エスキモーに氷を売る―魅力のない商品を、いかにセールスするか [単行本]

   なかなかおもしろいタイトルだが、その内容は営業のノウハウというよりは、マーケティングよりである。

   著者のジョン・スポールストラは、NBA（全米バスケットボール協会）で観客動員数最下位だったニュージャージー・ネッツを、27球団中チケット収入伸び率1位にまで導いた人物である。本書の魅力は、このスポーツビジネスを通して彼が商品を売るためにとった数々のマーケティング手法を、そのドキュメンタリーのなかで学ぶことができるところにある。

   彼の成功は確かに驚異的であるが、そのマーケティング手法はおおかたマーケティングの基本に沿ったもので、際立って目新しいものはないだろう。注目すべきは、与えられたビジネス条件を徹底的に分析し、持てる資源を最大限に生かしたその戦略であり、どんな小さな材料も効果的に利用したことである。とかくマーケティングというと企業は多額の予算を使った大きな戦略をとりたがるものだが、彼は大きな広告をうつよりも、時には顧客それぞれに直接アプローチする方が効果的なことを知っていた。

   また彼は「売れる企業」にするために、「投資」や「改革」を阻む財務屋体質の経営者、企業からの脱却を訴え、マーケティングを最優先させる企業の在り方を説く。「ミスにボーナスを出す」「経営が厳しくなったらセールススタッフを増やせ」など一見突飛とも思えるアイデアも登場するが、その根拠には読み手を納得させるだけのものがある。

   戦略においても、企業改革においても、人間の心理をついた鋭い状況判断、「変化」を恐れない彼のマーケティング体験からはビジネスマンとして学ぶことが多い。読み進めていくうちに彼のマーケティングにかけるエネルギーが伝わり心地よい充実感に包まれることだろう。（大角智美）

You.
That's Right. YOU.
You've got a problem.
You've got a product that's not first in its class.
It's not even second.
You've got to find a way to market that product.

What Are You Going To Do?

You're going to read this book, that's what.

Let's 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 hasn't 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. It's about taking a product or service and turning it into a winner. If you've 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—you'll 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 team's lagging revenues in just three years and increasing the season-ticket holders base by 250 percent. This guy knows what he's 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. --このテキストは、 ハードカバー 版に関連付けられています。

観客動員数最下位の全米プロバスケットチームを、最弱のまま高収益チームへと変貌させた奇跡のマーケティング。どんな分野の、どの商品にも、どの企業にも適用できる目からウロコが落ちる驚くべき手法。

観客動員数最下位の全米プロバスケットチームを、最弱のまま高収益チームへと変貌させた奇跡のマーケティング手法を紹介。どんな分野の、どの商品にも、どの企業にも適用できる、目からウロコの驚くべき手法!

Lessons drawn from the world of sports have long proven applicable to the world of business. Jon Spoelstra, who pushed sponsorship and fan revenue to unprecedented heights for the lowly New Jersey Nets basketball franchise, shows how to put big-league marketing expertise to use off the court in Ice to the Eskimos: How To Market a Product Nobody Wants. His 19 "jump-start ground rules," sprinkled liberally with sports anecdotes, are designed to apply to any product or service.
--このテキストは、 ハードカバー 版に関連付けられています。

You.
That's Right. YOU.
You've got a problem.
You've got a product that's not first in its class.
It's not even second.
You've got to find a way to market that product.

What Are You Going To Do?

You're going to read this book, that's what.

Let's 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 hasn't 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. It's about taking a product or service and turning it into a winner. If you've 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 - you'll 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 team's lagging revenues in just three years and increasing the season-ticket holders base by 250 percent. This guy knows what he's 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.
--このテキストは、 ハードカバー 版に関連付けられています。

"A superb book. I couldn't put it down. I kept quoting it to everyone I ran into. Spoelstra knows his stuff and has a proven, no-baloney message for all of us."-- Tom Peters, author of "In Search of Excellence"Spoelstra has a very creative marketing mind. Everyone can learn something from reading his book."-- Philip H. Knight, chairman and CEO, Nike"There are so many fresh marketing ideas...that it will jump-start any company, whether it be a two-person lemonade stand or mega corporation."-- Harvey Mackay, author of "Swim with the Sharks Without Being Eaten AliveFor people who buy tickets to games--and sometimes wonder why they do it--this book is a revealing look at how your favorite team tries to get into your pocket, or at least, how it should be trying to get into your pocket."-- "Portland Oregonian"I was blown away with many of the fresh new marketing approaches this book offers, and equally impressed with its witty and entertaining style. This will become the bible for any person looking to grow his or her business."-- Joseph Sugarman, Chairman, BluBlocker Corporation"Joe Spoelstra is the Doctor J of sports marketing, a man who actually got people to buy New Jersey Nets tickets. In this new book...he puts on display his most dazzling moves."-- John Helyar, co-author, "Barbarians At The Gate"Joe Spoelstra (is) the top marketer in the world, in or out of sports. Reading his book is like getting a PhD in real-world marketing."-- Pat Williams, founder, The Orlando Magic --このテキストは、 ハードカバー 版に関連付けられています。

Jon Spoelstra, widely acknowledged to be the best pro-sports marketer in the world, spent 11 years as the general manager of the Portland Trail Blazers. He lives with his wife in Portland, OR. --このテキストは、 ハードカバー 版に関連付けられています。

中道 暁子
東京大学文学部英文科(英語英米文学専修課程)卒業後、出版社に勤務し、約6年間英和辞典の編集に関わった。現在は、フリーランスで英語関係の辞書の編集や翻訳に携わっている(本データはこの書籍が刊行された当時に掲載されていたものです)