It's not rocket science: Using marketing to build a sustainable business [Hardcover]

Mitchell Gooze (Author)

Book Description

Publication Date: 1997

When you're through reading It's Not Rocket Science, you may rightly decide your business employs excellent marketing techniques. Or, you could realize you're too lazy to market your goods. There is one statement, however, that you cannot accurately make. If you say your firm can't afford a marketing program, you cannot be right. It doesn't take a large bankroll to plan for tomorrow. It does require a measureless investment of thought. Much of what you read in these pages may seem elementary on the surface. You are encouraged to look and think below the surface. People who go into business usually know how to sell their product or service. They also know they can hire salespeople when the need arises. The majority gives no thought to marketing their goods. Some think a company markets its wares through advertising - and the more, the better. Others believe only large businesses can afford marketing, whatever that is. The surest and quickest way to recognize what a business needs to help it survive and thrive is to examine it through the eyes of marketing. That is the vision this book imparts.

Editorial Reviews

Review

Theodore Levitt has been my marketing guru ever since Marketing Myopia was published 22 years ago in the Harvard Business Review. He made such practical sense that I patterned my marketing career after his mentoring words. Since then, I have written hundreds of articles on marketing and have published more from others. I've never read or written better than Mitchell Gooze's It's Not Rocket Science. This is not a "pass-along" book. This is one that everyone serious about marketing should read and retain as a personal copy. I mean, this is great stuff! -- Norm Noble, The Noble Perspective Newsletter, Volume 24, May 1997

From the Publisher

Mitch Gooze is veteran marketer who's learned what works and what doesn't by actually doing it, in addition to studying the discipline for over twenty years. His style is refreshingly easy to read. If you're serious about marketing, you'll want to read . . . and keep . . . this book.

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Product Details

• Hardcover: 317 pages
• Publisher: Institute for Marketing and Innovation; 1st edition (1997)
• Language: English
• ISBN-10: 1889772003
• ISBN-13: 978-1889772004
• Product Dimensions: 8.5 x 6 x 1.2 inches
• Shipping Weight: 1.5 pounds
• Average Customer Review: 4.7 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #4,055,277 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

4.0 out of 5 stars Above average in ideas you can take away and use, May 14, 1998

By A Customer

This review is from: It's not rocket science: Using marketing to build a sustainable business (Hardcover)

This is not a "how-to" book.  It is a "how to think" book.  Goozé is dead on target in his explanation of marketing's role.  This book helped me sort out where I needed to be amid the day-to-day chaos of a corporate marketing job.  I especially recommend the chapters on commodity products, and how to approach the marketing issues associated with them.

1 of 1 people found the following review helpful:

5.0 out of 5 stars Read this book if you want to win!, January 6, 2002

By 

john f. fielder (San Francisco, CA United States) - See all my reviews

This review is from: It's not rocket science: Using marketing to build a sustainable business (Hardcover)

Read this book if you are thinking about starting a new business or want to increase sales in an existing company. Reading it won't guarantee success but it will arm you with the information that you need to gain a competitive edge in an increasingly competitive marketplace.

This is a clearly written "how to" book about basic business principles that work. It is full of informative examples from the history of business and it is the one book to read if you are serious about succeeding.

1 of 1 people found the following review helpful:

5.0 out of 5 stars Enjoyed the book, June 19, 2001

By 

Russell Warren (Birmingham, Ala.) - See all my reviews

This review is from: It's not rocket science: Using marketing to build a sustainable business (Hardcover)

I'm not one to normally write my comments on any book. However, I enjoyed this one enough to take the time for these few comments. It makes you see the true difference between marketing and selling in clear terms. I liked the numerous examples used throughout the book. As a business owner, who knows I may even try some of this stuff, which is very unusual for me.