Its a starter on your International Strategy!, 23 Jan 2001
This book it's about the basics of International Marketing, the several stages covered with good examples that go along... It's the adapted book from many Business Schools, and a valuable guide to any professional. Issues go from Analysis, Development and Implementation.

Its a starter on your International Strategy!, 23 Jan 2001
This book it's about the basics of International Marketing, the several stages covered with good examples that go along... It's the adapted book from many Business Schools, and a valuable guide to any professional. Issues go from Analysis, Development and Implementation.

Boring, boring, boring, 03 Mar 2003
An extremely boring book. What a pity, the authors said it all in the title and wasted two hundred and something pages just to repeat it. Ok repetita juvant but I ask a little more than this.
Not a single wise hint to pr practitioners. Lots of so called case studies, all squeezed in to testimony the truth of the brilliant book title.
Not a single hint on strategy - apart from "a good pr plan takes time, lot of time". Not to mentiio tactics.
You can live, work and do just as fine without this book.

PR - It is all about the product and its image, 31 Jan 2003
The Ries' book on PR is an absolute must for ALL the companies out there. The book shows us the reality behind the Advertising empire: an empire that seems to have lost its function, effectiveness and credibility.
"Creativity wins awards, but does it also win sales?" is the question, and the answer follows: " To be effective, advertising doesn't need creativity. It needs credibility", and that is where PR comes into the picture.

The strenght of this book is in the back-up evidence that the Ries bring forward, the simplicity and sincerity.

Companies have to follow their advice: "You can't live in the past. Advertising is no longer fresh and exciting. There's just too much of it.", and start focusing on the future: on PR.

Excellent book!

Thought provoking but over-sells role of PR vs. advertising, 09 Nov 2002
This has a great title and , like many business books, expands what could have been a 5 page article on this theme into a 200 page plus tome. The authors do a good job of selling the role that PR can have in brand building, but give little practical advice on how to build and execute programmes that create the sort of "buzz" and word-of-mouth they talk about. Also, I was left thinking that the point really is "the rise of WOW products" rather than PR....the iMac, Palm Pilot, new Beetle etc, are just brilliant products that create their own PR.

However, they go OTT on the "death" of advertising, saying it has NO role in brand building. A flick through the IPA Advertising Works annual book would soon nip this argument in the bud.

Its a starter on your International Strategy!, 23 Jan 2001
This book it's about the basics of International Marketing, the several stages covered with good examples that go along... It's the adapted book from many Business Schools, and a valuable guide to any professional. Issues go from Analysis, Development and Implementation.

Boring, boring, boring, 03 Mar 2003
An extremely boring book. What a pity, the authors said it all in the title and wasted two hundred and something pages just to repeat it. Ok repetita juvant but I ask a little more than this.
Not a single wise hint to pr practitioners. Lots of so called case studies, all squeezed in to testimony the truth of the brilliant book title.
Not a single hint on strategy - apart from "a good pr plan takes time, lot of time". Not to mentiio tactics.
You can live, work and do just as fine without this book.

PR - It is all about the product and its image, 31 Jan 2003
The Ries' book on PR is an absolute must for ALL the companies out there. The book shows us the reality behind the Advertising empire: an empire that seems to have lost its function, effectiveness and credibility.
"Creativity wins awards, but does it also win sales?" is the question, and the answer follows: " To be effective, advertising doesn't need creativity. It needs credibility", and that is where PR comes into the picture.

The strenght of this book is in the back-up evidence that the Ries bring forward, the simplicity and sincerity.

Companies have to follow their advice: "You can't live in the past. Advertising is no longer fresh and exciting. There's just too much of it.", and start focusing on the future: on PR.

Excellent book!

Thought provoking but over-sells role of PR vs. advertising, 09 Nov 2002
This has a great title and , like many business books, expands what could have been a 5 page article on this theme into a 200 page plus tome. The authors do a good job of selling the role that PR can have in brand building, but give little practical advice on how to build and execute programmes that create the sort of "buzz" and word-of-mouth they talk about. Also, I was left thinking that the point really is "the rise of WOW products" rather than PR....the iMac, Palm Pilot, new Beetle etc, are just brilliant products that create their own PR.

However, they go OTT on the "death" of advertising, saying it has NO role in brand building. A flick through the IPA Advertising Works annual book would soon nip this argument in the bud.

a gift, 01 Dec 2007
With Christmas and Burns Night coming, this is a perfect gift to go with the more traditional bottle of Scotch. And it will last a lot longer. Great storytelling.

Its a starter on your International Strategy!, 23 Jan 2001
This book it's about the basics of International Marketing, the several stages covered with good examples that go along... It's the adapted book from many Business Schools, and a valuable guide to any professional. Issues go from Analysis, Development and Implementation.

Boring, boring, boring, 03 Mar 2003
An extremely boring book. What a pity, the authors said it all in the title and wasted two hundred and something pages just to repeat it. Ok repetita juvant but I ask a little more than this.
Not a single wise hint to pr practitioners. Lots of so called case studies, all squeezed in to testimony the truth of the brilliant book title.
Not a single hint on strategy - apart from "a good pr plan takes time, lot of time". Not to mentiio tactics.
You can live, work and do just as fine without this book.

PR - It is all about the product and its image, 31 Jan 2003
The Ries' book on PR is an absolute must for ALL the companies out there. The book shows us the reality behind the Advertising empire: an empire that seems to have lost its function, effectiveness and credibility.
"Creativity wins awards, but does it also win sales?" is the question, and the answer follows: " To be effective, advertising doesn't need creativity. It needs credibility", and that is where PR comes into the picture.

The strenght of this book is in the back-up evidence that the Ries bring forward, the simplicity and sincerity.

Companies have to follow their advice: "You can't live in the past. Advertising is no longer fresh and exciting. There's just too much of it.", and start focusing on the future: on PR.

Excellent book!

Thought provoking but over-sells role of PR vs. advertising, 09 Nov 2002
This has a great title and , like many business books, expands what could have been a 5 page article on this theme into a 200 page plus tome. The authors do a good job of selling the role that PR can have in brand building, but give little practical advice on how to build and execute programmes that create the sort of "buzz" and word-of-mouth they talk about. Also, I was left thinking that the point really is "the rise of WOW products" rather than PR....the iMac, Palm Pilot, new Beetle etc, are just brilliant products that create their own PR.

However, they go OTT on the "death" of advertising, saying it has NO role in brand building. A flick through the IPA Advertising Works annual book would soon nip this argument in the bud.

a gift, 01 Dec 2007
With Christmas and Burns Night coming, this is a perfect gift to go with the more traditional bottle of Scotch. And it will last a lot longer. Great storytelling.

puts complex marketing ideas in plain english succinctly, 04 Oct 2003
This is an easy read for any marketing student, particularly business to business marketing. It gives good examples and explains key theories in simple terms which you can easily relay in exams/papers. It provides an excellent foundation of knowledge for business to business marketing students and covers all the key ideas: network theory, customer protfolios, company relationship stages etc.

