Author: Biz India

Author: Alex L. Goldfayn Publisher: Ben Bella Books – 260 pages Book Review by:  Paiso Jamakar Evangelist marketing is not like any other kind of marketing at all that typically communicates good or great features and benefits of products from the maker or seller to consumers. Evangelist marketing is about consumers enthused and happy about products proclaiming excellent features of products they love to their friends through a variety of means, particularly social media. Alex Goldfayn’s background makes him uniquely qualified to write this book. For five years, he was a syndicated technology columnist for the Chicago Tribune. He wrote about electronic products and he read comments from thousands of readers about what they loved and hated about many different tech devices, gadgets and gizmos. This book is about people who don’t just use some products but who like them a lot. As a matter of fact they don’t just like them – they love them. So much so that they don’t stop just at loving them, they tell their friends about the neat capabilities and outstanding features of those products. These consumers pretty much proclaim to the world – to anyone and everyone they come across in person or otherwise – that the products they use are the best in that industry. They evangelize about those products. They are called consumer evangelists – the main subject of this...

Author: Eric N. Berkowitz Publisher: Jones and Bartlett Learning  – 515  pages Book Review by:  Nano Khilnani This book has extensive coverage of topics pertaining to marketing as it applies to health care. With a length of more than 500 pages it has 14 chapters within three parts entitled:  The Marketing Process, Understanding the Consumer, and The Marketing Mix. We would say that this book pretty much covers anything and everything that relates to marketing in the field of health care, from the very meaning of marketing, its prerequisites and its elements for success, all the way to controlling and monitoring the end result of your quest for more revenue – the performance of your marketing plan as it is being (or after) it is implemented. A sample business planning manual is also provided to you at the end of the book to help you get started in drafting your business plan, which includes marketing your product or service. A glossary is also provided to help you learn terms unfamiliar to you. The author of this very useful book – Eric N Berkowitz – is professor of marketing at the Isenberg School of Management at the University of Massachusetts in Amherst. He obtained his bachelor’s and MBA degrees from that university and his PhD from Ohio State University. Berkowitz has an impressive educational and professional record. He has authored...

Author: Scott Klososky Publisher: Greenleaf Book Group Press. 279 pages Book Review by Nano Khilnani The authors of this book really practice what they preach. The latest social technology tool is called “crowdsourcing.” It is like outsourcing but the people involved collaborated and communicated with one another in producing this unique work. Look at the back cover and you notice that this book was “written by the crowd.” It was jointly written by eleven people, ranging in age from twenty-seven to eighty. They are from diverse backgrounds and from all over the world. Scott Klososky, who decided this book will be written by a number of people rather than just himself, calls himself the “aggregator.” Corey Travis was the project manager for this book. While several other books have been produced using some of the elements of crowd sourcing, this is the first one “to crowdsource a project in its entirety,” she says. We use quotes because we do not fully understand what crowdsourcing entails. Travis, Klososky and the others involved in this project decided to compile material on the subject of social technology from various sources so that it would be “richer in content and insight” than if it had been written by a single person or an editor getting content from a number of contributors. Klososky controlled the main message of the book to be written and...

Author John Tschohl Publisher: Best Sellers Publishing. 136 pages Book Review by Ramu Nakliba All too often we as customers get lousy service because the customer service representative is simply concerned abut not doing the wrong thing when customers make a request. Most of the time the company they work for does not have a culture that is focused on pleasing customers. Customer service reps do not realize that they are the first and most important link between their company and its customers. Customers typically do not complain if they do not get what they ask for. They simply walk away and probably never return to that store or company. Empowerment – giving customers the authority to make decisions up to a certain percent of the revenue or dollar amount with the primary aim of making customers “over happy” and ensuring they come back again and again – is of paramount importance, John Tschohl emphasizes. You get the gist of this book from the words on its inside flap: “Empowered employees will give excellent customer service…turning unhappy customers into happy, repeat customers. Moreover, happy, empowered, fulfilled employees are less likely to leave the company, reducing turnover. Solving a customer’s problem quickly benefits everyone, ad that is why the key to a company’s success lies in empowered employees.” Some years ago I was flying to Seoul from Newark airport on...

Authors: Bradberry Terry and Greaves, Jean Publisher: TalentSmart – 255 pages Book Review by: Paiso Jamakar This book is unique in the large number of well-known and bestselling authors who have written much praise for it. It also carries a lot of credibility and value for readers from the large number of strategies it offers to develop their emotional quotient or EQ. Those well-structured strategies – 66 in number – are presented in very well-defined ways in over two-thirds of the entire length of this book. It would be obvious to anyone that one of the keys to success in a business or career is intelligence, and more specifically one’s intelligence quotient or IQ which is measurable. Of course, knowledge in your field of work is important as well. That knowledge could be acquired through schooling or through experience. And the way you utilize your knowledge and intelligence to solve problems is how I would define IQ. But anyone who has dealt with people – especially with a large range of people in terms of intelligence and emotionally maturity – knows that people skills are critical to success. The authors of this book aim to help you increase your EQ. They first help you better understand you, particularly your emotional strengths, weaknesses and vulnerabilities. They want you to achieve your fullest potential for success in any endeavor by helping...