Customer Review

4 of 5 people found the following review helpful
4.0 out of 5 stars intriguing, 20 Jan 2005
This review is from: Free Gift Inside!!: Forget the Customer, Develop Marketease (Capstone Trade) (Paperback)
The point this book is trying to make is quite provocative but hard to reject lightely. Namely that in the age of consumercentric corporation who all try to love their ungrateful customers to death, being different is one way to suceed. While new and very different products are hard to come by, the approach acronymed MARKETEASE is the answer. It includes teasing, tricking, playing hard to get and being overtly flamboyant or economical with truth.
Prof. Brown argues that this is what marketing was about in the firts place and quotes loads of popular characters who succeeded using this formula (PT Barnum, Liberace, Elvis's own Col. Parker, Madonna, Donald Trump et al).
An interesting, refreshing read, mostly very funny.
A word of warning for all like myself, for whom English is not a vernacular and Anglo/American culture not a mother culture. Prof. loves a pun or two hundred and at times the book is a bit difficult to follow due to numerous references to characters and phenomena unknown to other cultures.
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