It is very comprehensive and spolished!, 10 Jul 2000
It is a very excellent texy book for whom would like to study industrail marketing and B2B relatiosnhip.

Indeed, it's a great book for MBA and Marketing students to engage in the B2B Marketing and Relationship Marketign area! I strongly recommend this book to whom woul dlike ot engage in Marketing area for your career!

Network theory made applicable for companies, 25 Apr 2000
Having read the book "Managing Business Relationships" by Ford and others, has proven to me that the network theories can be brought down to earth. The authors have succeeded in makin the theories applicable and the book is worth reading for both researchers and strategists. The book gives you an overall description of the theory and provides you with tools for analysing and imporving the way that yopur company is doing business with both your partners, competitors and customers. Overall the book is worth reading and I recommend it to all with interest in busniess relationships and improving of how you do business on an ever growing global market.

Its a starter on your International Strategy!, 23 Jan 2001
This book it's about the basics of International Marketing, the several stages covered with good examples that go along... It's the adapted book from many Business Schools, and a valuable guide to any professional. Issues go from Analysis, Development and Implementation.

Boring, boring, boring, 03 Mar 2003
An extremely boring book. What a pity, the authors said it all in the title and wasted two hundred and something pages just to repeat it. Ok repetita juvant but I ask a little more than this.
Not a single wise hint to pr practitioners. Lots of so called case studies, all squeezed in to testimony the truth of the brilliant book title.
Not a single hint on strategy - apart from "a good pr plan takes time, lot of time". Not to mentiio tactics.
You can live, work and do just as fine without this book.

PR - It is all about the product and its image, 31 Jan 2003
The Ries' book on PR is an absolute must for ALL the companies out there. The book shows us the reality behind the Advertising empire: an empire that seems to have lost its function, effectiveness and credibility.
"Creativity wins awards, but does it also win sales?" is the question, and the answer follows: " To be effective, advertising doesn't need creativity. It needs credibility", and that is where PR comes into the picture.

The strenght of this book is in the back-up evidence that the Ries bring forward, the simplicity and sincerity.

Companies have to follow their advice: "You can't live in the past. Advertising is no longer fresh and exciting. There's just too much of it.", and start focusing on the future: on PR.

Excellent book!

Thought provoking but over-sells role of PR vs. advertising, 09 Nov 2002
This has a great title and , like many business books, expands what could have been a 5 page article on this theme into a 200 page plus tome. The authors do a good job of selling the role that PR can have in brand building, but give little practical advice on how to build and execute programmes that create the sort of "buzz" and word-of-mouth they talk about. Also, I was left thinking that the point really is "the rise of WOW products" rather than PR....the iMac, Palm Pilot, new Beetle etc, are just brilliant products that create their own PR.

However, they go OTT on the "death" of advertising, saying it has NO role in brand building. A flick through the IPA Advertising Works annual book would soon nip this argument in the bud.

a gift, 01 Dec 2007
With Christmas and Burns Night coming, this is a perfect gift to go with the more traditional bottle of Scotch. And it will last a lot longer. Great storytelling.

puts complex marketing ideas in plain english succinctly, 04 Oct 2003
This is an easy read for any marketing student, particularly business to business marketing. It gives good examples and explains key theories in simple terms which you can easily relay in exams/papers. It provides an excellent foundation of knowledge for business to business marketing students and covers all the key ideas: network theory, customer protfolios, company relationship stages etc.

It is very comprehensive and spolished!, 10 Jul 2000
It is a very excellent texy book for whom would like to study industrail marketing and B2B relatiosnhip.

Indeed, it's a great book for MBA and Marketing students to engage in the B2B Marketing and Relationship Marketign area! I strongly recommend this book to whom woul dlike ot engage in Marketing area for your career!

Network theory made applicable for companies, 25 Apr 2000
Having read the book "Managing Business Relationships" by Ford and others, has proven to me that the network theories can be brought down to earth. The authors have succeeded in makin the theories applicable and the book is worth reading for both researchers and strategists. The book gives you an overall description of the theory and provides you with tools for analysing and imporving the way that yopur company is doing business with both your partners, competitors and customers. Overall the book is worth reading and I recommend it to all with interest in busniess relationships and improving of how you do business on an ever growing global market.

Boring, boring, boring, 03 Mar 2003
An extremely boring book. What a pity, the authors said it all in the title and wasted two hundred and something pages just to repeat it. Ok repetita juvant but I ask a little more than this.
Not a single wise hint to pr practitioners. Lots of so called case studies, all squeezed in to testimony the truth of the brilliant book title.
Not a single hint on strategy - apart from "a good pr plan takes time, lot of time". Not to mentiio tactics.
You can live, work and do just as fine without this book.

PR - It is all about the product and its image, 31 Jan 2003
The Ries' book on PR is an absolute must for ALL the companies out there. The book shows us the reality behind the Advertising empire: an empire that seems to have lost its function, effectiveness and credibility.
"Creativity wins awards, but does it also win sales?" is the question, and the answer follows: " To be effective, advertising doesn't need creativity. It needs credibility", and that is where PR comes into the picture.

The strenght of this book is in the back-up evidence that the Ries bring forward, the simplicity and sincerity.

Companies have to follow their advice: "You can't live in the past. Advertising is no longer fresh and exciting. There's just too much of it.", and start focusing on the future: on PR.

Excellent book!

Thought provoking but over-sells role of PR vs. advertising, 09 Nov 2002
This has a great title and , like many business books, expands what could have been a 5 page article on this theme into a 200 page plus tome. The authors do a good job of selling the role that PR can have in brand building, but give little practical advice on how to build and execute programmes that create the sort of "buzz" and word-of-mouth they talk about. Also, I was left thinking that the point really is "the rise of WOW products" rather than PR....the iMac, Palm Pilot, new Beetle etc, are just brilliant products that create their own PR.

However, they go OTT on the "death" of advertising, saying it has NO role in brand building. A flick through the IPA Advertising Works annual book would soon nip this argument in the bud.

Its a starter on your International Strategy!, 23 Jan 2001
This book it's about the basics of International Marketing, the several stages covered with good examples that go along... It's the adapted book from many Business Schools, and a valuable guide to any professional. Issues go from Analysis, Development and Implementation.

Boring, boring, boring, 03 Mar 2003
An extremely boring book. What a pity, the authors said it all in the title and wasted two hundred and something pages just to repeat it. Ok repetita juvant but I ask a little more than this.
Not a single wise hint to pr practitioners. Lots of so called case studies, all squeezed in to testimony the truth of the brilliant book title.
Not a single hint on strategy - apart from "a good pr plan takes time, lot of time". Not to mentiio tactics.
You can live, work and do just as fine without this book.

PR - It is all about the product and its image, 31 Jan 2003
The Ries' book on PR is an absolute must for ALL the companies out there. The book shows us the reality behind the Advertising empire: an empire that seems to have lost its function, effectiveness and credibility.
"Creativity wins awards, but does it also win sales?" is the question, and the answer follows: " To be effective, advertising doesn't need creativity. It needs credibility", and that is where PR comes into the picture.

