Product Description

There are only three outcomes to a potential sales opportunity; either you will win it, lose it or no decision is made. Connective Selling is about understanding how people buy so you can make the right move at the right time in the sales process.

Designed for ‘big ticket work, the Connective Selling model is equally applicable in all sales situations. Its about earning respect and trust by knowing your clients business and addressing their problems. Its about solving their issues and helping them succeed. It tells you what to talk about, and when, and how to really hear what your contacts are saying. Ultimately, its about the importance of building rapport and relationships to win business.

SPIN selling has been the dominant technique for the past decade but Connective Selling makes the sales process easier and more sophisticated. The practical ‘8 junction approach will help you sell effectively without the ‘hard sell. Connective Selling is for salespeople who want to win business with techniques that really work.
Product Details

* Amazon Sales Rank: #2000908 in Books
* Published on: 2004-08-13
* Original language: English
* Number of items: 1
* Binding: Paperback
* 212 pages

Editorial Reviews

Review
"...looks at why people buy, and explains how to sell to people when there is little to distinguish your service or product from that of your rivals."(Publishing News, 19th March 2004)

"...for people who want to win business with techniques that really work..." (PSMG Magazine, July 04)

“…stuffed with sound practical advice. A rainmaker in itself” (Director, October 2004)

“…should certainly help you achieve the vital first step…” (Reading Chronicle, 2nd December 2004)

"...In a hard and competitive world, there has to be ‘value’ added and this book shows how to stand out from the crowd..." (City to Cities, Issue 31, February - March 2005)

“…a precise map of what to do, how to do it and when…” (Hertfordshire Magazine, Spring 2005)



Review
"...looks at why people buy, and explains how to sell to people when there is little to distinguish your service or product from that of your rivals." (Publishing News, 19th March 2004)

"...for people who want to win business with techniques that really work" (PSMG Magazine, July 04)

“…stuffed with sound practical advice. A rainmaker in itself” (Director, October 2004)

“…should certainly help you achieve the vital first step…” (Reading Chronicle, 2nd December 2004)

"...In a hard and competitive world, there has to be ‘value’ added and this book shows how to stand out from the crowd..." (City to Cities, Issue 31, February - March 2005)

“…a precise map of what to do, how to do it and when…” (Hertfordshire Magazine, Spring 2005)



From the Inside Flap
You are now entering the ‘Sales Zone’…

There are only three possible outcomes to a potential sales opportunity; either you win the sale, you lose it, or no decision is made. Connective Selling is about understanding how and why people buy so you can make the right move at the right time in the sales process, every time.

Connective Selling is based on the feedback of over 2,000 sales and business development professionals worldwide, and has been thoroughly roadtested within the author’s own company, PricewaterhouseCoopers, as well as in other leading professional and advanced service and product producers around the globe. The approach is known as ‘connective selling’ because it fulfils a combination of their wants and needs and they feel they can trust the person and the organisation that supplies them. Customers are buying a relationship; one in which you will need to prove that you are credible, capable and compatible. Connective Selling lets you do just that.

SPIN selling has been the dominant technique for the past decade, but Connective Selling simplifies the whole process, making it much easier to handle. The practical 8-junction approach will help you sell effectively without the hard sell. Connective Selling is for people who want to win business with techniques that really work.

Product Description

At the cusp of the last century, Wai-Kai Chen introduced a monumental reference for the design, analysis, and prediction of VLSI circuits: The VLSI Handbook. Significantly revised, revamped, and updated to keep pace with the most dynamic field in engineering, this second edition has expanded to 13 sections comprising nearly 100 chapters focused on the key concepts, models, and equations. Written by a stellar international panel of expert contributors, this handbook is still the most up-to-date, reliable, and comprehensive source for real answers to practical problems. The emphasis remains on the fundamental theory underlying professional applications, and new sections reflect recent areas of industrial and research focus. WHAT'S NEW IN THE SECOND EDITION? New Sections on… · Low-power electronics and design · VLSI signal processing New Chapters on… · CMOS fabrication · Content-addressable memory · Compound semiconductor RF circuits · High-speed circuit design principles Completely Revised Chapters and Sections on… · SiGe HBT technology · Bipolar junction transistor amplifiers · Performance modeling and analysis using SystemC · Design languages, expanded from two chapters to twelve · Testing of digital systems Structured for convenient navigation and loaded with practical solutions, The VLSI Handbook, Second Edition remains the first choice for answers to the problems and challenges faced daily in engineering practice.
Product Details

