Marketing Outrageously Redux: How to Increase Your Revenue by Staggering Amounts
Spoelstra (Ice to the Eskimos: How To Market a Product Nobody  Wants) offers another fine book on creative marketing strategies  and motivation. His book, which shows how considering marketing  problems "outrageously" but consistently can benefit an  organization, is instructive in its marketing ideas and stories  of triumph. President of the professional sports division of  Mandalay Entertainment, Spoelstra has held positions or served  as a consultant with several sports teams, including the  Portland Trail Blazers, New Jersey Nets, and Dayton Dragons.  Here he describes how in his own experience a lack of adequate  funds for marketing and advertising goals led to his  "outrageous" approach. In each of the 17 chapters, Spoelstra  illustrates one of "ground rules" of marketing, claiming that,  for instance, each company must differentiate itself and that  budget constraints need not prevent a company from doing its  best work. His concerns for increasing revenue through marketing  will be useful to professional marketers and students of  marketing. Recommended for the academic and public libraries  that serve them. Littleton Maxwell, Business Information Ctr.,  Univ. of Richmond, VACopyright 2001 Reed Business Information, Inc.--This text refers to an out of print or unavailable edition of this title.