It’s Not Rocket Science: Using Marketing to Build a Sustainable Business has been praised as an easy to understand "How To" guide to marketing. Delving into everything from branding to customer service, Goozé sets out to provide examples and solutions to common marketing problems. Faced with the question why some companies survive, some thrive, and some just fade away Goozé looks to take the mystery out of marketing. This is Marketing 101, but not just for the freshman marketer. Goozé has long used this book as a tool to teach top level executives how to improve their marketing, often by not repeating the mistakes other companies have made. Revealing those mistakes, from Times to Crest, might not make too many friends, but is an effective, and many times humorous look at the pitfalls and successes of marketing.
It's Not Rocket Science
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Editorial Reviews
Review
Full of insights that even seasoned marketers would find useful. An above average business book. -- Prentis Hall, Industrial Marketing Practitioner, 1997
Goze explains why faulty reasoning often create marketing Titanics. This book may boost your business and lift your spirits. -- Robert Mendenhall, Business Marketing, 1998
Goze explains why faulty reasoning often create marketing Titanics. This book may boost your business and lift your spirits. -- Robert Mendenhall, Business Marketing, 1998
This is a good book to have if you are in Product Management, Marketing, and Sales. A good reference tool. -- Daniel Brazen, TM Compass, October 2001
From the Publisher
It's Not Rocket Science was originally released in 1997...at a time when dot coms were just starting to inch towards the headlines, possibilities seemed endless and the word "recession" was hidden deep in the vocabulary of a forgotten era. The message Mitchell Gooze hammered home in 1997 was that marketing, when carefully thought through and carefully implemented could build a sustainable and predicatable business. In other words, marketing was a tool that could build a business which WOULD be around in 2001.
But, as we release the paperback edition of this sucessful book, the business landscape looks vastly different. The dot commers have spent their big budgets...mom and pop stores are no longer botiques in vogue, but stores facing extinction...and executives are looking around wondering what happened and what can be done to stop the downward spiral.
The strategies, thought-processes, and practical wisdom passed along in It's Not Rocket Science ring true now more than ever.
Just think of "Rocket Science" as a refresher course in Common-Sense Marketing!
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Most Helpful Customer Reviews
3 of 3 people found the following review helpful:
5.0 out of 5 stars
`Get you head on straight' thinking for business owners,
By
This review is from: It's Not Rocket Science: Using Marketing to Build a Sustainable Business (Paperback)
Mitch Gooze has convinced me that I can be and need to be the Chief Marketing Officer for my company. His emphasis on the distinctions between marketing and sales is a real `eye opener' as I grow my business. We are starting to do some things differently, but the critical impact is that I am thinking differently.
1 of 1 people found the following review helpful:
5.0 out of 5 stars
It really is this simple,
By
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This review is from: It's Not Rocket Science: Using Marketing to Build a Sustainable Business (Paperback)
One of the two early Mitch Gooze books on sales and marketing. Lays out the theory of constraints and uses six sigma without getting all technical. He has done all this for quite some while
1 of 1 people found the following review helpful:
5.0 out of 5 stars
just master Marketing 101,
By Reader Views "Reviews, by readers, for readers" (Austin, Texas) - See all my reviews
This review is from: It's Not Rocket Science: Using Marketing to Build a Sustainable Business (Paperback)
Reviewed by Cherie Fisher for Reader Views (10/06)
In "It's Not Rocket Science: Using Marketing to Build a Sustainable Business," the Marketing Plan is only discussed briefly near the end of the book. Mitchell Gooze writes in the introduction, "My intention here is to acquaint readers with the nuts and bolts of the real job of marketing." The author accomplishes exactly what he sets out to do in this concise, easy-to-read book. The first section of the book explains what marketing is and what it is not. Many businesses get into trouble because they do not have a clear definition of what marketing is and often confuse it with sales. "Marketers take the long view: they want to think about the future. They like to envision products or services that could better satisfy customers' needs in the months and years to come. Salespeople, on the other hand, concern themselves with the here and now. Salespeople want the order yesterday; they'll settle for today; its taxes their patience to wait until tomorrow." explains the author. Without a strong foundation in marketing, a business is going to be seriously compromised when going head to head with their competitors. Chapters on how to make product guarantees, product pricing, market share, distribution and surviving competition are all vital in marketing, sales, budget forecasting and strategic planning. Gooze also uses excellent examples (both success and failures) about real companies throughout his book to illustrate his marketing points. I was very surprised to read about Avon's near fatal decision to buy Tiffany & Co. in the chapter about having a plan and knowing your market. The final part of the book includes the actual marketing plan. The preceding sections of the book lay such a solid foundation that putting a plan together is no longer so overwhelming and mysterious. As a not-for-profit executive who has been struggling with economy issues and tough competition, I felt like I finally had some answers to how to turn the business around after reading this book. I realized that my small independent not-for-profit has spent the last 10 years going head to head with the two competitors that own the market. The books principles helped me to analyze our strengths and weaknesses and to identify the two products our creative staff has made into nationally recognized and sought after model programs over the past seven years. The two competitors do not have these programs and have no current plan to get into this aspect of the business. After protecting them with copyrights and a patent pending we are now ready to launch the program products that should support and sustain my not for profit. Instead of being a small fish in a big pond by trying to compete directly with the national organizations, my not-for-profit business is finally finding its niche. "You can succeed in business if you will just master Marketing 101. You see...it's not rocket science." writes Gooze in 1996. Every person who owns or runs a business, plans to own a business or is in business school should read "It's Not Rocket Science: Using Marketing to Build a Sustainable Business." Received book free of charge.
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