The strenght of this book is in the back-up evidence that the Ries bring forward, the simplicity and sincerity.

Companies have to follow their advice: "You can't live in the past. Advertising is no longer fresh and exciting. There's just too much of it.", and start focusing on the future: on PR.

Excellent book!

Thought provoking but over-sells role of PR vs. advertising, 09 Nov 2002
This has a great title and , like many business books, expands what could have been a 5 page article on this theme into a 200 page plus tome. The authors do a good job of selling the role that PR can have in brand building, but give little practical advice on how to build and execute programmes that create the sort of "buzz" and word-of-mouth they talk about. Also, I was left thinking that the point really is "the rise of WOW products" rather than PR....the iMac, Palm Pilot, new Beetle etc, are just brilliant products that create their own PR.

However, they go OTT on the "death" of advertising, saying it has NO role in brand building. A flick through the IPA Advertising Works annual book would soon nip this argument in the bud.

a gift, 01 Dec 2007
With Christmas and Burns Night coming, this is a perfect gift to go with the more traditional bottle of Scotch. And it will last a lot longer. Great storytelling.

puts complex marketing ideas in plain english succinctly, 04 Oct 2003
This is an easy read for any marketing student, particularly business to business marketing. It gives good examples and explains key theories in simple terms which you can easily relay in exams/papers. It provides an excellent foundation of knowledge for business to business marketing students and covers all the key ideas: network theory, customer protfolios, company relationship stages etc.

It is very comprehensive and spolished!, 10 Jul 2000
It is a very excellent texy book for whom would like to study industrail marketing and B2B relatiosnhip.

Indeed, it's a great book for MBA and Marketing students to engage in the B2B Marketing and Relationship Marketign area! I strongly recommend this book to whom woul dlike ot engage in Marketing area for your career!

Network theory made applicable for companies, 25 Apr 2000
Having read the book "Managing Business Relationships" by Ford and others, has proven to me that the network theories can be brought down to earth. The authors have succeeded in makin the theories applicable and the book is worth reading for both researchers and strategists. The book gives you an overall description of the theory and provides you with tools for analysing and imporving the way that yopur company is doing business with both your partners, competitors and customers. Overall the book is worth reading and I recommend it to all with interest in busniess relationships and improving of how you do business on an ever growing global market.

Boring, boring, boring, 03 Mar 2003
An extremely boring book. What a pity, the authors said it all in the title and wasted two hundred and something pages just to repeat it. Ok repetita juvant but I ask a little more than this.
Not a single wise hint to pr practitioners. Lots of so called case studies, all squeezed in to testimony the truth of the brilliant book title.
Not a single hint on strategy - apart from "a good pr plan takes time, lot of time". Not to mentiio tactics.
You can live, work and do just as fine without this book.

PR - It is all about the product and its image, 31 Jan 2003
The Ries' book on PR is an absolute must for ALL the companies out there. The book shows us the reality behind the Advertising empire: an empire that seems to have lost its function, effectiveness and credibility.
"Creativity wins awards, but does it also win sales?" is the question, and the answer follows: " To be effective, advertising doesn't need creativity. It needs credibility", and that is where PR comes into the picture.

The strenght of this book is in the back-up evidence that the Ries bring forward, the simplicity and sincerity.

Companies have to follow their advice: "You can't live in the past. Advertising is no longer fresh and exciting. There's just too much of it.", and start focusing on the future: on PR.

Excellent book!

Thought provoking but over-sells role of PR vs. advertising, 09 Nov 2002
This has a great title and , like many business books, expands what could have been a 5 page article on this theme into a 200 page plus tome. The authors do a good job of selling the role that PR can have in brand building, but give little practical advice on how to build and execute programmes that create the sort of "buzz" and word-of-mouth they talk about. Also, I was left thinking that the point really is "the rise of WOW products" rather than PR....the iMac, Palm Pilot, new Beetle etc, are just brilliant products that create their own PR.

However, they go OTT on the "death" of advertising, saying it has NO role in brand building. A flick through the IPA Advertising Works annual book would soon nip this argument in the bud.

How to establish and then sustain effective customer value management, 07 Nov 2007

No one will disagree with James Anderson, Nirmalya Kumar, and James Narus that it is important for businesses to deliver "superior value targeted to market segments and customer firms" while getting "an equitable return on the value delivered." Hence the importance of effective customer value management (CVM) that relies on customers' perceptions of value to gain an understanding of what customers' requirements and preferences are. Only then is it possible to determine in economic terms what that means. In this context, I am reminded of Warren Buffett's observation that "price is what you charge and value is what others think it's worth."

The co-authors explain how to:

1. assess customers' perceptions of value
2. conceptualize value
3. formulate an appropriate value proposition
4. substantiate value
5. create "naked solutions" with options
6. sell on value, not price
7. earn an equitable return
8. become a value merchant
9. leverage information from various sources
10. continue to be a value merchant

The CVM program the authors recommend in this volume is comprehensive, cohesive, and cost-effective. It will probably be of greatest value to C-level executives who are convinced that their companies are delivering superior value to their customers but have not convinced them of that. At this point, I presume to share two thoughts of my own, all of which are consistent with what the authors of this book assert. First, whatever an organization's size or nature, its executives must nail the economic essentials by knowing (a) exactly what the organization's operating costs are and (b) what the margin is on each product or service offered. I agree with Jason Jennings: "If it's DOA, bury it." Whoever and whatever that does not add value (directly or at least indirectly) to the organization should be eliminated. Second, the same strict standard should be applied to the given offering as well as to those who sell or service it: Whoever and whatever that does not add value (directly or at least indirectly) to the customer -- and at a profitable margin -- should be eliminated.

This is not an "easy read" but for those who absorb and digest the wealth of information and wisdom the authors provide, then apply whatever is relevant as their own organization' pursuit of its own objectives, this book can be of incalculable value. One final point: Merchants should be driven to provide superior value to two categories of customers: directly to their own, of course, but also indirectly to their customers' customers. I cannot think of a better way to lock in a valued customer than to do whatever is possible and (yes) prudent to help that customer to strengthen each of its own customer relationships. Think of that as Superior Value to the third or fourth power.

Should you read this book? That is a decision you must make but perhaps these questions will help: Does your organization now have a CVM program? Is it effective? If not, do you know why? Do your customers frequently thank you for helping them create value for their own customers? If your answer to any of these basic questions is "you," you need to read this book immediately.

Those who share my high regard for it are urged to check out Lawrence L. Steinmetz and William T. Brooks's How to Sell at Margins Higher Than Your Competitors: Winning Every Sale at Full Price, Rate, or Fee, Gary Hamel and C.K. Prahalad's Competing for the Future, Jason Jennings' Think Big, Act Small: How America's Best Performing Companies Keep the Start-up Spirit Alive, Anderson's The Long Tail: Why the Future of Business is Selling Less of More, and The Dollarization Discipline: How Smart Companies Create Customer Value...and Profit from It by Jeffrey J. Fox with Richard C. Gregory.

