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September 26, 2004
Our first book review!
From publisher's weekly. If you subscribe you can find it here. If not you can see it on Amazon. Here's an excerpt
"This engaging primer contends that all marketing campaigns can be boiled down to five basic strategies, a typology distilled from the authors' experience as marketing executives at Microsoft and as venture capitalists. The "plays," schematized [are] with football diagrams...
This illuminating conceptual framework is perhaps less important than the authors' lucid analyses of real-world marketing situations, drawn from case studies and from their own gaffes and triumphs in marketing Excel, MS Office and other software milestones in Microsoft's march to monopoly. They throw in lots of practical tips ... The authors' wealth of insights, presented in a breezy, down-to-earth style free of management-theory cant, will give marketing managers much useful food for thought."
Posted by johnza at September 26, 2004 11:43 PM
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