* Amazon Sales Rank: #1722357 in Books
* Published on: 2006-12-26
* Original language: English
* Number of items: 1
* Binding: Hardcover
* 2320 pages

Customer Reviews

The Book You Grab First5
Probably the best way to convey some idea of the broad scope of this book is to simply give the headings of the various sections of the book, rembering that each section contains from a handful to a bunch of chapters covering their own specialty:

I - VLSI Technology
II - Devices and Their Models
III - Low Power Electronics and Design
IV - Amplifiers
V - Logic Circuits
VI - Memory, Registers and System Timing
VII - Analog Circuits
VIII - Microprocessor and ASIC
IX - Testing of Digital Systems
X - Compound Semiconductor Integrated Circuit Technology
XI - Design Automation
XI - VLSI Signal Processing
XIII - Design Languages

Each chapter in each section is written by an individual or team that is expert in that particular subject. As their accumulated wisdom tends to be at the state of the art in that particular field, this is not a book for the complete beginner. It is intended for the working engineer, probably BS level, with a need for a one-source reference to keep abreast of new techniques and procedures as well as review standard practices. It is easily the most complete source of information on VLSI available.

A must-have for any student of the VLSI field5
This is a book that is not only packed with information, but it is also presented in an extremely readable way. I currently use this book for classes in VLSI. I found it very helpful, especially if you want to review before a job interview. On the whole this is a pretty good book but it works best for an audience with some prior exposure to the VLSI field.

Product Description

Identity management specialist Marlin B. Pohlman brings over 14 years of personal and professional experience to this third edition, offering a definitive guide for corporate stewards who are struggling with the challenge of meeting regulatory compliance pressures while embarking on the path of process and system remediation. He examines multinational regulations, delves into the nature of governance, risk, and compliance (GRC), and outlines a common taxonomy for the GRC space. He also cites standards that are used, illustrating compliance frameworks such as BSI, ITIL, and COBIT. The resource also focuses on specific software components of the Oracle Identity Management solution and includes elements of the Oracle compliance architecture.
Product Details

* Amazon Sales Rank: #495776 in Books
* Published on: 2008-04-09
* Original language: English
* Number of items: 1
* Binding: Paperback
* 552 pages

Customer Reviews

3rd Edition is a winner5
I wrote a scathing review of the 2nd edition - and justifiably so according to the author. So it is indeed a pleasure to see how the author has not only addressed the shortcomings of the presentation of the original publication but improved it dramatically, with new structure and diagrams that are clear and complement the text superbly.

This is a really good book and a pleasure to recommend to others.

a must-read for everyone involved with GRC (Governance, Risk and Compliance), IdM (Identity Management) and related5


This book is a must-read for everyone involved with enterprise GRC (Governance, Risk and Compliance), IdM (Identity Management) and related technologies in the Oracle world and beyond, especially because of its emphasis on comprehensive architecture vs. the industry-prevalent "piecemeal" approach to Identity Management.

Product Description

The interest in climbing and walking robots (CLAWAR) has remarkably augmented over recent years. Novel solutions for complex and very diverse application fields (exploration/intervention in severe environments, personal services, emergency rescue operations, transportation, entertainment, medical, etc.), has been anticipated by means of a large progress in this area of robotics. This book contains the proceedings of the 7th Climbing and Walking Robots 2004 (CLAWAR 2004) Conference offering the international scientific community one of the most excellent forums for academics, researchers and industrialists interested in this motivating area of climbing and walking robots. It provides a wide forum of original state-of-the-art contributions from various industrial and new/emerging research fields , presenting a full picture of climbing and walking robots. The conference, held in Madrid, Spain, September 22-24 2004 was organized by the Thematic Network
Product Details

* Amazon Sales Rank: #3963619 in Books
* Published on: 2005-10
* Original language: English
* Number of items: 1
* Binding: Hardcover
* 1194 pages

Product Description

#1 ROBOTICS BOOK OF ALL TIME SUPER-CHARGED BY A FAMOUS NEW CO-AUTHOR AND UPDATED TO REFLECT STATE-OF-THE-ART ADVANCES

Everybody's favorite amateur robotics book is bolder and better than ever -- and now features the field's "grand master" Myke Predko as the new author! Author duo McComb and Predko bring their expertise to this fully-illustrated robotics "bible" to enhance the already incomparable content on how to build -- and have a universe of fun -- with robots. Projects vary in complexity so everyone from novices to advanced hobbyists will find something of interest.