Its a starter on your International Strategy!, 23 Jan 2001
This book it's about the basics of International Marketing, the several stages covered with good examples that go along... It's the adapted book from many Business Schools, and a valuable guide to any professional. Issues go from Analysis, Development and Implementation.

Boring, boring, boring, 03 Mar 2003
An extremely boring book. What a pity, the authors said it all in the title and wasted two hundred and something pages just to repeat it. Ok repetita juvant but I ask a little more than this.
Not a single wise hint to pr practitioners. Lots of so called case studies, all squeezed in to testimony the truth of the brilliant book title.
Not a single hint on strategy - apart from "a good pr plan takes time, lot of time". Not to mentiio tactics.
You can live, work and do just as fine without this book.

PR - It is all about the product and its image, 31 Jan 2003
The Ries' book on PR is an absolute must for ALL the companies out there. The book shows us the reality behind the Advertising empire: an empire that seems to have lost its function, effectiveness and credibility.
"Creativity wins awards, but does it also win sales?" is the question, and the answer follows: " To be effective, advertising doesn't need creativity. It needs credibility", and that is where PR comes into the picture.

The strenght of this book is in the back-up evidence that the Ries bring forward, the simplicity and sincerity.

Companies have to follow their advice: "You can't live in the past. Advertising is no longer fresh and exciting. There's just too much of it.", and start focusing on the future: on PR.

Excellent book!

Thought provoking but over-sells role of PR vs. advertising, 09 Nov 2002
This has a great title and , like many business books, expands what could have been a 5 page article on this theme into a 200 page plus tome. The authors do a good job of selling the role that PR can have in brand building, but give little practical advice on how to build and execute programmes that create the sort of "buzz" and word-of-mouth they talk about. Also, I was left thinking that the point really is "the rise of WOW products" rather than PR....the iMac, Palm Pilot, new Beetle etc, are just brilliant products that create their own PR.

However, they go OTT on the "death" of advertising, saying it has NO role in brand building. A flick through the IPA Advertising Works annual book would soon nip this argument in the bud.

a gift, 01 Dec 2007
With Christmas and Burns Night coming, this is a perfect gift to go with the more traditional bottle of Scotch. And it will last a lot longer. Great storytelling.

puts complex marketing ideas in plain english succinctly, 04 Oct 2003
This is an easy read for any marketing student, particularly business to business marketing. It gives good examples and explains key theories in simple terms which you can easily relay in exams/papers. It provides an excellent foundation of knowledge for business to business marketing students and covers all the key ideas: network theory, customer protfolios, company relationship stages etc.

It is very comprehensive and spolished!, 10 Jul 2000
It is a very excellent texy book for whom would like to study industrail marketing and B2B relatiosnhip.

Indeed, it's a great book for MBA and Marketing students to engage in the B2B Marketing and Relationship Marketign area! I strongly recommend this book to whom woul dlike ot engage in Marketing area for your career!

Network theory made applicable for companies, 25 Apr 2000
Having read the book "Managing Business Relationships" by Ford and others, has proven to me that the network theories can be brought down to earth. The authors have succeeded in makin the theories applicable and the book is worth reading for both researchers and strategists. The book gives you an overall description of the theory and provides you with tools for analysing and imporving the way that yopur company is doing business with both your partners, competitors and customers. Overall the book is worth reading and I recommend it to all with interest in busniess relationships and improving of how you do business on an ever growing global market.

Boring, boring, boring, 03 Mar 2003
An extremely boring book. What a pity, the authors said it all in the title and wasted two hundred and something pages just to repeat it. Ok repetita juvant but I ask a little more than this.
Not a single wise hint to pr practitioners. Lots of so called case studies, all squeezed in to testimony the truth of the brilliant book title.
Not a single hint on strategy - apart from "a good pr plan takes time, lot of time". Not to mentiio tactics.
You can live, work and do just as fine without this book.

PR - It is all about the product and its image, 31 Jan 2003
The Ries' book on PR is an absolute must for ALL the companies out there. The book shows us the reality behind the Advertising empire: an empire that seems to have lost its function, effectiveness and credibility.
"Creativity wins awards, but does it also win sales?" is the question, and the answer follows: " To be effective, advertising doesn't need creativity. It needs credibility", and that is where PR comes into the picture.

The strenght of this book is in the back-up evidence that the Ries bring forward, the simplicity and sincerity.

Companies have to follow their advice: "You can't live in the past. Advertising is no longer fresh and exciting. There's just too much of it.", and start focusing on the future: on PR.

Excellent book!

Thought provoking but over-sells role of PR vs. advertising, 09 Nov 2002
This has a great title and , like many business books, expands what could have been a 5 page article on this theme into a 200 page plus tome. The authors do a good job of selling the role that PR can have in brand building, but give little practical advice on how to build and execute programmes that create the sort of "buzz" and word-of-mouth they talk about. Also, I was left thinking that the point really is "the rise of WOW products" rather than PR....the iMac, Palm Pilot, new Beetle etc, are just brilliant products that create their own PR.

However, they go OTT on the "death" of advertising, saying it has NO role in brand building. A flick through the IPA Advertising Works annual book would soon nip this argument in the bud.

How to establish and then sustain effective customer value management, 07 Nov 2007

No one will disagree with James Anderson, Nirmalya Kumar, and James Narus that it is important for businesses to deliver "superior value targeted to market segments and customer firms" while getting "an equitable return on the value delivered." Hence the importance of effective customer value management (CVM) that relies on customers' perceptions of value to gain an understanding of what customers' requirements and preferences are. Only then is it possible to determine in economic terms what that means. In this context, I am reminded of Warren Buffett's observation that "price is what you charge and value is what others think it's worth."

The co-authors explain how to:

1. assess customers' perceptions of value
2. conceptualize value
3. formulate an appropriate value proposition
4. substantiate value
5. create "naked solutions" with options
6. sell on value, not price
7. earn an equitable return
8. become a value merchant
9. leverage information from various sources
10. continue to be a value merchant

The CVM program the authors recommend in this volume is comprehensive, cohesive, and cost-effective. It will probably be of greatest value to C-level executives who are convinced that their companies are delivering superior value to their customers but have not convinced them of that. At this point, I presume to share two thoughts of my own, all of which are consistent with what the authors of this book assert. First, whatever an organization's size or nature, its executives must nail the economic essentials by knowing (a) exactly what the organization's operating costs are and (b) what the margin is on each product or service offered. I agree with Jason Jennings: "If it's DOA, bury it." Whoever and whatever that does not add value (directly or at least indirectly) to the organization should be eliminated. Second, the same strict standard should be applied to the given offering as well as to those who sell or service it: Whoever and whatever that does not add value (directly or at least indirectly) to the customer -- and at a profitable margin -- should be eliminated.

This is not an "easy read" but for those who absorb and digest the wealth of information and wisdom the authors provide, then apply whatever is relevant as their own organization' pursuit of its own objectives, this book can be of incalculable value. One final point: Merchants should be driven to provide superior value to two categories of customers: directly to their own, of course, but also indirectly to their customers' customers. I cannot think of a better way to lock in a valued customer than to do whatever is possible and (yes) prudent to help that customer to strengthen each of its own customer relationships. Think of that as Superior Value to the third or fourth power.

