Title: Send 'Em One White Sock and 66 Other Outrageously Simple Ideas From Around the World for Building Your Business or Brand: The MaxiMarketing Idea Book
Publisher: McGraw-Hill
Publication Date: 1998
Language: English
ISBN 10: 0070526680
ISBN 13: 9780070526686
Binding: Hardcover
Condition: Good
Dust Jacket Condition: No Jacket
Weight: 0.55 pounds

About this title

Synopsis

Offers sixty-seven unique ideas for marketing products, with success stories from those who have applied them

From the Back Cover

Noted ad agency founders Stan Rapp and Thomas L. collins are the originators of MaxiMarketing. Their three best-selling books on the MaxiMarketing concept, which have been translated into a dozen languages, have sold more than 300,000 copies worldwide. Now, in their latest book, Rapp and Collins have examined the marketing successes of 20 advertisers around the world and have identified, extracted, and described 67 keys to the advertisers' astonishing gains in sales and market share. All of these insights have been boiled down to their own "outrageously simple" essence, so that each idea can be adpated to entirely different marketing situations. In the first part of the book, each idea is presented on its own page as a bite-sized "commandment," followed by a braoder definition and a discussion of how the idea was used. Part 2 offers more in-epth examinations with each idea cross-referenced to an extended case history. Here you will read about the marketing breakthroughs of such corporate giants as Shiseido, Mead-Johnson, and H.J. Heinz as well as small businesses such as the Philip Murphy chain of liquor stores in Australia and Grassfield's menswear store in Denver. You will see exactly how Ansett NZ airline got 80 percent of the members of their frequen-flyer club to pay a 300 renewal fee by sending them one white sock. And many other successful tactics and strategies. The 67 "starter" ideas in this book will undoubtedly spark still more idas that may result in that big breakthrough every marketer is always looking for.

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