Perpetual Marketing

By Patrick Perugini

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• Format: Paperback
• Language: English
• ISBN: 0971589704
• ISBN13: 9780971589704
• Release Date: December 2001
• Publisher: Richards-Stallman Publishing Company
• Length: 176 Pages
• Weight: 0.55 lbs.
• Dimensions: 5.5" x 8.5"

Customer Reviews

Most pragmatic approach to high-tech marketing there is

Marketing gurus Patrick Perugini and Jeff Wiss have developed a completely repeatable process for achieving success in high-tech markets. This book offers a blue print of what to do when (and why) in order to get early market success for a new product and how to innovate in marketing as the market evolves. There's more to it in this book than most books of its kind: practical steps, tools and guidelines that will lead you through the four phases of their marketing lifecycle model. I highly recommend this book for people who are looking for more science in their marketing.

Eureka! I've found a really useful Marketing & Sales Book

BOOK REVIEW FOR PERPETUAL MARKETING(The Right Marketing at the Right Time)byPatrick Perugini with Jeff Wiss This is a path-breaking and landmark publication for any organization interested in enhancing their marketing endeavors in order to attain faster and better results. It is the first time that as a reader I felt truly engaged in an interactive process with the authors. They asked me to answer 15 questions and calculate a score. As a test of repeatability, I asked my marketing colleague within our institution to do the same, and she obtained independently the exact same score (2.2) which placed us clearly in the Solutions Phase II quadrant of the Service Lifecycle. From there it was a simple matter to go to the templates on pp. 115-129 to obtain a ready-to-implement immediately set of vital, mission critical marketing and sales tactics. Having read many marketing books, this is the first one that began to approach a scientific paradigm for me. It contains plausible and reasonable theoretical models for several realistic, empirically based situations-e.g., products vs. services. It definitely has a high-tech spin, but I believe it has wider and more general relevance and application opportunities. For the layperson I think the next edition of this book could be enhanced by including a definitive glossary of important marketing terms (jargon) at the back of the book. I found myself seeking clarification of exact connotations of "parity plus one," "customer touch points," and so forth. Overall, buying and perusing this book which only recently (January 2002) became widely available is a high value-added proposition where the probable returns are orders of magnitude greater than the modest purchase price. I can't help but wonder how many failed companies could and should have been saved if they truly understood and applied the revolutionary content contained in this short (159 pp.) eye-opener. I recommend it without qualification to anyone and everyone who has ever been puzzled by the marketing maze. Perpetual Marketing is a comforting North Star with associated, detailed charts to make it easier to navigate the dangerous waters of today's dynamic global marketplace with more confidence and less fear of the unknown. Book Reviewed by, Larry R. Cross, Ph.D. EI President/ CEO Boulder, Colorado February 14, 2002