Ice to the Eskimos: How to Market a Product Nobody Wants | 
 enlarge | Author: Jon Spoelstra
Publisher: Collins Business
Category: Book
List Price: $23.95
Buy New: $12.37
You Save: $11.58 (48%)
New (24) Used (21) Collectible (3) from $8.91
Avg. Customer Rating:  16 reviews
Sales Rank: 78211
Media: Hardcover
Edition: 1
Number Of Items: 1
Pages: 288
Shipping Weight (lbs): 1
Dimensions (in): 8.5 x 5.9 x 1
ISBN: 0887308511
Dewey Decimal Number: 658.8
EAN: 9780887308512
ASIN: 0887308511
Publication Date: June 18, 1997
Availability: Usually ships in 1-2 business days
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Amazon.com Review
Lessons drawn from the world of sports have long proven applicable to the world of business. Jon Spoelstra, who pushed sponsorship and fan revenue to unprecedented heights for the lowly New Jersey Nets basketball franchise, shows how to put big-league marketing expertise to use off the court in Ice to the Eskimos: How To Market a Product Nobody Wants. His 19 "jump-start ground rules," sprinkled liberally with sports anecdotes, are designed to apply to any product or service.
Product Description
You.
That's Right. YOU.
You've got a problem.
You've got a product that's not first in its class.
It's not even second.
You've got to find a way to market that product. What Are You Going To Do? You're going to read this book, that's what. Let's face it. There comes a time in the life of every business when a product or service does not sell up to expectations. Maybe your product is outmoded. Or hasn't been positioned correctly. Or is competing in a crowded market. Whatever the reason, Ice to the Eskimos is dedicated to helping you reclaim that lost ground. It's about taking a product or service and turning it into a winner. If you've got a product that is not the best in its field, then you will love Ice to the Eskimos. Take the principles Jon Spoelstra writes about and run hard with them—you'll be amazed by the results. Written by the former president of the hapless New Jersey Nets, Jon Spoelstra is the man responsible for tripling that team's lagging revenues in just three years and increasing the season-ticket holders base by 250 percent. This guy knows what he's talking about. What everyone else had seen as a lost cause, Spoelstra saw as an outstanding opportunity to reawaken a tired and beaten product to achieve unprecedented profitability. Not just for sports marketers, this lively, entertaining book successfully makes the jump from sports to whatever your product may be. The techniques Spoelstra perfected while working for teams in the NHL and NBA—from innovative packaging to image overhaul—apply to any product in any company. The numerous winning examples are sure to make Ice to the Eskimos a must-read for anyone with a product or service to sell. Ice to the Eskimos is sure to be an instant marketing classic. It will show millions of readers how to market their product...sometimes even after they've given up hope. By using the powerful techniques in this book, you too can learn to achieve the impossible and market ice to the Eskimos.
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| Customer Reviews: Read 11 more reviews...
Great Marketing Primer for Any Industry November 4, 2007
This is the best book on marketing I have ever read. Since the first time I picked it up more than 9 years ago (it was published in 1997 but I found it on clearance at a Book Warehouse about a year after that), I have re-read it every year. I've also bought about a dozen copies, which I've lent out. Sadly, as I was looking at my bookshelf today, 10 of those have not come back. That's okay. I'll buy more. In fact, I'm giving away copy #11 tomorrow to the new athletic director at my alma mater. No matter WHAT you sell (but especially if you're in sports marketing), this book (and it's sequel, Marketing Outrageously!) are well worth your time and money.
 Straight-forward marketing explained plainly March 31, 2005
6 out of 6 found this review helpful
Spoelstra's sub-title, "How to Market a Product Nobody Wants," is a bit of a misnomer. For me, that conjers up the negative stereotype of the salesman/marketer tricking you into buying something you don't want. Inside the book, Spoelstra's concept clearly is the polar opposite of that. He should have called the book, "Making Your Product into Something People Really do Want: a Broader Definition of Marketing."
Once you're inside the book, Spoelstra presents a litiny of ideas that are obvious once presented to you, but often seem counter-inuitive without some assistance seeing them. As a marketer in a larger firm, I've run into a lot of the same resistance as Spoelstra and have found that if you can break down the resistance, his ideas really do work.
Overall this is a practical guide, not just for marketers, but for anyone who runs a business. Highly recommended.
Tell-Like-It-Is Marketing May 30, 2004
Jon Spoelstra has come out with a marketing guide that will help every marketer become more successful. From his rubber chicken tactic to his ideas on hiring - this simple, yet effective course in marketing will take your business to the next level. Even though most of this book describes sports marketing - every business can benefit from Jon's strategies.
Superchage your marketing campaign! April 22, 2002
6 out of 6 found this review helpful
Eskimos have all the ice they need and presumably don't perceive the need to get any more, let alone buy it. Joe Spoelestra illustrates how to take that ice and turn it into something desirable (a Slurpee) for example, or bundle it with something that makes it desirable - a sled and a lift to create an experience to sell. Joe details his experiences, primarily in sports marketing. They are especially applicable to those in the entertainment and service industries but can be applied in virtually any industry. The book is full of new ideas, fresh insights, and ways to repackage that which nobody wants in such a way as to change the customers' perception of value and create a compelling value proposition. The book is much better than this review. :-) Pick it up, read it, enjoy it and act on it. "Ice to the Eskimos" will give you fast easy ideas that can be used to jump start your business!
a new bible to everyone September 8, 2001
2 out of 2 found this review helpful
It is an excellent book. If you are new to marketing technique, you'd have a very good lesson by reading this. If you have been working in marketing for years, still, READ IT coz the author not only shares his real-life experience with you, but also REMIND you with something you have missed and not thinked of.Marketing, Employee mentoring, Management...you can find everything from this book... I would recommend this book to ALL people. Because it is helpful if one day, you were the product that needs jump-start marketing technique. (I am applying them to my job profile now) trust me...this book is a MUST for everyone.
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