Marketing Where Your Competition Is Not!

The latest entry in TomKat Productions fine Entrepreneurs' Series (see The Ten Commandments of Networking [VL-1/95]), this informative guide to scoping out competitors and the competition (not necessarily the same thing) features business seminar presenter Richard Jessup providing the overall framework, while spiffy graphics, brief skits, and interviews with successful businesspersons are added to flesh out the concepts discussed. The video encourages viewers to research competitors, make a list of strengths and weaknesses of both other businesses and one's own, create a market niche which separates you from the pack, and to be prepared for the response of competitors in return. Another very good program which proves that business tapes don't need to cost $600 to be both handsomely produced and genuinely helpful. Highly recommended. (R. Pitman)