Title

Title	Date	Author(s)	Abstract

Advertise!	1991	Luscher, Keith F.	Whether you already are in business, or are planning to start one, this book can be vital to your survival. One of the many factors that contribute to the success or failure of a business is the amount of exposure it gets. This can be achieved in two ways, advertising and publicity. In this book you will learn: How, for a surprisingly small amount, you can make your business known nationwide; How to obtain free coverage in the media, saving you money, and increasing your credibility; Learn the public relations attitude, which allows your business to increase its role in the community, thus increasing profits as well, at little or no expense; also, how to choose your audience and medium, to write design and even layout your own advertisements and design your own logo. Even though you aren't an expert in advertising, you are the best person for the job because you know your business and customers better than anyone. Keywords: consumer, creative, stationery, newsprint, radio.

Aftermarketing	1992	Vavra, Terry G.	In an age of increasing marketing costs, a maturing economy and customers who are more and more convinced hat no one brand or supplier is any better than the next, the author, urges marketers to shift their focus from pursuing new customers to building lasting relationships with current customers. This book describes a new marketing perspective for all levels of practitioners and students, product and service suppliers, profits and not for profits. It establishes a clear mandate to help companies, organizations and individuals gain category leadership in the radically changing market of the '90s. Aftermarketing is the new imperative - satisfying and retaining current customers to increase their lifetime value is the key to profitability. Now in one book you can understand the most important components of an aftermarketing program. Keywords: partnerships, loyalty, communication, leadership, motivation.

Being Direct	1996	Wunderman, Lester	Direct marketing is a strategy for putting manufacturers directly in touch with consumers - the blueprint for the "disintermediation" of the digital world. The visionary marketing techniques the author conceived and perfected over a long career transformed the advertising industry and will shape the interactive marketplace of the future. Here is his own story in his own words of how he did it - how he learned to make advertising pay. The author is responsible for a number of firsts in the advertising industry. Keywords: consumers, tactics, communication.

Driving Brand Value	1997	Duncan, Tom and Moriarty, Sandra	As products, pricing and distribution fast become commodities, companies are discovering that managing brand relationships is the most effective way to increase brand equity. This book shows you how to use the cross functional process of integrated marketing to create, maintain, and grow profitable relationships with customers and other stake holders. This is a guide for managing relationship sensitive factors such as intrinsic and created brand contact points; the integration of mass, interactive and addressable media; strategic consistency; and mission marketing. This book presents a practical, hands on business model for addressing these challenges. The authors show companies how to strategically use new relationship building tools, database management systems and communications technology to cost effectively measure and control what until now was considered the intangible side of business. Keywords: quality, vision, planning, leadership, communication.

Getting Partnering Right	1996	Rackham, Neil; Friedman, Lawrence; Ruff, Richard	For a growing number of organizations, the future lies in building locked in, highly profitable partnering relationships with customers and with other suppliers. Often, these partnerships bear little resemblance to traditional vendor customer relationships, but they are providing market leaders with a nearly unassailable competitive edge. In diverse industries the ability to partner effectively is separating the winners from the losers, the success stories from the horror stories. The authors clear through the thicket of buzz words and general concepts, and describe what real companies are doing to build long term competitive advantage through partnering relationships. A practical how to book for suppliers, it details the best practices of dozens of market leading partnering organizations. Based on a two year research study at over a hundred successful companies, this is the source book you need to make partnering a reality - and a success - for your company. Keywords: facilitating, strategic, communication, leadership.

Great Advertising Campaigns	1993	Ind, Nicholas	What makes an advertising campaign truly great? Many campaigns are an aesthetic treat but turn out to be a sour commercial disappointment. Conversely, others may fulfil business objectives but creatively are dull. In this fascinating account of some of the world's most successful recent advertising campaigns, the author unearths the magic ingredient that make a campaign both inspired and commercially successful. Whether the task is to build a brand, change public attitudes or create a new market segment, the painstaking planning and execution of a successful campaign, as the author shows, is immensely important. The broad range of well known products and services examined in this book gives a unique and varied view of how both creativity and business objectives can combine to achieve excellent results.

