Dave's Hobby Shop Book Department   

Title:  To Catch A Mouse Make A Noise Like A Cheese

Author: Lewis (Lew) Kornfeld
Edition: 3rd 
ISBN: 1-56530-004-1
Date: 1992
Publisher: The Summit Group
Binding: Soft Cover
Size approximately (inches): 5-3/4 x 9
Pages: 349

Book Condition: Good. Previously owned. Written sentence on first cover page. 

Special Notes: NA

About the book*:

To Catch a Mouse Make a Noise Like a Cheese by Lewis Kornfeld is a memoir and marketing guide that chronicles Kornfeld's tenure as president of Radio Shack from 1970 to 1981. During this period, he oversaw significant growth, notably the launch of the TRS-80 personal computer, which played a pivotal role in bringing computing to the mass market. 

📘 Overview

Kornfeld, originally an advertising executive, shares his experiences and insights into marketing, sales, and business strategy. The book combines personal anecdotes with practical advice, reflecting on how Radio Shack navigated the challenges of introducing new technologies to consumers who were unfamiliar with personal computing.

🧠 Key Themes

• Innovation in Retail: The decision to stock the TRS-80 in Radio Shack stores was groundbreaking, positioning the company ahead of competitors like Apple and IBM in the personal computer market. 

• Marketing Philosophy: Kornfeld emphasizes the importance of adding value to products to distinguish them from commodities, advocating for full pricing that reflects this added value.

• Customer Retention: He underscores the significance of retaining existing customers, suggesting that they are more valuable than constantly seeking new ones. 

✍️ Style and Structure

The book is noted for its folksy wisdom and clever turns of phrase, though some readers find the style dense. It includes 65 marketing rules, offering practical insights, such as:

"One of the quickest ways of learning what to do in any business situation is first to be able to observe it done correctly." 

These rules are interspersed with Kornfeld's reflections on his career and the evolution of Radio Shack.

To Catch a Mouse Make a Noise Like a Cheese offers a unique perspective on the intersection of marketing and technology during a transformative period in consumer electronics. Kornfeld's blend of personal narrative and business acumen provides valuable lessons for marketers, entrepreneurs, and anyone interested in the history of retail innovation. Many of us that knew Kornfeld during the Kornfeld Radio Shack days follow the book as if we were speaking with him again. 

We have the book and take a look at it to determine the book's condition. We ship in protective packing to ensure it arrives in the best possible shape during shipping. 

While we try to indicate the condition of all books, used books may have publisher or retail store merchant price stickers, writing or residuals or original pricing imprints and those may not be indicative of and differ from current pricing. Used books may have original or owners name, etc written or stamped in book. Stickers such as original or old pricing, inventory, etc may still be on the book as well as spots where the sticker has been previously removed. We do our best to describe the book in the condition notes above as well. Subject to shelf wear, the picture is the actual item photo. If we have more than one, we will endeavor to show the worst book or list separately. Pricing is based on today's value and not old price stickers.

We pack and ship with care! We do this right, unlike some of the other mega warehouse sellers who really haven't even looked at the book and then toss it in a cheap bag for shipping. We do better than that, and we suspect you expect better if you collect and value good books.

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From W5SWL

*AI is used to present modern description content. Subject to review and possible inaccuracy.