The Marketing Game: How the World's Best Companies Play to Win

by Eric Schulz

Book Overview

The Marketing Game explores the covert strategies and secrets of the world's most savvy enterprises. The book presents clear and straightforward methods to outsmart a competitor and obtain market... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 1580624790
• ISBN13: 9781580624794
• Release Date: May 2001
• Publisher: Adams Media Corporation
• Length: 290 Pages
• Weight: 1.05 lbs.
• Dimensions: 0.8" x 6.0" x 9.2"

Customer Reviews

The Marketing Game

A great pragmatic guide to retail marketing. If you're looking to jump-start your knowledge in the retail marketing space, this is your book. Eric explains retail promotional techniques in plain, simple, and fun language for all to understand. At the end of the book Eric encourages readers to contact him for further advice, and he means it! I called him for additional thoughts on a project I was working on and he enthusiastically took to call and suggested areas for further exploration. Well worth the price of the book.

Great Book For Everyone

This is a beneficial and entertaining book for people who are interested in marketing and also for those who may work in that field already. The information in this book was presented in an understandable way that was relevant to the subject and informational to the reader. I highly recommend this book to anyone who wants to know more about marketing and business, and to anyone who is looking for some helpful hints to market their product/s more successfully. I often found myself laughing outloud while reading this book!

Great Insight Into The True Marketing Game

Eric Schulz has done a fine job of offering great insight into the world of Marketing. Having worked myself for Procter & Gamble for ten years plus having been in the Marketing industry for 20 years, Eric has captured many of the key concepts. This is a great book for understanding a number of key marketing issues and makes a great reference book of ideas and insights on several topics.

MUST READ Marketing Book!

As a MBA student, I read this book hoping to gain insight into the world of marketing that I would not get in the classroom. What I received was an entire marketing concentration all wrapped into one! The book is written in an extremely "easy to grasp" format, and the real world examples given to support the information discussed make this by far the best marketing book that I have read! Must read material!

Nov. 1, 1999 Issue

With "The Marketing Game: How the World's Best Companies Play to Win", Eric Schulz offers branding strategies "for the rest of us," as Apple Computer's ads used to say. The former Procter & Gamble, Walt Disney and Coca-Cola exec has geared his new book to those in the marketing trenches in need of practical information for going out and implementing programs, in contrast to the more anecdotal or abstract marketing books emanating from CEOs and academics. The book, recently published by Adams Media, Holbrook, Mass., offers brainstorming and positioning techniques, while warning of "deadly sins" that consistently kill campaigns--say, pride (putting your logo everywhere) or gluttony (using pretty images that have nothing to do with your business). In the chapter entitled "What Consumer Research Won't Tell You," Schulz draws on his own experience--including a humbling period early in his career working on P & G's doomed Citrus Hill orange juice brand--to chart the ways in which research can lead marketers astray, while suggesting a common-sense alternative from everyday life for establishing the positioning of a brand. "Paying attention in everyday life is nowhere near as exciting as launching a half-million-dollar research project, complete with one-way mirrors and hidden video. But don't be fooled by the trappings of research," he warns. Instead, he offers ways of finding strategic consumer insight outside the disciplines of traditional research. Schulz, whose corporate marketing activities included a key role in orchestrating Coca-Cola's sponsorship of the 1996 Summer Olympic Games, currently is a consultant based in Great Falls, Va., outside Washington. His clients include Coke's Minute Maid unit (which he formerly challenged while at P & G), Special Olympics and the new-products think tank Eureka! Ranch, Cincinnati.