Two marketing consultants – brothers Jeffrey Eisenberg and Bryan Eisenberg – writing with Roy H. Williams, examine Amazon’s business principles through the eyes of two fictional men on a road trip. The text is an extended dialogue between the older man “Poobah” and his younger protégé “Sunshine.” The authors quote interviews with Amazon CEO Jeff Bezos and discuss famous companies, including Kodak, Walmart, Sears, GM and Costco. The two voyagers visit Kesslers Diamonds of Menomonee Falls, Wisconsin, and the Morris-Jenkins heating and air conditioning firm in Charlotte, North Carolina. The authors unveil useful management advice as they explain the set of “unifying principles” these organizations follow. Business students and professors, executives, and business owners will find this low-key, well-informed conversation interesting and fruitful.
In this summary, you will learn
- Why Amazon is so successful,
- Why your organization needs “unifying principles” and
- What word of mouth can do for your business.
About the Authors
Marketing and customer service experts Jeffrey Eisenberg and Bryan Eisenberg wrote the bestsellers Always Be Testing, Waiting for Your Cat to Bark and Call to Action. Roy H. Williams wrote the best-selling The Wizards of Ads trilogy.