Ice to the Eskimos by Jon Spoelstra 1997, Hardcover: items on eBay.com

Publisher's Note
You.Thats Right. YOU.Youve got a problem.Youve got a product thats not first in its class.Its not even second.Youve got to find a way to market that product.What Are You Going To Do?Youre going to read this book, thats what.Lets 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 hasnt 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. Its about taking a product or service and turning it into a winner. If youve 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 - youll 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 teams lagging revenues in just three years and increasing the season-ticket holders base by 250 percent. This guy knows what hes 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.

Industry Reviews
To his credit, Spoelstra former general manager of the Portland Trail Blazers and president of the New Jersey Nets announces in the foreword to his how-to marketing book: "At the beginning of each chapter [I'll] tell a little anecdote from my experiences in the NBA. Sometimes [it is] related to the chapter; sometimes it isn't." The candor is appreciated; the approach is not. The problem with his stories about life in the National Basketball Association is that they invariably involve players and executives that the average fan has never heard of and they rarely return to the point Spoelstra is trying to make. That's unfortunate because he does have worthwhile ideas. He spends a lot of time discussing the markets that companies should not target when they're trying to move more product, and he's great at explaining how it's far easier to sell more to existing customers whatever the business than to find new ones. Those willing to wade through all the incidental stories will find their effort rewarded. (June)
Lopate

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