NEW TO THIS EDITION:

* 30 completely new projects
* All projects have been revamped to be more customizable
* More visual -- illustrations of the final product are right at the beginning of the chapter

Everything you need to build from plans provided or create your own designs:
* Robot Basics * Construction Techniques * Computer and Electronic Control * Power, Motors, and Locomotion * Practical Robotics Projects * Sensors and Navigation * Robot Programming * Tips, Tricks, and Tidbits
Product Details

* Amazon Sales Rank: #59084 in Books
* Published on: 2006-02-21
* Original language: English
* Number of items: 1
* Binding: Paperback
* 733 pages

Editorial Reviews

From the Back Cover
THE BEST AND BIGGEST ROBOTICS BOOK ON THE BLOCK—NOW BETTER THAN EVER—SUPERCHARGED WITH TWO TOP ROBOTICS AUTHORS!

Thousands of robot hobbyists -- and robots -- grew up on the first two editions on this book. Now Gordon McComb has partnered with fellow robotics enthusiast Myke Predko -- and together they've made this classic guide to building your very own robot more awesome than ever. Inside Robot Builder's Bonanza you'll find detailed plans for constructing robots that walk, see, feel, talk, listen, think -- and more!

Best of all, this book will make you want to build a robot -- and show you how you can! Packed with enthusiasm, fascinating science tidbits, field-tested projects, and modular organization to make it easy to invent and build your own designs, this best-seller puts it all together for anyone with the slightest curiosity about this fascinating hobby. Projects vary in complexity so everyone from novices to advanced hobbyists will find something to inspire and advance robot plans.

EVERYTHING YOU NEED TO BUILD A ROBOT!
Follow a plan or create your own design

* Robot Basics
* Parts and Tools
* Practical Robotics Projects
* Money-Saving Hacks
* Construction Techniques: Plastic, Wood, & Metal
* Computer and Electronic Control
* Power, Motors, and Locomotion
* Sensors and Navigation
* Robot Programming
* Tips, Tricks, and Tidbits
* Avoiding Common Mistakes
* List of Sources for Parts and Ideas

FULLY ILLUSTRATED PLANS FOR 99 AMAZING ROBOTS
NEW to the Third Edition:

* 30 Completely New Projects!
* Hundreds of Helpful New Illustrations
* Customizability Added to Every Project
* More Materials and Tools You Can Use to Build Your Robots
* State-of-the-Art Advances
* More Help with Microcontrollers for the Beginner
* Developments in Remote Control
* Advanced Locomotion
* Information to Turn Toys into Automatons
* High-Tech Sensors
* Suggestions for Robotics Competitions and Competing
* 75% Fewer Bad Jokes

About the Author
Gordon McComb is an avid electronics hobbyist who has written for TAB Books for a number of years. He wrote the best-selling Troubleshooting and Repairing VCRs (now in its third edition), Gordon McComb's Gadgeteer's Goldmine, and Lasers, Ray Guns, and Light Cannons.

Myke Predko has 20 years experience in the design, manufacturing, and testing of electronic circuits. An experienced author, Myke wrote McGraw-Hill's best-selling 123 Robotics Projects for the Evil Genius; 123 PIC Microcontroller Experiments for the Evil Genius, PIC Microcontroller Pocket Reference; Programming and Customizing PIC Microcontrollers, Second Edition; Programming Robot Controllers; and other books, and is the principal designer of both TAB Electronics Build Your Own Robot Kits.
Customer Reviews

Survey vs. How to4
I enjoy the 3rd edition of this book. What it does well is that it breaks up the problem of building a robot into multiple sections in which builders get ideas on what to change for their robots. This includes changes in anything from what sensors to use to recommendations and ideas about building your own chassis from wood to plastic to well, whatever. It also gives you a nice reference to places to get parts and also references to other books to get even more information on individual topics. It doesn't really get into the level that other McComb books did such as the Lasers, Ray Guns, and Light Cannons: Projects from the Wizard's Workbench by Gordon McComb - it instead just briefly surveys a great many topics across a very very wide spectrum of possibilities. It's great for ideas- but it seems to lack a bit of a universal thread such as a representative building example that goes through the whole design process. But then again, it's not an engineering textbook... it's a bonanza.

