`Ice to the Eskimos`

Ice to the Eskimos

Introduction

Imagine being charged with the marketing of a product that no one seemed to be expressing any desire to purchase . This was the challenge that was posed to Jon Spolestra , a sports marketer who found himself responsible for the marketing of the New Jersey Nets , which were at that time one of the least popular teams in the National Basketball Association . Ultimately , Spolestra was able to generate huge interest in the team through his marketing expertise , something he likened to selling ice to Eskimos ' which gave

Spolestra 's book its title . This research focuses on several main areas of Spolestra 's work upon conclusion of the research , the author 's overall contribution to the field of sports marketing will be better understood

A Review of Spolestra 's Key Suggestions

A study of this book makes it possible to distill Spolestra 's ideas into a few major key suggestions . First , in regard to products , whether one is talking about a sports team , a new flavor of ice cream or a business book , organizations should never be afraid to try innovative and unusual marketing programs , which should be driven by top management down to the most rank and of the organization . Members of the organization should be ready to zealously fight for the advancement of their marketing ideas , and the product should be targeted toward the potential customers that are willing to buy the product itself . The offer that is made to the customer to buy...