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Title: Radical Marketing: From Harvard to Harley, Lessons from Ten That Broke the Rules and Made It Big by Sam Hill, Glenn Rifkin ISBN: 0-88730-979-8 Publisher: HarperBusiness Pub. Date: 01 March, 2000 Format: Paperback Volumes: 1 List Price(USD): $14.95

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Average Customer Rating: 3.86 (14 reviews)

Rating: 2
Summary: It's like a series of articles profiling similar companies
Comment: I've just finished this book and as I read the other reviews, I'm not surprised that the reviews most people found helpful were the negative ones. This isn't a bad book if you are solely looking for an interesting read as most of the ten companies the author profiles are widely known and it is fun to learn about them. But each company's story gets more and more predictable and the 'radical' marketing schemes don't seem so radical anymore. If you've read any of the books by Ries and Trout on Marketing, you really appreciate how succinct they are in delivering their many lessons. I can't imagine this book as serving any real practical use to Marketing professionals, but if some of the companies featured in this book interest you, it makes for some interesting, albeit light, reading.

Rating: 3
Summary: Not as Radical as they'd like to lhink
Comment: Divided into two parts - the first defining "radical" as an approach to marketing, and the second a series of ten case studies analyzing companies that 'got radical' - this book os an interesting analysis of traditional vs. new marketing. Defining traditional marketing as big, complex, aimed at the center of a mass market, separated from the consumer, and formulaic, the authors assert that newer more radical marketing methods are paying bigger dividends than old traditional advertising.

Citing organizations such as Snap-on Tools, Harvard Biz School, Boston Beer Company, Virgin Atlantic Airways, and the NBA, the authors build a solid case for anew breed of marketers with more intuition and vision than marketing education. The case studies are insightful and always entertaining. In fact, the chapter on Harley Davison's recovery from near bankruptcy in 1985 to $1.8 billion revenue and record profits in 1997 might just be worth the price of the book. Similarly, Jerry Garcia fans will love the well argued discussion of the Grateful Dead as radical marketers.

The books main weakness is its lack of concrete 'next steps' for the aspiring radical marketer. It also has little to offer (outside of the case studies) for the already radical. If you read just one marketing book a year - skip this one. But, if you enjoy well-researched and entertaining case studies, 'Radical Marketing' is definitely worth a look.

Rating: 3
Summary: Marketing = Advertising = consumes huge amount of money ?
Comment: It is always said that Marketing always consumes huge amount of money. It is because most of the marketer used the traditional marketing strategies, such as advertising, which need large amount of money.

However, after you read this book, you will disagree with the above statement. It is because you will find that there are lots of other marketing strategies which are also very useful but do not cost so much money. This book gave you lots of ideas and examples about ¡§radical marketing¡¨ which would help you to build relationship with customers through different kind of strategies.

And I particularly agree with one of the rules mentioned by the author. That is the marketer should go out the office and interactive with the customers. Since customer is one of the most important ¡§assets¡¨ for the company. And the customers nowadays change rapidly. So it is very important for the marketer to interactive with the customers so as to understand the customer need or any changes of the customer needs. And actually, I think that this concept should not be only applied to ¡§radical marketing¡¨. Instead, all marketers should pay attention to this point and consider taking action.

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