Robot Builder Reference3
This is a good reference book for beginning robot builders. However, if you are really interested in getting started then invest the money into a cheap kit like Parallax's Basic Stamp2. Then move up to one of their robotics kits to get a hands on feel.

Interesting and informative4
A good way to describe this book is a cross between a textbook, a trade journal, and a catalog. Being definately a large volume, it attempts to cover a lot of information in bite sized chapters. I would think the best use for this book is as a reference. You can build some of the projects listed in it as stand alone applications, but they work best when combining them with your own ideas, or supplementing info from other book projects.

All in all, this book is a good addition to a robot reference library.

Product Description

From its beginnings in China's Guangdong Province, SARS became a worldwide epidemic before anyone knew it. The book discusses the disease's symptoms and rapid infection rate, the coverup by the Chinese government, and the quick work by health care workers and researchers from many nations to learn more about it. (20051001)
Product Details

* Amazon Sales Rank: #3165473 in Books
* Published on: 2004-02-20
* Original language: English
* Number of items: 1
* Binding: Board book
* 112 pages

Editorial Reviews

Review
"Captioned photos and diagrams illustrate each book and both volumes have source notes, a list of organizations and Web sites, and a bibliography that will be useful for report writers, debaters, and parents of children diagnosed with these disfunctions."
-- Booklist (October 2001) (Booklist 20030301)

"These books provide the kind of information that a student may need either for an assigned research project or for personal enlightment and assistance. Highly Recommended"
--Library Media Connection, October 2005 (Library Media Connection 20020501)

"Volumes explore causes, symptoms, diagnosis, and treatment. New research techniques are described in detail. Each disorder is fully explained in non-technical terms."
-- School Library Journal (March 2003) (School Library Journal 20011001)

"Overall, the information...is more thorough and accessible than that in many books. Well-done and intuitively organized."
-- School Library Journal (May 2002) (School Library Journal 20010901)

"Primary-source quotes personalize the experiences. A solid addition to the mental-health sections."
-- School Library Journal (October 2001) (School Library Journal 20010401)

"Sheen covers its history, diagnosis, treatment, and solutions to some everyday problems associated with it. Black-and-white captioned photos are scattered throughout. A solid choice for students with a person interest or research requests on the topic."
-- School Library Journal (September 2001) (School Library Journal 20041001)

"Factful and useful books that approach their subjects as puzzlers for which great strides have been made in the last few decades in terms of diagnosis and treatment."
-- School Library Journal (April 2001) (School Library Journal )

"...present important material in a clear, readable format...Report writers will appreciate the concise presentations, and those interested in the topics will find a wealth of historical background in each title."
--School Library Journal (October 2004) (School Library Journal )

Product Description

The management of orthopedic infection is an area of growing importance in orthopedic surgery. This text provides a complete overview from basic research to clinical application and future perspectives in the treatment of orthopedic infection emphasising the role of local therapy. The unprecedented collection of experiences of the major experts in the field supplies the reader with long-awaited guidelines for treatment. Covering the various approaches to the treatment of orthopedic infections, it will be an important tool for the daily practice of its readers.


Product Details

* Amazon Sales Rank: #1777884 in Books
* Published on: 2007-03-12
* Original language: English
* Number of items: 1
* Binding: Hardcover
* 395 pages

Product Description

Nearly half of the top one hundred Fortune 500 companies use Six Sigma methodology in some part of their business. These companies have been among the top one hundred for five or more years and consistently report higher revenue and significantly higher profits than competitors. This underscores the impact on the cost side. Now the focus moves to revenue growth. Six Sigma consultant Clyde M. Creveling’s Design for Six Sigma in Technology and Product Development is the standard guide for product commercialization and manufacturing support engineers who want to apply Six Sigma methodology to technology development and product commercialization. Now, in Six Sigma for Marketing Processes, Creveling joins with Lynne Hambleton and Burke McCarthy to show the ways marketing professionals can adapt and apply those same Six Sigma concepts to create a lean marketing workflow built for growth.



