Book Review
Dog Eat Dog is a marketing masterpiece that must be read by all those related to marketing and those who wish to push their business to higher levels. The author puts forth the secrets behind successful marketing in the twenty first century, which are taken from his own experiences as a highly successful sales professional. Jerry Rossi is widely acknowledged as a marketing whizz who shares secrets to marketing and business success through his workshops and interactive sessions. With over two decades of experience and three thousand presentations, he addresses packed audiences on how to sell their businesses better. Practical tips that can be applied by others, advice that is easy to follow and wisdom to make an impact in the business world, are the features of the book that have made it an international bestseller, that is ideally suited for all small business owners. Though many experts believe that timeless strategies can deliver even in today’s world, the truth is that they have to be modified and adapted as times and situations change.
Rossi refers to big businesses as the big dogs of industry that spend phenomenal amounts on advertising and marketing, a substantial part of which is channelized through ad agencies. Ad agencies use 9 methods to deliver results for their clients, but these kept inside deep cover and there is no way to getting to know them, not from marketing classes or books. The author has placed all these tips in the hands of the readers and explained what will work to promote marketing and what all will not, especially in today’s highly competitive marketplace. The end result will be the ability and the expertise to grow and expand the business as per the requirements of the market and improve the bottom line for the business.
Dog Eat Dog stretches over eleven chapters, each of which is insightful and calls for determined action. The lessons taught are meant to give marketing the necessary push to make it more effective and result oriented. While theories and lessons on marketing remain essentially the same, they have to evolve over time to adapt to changing market situations and the changing interests and preferences of consumers. The availability of a far wider range of products, a smarter, more technically savvy clientele, make these sales strategies outdated, and need to be changed and fine tuned to the new environment that is seen in global markets today. Rossi has highlighted these updated strategies in his book and shown people how businesses can benefit from them, in terms of higher sales, better profits and business growth.
Dog Eat Dog and Vice Versa has been a best seller for years and with tens of thousands of copies sold, it is one of the top twenty most important books worldwide. Experts encourage all newcomers in the marketing world to read this as one of their first books to jump start their sales and marketing careers.
