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I would highly recommend this book for all students and professionals interested in marketing and the study of what makes consumers buy.
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Terrorism is a horrific topic. Unlike many writers in this area, Barker is equal handed in his sympathy and slow to moralize. In fact he shows how moralizing often obscures the issues at stake. To design ways to oppose terrorism he prefers the metaphor of international law enforcement over the metaphor of an International War Against Terrorism. It is more likely to lead us to think practically about ameliorating the conditions that foster terrorism and less likely to allow us to depersonalize and abuse the populations from which terrorists arise. Above all, the book helps you advance your own thinking on this fraught subject.
Barker's book is one of the No-Nonsense Guides, which originate from a Candian Publisher, Between the Lines. These are a series of thoughtful, succinct works on the most thorny issues of modern life, ranging from climate modification, to world trade, to world history. They are pocket books in the old fashioned sense of books you carry with you on the subway, to the dentist office, to the kids' hockey game that are so interesting and well-organized that you keep your place between interruptions.
I applaud both the series and the volume.
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1) In industry, technicians are the kings. The marketing department is often seen as a cost center. Try to make your roles and responsibilities clear because you do not want to be stuck in limbo - doing endless errands for everyone. (pg 19)
2) Good comments on how to diagnose your situation (the company's marketing maturity, and your personal marketing experience) and create a feasible approach. Key: Don't panic and don't rush. Assess what is expected of you, who you can influence and what you can accomplish. (pg 28-30)
3) "Marketing is sometimes referred to as a matching process whereby we continue to refine our understanding of the market and adapt our product offer accordingly." (pg 47)
4) Make sure you strike the right balance between:
- doing the right things and doing things right
- watching the competitors and watching the customers
5) Four Ps (Supplier's) and Four Cs (Customer's)
- Product = Customer's Wants and Needs
- Price = Cost
- Place = Convenience
- Promotion = Communication (pg 53)
6) Characteristics of Consumer vs Industrial Markets
Clients....Many & dispersed..Few, concentrated
Market....Retail................Long & complex supply chain
Behavior..Personal...........Group decision, high buying power
Product...Standard...........Customized & complex
Price......No negotiation.....Negotiation
Place.....Retail................Direct & made to order (pg 60)
7) Understand the supply chain. Know your customers' customers.
8) Trust is critical. Try to differentiate with delivery reliability, technical service, maintenance and spare parts support and assistance in driving down customer's costs. (pg 67)
9) Create products that customers' want, not technical devices. "Marketing should aim to meet clients' expectations, and not substantially exceed them." (pg 79)
10) Finally, "Reasonable success is much better than glorious failure." (pg 92)
There are also numerous pages on portfolio analysis, product life-cycles, pricing strategies and tips on how to work with sales and technicians.
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Part of the pleasure of reading Fry's book is the way he describes Cézanne's development as if--to borrow another of Woolf's phrases--it were a "double story." In order to explain the radical difference between Cézanne's early works and his mature ones (respectively, before and after his turn to Impressionism), Fry imagines a psychologically troubled artist, who can only find peace by looking outside of himself: that is, away from invented imagery and towards nature. This split, for Fry, corresponds with the difference between the 'Romantic' and the 'Classic' sides of Cézanne's personality; but the schism is never absolute, and even in the artist's maturity, there is always the possibility that the repressed 'Romantic' will return. This, indeed, is how Fry explains Cézanne's continued interest in painting pictures of Bathers and other quasi-erotic subjects.
Such a blend of art criticism and novelistic story-telling makes for a fascinating and provocative read. Certainly that is how D.H. Lawrence seems to have found the book, and his 'An Introduction to These Paintings' is an attempt to wrest Cézanne from the grips of Fry's compelling account.