This book provides an overview of the way marketing professionals can utilize the value offered by Six Sigma tools, methods, and best practices, within their existing phase-gate processes, as well as the traditional Six Sigma problem-solving approach: define, measure, analyze, improve, control (DMAIC). It provides unique methods for employing Six Sigma to enhance the three marketing processes for enabling a business to attain growth: strategic, tactical, and operational. It goes further to demonstrate the way Six Sigma for marketing and Six Sigma for design can be combined into a unified Six Sigma for growth. In this book, you’ll learn how to apply Six Sigma methodology to



* Develop a lean, efficient marketing workflow designed for growth
* Enhance the three marketing arenas for growth: strategic, tactical, and operational
* Identify leading indicators of growth and become proactive about performance improvement
* Strengthen links between customers, products, and profitability
* Redesign marketing work to streamline workflow and reduce variability
* Assess and mitigate cycle-time risk in any marketing initiative or project
* Leverage DMAIC to solve specific problems and improve existing processes
* Use lean techniques to streamline repeatable processes, such as collateral development and trade-show participation

Product Details

* Amazon Sales Rank: #310595 in Books
* Published on: 2006-02-27
* Original language: English
* Number of items: 1
* Binding: Hardcover
* 304 pages

Editorial Reviews

From the Back Cover

Nearly half of the top one hundred Fortune 500 companies use Six Sigma methodology in some part of their business. These companies have been among the top one hundred for five or more years and consistently report higher revenue and significantly higher profits than competitors. This underscores the impact on the cost side. Now the focus moves to revenue growth. Six Sigma consultant Clyde M. Creveling’s Design for Six Sigma in Technology and Product Development is the standard guide for product commercialization and manufacturing support engineers who want to apply Six Sigma methodology to technology development and product commercialization. Now, in Six Sigma for Marketing Processes, Creveling joins with Lynne Hambleton and Burke McCarthy to show the ways marketing professionals can adapt and apply those same Six Sigma concepts to create a lean marketing workflow built for growth.



This book provides an overview of the way marketing professionals can utilize the value offered by Six Sigma tools, methods, and best practices, within their existing phase-gate processes, as well as the traditional Six Sigma problem-solving approach: define, measure, analyze, improve, control (DMAIC). It provides unique methods for employing Six Sigma to enhance the three marketing processes for enabling a business to attain growth: strategic, tactical, and operational. It goes further to demonstrate the way Six Sigma for marketing and Six Sigma for design can be combined into a unified Six Sigma for growth. In this book, you’ll learn how to apply Six Sigma methodology to



* Develop a lean, efficient marketing workflow designed for growth
* Enhance the three marketing arenas for growth: strategic, tactical, and operational
* Identify leading indicators of growth and become proactive about performance improvement
* Strengthen links between customers, products, and profitability
* Redesign marketing work to streamline workflow and reduce variability
* Assess and mitigate cycle-time risk in any marketing initiative or project
* Leverage DMAIC to solve specific problems and improve existing processes
* Use lean techniques to streamline repeatable processes, such as collateral development and trade-show participation

Preface xv

Acknowledgments xxiii

About the Authors xxv



Chapter 1: Introduction to Six Sigma for Marketing Processes 1

Chapter 2: Measuring Marketing Performance and Risk Accrual Using Scorecards 25

Chapter 3: Six Sigma-Enabled Project Management in Marketing Processes 45

Chapter 4: Six Sigma in the Strategic Marketing Process 63

Chapter 5: Six Sigma in the Tactical Marketing Process 117

Chapter 6: Six Sigma in the Operational Marketing Process 173

Chapter 7: Quick Review of Traditional DMAIC 209

Chapter 8: Future Trends in Six Sigma and Marketing Processes 229



Glossary 235

Index 261

About the Author

Clyde "Skip" Creveling is the president and founder of Product Development Systems & Solutions Inc. (PDSS) (http://www.pdssinc.com). Since PDSS' founding in 2002, Mr. Creveling has led Design for Six Sigma (DFSS) initiatives at Motorola, Carrier Corporation, StorageTek, Cummins Engine, BD, Mine Safety Appliances, Callaway Golf, and a major pharmaceutical company. Prior to founding PDSS, Mr. Creveling was an independent consultant, DFSS Product Manager, and DFSS Project Manager with Sigma Breakthrough Technologies Inc. (SBTI). During his tenure at SBTI he served as the DFSS Project Manager for 3M, Samsung SDI, Sequa Corp., and Universal Instruments.

