Table of ContentsSummaryCritical AnalysisImplicationsSummaryThis article is a review of the book The 800-Book Sales Gorilla: How to Dominate Your Market by Bill Guertin . A summary of the book is included to help the reader of the review understand the nature of the work reviewed; a critical analysis of the major ideas, viewpoints and assertions/positions of the book. Also included is an assessment and interpretation of the value, usefulness, importance, worth and validity of Guertin's work. Finally, the implications of the book for the field of sports sales and in relation to special interests in the discipline of sports management and administration are discussed. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get the original essayTags: sales in sports, summary, critical analysis, implicationsSummaryIn The 800-Pound Sales Gorilla: How to Dominate Your Market, Guertin (2010) established and explains the principles that help individuals grow, succeed and establish a dominant presence in their field of activity. Guertin thought about the qualities and practices that can provide a competitive advantage in a crowded marketplace. Having something that sets a business apart from the competition is a vital factor when it comes to market domination, as it provides a distinction that will help attract potential buyers. It is therefore a particularly important characteristic of successful businesses, entrepreneurs and individuals seeking to stake their claim in a specific market. In The 800-Book Sales Gorilla: How to Dominate Your Market, Guertin (2010) presented the results of several case studies. studies on the sales cultures of high-performing companies. Through these case studies, he attempted to show how the sales and marketing industries allowed these companies to stand out from their competitors and place them at the top of their market. Companies such as Wal-Mart, Microsoft and Google, recognized throughout the world, are undoubtedly the giants that dominate their respective markets. Guertin (2010) argues that these and other dominant companies got to where they were, at the top of their market, through sales and marketing work capable of creating a brand image differentiated from other competitors in their market and which was easily identifiable to their target audience. Guertin also describes the nature of what he calls the "800-pound gorilla" in the market as not being a "tyrant" and simply putting his weight behind them to dominate their markets. From an economic perspective, it is assumed that people are rationing agents. Thus, they want to maximize their profits in order to get the best return on investment. Guertin explains how successful businesses and individuals are good at managing their risks. Cost-benefit analysis is a key element in economics and to succeed in any market requires properly analyzing the risks and rewards to determine the best course of action. Guertin explains that it is the big companies that are ready to take big risks. These risks are certainly not rushed and ill-informed. As rational actors, these companies will use all the information and assets available to them and take the risk that offers them the greatest chance of success.Critical AnalysisGuertin makes a strong written argument about the individual characteristics that distinguish companies dominant of those whoare less successful. in the same market. His claims about the importance of sales and marketing in the overall success of a business are well established and presented with sufficient evidence in the form of several case studies that support these claims. Guertin lays out his argument for the importance of sales and marketing in business success by positing these two premises: Good sales and marketing areas in a business can create a distinct and recognizable brand image. A brand image that is easily identifiable and that customers associate with an attractive factor such as quality, price, fast service, etc. establish a strong and reliable market for the business. From these two premises, Guertin comes to the conclusion that a strong sales and marketing sector is the basis for creating a dominant company in a competitive market. Since Geurtin's conclusion follows logically from his premises, we can say that his argument is valid. Through the supporting evidence he provides in his case studies, he also proves the premises to be true. Since his argument is valid and based on true premises, then we can say that it is sound. Another point Guertin makes in The 800-Pound Gorilla of Sales: How to Dominate Your Market is to become what's called the "800-pound gorilla" in your market. , there is no need to be a “bully” as one might expect from a company compared to a giant beast such as an “800 pound gorilla”. He defends this claim by arguing that it is through exceptional risk management and strategic planning that successful companies can rise to the top of their markets. This is a reasonable and logical statement if viewed strictly through an objective lens. This applies in theory when the goal is to isolate an independent variable, a dependent variable, and find the causal logic that allows us to arrive at the outcome described in the dependent variable from changes in the independent variable. The theory builds on previous information and observations and, in the case of the 800-pound sales gorilla: how to dominate your market, aims to explain how the actions of a certain actor, such as a company or a man individual business, lead to a particular result, such as dominating their specific market. This is to provide a basis on which to predict future behavior and to apply it to other similar situations. That being said, in reality, this does not apply to all situations where the "800 pound gorilla" of a chosen market is not the "bully." They may not be explicitly bullies in their market, but that doesn't mean there aren't other implicit methods by which they are able to control their market. To be sure, these dominant companies didn't start out as the big brands they are today; they had to get there somehow. Here, Guertin's assertion in favor of good risk management and good strategic planning takes on its full meaning. Starting from nothing and rising to the top of your market would not be possible without a strong core of leaders making sound and rational decisions, using all available information and assets to make choices that maximize profits and take appropriate risks. . high and dominating a market like the "800 pound gorilla", however, there are several ways to essentially "bully" the competition and control the market in their favor. In many markets, oligopolies develop in which only a few companies control the majority of the market. This,.