Guts: Advertising From The Inside Out	1989	Lyons, John	This book examines ways to get us out of what has been called a fine mess. It presents our predicament and offers specifics. Some practical, some outrageous, on how to play the game without playing it scared. And how to win for your agency, your client, yourself. If you're young, raw and ambitious, I'll show you how to stop hiding behind your business degree and get where you want to get in half the time. If you're a woman, I'll let you in on your single most important equalizer. If you are a client I'll let you in on one of the most damning revelations you can make about yourself. This book doesn't claim that advertising is easy. It may even be impossible. Still, it's the only game in town that lets you prove to yourself, every day, whether or not you're a coward. Keywords: television, radio, campaigns, vision, planning.

How To Create Profitable New Products	1997	Gruenwald, George	The author's definitive work is a comprehensive and up to date guide to developing new products and services. He has experience in new product with over 50 of the world's largest companies, making him uniquely qualified to advise businesses and entrepreneurs in the process of successful new product development. In this book he sheds light on every step of the developmental process. He gives information on ways to: identify and respond to the real needs of consumers; plan for products that fit the company's charter and win top management approval; conduct a complete industry analysis of current sales, competition, customers and technologies; develop, package, name and price new products to maximize their impact in the market place; test new products to spot and cure defects, assess market potential and plan expansions. Keywords: life cycle, brand loyalty, advertise, strategic, marketing, communication.

Integrated Direct Marketing	1988	Roman, Ernan	Direct marketing need no longer be treated as a stepchild in the communication mix. Smart companies are managing their direct marketing tools synergistically - and achieving impressive results in the process. The author not only makes a powerful case for IDM but effectively explains how to do it and illustrates how great companies have used it successfully. The author demonstrates convincingly that IDM is the most sophisticated marketing. More important, he never takes his eye off the consumer. He focuses on sensitivity to customer needs and wants, and stresses service quality in every form of marketing communication. This is a clearly written, definitive text, for direct marketing success. It is a step by step approach and will be the standard guide for direct marketers. Keywords: analysis, strategic, planning, goal-setting, motivation, leadership.

It Wasn't Pretty, Folks, But Didn't We Have Fun?	1995	Polsgrove, Carol	The sixties in America was a wild, giddy, ride, an amazing adventure, and no magazine caught the spirit of its apocalyptic fun as definitively as Esquire. This book is about Esquire in the sixties. A journalist and historian, the author has written the definitive history of this decade long high water mark in American magazine journalism. She has interviewed many of the participants and she tells the story of this wildly inventive, deadly serious institution with a brio and immediacy appropriate to her task. This book is a tribute to its subject and a challenge to magazine journalism of our own day. It is essential reading for all students and survivors of the sixties and everyone concerned with magazine writing, design, editing at their peak of achievement. Keywords: culture, empowerment, quality, vision.

It's Not Rocket Science	1997	Gooze, Mitchell	When you are through reading this book, you may rightly decide your business employs excellent marketing techniques. Or, you could realize you're too lazy to market your goods. There is one statement however, that you cannot accurately make. If you say your firm can't afford a marketing program, you cannot be right. It doesn't take a large bankroll to plan for tomorrow. It does require a measureless investment of thought. People who go into business usually know how to sell their product or service. They also know they can hire salespeople when the need arises. The majority give no thought to marketing their goods. Some think a company markets its wares through advertising - and the more, the better. Others believe only a large business can afford marketing, whatever that is. The surest and quickest way to recognize what a business needs to help it survive and thrive is to examine it through the eyes of marketing. That is the vision this book imparts.

Marketing Aesthetics	1997	Schmitt, Bernd and Simonson, Alex	The authors, leading experts in the emerging field of identity management, offer clear guidelines for harnessing a company's total aesthetic output - it's look and feel - to provide a vital competitive advantage. This is the first book to combine branding, identity, and image and to show how aesthetics can be managed through logos, brochures, packages, and advertisements, as well as sounds, scents, and lighting, to sell the "memorable experience." This book explores what makes a corporate or brand identity irresistible and what styles and themes are crucial for different contexts, and what meanings certain visual symbols convey. Keywords: identity, design.

Marketing Masters	1988	Brown, Paul B.	This book presents six companies that truly are the best marketers in America. The author tells the fascinating success stories behind the efforts that have radically changed the way companies sell products. He tells how large corporations and lone wolf entrepreneurs have played the marketing game in bold new ways. He goes behind the scenes and into the boardrooms to show the start marketers in action; tells of 24 hours days that produce memorable advertising slogans and the one hour meetings that accept or reject them; describes the good guys, the bad guys and the conflicts; and analyzes the lessons learned - lesson not found in marketing textbooks or preached by consultants. Today, companies are selling to a new kind of customer, one who is older, better educated, has less leisure time and who demands more sophisticated products. Keywords: direct marketing, strategic, leadership, communication, vision, quality.