Should you read this book? That is a decision you must make but perhaps these questions will help: Does your organization now have a CVM program? Is it effective? If not, do you know why? Do your customers frequently thank you for helping them create value for their own customers? If your answer to any of these basic questions is "you," you need to read this book immediately.

Those who share my high regard for it are urged to check out Lawrence L. Steinmetz and William T. Brooks's How to Sell at Margins Higher Than Your Competitors: Winning Every Sale at Full Price, Rate, or Fee, Gary Hamel and C.K. Prahalad's Competing for the Future, Jason Jennings' Think Big, Act Small: How America's Best Performing Companies Keep the Start-up Spirit Alive, Anderson's The Long Tail: Why the Future of Business is Selling Less of More, and The Dollarization Discipline: How Smart Companies Create Customer Value...and Profit from It by Jeffrey J. Fox with Richard C. Gregory.

This is a practical, down to earth application book., 06 Dec 1998
There is nothing esoteric about this book. There are concrete step by step applications to perform relationship marketing that make excellent sense. Even with the steps, the author makes no contention that this process is for everyone. Mr. Gordon warns you that the process is difficult and expensive. Companies and consultants trying to work with relationship marketing should read this book before proceeding.

Its a starter on your International Strategy!, 23 Jan 2001
This book it's about the basics of International Marketing, the several stages covered with good examples that go along... It's the adapted book from many Business Schools, and a valuable guide to any professional. Issues go from Analysis, Development and Implementation.

Boring, boring, boring, 03 Mar 2003
An extremely boring book. What a pity, the authors said it all in the title and wasted two hundred and something pages just to repeat it. Ok repetita juvant but I ask a little more than this.
Not a single wise hint to pr practitioners. Lots of so called case studies, all squeezed in to testimony the truth of the brilliant book title.
Not a single hint on strategy - apart from "a good pr plan takes time, lot of time". Not to mentiio tactics.
You can live, work and do just as fine without this book.

PR - It is all about the product and its image, 31 Jan 2003
The Ries' book on PR is an absolute must for ALL the companies out there. The book shows us the reality behind the Advertising empire: an empire that seems to have lost its function, effectiveness and credibility.
"Creativity wins awards, but does it also win sales?" is the question, and the answer follows: " To be effective, advertising doesn't need creativity. It needs credibility", and that is where PR comes into the picture.

The strenght of this book is in the back-up evidence that the Ries bring forward, the simplicity and sincerity.

Companies have to follow their advice: "You can't live in the past. Advertising is no longer fresh and exciting. There's just too much of it.", and start focusing on the future: on PR.

Excellent book!

Thought provoking but over-sells role of PR vs. advertising, 09 Nov 2002
This has a great title and , like many business books, expands what could have been a 5 page article on this theme into a 200 page plus tome. The authors do a good job of selling the role that PR can have in brand building, but give little practical advice on how to build and execute programmes that create the sort of "buzz" and word-of-mouth they talk about. Also, I was left thinking that the point really is "the rise of WOW products" rather than PR....the iMac, Palm Pilot, new Beetle etc, are just brilliant products that create their own PR.

However, they go OTT on the "death" of advertising, saying it has NO role in brand building. A flick through the IPA Advertising Works annual book would soon nip this argument in the bud.

a gift, 01 Dec 2007
With Christmas and Burns Night coming, this is a perfect gift to go with the more traditional bottle of Scotch. And it will last a lot longer. Great storytelling.

puts complex marketing ideas in plain english succinctly, 04 Oct 2003
This is an easy read for any marketing student, particularly business to business marketing. It gives good examples and explains key theories in simple terms which you can easily relay in exams/papers. It provides an excellent foundation of knowledge for business to business marketing students and covers all the key ideas: network theory, customer protfolios, company relationship stages etc.

It is very comprehensive and spolished!, 10 Jul 2000
It is a very excellent texy book for whom would like to study industrail marketing and B2B relatiosnhip.

Indeed, it's a great book for MBA and Marketing students to engage in the B2B Marketing and Relationship Marketign area! I strongly recommend this book to whom woul dlike ot engage in Marketing area for your career!

Network theory made applicable for companies, 25 Apr 2000
Having read the book "Managing Business Relationships" by Ford and others, has proven to me that the network theories can be brought down to earth. The authors have succeeded in makin the theories applicable and the book is worth reading for both researchers and strategists. The book gives you an overall description of the theory and provides you with tools for analysing and imporving the way that yopur company is doing business with both your partners, competitors and customers. Overall the book is worth reading and I recommend it to all with interest in busniess relationships and improving of how you do business on an ever growing global market.

Boring, boring, boring, 03 Mar 2003
An extremely boring book. What a pity, the authors said it all in the title and wasted two hundred and something pages just to repeat it. Ok repetita juvant but I ask a little more than this.
Not a single wise hint to pr practitioners. Lots of so called case studies, all squeezed in to testimony the truth of the brilliant book title.
Not a single hint on strategy - apart from "a good pr plan takes time, lot of time". Not to mentiio tactics.
You can live, work and do just as fine without this book.

PR - It is all about the product and its image, 31 Jan 2003
The Ries' book on PR is an absolute must for ALL the companies out there. The book shows us the reality behind the Advertising empire: an empire that seems to have lost its function, effectiveness and credibility.
"Creativity wins awards, but does it also win sales?" is the question, and the answer follows: " To be effective, advertising doesn't need creativity. It needs credibility", and that is where PR comes into the picture.

The strenght of this book is in the back-up evidence that the Ries bring forward, the simplicity and sincerity.

Companies have to follow their advice: "You can't live in the past. Advertising is no longer fresh and exciting. There's just too much of it.", and start focusing on the future: on PR.

Excellent book!

Thought provoking but over-sells role of PR vs. advertising, 09 Nov 2002
This has a great title and , like many business books, expands what could have been a 5 page article on this theme into a 200 page plus tome. The authors do a good job of selling the role that PR can have in brand building, but give little practical advice on how to build and execute programmes that create the sort of "buzz" and word-of-mouth they talk about. Also, I was left thinking that the point really is "the rise of WOW products" rather than PR....the iMac, Palm Pilot, new Beetle etc, are just brilliant products that create their own PR.

However, they go OTT on the "death" of advertising, saying it has NO role in brand building. A flick through the IPA Advertising Works annual book would soon nip this argument in the bud.

How to establish and then sustain effective customer value management, 07 Nov 2007

No one will disagree with James Anderson, Nirmalya Kumar, and James Narus that it is important for businesses to deliver "superior value targeted to market segments and customer firms" while getting "an equitable return on the value delivered." Hence the importance of effective customer value management (CVM) that relies on customers' perceptions of value to gain an understanding of what customers' requirements and preferences are. Only then is it possible to determine in economic terms what that means. In this context, I am reminded of Warren Buffett's observation that "price is what you charge and value is what others think it's worth."

