Who Doesn't Need This Book?

If you don't have any radio competitors - and cognize that you'll ne er have any competition - then I can't honestly say that you need this book.

So if you've got a guaranteed, exclusive monopoly on your radio market - no competition allowed - you don't "need" this book.

Just You And Aroused Michaels....

Randy wish in person walk you through the building blocks you need to create a winning radio station:

• Your Station's Unique Merchandising Proposition
• Your Station's Character
• Your Quarterly Marketing Plan
• When You're The Little Guy
• What To Do Once You're Outgunned
• What Is Marketing? (Very few radio folk can right answer that question.)
• The Price/Value Curve
• The Four Positions of War
• The Five Elements of Product Adoption
• The Delivery System
• Seizing A Position
• Satisfying Your Two Sets of Customers
• Radio: A Zero-Sum Game
• Radio: A Much Difficult Business Than It Used To Be
• Principles of Offense
• Principles of Flanking
• Principles of Defense
• Playing (or Not Playing) The Cost Per Point Game
• Packaging
• How (And Why) To Think Like An Owner
• Hot Medium vs. Cold Medium
• Guerrilla Principles
• Fun & Games: The Private secret
• Consumer-Focused Marketing
• Confusion Benefits The Leader
• Art, Science and Research