinion. It reframes the marketing thought process, and pushes the reader to rethink the norms of marketing. Even though dated, I believe the way Spoelstra presents marketing and displaying value is only becoming more important in the current consumer landscape.
• 
  Dmitry

  (The English review is placed beneath Russian one)
  
  Книга «Агрессивный маркетинг» от автора Йон Спэлстра, это попытка написать свой собственный «Маркетинг. Менеджмент», ориентируясь на свой особый стиль работы.
  
  Эпатаж в маркетинге
  
  Автор - и как мне кажется, это его ошибка - описывает почти все темы маркетинга, но делает это, основываясь на собственном опыте и стиле. А стиль у данного маркетолога, это реализация самых безумных идей. Поэтому если бы автор взял бы только эту тему, исключив рекламу, ценообразование и пр., то книга была бы полезна для любителей вирусного маркетинга или маркетинга нестандартных подходов. Вместо этого книга получилась, с одной стороны, довольно банальной, т.к. многие идеи высказывались уже в книге «Маркетинг. Менеджмент» Котлера. С другой стороны, если автор призывает использовать, иногда выходящие за грань этики и здравого смысла, идеи, с целью заполучить потребителей, то тогда стоит увеличить количество примеров, а также привести более сильные аргументы. Примеры, которые приводит автор, хоть и заслуживают внимания, но, как мне кажется, чего-то в них всё же не хватает. В общем, эта книга во многом схожа с такими книгами как «Lovemarks: Бренды будущего», «Живые бренды. Новый подход к созданию и продвижению брендов» и т.д.
  И еще. Автор работает в мире спорта, поэтому почти все примеры, так или иначе, приводятся из этой области.
  
  Вспоминая Левитта
  
  Как мне показалась, большая часть книги основана на анализе следующей проблемы: «множество компаний понятия не имеют, в каком бизнесе они работают». И далее: «Smith-Corona была крупным производителем пишущих машинок и считала, что работает именно в этой области. Конечно, вы всё ещё можете купить пишущую машинку, но что если бы Smith-Corona решила, что работает не в индустрии производства пишущих машин, а в индустрии воспроизводства текстов? Когда появились компьютеры, смогла бы Smith-Corona удовлетворять своих покупателей, перешедших на компьютеры? Думаю, что да».
  
  Проблемы с анализом ситуаций
  
  Вторая проблема, с которой сталкиваются компании и вопрос, которому посвящает ещё одну часть книги автор, это ошибки, созданные при анализе окружающей среды, анализе конкурентов, анализе рынка и ситуации в целом, а также реакции конкурентов на действие фирмы, как например, реакция на изменения в ценовой политике. Ошибки в работе фирмы связанные с этими вопросами порой создают очень серьёзные проблемы. И именно эти вопросы рассматривает автор.
  
  The book "Marketing Outrageously Redux" by Jon Spoelstra, is an attempt to write his own "Marketing Management" based on his own particular style of work.
  
  Aggressive Marketing.
  
  The author - and I think it's his mistake - describes almost all marketing topics, but does so based on his own experience and style. And the style in this marketer is the realization of the craziest ideas. So if the author had taken only this topic, excluding advertising, pricing, etc., the book could be useful for fans of viral marketing or marketing non-standard approaches. Instead, the book turned out, on the one hand, quite banal, because many ideas were already expressed in the book " Marketing Management " by Philip Kotler. On the other hand, if the author encourages the use of ideas that sometimes go beyond ethics and common sense in order to get consumers, then it is worth increasing the number of examples as well as providing more convincing arguments. The examples are given by the author, although noteworthy, still seem to me to lack something in them. In general, this book is very similar to such books as "Lovemarks" by Kevin Roberts, "Living Brands" by Raymond Nadeau, etc.
  And one more thing. The author works in the world of sports, so almost all examples, one way or another, are from this area.
  
  Remembering Levitt.
  
  As it seemed to me, most of the book is based on an analysis of the following problem: "many companies have no idea what kind of business they work in. And then, "Smith-Corona was a major maker of typewriters and thought they were working in this area. Of course, you could still buy a typewriter, but what if Smith-Corona decided that it wasn't in the typewriter industry, it was in the text production industry? When computers came along, could Smith-Corona satisfy its customers who switched to computers? I think so."
  
  Problems with situation analysis
  
  The second problem faced by companies and the issue to which the author dedicates another part of the book is errors created when analyzing the environment, competitors, market analysis and the situation in general, as well as competitors' reactions to the firm's actions, such as reactions to changes in pricing policy. Errors in the firm's work related to these issues sometimes create very serious problems. And it is these issues that the author considers.
• 
  Tony Tovar

  No doubt, This is one of the best outside-the-box-thinking books I've read to date. It should be noted that Im writing this book after having read, "I'm feeling lucky" by Douglas Edwards.
  
  I mention this because I felt that Google's founders, Larry and Sergey, must have read this book prior to launching their backed startup. I recommend reading this book then going on to reading about an outrageous little startup with a quest to dominate the world while doing no evil. You'll see the outrageous beat out traditional, corporate thought and see why Marketing Outrageously is the way to go.
  
  
• 
  Jeff Kinsey

  I have read this book twenty or more times. It is a "must own and consume" for entrepreneurs. Period.
  
  I bought it based on the cover art and topic. Who said that you cannot tell a book by its cover? It was not Jon Spoelstra.
  
  Best take away phrase: What's it gonna take?
• 
  Rich

  The book is a bit dated and as much memoir as it is actually about marketing - but still an enjoyable read that has some very cool concepts. The writing is also easy to follow and never dry - using nice personal example and anecdotes to emphasize points.
• 
  Bryan

  I really enjoyed reading this book. The ideas presented were very interesting and really got my brain moving. It made me rethink some of the marketing I have be doing. I will be trying to think a little more out of the box.
• 
  Rosemary

  Definitely a fantastic book...combined two of my favorite things....brilliant marketing and basketball...loved it.
• 
  Alisa

  I liked this book because it incorporated sports with marketing-2 subjects I like. Has great stories and good ideas to get people's attention through marketing.
• 
  Rob

  So far I have really liked this book. As I'm reading it my mind is racing with marketing ideas.
• 
  Flavil Hampsten

  Fantastic workbook style book. Jon pushes you to think outside of the box and beyond. After all, when you're selling the NJ Nets in the 90s you have to be a genius marketer.
• 
  Eddie Howden

  totally different way of looking at increasing revenue. This man can truly "think outside the box!"