title: Ice to the Eskimos: How to Market a Product Nobody Wants
author:  Jon Spoelstra 
description: Lessons drawn from the world of sports have long proven applicable to the world of business. Jon Spoelstra, who pushed sponsorship and fan revenue to unprecedented heights for the lowly New Jersey Nets basketball franchise, shows how to put big-league marketing expertise to use off the court in <i>Ice to the Eskimos: How To Market a Product Nobody Wants.</i> His 19 "jump-start ground rules," sprinkled liberally with sports anecdotes, are designed to apply to any product or service.
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  For Kiku, with love
  
    
  
  Contents
  
    
  
  Title Page
  
  Dedication
  
  Introduction: Markets and Morals
  
  Market Triumphalism • Everything for Sale • The Role of Markets • Our
  Rancorous Politics
  
  1\. Jumping the Queue
  
  Airports, Amusement Parks, Car Pool Lanes • Hired Line Standers • Ticket
  Scalpers • Concierge Doctors • Markets Versus Queues • Yosemite Campsites •
  Papal Masses • Springsteen Concerts
  
  2\. Incentives
  
  Cash for Sterilization • The Economic Approach to Life • Paying Kids for Good
  Grades • Bribes to Lose Weight • Selling the Right to Immigrate • A Market in
  Refugees • Speeding Tickets and Subway Cheats • Tradable Procreation Permits •
  Tradable Pollution Permits • Carbon Offsets • Paying to Kill an Endangered
  Rhino • Ethics and Economics
  
  3\. How Markets Crowd Out Morals
  
  Hired Friends • Bought Apologies and Wedding Toasts • The Case Against Gifts •
  Auctioning College Admission • Coercion and Corruption • Nuclear Waste Sites •
  Donation Days and Day-C