Mr. Creveling was employed by Eastman Kodak for 17 years as a product development engineer within the Office Imaging Division. He also spent 18 months as a systems engineer for Heidelberg Digital as a member of the System Engineering Group. During his career at Kodak and Heidelberg he worked in R&D, Product Development/Design/System Engineering, and Manufacturing. Mr. Creveling has five U.S. patents.

He was an assistant professor at Rochester Institute of Technology for four years, developing and teaching undergraduate and graduate courses in mechanical engineering design, product and production system development, concept design, robust design, and tolerance design. Mr. Creveling is also a certified expert in Taguchi Methods.

He has lectured, conducted training, and consulted on product development process improvement, design for Six Sigma methods, technology development for Six Sigma, critical parameter management, robust design, and tolerance design theory and applications in numerous U.S, European, and Asian locations. He has been a guest lecturer at MIT, where he assisted in the development of a graduate course in robust design for the System Design and Management program.

Mr. Creveling is the author or coauthor of several books, including Six Sigma for Technical Processes, Six Sigma for Marketing Processes, Design for Six Sigma in Technology and Product Development, Tolerance Design, and Engineering Methods for Robust Product Design. He is the editorial advisor for Prentice Hall's Six Sigma for Innovation and Growth Series.

Mr. Creveling holds a B.S. in mechanical engineering technology and an M.S. from Rochester Institute of Technology.

Excerpt. © Reprinted by permission. All rights reserved.
Preface
What Is In This Book?

This is not a book about marketing theory or basic marketing _principles—we assume you are a marketing professional and know a good bit about marketing science fundamentals. This book is all about Six Sigma for marketing professionals. The kind of Six Sigma we explore is relatively new. It is the form of Six Sigma that focuses on growth—that prevents problems by designing and structuring Six Sigma Sigma-enhanced work within marketing processes. Its boundaries encompass marketing's three process arenas for enabling a business to attain a state of sustainable growth.

1. Strategic Marketing Process—product or service portfolio renewal
2. Tactical Marketing Process—product or service commercialization
3. Operational Marketing Process—post-launch product or service line management

This book is reasonably short and is primarily intended as an overview for marketing executives, leaders, and managers. Anyone interested in the way Six Sigma tools, methods, and best practices enhance and enable these three marketing processes can benefit from this book. This book guides the reader in structuring a lean work flow for completing the right marketing tasks using the right tools, methods, and best practices—at the right time within the aforementioned processes. Yes, this book is all about Lean Six Sigma-enabled marketing.
Why We Wrote This Book

Why did we write it? To help take marketing professionals into the same kind of Six Sigma paradigm, work flow, measurement rigor, and lean process discipline that exists in the world of Design for Six Sigma (DFSS). Our first book, Design for Six Sigma in Technology and Product Development (Prentice Hall, 2003), has become a strong _standard for research and development (R&D), product commercialization, and manufacturing support engineers. It is all about what to do and when to do it in the phases of technology development and product commercialization for engineering teams and their leaders. Every time we teach and mentor engineering teams on DFSS, they ask, "Where are the marketing people? Shouldn't they be here working with us as a team as we develop this new product?" The answer of course is always yes. So, a strong, new trend is occurring all over the world. It is a new form of collaborative innovation between those who practice DFSS and those who are beginning to practice Six Sigma for Marketing (SSFM). Two very harmonious bodies of Six Sigma knowledge are aligning and integrating into what we call Six Sigma for Innovation and Growth. In fact, this book is part of an exciting new series from Prentice Hall called the Six Sigma for Innovation and Growth Series: Marketing Processes and Technical Processes.

DFSS and SSFM are integrating to form a unified approach for those who are commercializing products together. This book, in part, is "DFSS for Marketing Professionals." We go far beyond simply talking about product commercialization in this book. We set the stage for a comprehensive Six Sigma-enabled work flow for marketing _professionals. That work flow crosses the three process arenas we mentioned earlier—portfolio renewal (strategic in-bound marketing), commercialization (tactical in-bound marketing), and product or service line management (operational out-bound marketing). That is why the logo for this book looks the way it does. Take a moment to reflect on that image and you will see our view of the way marketing work flow is structured in the text.
About the Chapters

The book is laid out in eight chapters. Chapter 1, "Introduction to Six Sigma for Marketing Processes," presents the whole integrated story of Six Sigma in Marketing Processes. It covers the big picture of the way all three marketing process arenas work in harmony. One without the others is insufficient for actively sustaining growth in a business.

