It's not rocket science: Using marketing to build a sustainable business - Hardcover

Gooze, Mitchell

Hardcover

ISBN 10: 1889772003 ISBN 13: 9781889772004

Publisher: Institute for Marketing and Innovation, 1997

Synopsis

When you're through reading It's Not Rocket Science, you may rightly decide your business employs excellent marketing techniques. Or, you could realize you're too lazy to market your goods. There is one statement, however, that you cannot accurately make. If you say your firm can't afford a marketing program, you cannot be right. It doesn't take a large bankroll to plan for tomorrow. It does require a measureless investment of thought. Much of what you read in these pages may seem elementary on the surface. You are encouraged to look and think below the surface. People who go into business usually know how to sell their product or service. They also know they can hire salespeople when the need arises. The majority gives no thought to marketing their goods. Some think a company markets its wares through advertising - and the more, the better. Others believe only large businesses can afford marketing, whatever that is. The surest and quickest way to recognize what a business needs to help it survive and thrive is to examine it through the eyes of marketing. That is the vision this book imparts.

About this title

About the Author

Mitch Gooze is an experienced general manager with operating experience in the high technology and consumer products industries. He has experience running divisions of large companies, as well as being CEO of smaller companies. Mr. Gooze was president of Teledyne Components, a division of Teledyne, Inc. for five years from 1985 until 1990.

With over 20 years in industry and specific involvement in several new product areas, his background includes direct experience in start-up and turn-around operations as well as mergers. He has been intimately involved in all functional areas of these operations, including design engineering, software, product engineering, test engineering, and marketing. Mr. Gooze's particular expertise is in differentiation, new product introduction, and strategic positioning.

He has extensive international experience, having run companies with substantial overseas operations. Additionally, Mitch has been personally involved in negotiating large contracts and distribution agreements in Europe and Asia.

Mr. Gooze is a graduate of the University of California, Los Angeles. He did graduate work in electrical engineering at the California State University, Long Beach and graduate business studies at the University of Santa Clara and Heriot-Watt University, Edinburgh, Scotland.

Mr. Gooze is a member of the Board of Directors of Hunter Associates Laboratory, Advanced Microbotics, Intisys, and Telesensory Systems. He is a past member of the Board of Directors of The American Electronics Association, ASUCLA, and The Board of Advisors of the Leavey School of Business at the University of Santa Clara and the Board of Advisors of Jandy Industries.

He has been an invited guest speaker and published author for over 15 years. During the last six years he has focused in the areas of marketing, customer satisfaction and related topics. He is a Founder of the International Center for Professional Speaking in Phoenix, AZ. Mitch was named 'Marketing Resource of the Year, 1993" by The Executive Committee, an international organization of CEO's.

Since 1991, Mr. Gooze has been a member of The OMT Group, an international management consulting firm with offices in Santa Clara, CA, Lexington, MA, Austin, TX, and Ontario, CA. The OMT Group helps its clients gain an unfair advantage through marketing and innovation.

From the Back Cover

The book's title, It's Not Rocket Science: Using Marketing to Build a Sustainable Business, means what it says. In most cases, marketing is not extraordinarily difficult, but it seems to be a forgotten or neglected part of too many businesses.

Why do some companies survive and thrive while others, in the same business, fade away? That's what we must understand - not just in academic theory or "mom and pop" company tactics but in sustainable business practice that gives you the options to control your future. It is said that there are three kinds of people: Those who make things happen; those who watch things happen; and, those who wonder what happened. If you'd like to be part of the first group, this book can help. It may also answer the third question for some of you.

There are numerous books on marketing that discuss the all-important Marketing Plan. Their suggestions on goals and strategies can be remarkably helpful in getting you to consider how to translate your thoughts to paper, and they don't need repeating here. My intention here is to acquaint readers with the nuts and bolts of the real job of marketing.

Edition details

• Publisher: Institute for Marketing and Innovation
• Publication date: 1997
• ISBN 10: 1889772003
• ISBN 13: 9781889772004
• Binding: Hardcover
• Language: English
• Edition number: 1
• Number of pages: 317