Marketing consultant Horowitz (Grassroots Marketing: Getting Noticed in a Noisy World) offers the latest addition to the deluge of morally-centered business tomes. In one way, it's an overturning of traditional corporate wisdom-see your competitors as your allies, not your adversaries, Horowitz suggests-but it's also something we've been hearing an awful lot of lately: build meaningful relationships with your customers, view your employees as your partners and so on. Nevertheless, the arguments are all sound and illustrated with the customer-obsessed success stories of ventures like Saturn and Nordstrom. Horowitz is at his best when displaying his canny understanding of the media world, advising how to fit your business's message with the media's need to produce timely, relevant stories. But it also feels like the author is trying to riff on too many ideas, as he skips from thoughts on bartering to copywriting to investing. If readers don't mind following the occasionally meandering structure, they'll find this to be a bountiful source of marketing tips.
Copyright 2003 Reed Business Information, Inc.
This is the sales and marketing book for the folks that don't want to feel sleazy about the whole process. Read morePublished on Feb. 1 2004 by Marion Gropen
This book should be on the shelf of everyone seeking to do business from the *smallest* small business to the largest companies in the country. Read morePublished on Nov. 2 2003
Horowitz has done all the legwork so you don't have to! Everyone in business needs this book, especially if you never had the opportunity to take a marketing course in college. Read morePublished on Oct. 19 2003 by Marisa D'vari, DWS
Books on ethical marketing, like this one, are sorely needed in today's world. Shel Horowitz's "Principled Profit" is a winner--and one of the best books on the topic of... Read morePublished on Sept. 15 2003 by Fern Reiss
This is a refreshing, wonderful and practical book. Shel Horowitz tells you that integrity is not naiveté? Read morePublished on Aug. 22 2003 by Jeffrey Eisenberg
This is a refreshing, wonderful and practical book. Shel Horowitz tells you that integrity is not naiveté and that you can stand up for what you believe in and still make a... Read morePublished on Aug. 22 2003 by Jeffrey Eisenberg
We've all been exposed to the adversarial salesperson; the one who only cares about making the sale at any expense. Read morePublished on July 14 2003 by Harold McFarland