Chapters 2, "Measuring Marketing Performance and Risk Accrual Using Scorecards," and 3, "Six Sigma-Enabled Project Management in Marketing Processes," work closely together. Chapter 2 is about a system of integrated marketing scorecards that measure risk accrual from tool use to task completion to gate deliverables for any of the three marketing processes.

Product Description

"This book is a lot of fun ... Haig wants to educate as well as to entertain, and at this he succeeds. ... Anyone with a professional interest or involvement in brand management should read this book." -- Anthony Di Benedetto, Professor of Marketing, Temple University in Journal of Consumer Marketing
Product Details

* Amazon Sales Rank: #813357 in Books
* Published on: 2003-05
* Original language: English
* Number of items: 1
* Binding: Hardcover
* 310 pages

Editorial Reviews

Review
"A goldmine of helpful how-not-to advice which you ignore at your own peril." -- Laura Ries, President, Ries & Ries, Marketing Strategists

"A must buy for marketers." -- Peter Doyle, Professor of Marketing & Strategic Management, Warwick Business School, University of Warwick

Review
"Haig, a marketing consultant, is one of a new breed of writers producing marketing primers for the hyphenated age of e-marketing. This type of work is characterized by breezily written snippets of success or failure as either encouragement or admonition for the practitioner or for a new category of reader: the business voyeur. Thus these works are written in a readable and appealing format, as e-business fables. Examining 'the 100 biggest branding mistakes of all time, ' Haig organizes these 100 "failures" into ten types, each with its own moral and admonition. These types include classic failures (e.g., New Coke), idea failures (e.g., R.J. Reynolds' smokeless cigarettes), extension failures (e.g., Harley Davidson perfume), culture failures (e.g., Kelloggs in India), and technology failures (e.g., Pets.com). The idea behind this work is that with knowledge these failures can be avoided, but this reviewer regards it as akin to Monday morning quarterbacking in its validity as an activity. None of this takes away the schadenfreude of this well-written, quick read. Useful more as a cultural artifact than classroom text, this book could serve as supplementary reading for advanced marketing courses and for business voyeurs who like a good read. Summing Up: Recommended. General readers; upper-division undergraduate and graduate students; and practitioners." -- S. A. Schulman, CUNY Kingsborough Community College

About the Author
Matt Haig is an acclaimed author and journalist. His books include: E-PR: The Essential Guide to Public Relations on the Internet; Mobile Marketing: the Message Revolution; and The E-marketing Handbook (all Kogan Page).
Customer Reviews

Very interesting5
It is always good to know about brand failures. This is an excellent not-to-list that every marketing manager should read. I consider very wise to have a copy of this book on your desk. Furthermore, it is pretty fun to read.

Not Worth Your Time Or Money. 1
Matt Haig reveals no new insight into branding or marketing. I would rate this book a 4/5 as entertaining toilet reading, but if this book was suppose to teach a marketer something new, then it is simply an insult to you intelligence.

What pissed me off the most was the lack of substance in the case studies and the sheer amount of promotion for his buddies books - most notably Al Ries. Why am I reading the your book when I can just get his and save myself the frustration.

I am trying to remember a single good piece of advice and can't. Unless you're a complete amateur or a total idiot this book isn't for you. I've seen fliers with better information.

Don't Waste Your Time.

Could have been much, much better.2
I went into reading this book with the highest of expectations both because of the other reviews on it and because I am really interested in the topic.

It started out interestingly enough but quickly went downhill. The first few case studies were pretty in depth and interesting but towards the middle of the book they got really short and shallow. It is almost as if the writer became impatient with his own book. If you don't want to write in detail about 100 brands then just don't. Write in depth about a handful but make the case studies meaningful.
The subtopics were also not logical for me. For me a better format would have been: Chapter one / Lesson one: Research your market. Then give some examples of brands that failed to do so. Chapter two / lesson two: Kill the product not the brand. Then some examples. And so on. But it was not arranged like that. In fact none of the lessons seemed to tie together that well. Surely the author could have found some more logical groupings.
Overall I give the book two stars.