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They thought winning would solve their problems. A few years after their last championship, they were in deep financial trouble. You must run the operation using sound marketing and business practices or face oblivion. Jon calls his marketing approach Jump-Start marketing.
Ice to the Eskimos: How to Market a Product Nobody Wants
Here are a few highlights of Jon's ideas. Ice To The Eskimos is easy reading, with lots of stories and examples of how Jon applied these principles. Jon also has self-examination sections of questions for the reader to consider how to apply the ideas in his or her own organization. You will surely profit from owning and studying this book.
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Ice to the Eskimos : How to Market a Product Nobody Wants - speechyluncalsupp.ml
And the all-important ice-to-Eskimos market test? Quinn recalls a call he received one summer from Seldovia, a remote village of Alaska natives on the Kachemak Bay.
The village ice machine had broken down. As branch manager of the 35,square-foot store, Fast is responsible for selling a lot of things — everything from Mexican food to furniture. He also sells ice to Eskimos.
Why would the people of Barrow need ice? For drinks, for keeping coolers cold, for packing fish — nothing unusual.
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And so the CDU breaks the ice on another consulting case. It turns out that selling ice to an Eskimo is as easy as, well, Eskimo pie.
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