The co-authors explain how to:

1. assess customers' perceptions of value
2. conceptualize value
3. formulate an appropriate value proposition
4. substantiate value
5. create "naked solutions" with options
6. sell on value, not price
7. earn an equitable return
8. become a value merchant
9. leverage information from various sources
10. continue to be a value merchant

The CVM program the authors recommend in this volume is comprehensive, cohesive, and cost-effective. It will probably be of greatest value to C-level executives who are convinced that their companies are delivering superior value to their customers but have not convinced them of that. At this point, I presume to share two thoughts of my own, all of which are consistent with what the authors of this book assert. First, whatever an organization's size or nature, its executives must nail the economic essentials by knowing (a) exactly what the organization's operating costs are and (b) what the margin is on each product or service offered. I agree with Jason Jennings: "If it's DOA, bury it." Whoever and whatever that does not add value (directly or at least indirectly) to the organization should be eliminated. Second, the same strict standard should be applied to the given offering as well as to those who sell or service it: Whoever and whatever that does not add value (directly or at least indirectly) to the customer -- and at a profitable margin -- should be eliminated.

This is not an "easy read" but for those who absorb and digest the wealth of information and wisdom the authors provide, then apply whatever is relevant as their own organization' pursuit of its own objectives, this book can be of incalculable value. One final point: Merchants should be driven to provide superior value to two categories of customers: directly to their own, of course, but also indirectly to their customers' customers. I cannot think of a better way to lock in a valued customer than to do whatever is possible and (yes) prudent to help that customer to strengthen each of its own customer relationships. Think of that as Superior Value to the third or fourth power.

Should you read this book? That is a decision you must make but perhaps these questions will help: Does your organization now have a CVM program? Is it effective? If not, do you know why? Do your customers frequently thank you for helping them create value for their own customers? If your answer to any of these basic questions is "you," you need to read this book immediately.

Those who share my high regard for it are urged to check out Lawrence L. Steinmetz and William T. Brooks's How to Sell at Margins Higher Than Your Competitors: Winning Every Sale at Full Price, Rate, or Fee, Gary Hamel and C.K. Prahalad's Competing for the Future, Jason Jennings' Think Big, Act Small: How America's Best Performing Companies Keep the Start-up Spirit Alive, Anderson's The Long Tail: Why the Future of Business is Selling Less of More, and The Dollarization Discipline: How Smart Companies Create Customer Value...and Profit from It by Jeffrey J. Fox with Richard C. Gregory.

This is a practical, down to earth application book., 06 Dec 1998
There is nothing esoteric about this book. There are concrete step by step applications to perform relationship marketing that make excellent sense. Even with the steps, the author makes no contention that this process is for everyone. Mr. Gordon warns you that the process is difficult and expensive. Companies and consultants trying to work with relationship marketing should read this book before proceeding.

Good Book, 08 May 1999
The book gives good insight into all the issues regarding marketing High Technology. If one were to think of interfaces, the Marketing <-> Customer interface is explained quite well. However, the interaction between Enginering and Marketing is not discussed in depth. Nonetheless it is a good read.

best book available on marketing high technology, 08 Jan 1999
This is the very best book available on how to successfully market high technology. (A successful product requires much more than technology.) If you only buy one marketing book, buy this one! Bill writes from his extensive experience as a marketing executive at Intel. His book is well written and its ideas are as true today as they were in 1986. Since writing this book, Bill has gone on to become a successful VC.

Great insights from a true 5-star marketing general., 16 Apr 1998
Davidow's insights on the marketing-distribution and the marketing-sales relationships are excellent. So too are his discussions on the costs of market entry and customer support infrastructure. Veteran or new to marketing, a must read.

A must read for any high tech manager, 19 Aug 1997
This book does a great job of describing the difference between a piece of technology and a product. Creating a product is a lot of work and often requires a lot of discipline. Many technology companies are too ambitious in terms of technology and not disciplined enough to scale back the technical vision and spend more time on creating a complete solution. Davidow provides a powerful explanation of why the complete solution is often more powerful.

A must read for any start-up., 02 Jul 1997
A clear and straightforward approach to the marketing challenges facing high technology companies. Davidow presents more than insights, he offers experienced guidance on some of company-building's thorniest issues. For example, his explanation of the difference between "devices" and "products" (which is the basis for Geoffrey Moore's "whole product" concept in Crossing the Chasm") is right on the mark. Although aimed at high technology companies, "Marketing High Technology" offers considerable value to any business. For new companies, it is a critical read.

Its a starter on your International Strategy!, 23 Jan 2001
This book it's about the basics of International Marketing, the several stages covered with good examples that go along... It's the adapted book from many Business Schools, and a valuable guide to any professional. Issues go from Analysis, Development and Implementation.

Boring, boring, boring, 03 Mar 2003
An extremely boring book. What a pity, the authors said it all in the title and wasted two hundred and something pages just to repeat it. Ok repetita juvant but I ask a little more than this.
Not a single wise hint to pr practitioners. Lots of so called case studies, all squeezed in to testimony the truth of the brilliant book title.
Not a single hint on strategy - apart from "a good pr plan takes time, lot of time". Not to mentiio tactics.
You can live, work and do just as fine without this book.

PR - It is all about the product and its image, 31 Jan 2003
The Ries' book on PR is an absolute must for ALL the companies out there. The book shows us the reality behind the Advertising empire: an empire that seems to have lost its function, effectiveness and credibility.
"Creativity wins awards, but does it also win sales?" is the question, and the answer follows: " To be effective, advertising doesn't need creativity. It needs credibility", and that is where PR comes into the picture.

The strenght of this book is in the back-up evidence that the Ries bring forward, the simplicity and sincerity.

Companies have to follow their advice: "You can't live in the past. Advertising is no longer fresh and exciting. There's just too much of it.", and start focusing on the future: on PR.

Excellent book!

Thought provoking but over-sells role of PR vs. advertising, 09 Nov 2002
This has a great title and , like many business books, expands what could have been a 5 page article on this theme into a 200 page plus tome. The authors do a good job of selling the role that PR can have in brand building, but give little practical advice on how to build and execute programmes that create the sort of "buzz" and word-of-mouth they talk about. Also, I was left thinking that the point really is "the rise of WOW products" rather than PR....the iMac, Palm Pilot, new Beetle etc, are just brilliant products that create their own PR.

However, they go OTT on the "death" of advertising, saying it has NO role in brand building. A flick through the IPA Advertising Works annual book would soon nip this argument in the bud.

a gift, 01 Dec 2007
With Christmas and Burns Night coming, this is a perfect gift to go with the more traditional bottle of Scotch. And it will last a lot longer. Great storytelling.

puts complex marketing ideas in plain english succinctly, 04 Oct 2003
This is an easy read for any marketing student, particularly business to business marketing. It gives good examples and explains key theories in simple terms which you can easily relay in exams/papers. It provides an excellent foundation of knowledge for business to business marketing students and covers all the key ideas: network theory, customer protfolios, company relationship stages etc.