Marketing Masters	1993	Walden, Gene and Lawler, Edmund O.	Marketing is more than selling, more than advertising, and more than consumer research. The best marketers know that they must go beyond selling to reach their customers, anticipate their needs and give them exactly what they want. This book profiles 38 companies that do exactly this. The authors followed four key assumptions: 1) everyone can benefit from the marketing lessons of the nation's most successful blue chip companies. 2) some of the smaller leading edge companies are among the most creative marketers. 3) the lessons learned through adversity can be just as important as the lessons of success. 4) effective marketing is essential to all businesses of all sizes. This book is written in a hand on and insightful manner. It is a guide to future focused marketers. Keywords: cultural, goal-setting, vision, quality.

Marketing Myths That Are Killing Business	1994	Clancy, Kevin J. and Shulman, Robert S.	Marketing managers are often handicapped by myths, beliefs that lead them to make wrong decisions. A myth is a belief held without a determinable basis of fact or a natural explanation. This is what is meant by marketing myths. Unproved or false collective beliefs that executives use to justify some marketing practice or decision making process. As the marketing concept developed, so did myths. Relatively few marketing practitioners have had the benefit of any serious marketing training. Keywords: targeting, advertising, positioning.

Marketing Straight To The Heart	1997	Feig, Barry	If this book were warm and soothing, had big, wide eyes, or reminded you of your childhood, you'd buy it without thinking twice. The reality of the marketplace is that customers attach emotions to products. A pleasant memory or irrational dislike will always affect their purchase decisions regardless of the sensible persuasions of the marketing message. As a savvy marketer, you must remember this simple, but often overlook principal when developing, positioning , and advertising your product or service: Marketing success starts with the heart. Unfortunately, many companies ignore the importance of something they can't graph or quantify, and put off the consideration of passion and emotion until it's too late. You must build heart into your product or service from the beginning. Keywords: specialization, psychological, motivators, strategic, goals, objectives.

Marketing To And Through Kids	1993	Gumber, Selina S. and Berry, Jon	Marketing and advertising professional: take notice! The two career American household has spawned a generation of wise beyond their years children with unprecedented influence over all kinds of family purchases, from food and clothes to cars and computers. And yet, as surprising as it may seem, only a small percentage of companies today are tapping into this powerful, lucrative, but largely overlooked market. The ones that have done so, and done so successfully, are enjoying record sales and profits. What they have done, your company can do, with the help of the practical, proven, meticulously researched techniques in this book. This book is solidly based on the latest focus group studies and nationwide surveys, which reveal emerging trends in the consumer patterns and interests of children today. It offers information you need to formulate a successful, on target, child oriented campaign. Keywords: environment, ethnic, technology, role playing.

Marketing To Home Based Business	1991	Davidson, Jeffrey P.	The entrepreneurial spirit is thriving in America and throughout Western and industrialized societies. With a keen eye focused on the bottom line and a strong desire to succeed, millions of people launch businesses every year. This is a substantial and fast growing market. The author shows marketers how to identify this often elusive segment of customers and gain their business. This book will help you: tap this affluent, fast growing market; acquire the knowledge, strategies, and techniques needed to effectively market to home bases businesses; decide whether it is profitable for your company to target and market to people working at home. With the author's guidance you can turn this enormous market into a dependable source of customers. He shows you how to capitalize on the growing home based business trend and initiate a steady increase in company sales. Keywords: telemarketing, demographics, goal-setting, communication, prospecting, qualifying.

Marketing To The Mind	1996	Maddock, Richard D. and Fulton, Richard L.	Very few books deal with the unconscious mind - the right side of the brain - and how advertising affects and directs it. This one does exactly that. The authors give a clear understanding of how the mind works, based on up to date research, and a new way to understand human motivation and behavior. Drawing uniquely from medicine, clinical psychology, and the practice of marketing, they combine insights and principles that will provide advertisers with almost a blueprint for executing creative strategies and developing marketing plans with a better chance of success. This book provides a diagnostic technique, a way to quickly and inexpensively analyze consumer resistance. With concepts, theories, and research clearly laid out, the authors show how the technique can be applied to a variety of products and services. This a practical and engrossing book for the advertising and marketing community. Keywords: perceptions, strategy, adaptation, risking.

