Rating: 
Summary: Broadly-stated rules
Review: This is a book of platitudes. Short essays lightly describe the author's observations, and end (in most cases) with a bumper-sticker-esque proverb. Sometimes these text-bites are a summary of the essay, sometimes they're a logical stretch (the first chapter, for example). There are a few insightful truths here, though. There's a good section on sacrifice in the Relationships section. Customers sacrifice a great deal to do business with you. So you're obligated to return the sacrifice even more. A good, though unstated, assumption here is that every business would do better to think of itself as a service. Ironically, one of the best sentences in the book (in the Branding section) is a reasonable critique of this book: "...like most rules, the dying-brand rule is stated too broadly, and thus misleads us."
Rating: 
Summary: Excellent book
Review: This was one of many books I have purchased during 2001. It was the most enjoyable book. It was to the point and at the end of each section it summarised in a few words what to do or what or how to avoid. It is a very practical book and have already recommend my other marketing colleagues read it. It was in particular the four keys to modern marketing which I found extremely positive. This is often what is missing from practical books. It does not discuss what other authors have written but simply assume, which is right, that you know marketing and this will give you the necesary direction to be a practical marketing person. Very practical, the hints are extremely good.
Rating: 
Summary: Highly recommended
Review: Wow! Once again Harry Beckwith nails it! I read the first one at least three times and have been through this new one twice. I buy these and give them to clients as gifts.
Rating:
Summary: My Favorite Marketing Book
Review: You'll probably read it in a day. It's that good. In typical Beckwith style, concepts are broken down into *short* easy-to-read segments that do a great job of teaching and illustrating. His main concepts are: Price, Brand, Packaging, and Relationships (although it's the last half of the book before he attacks these titles). If you're considering starting a new business, buy this book. Many, many thought provoking ideas. I could never sell my book because it's too marked up!
Rating:
Summary: My Favorite Marketing Book
Review: You'll probably read it in a day. It's that good. In typical Beckwith style, concepts are broken down into *short* easy-to-read segments that do a great job of teaching and illustrating. His main concepts are: Price, Brand, Packaging, and Relationships (although it's the last half of the book before he attacks these titles). If you're considering starting a new business, buy this book. Many, many thought provoking ideas. I could never sell my book because it's too marked up!
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