It is very comprehensive and spolished!, 10 Jul 2000
It is a very excellent texy book for whom would like to study industrail marketing and B2B relatiosnhip.

Indeed, it's a great book for MBA and Marketing students to engage in the B2B Marketing and Relationship Marketign area! I strongly recommend this book to whom woul dlike ot engage in Marketing area for your career!

Network theory made applicable for companies, 25 Apr 2000
Having read the book "Managing Business Relationships" by Ford and others, has proven to me that the network theories can be brought down to earth. The authors have succeeded in makin the theories applicable and the book is worth reading for both researchers and strategists. The book gives you an overall description of the theory and provides you with tools for analysing and imporving the way that yopur company is doing business with both your partners, competitors and customers. Overall the book is worth reading and I recommend it to all with interest in busniess relationships and improving of how you do business on an ever growing global market.

Boring, boring, boring, 03 Mar 2003
An extremely boring book. What a pity, the authors said it all in the title and wasted two hundred and something pages just to repeat it. Ok repetita juvant but I ask a little more than this.
Not a single wise hint to pr practitioners. Lots of so called case studies, all squeezed in to testimony the truth of the brilliant book title.
Not a single hint on strategy - apart from "a good pr plan takes time, lot of time". Not to mentiio tactics.
You can live, work and do just as fine without this book.

PR - It is all about the product and its image, 31 Jan 2003
The Ries' book on PR is an absolute must for ALL the companies out there. The book shows us the reality behind the Advertising empire: an empire that seems to have lost its function, effectiveness and credibility.
"Creativity wins awards, but does it also win sales?" is the question, and the answer follows: " To be effective, advertising doesn't need creativity. It needs credibility", and that is where PR comes into the picture.

The strenght of this book is in the back-up evidence that the Ries bring forward, the simplicity and sincerity.

Companies have to follow their advice: "You can't live in the past. Advertising is no longer fresh and exciting. There's just too much of it.", and start focusing on the future: on PR.

Excellent book!

Thought provoking but over-sells role of PR vs. advertising, 09 Nov 2002
This has a great title and , like many business books, expands what could have been a 5 page article on this theme into a 200 page plus tome. The authors do a good job of selling the role that PR can have in brand building, but give little practical advice on how to build and execute programmes that create the sort of "buzz" and word-of-mouth they talk about. Also, I was left thinking that the point really is "the rise of WOW products" rather than PR....the iMac, Palm Pilot, new Beetle etc, are just brilliant products that create their own PR.

However, they go OTT on the "death" of advertising, saying it has NO role in brand building. A flick through the IPA Advertising Works annual book would soon nip this argument in the bud.

How to establish and then sustain effective customer value management, 07 Nov 2007

No one will disagree with James Anderson, Nirmalya Kumar, and James Narus that it is important for businesses to deliver "superior value targeted to market segments and customer firms" while getting "an equitable return on the value delivered." Hence the importance of effective customer value management (CVM) that relies on customers' perceptions of value to gain an understanding of what customers' requirements and preferences are. Only then is it possible to determine in economic terms what that means. In this context, I am reminded of Warren Buffett's observation that "price is what you charge and value is what others think it's worth."

The co-authors explain how to:

1. assess customers' perceptions of value
2. conceptualize value
3. formulate an appropriate value proposition
4. substantiate value
5. create "naked solutions" with options
6. sell on value, not price
7. earn an equitable return
8. become a value merchant
9. leverage information from various sources
10. continue to be a value merchant

The CVM program the authors recommend in this volume is comprehensive, cohesive, and cost-effective. It will probably be of greatest value to C-level executives who are convinced that their companies are delivering superior value to their customers but have not convinced them of that. At this point, I presume to share two thoughts of my own, all of which are consistent with what the authors of this book assert. First, whatever an organization's size or nature, its executives must nail the economic essentials by knowing (a) exactly what the organization's operating costs are and (b) what the margin is on each product or service offered. I agree with Jason Jennings: "If it's DOA, bury it." Whoever and whatever that does not add value (directly or at least indirectly) to the organization should be eliminated. Second, the same strict standard should be applied to the given offering as well as to those who sell or service it: Whoever and whatever that does not add value (directly or at least indirectly) to the customer -- and at a profitable margin -- should be eliminated.

This is not an "easy read" but for those who absorb and digest the wealth of information and wisdom the authors provide, then apply whatever is relevant as their own organization' pursuit of its own objectives, this book can be of incalculable value. One final point: Merchants should be driven to provide superior value to two categories of customers: directly to their own, of course, but also indirectly to their customers' customers. I cannot think of a better way to lock in a valued customer than to do whatever is possible and (yes) prudent to help that customer to strengthen each of its own customer relationships. Think of that as Superior Value to the third or fourth power.

Should you read this book? That is a decision you must make but perhaps these questions will help: Does your organization now have a CVM program? Is it effective? If not, do you know why? Do your customers frequently thank you for helping them create value for their own customers? If your answer to any of these basic questions is "you," you need to read this book immediately.

Those who share my high regard for it are urged to check out Lawrence L. Steinmetz and William T. Brooks's How to Sell at Margins Higher Than Your Competitors: Winning Every Sale at Full Price, Rate, or Fee, Gary Hamel and C.K. Prahalad's Competing for the Future, Jason Jennings' Think Big, Act Small: How America's Best Performing Companies Keep the Start-up Spirit Alive, Anderson's The Long Tail: Why the Future of Business is Selling Less of More, and The Dollarization Discipline: How Smart Companies Create Customer Value...and Profit from It by Jeffrey J. Fox with Richard C. Gregory.

This is a practical, down to earth application book., 06 Dec 1998
There is nothing esoteric about this book. There are concrete step by step applications to perform relationship marketing that make excellent sense. Even with the steps, the author makes no contention that this process is for everyone. Mr. Gordon warns you that the process is difficult and expensive. Companies and consultants trying to work with relationship marketing should read this book before proceeding.

Good Book, 08 May 1999
The book gives good insight into all the issues regarding marketing High Technology. If one were to think of interfaces, the Marketing <-> Customer interface is explained quite well. However, the interaction between Enginering and Marketing is not discussed in depth. Nonetheless it is a good read.

best book available on marketing high technology, 08 Jan 1999
This is the very best book available on how to successfully market high technology. (A successful product requires much more than technology.) If you only buy one marketing book, buy this one! Bill writes from his extensive experience as a marketing executive at Intel. His book is well written and its ideas are as true today as they were in 1986. Since writing this book, Bill has gone on to become a successful VC.

Great insights from a true 5-star marketing general., 16 Apr 1998
Davidow's insights on the marketing-distribution and the marketing-sales relationships are excellent. So too are his discussions on the costs of market entry and customer support infrastructure. Veteran or new to marketing, a must read.

A must read for any high tech manager, 19 Aug 1997
This book does a great job of describing the difference between a piece of technology and a product. Creating a product is a lot of work and often requires a lot of discipline. Many technology companies are too ambitious in terms of technology and not disciplined enough to scale back the technical vision and spend more time on creating a complete solution. Davidow provides a powerful explanation of why the complete solution is often more powerful.

