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The Marketing Playbook: Five Battle-Tested Plays for Capturing and Keeping the Lead in Any Market
 
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The Marketing Playbook: Five Battle-Tested Plays for Capturing and Keeping the Lead in Any Market (Hardcover)

by John Zagula (Author), Rich Tong (Author), Richard Tong (Author)
4.0 out of 5 stars See all reviews (1 customer review)
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  • This item: The Marketing Playbook: Five Battle-Tested Plays for Capturing and Keeping the Lead in Any Market by John Zagula

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Product details

  • Hardcover: 336 pages
  • Publisher: Portfolio (21 Oct 2004)
  • Language English
  • ISBN-10: 1591840384
  • ISBN-13: 978-1591840381
  • Product Dimensions: 21.3 x 14 x 3 cm
  • Average Customer Review: 4.0 out of 5 stars See all reviews (1 customer review)
  • Amazon.co.uk Sales Rank: 652,173 in Books (See Bestsellers in Books)

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4.0 out of 5 stars Insightful!, 24 Aug 2005
By Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews
(TOP 50 REVIEWER)    (REAL NAME)   
While the metaphorical sports set-up is appealing, this "playbook" about marketing relies very little on the substance of sports and even less on the more powerful forces behind marketing. Instead, John Zagula and Richard Tong have written a clever grouping of five different marketing strategies, explained with sports metaphors. Real-life strategic examples and assessments of related risks and rewards accompany each play. Using some repetition to emphasize their lessons, the authors explain which market conditions call for using each of the five strategies. They demonstrate how forces in the market make some plays more feasible, although some of the illustrative stories seem a bit forced into fitting the marketing move under discussion and some examples lack sufficient detail to let the reader align the plays with precise goals and market conditions. However, the stories and strategies all have that insider flavor, right from the coach. We believe marketers who are still learning the ropes will want this strategic playbook.
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