A must read for any start-up., 02 Jul 1997
A clear and straightforward approach to the marketing challenges facing high technology companies. Davidow presents more than insights, he offers experienced guidance on some of company-building's thorniest issues. For example, his explanation of the difference between "devices" and "products" (which is the basis for Geoffrey Moore's "whole product" concept in Crossing the Chasm") is right on the mark. Although aimed at high technology companies, "Marketing High Technology" offers considerable value to any business. For new companies, it is a critical read.

Highly recommended, 22 May 2006
A fascinating insight into an area of undoubted growing importance, filled with practical tips for building brand plans around gaming as a strategic pillar - highly recommended.

Its a starter on your International Strategy!, 23 Jan 2001
This book it's about the basics of International Marketing, the several stages covered with good examples that go along... It's the adapted book from many Business Schools, and a valuable guide to any professional. Issues go from Analysis, Development and Implementation.

Boring, boring, boring, 03 Mar 2003
An extremely boring book. What a pity, the authors said it all in the title and wasted two hundred and something pages just to repeat it. Ok repetita juvant but I ask a little more than this.
Not a single wise hint to pr practitioners. Lots of so called case studies, all squeezed in to testimony the truth of the brilliant book title.
Not a single hint on strategy - apart from "a good pr plan takes time, lot of time". Not to mentiio tactics.
You can live, work and do just as fine without this book.

PR - It is all about the product and its image, 31 Jan 2003
The Ries' book on PR is an absolute must for ALL the companies out there. The book shows us the reality behind the Advertising empire: an empire that seems to have lost its function, effectiveness and credibility.
"Creativity wins awards, but does it also win sales?" is the question, and the answer follows: " To be effective, advertising doesn't need creativity. It needs credibility", and that is where PR comes into the picture.

The strenght of this book is in the back-up evidence that the Ries bring forward, the simplicity and sincerity.

Companies have to follow their advice: "You can't live in the past. Advertising is no longer fresh and exciting. There's just too much of it.", and start focusing on the future: on PR.

Excellent book!

Thought provoking but over-sells role of PR vs. advertising, 09 Nov 2002
This has a great title and , like many business books, expands what could have been a 5 page article on this theme into a 200 page plus tome. The authors do a good job of selling the role that PR can have in brand building, but give little practical advice on how to build and execute programmes that create the sort of "buzz" and word-of-mouth they talk about. Also, I was left thinking that the point really is "the rise of WOW products" rather than PR....the iMac, Palm Pilot, new Beetle etc, are just brilliant products that create their own PR.

However, they go OTT on the "death" of advertising, saying it has NO role in brand building. A flick through the IPA Advertising Works annual book would soon nip this argument in the bud.

a gift, 01 Dec 2007
With Christmas and Burns Night coming, this is a perfect gift to go with the more traditional bottle of Scotch. And it will last a lot longer. Great storytelling.

puts complex marketing ideas in plain english succinctly, 04 Oct 2003
This is an easy read for any marketing student, particularly business to business marketing. It gives good examples and explains key theories in simple terms which you can easily relay in exams/papers. It provides an excellent foundation of knowledge for business to business marketing students and covers all the key ideas: network theory, customer protfolios, company relationship stages etc.

It is very comprehensive and spolished!, 10 Jul 2000
It is a very excellent texy book for whom would like to study industrail marketing and B2B relatiosnhip.

Indeed, it's a great book for MBA and Marketing students to engage in the B2B Marketing and Relationship Marketign area! I strongly recommend this book to whom woul dlike ot engage in Marketing area for your career!

Network theory made applicable for companies, 25 Apr 2000
Having read the book "Managing Business Relationships" by Ford and others, has proven to me that the network theories can be brought down to earth. The authors have succeeded in makin the theories applicable and the book is worth reading for both researchers and strategists. The book gives you an overall description of the theory and provides you with tools for analysing and imporving the way that yopur company is doing business with both your partners, competitors and customers. Overall the book is worth reading and I recommend it to all with interest in busniess relationships and improving of how you do business on an ever growing global market.

Boring, boring, boring, 03 Mar 2003
An extremely boring book. What a pity, the authors said it all in the title and wasted two hundred and something pages just to repeat it. Ok repetita juvant but I ask a little more than this.
Not a single wise hint to pr practitioners. Lots of so called case studies, all squeezed in to testimony the truth of the brilliant book title.
Not a single hint on strategy - apart from "a good pr plan takes time, lot of time". Not to mentiio tactics.
You can live, work and do just as fine without this book.

PR - It is all about the product and its image, 31 Jan 2003
The Ries' book on PR is an absolute must for ALL the companies out there. The book shows us the reality behind the Advertising empire: an empire that seems to have lost its function, effectiveness and credibility.
"Creativity wins awards, but does it also win sales?" is the question, and the answer follows: " To be effective, advertising doesn't need creativity. It needs credibility", and that is where PR comes into the picture.

The strenght of this book is in the back-up evidence that the Ries bring forward, the simplicity and sincerity.

Companies have to follow their advice: "You can't live in the past. Advertising is no longer fresh and exciting. There's just too much of it.", and start focusing on the future: on PR.

Excellent book!

Thought provoking but over-sells role of PR vs. advertising, 09 Nov 2002
This has a great title and , like many business books, expands what could have been a 5 page article on this theme into a 200 page plus tome. The authors do a good job of selling the role that PR can have in brand building, but give little practical advice on how to build and execute programmes that create the sort of "buzz" and word-of-mouth they talk about. Also, I was left thinking that the point really is "the rise of WOW products" rather than PR....the iMac, Palm Pilot, new Beetle etc, are just brilliant products that create their own PR.

However, they go OTT on the "death" of advertising, saying it has NO role in brand building. A flick through the IPA Advertising Works annual book would soon nip this argument in the bud.

How to establish and then sustain effective customer value management, 07 Nov 2007

No one will disagree with James Anderson, Nirmalya Kumar, and James Narus that it is important for businesses to deliver "superior value targeted to market segments and customer firms" while getting "an equitable return on the value delivered." Hence the importance of effective customer value management (CVM) that relies on customers' perceptions of value to gain an understanding of what customers' requirements and preferences are. Only then is it possible to determine in economic terms what that means. In this context, I am reminded of Warren Buffett's observation that "price is what you charge and value is what others think it's worth."

The co-authors explain how to:

1. assess customers' perceptions of value
2. conceptualize value
3. formulate an appropriate value proposition
4. substantiate value
5. create "naked solutions" with options
6. sell on value, not price
7. earn an equitable return
8. become a value merchant
9. leverage information from various sources
10. continue to be a value merchant

The CVM program the authors recommend in this volume is comprehensive, cohesive, and cost-effective. It will probably be of greatest value to C-level executives who are convinced that their companies are delivering superior value to their customers but have not convinced them of that. At this point, I presume to share two thoughts of my own, all of which are consistent with what the authors of this book assert. First, whatever an organization's size or nature, its executives must nail the economic essentials by knowing (a) exactly what the o