Marketing Your Services	1996	Crandall, Rick	To many people, marketing means personal selling or advertising, imposing oneself on others, and trying to get people to buy something they may not want. The author debunks these myths in this revolutionary guide to grassroots marketing and shows businesspeople in all fields how to build relationships with customers to achieve success. No matter what the size of the business, this book offers more than 1,000 practical tips that will make an effective marketer out of anyone who wants to serve customers better. Each chapter offers specific examples, dozens of ideas and an action agenda of things you can do right now to get started. You will learn: how to do your first mini marketing plan in five minutes, why advertising can kill you, twenty ways to get more referrals and why focusing on building relationships works better than trying to sell. Keywords: creativity, referrals, exhibiting, infomercials, mailing lists.

Masterminding The Store	1997	Ziccardi, Donald	In case you haven't noticed, there's a whole new retail and marketing scene out there. It's complicated, intensely competitive, and changing at a rate that's hard to keep up with. Huge, costly marketing ploys are creating demand for things that didn't exist before and for things that consumers simply never thought they needed before. This book helps you deal with the present situation and prepare for the future. This is done by imparting the creative insights of the author who has logged 20 years in marketing and advertising. His experience is woven into over 100 real life anecdotes and case studies about media strategies, creative executions, and agency client relationships that provide the combined wisdom of years and years of experience. He demystifies the marketing planning process with easy to follow steps and teaches how to develop and deliver a powerful, creative advertising message that meets marketing objectives. Keywords: media planning, positioning, measuring results, brand loyalty.

Playing In Traffic On Madison Avenue	1990	Herzbrun, David	After an award winning career of 40 years in the advertising business, the author chronicles his adventures and gives you unique insight into the many characters who shaped the golden years of advertising known as the creative revolution. Bright and breezy, this book is a fascinating look at the career of an aspiring copywriter who started out working in the basement of a department store learning merchandising. With wit and wisdom the author offers valuable, experienced based lessons about what the advertising business is all about and shows how he, and many others like him, rebelled against the commonplace, the boring and the mediocre to create truly memorable advertising. The book is sprinkled with humor and serious insights on how top quality advertising was produced in the era after WWII. Keywords: organization, planning, vision, quality.

PR!	1996	Ewen, Stuart	In this long awaited, path breaking book, the author tells the story of the age of public relations unfolding: the social conditions that brought it about; the ideas that inspired the strategies of public relations specialists; the growing use of images as tools of persuasion; and, finally, the ways that the rise of public relations interacted with the changing dynamics of public life itself. He takes us on a vivid journey into the thinking of PR practitioners, exploring some of the most significant campaigns to mold the public mind, and revealing disturbing trends that have persisted to the present day. With the aid of dozens of illustrations from the past hundred years, the author sheds unsparing light on the contours and contradictions of American democracy on the threshold of a new millennium. Keywords: propaganda, communications, unionism, public opinion.

Product Leadership	1998	Cooper, Robert	Product innovation is high risk. With all the effort companies exert to become product leaders, over a third of new products fail at launch. The author reveals the winners' secrets, and offers managers and invaluable resource to help implement and oversee systematic high quality new product processes; develop new strategies; manage product portfolios; determine which products to kill and which to back with resources; and foster ingenuity to outperform the competition. Showcasing examples, the author demonstrates that it takes a commitment from all managers, including marketing and finance as well as R & D.

Response!	1996	Geller, Lois K.	Marketing experts know that Direct Marketing is the single most effective way to sell products and services. Savvy corporations are reallocating money from advertising to all forms of direct marketing because they understand that these campaigns sell billions of dollars of goods and services to consumers and businesses. The author offers all marketers a strategy for creating and sustaining a profitable direct marketing program. He explains how to create profitable direct mailing packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and internet campaigns. This book is the authoritative source for direct marketing strategies and techniques.

Reverse Marketing	1988	Leenders, Michiel R. and Blenkhorn, David L.	Pressured to meet the demands of global competition, today's buyers and sellers must utilize effective strategies to produce quality products while containing costs. On the cutting edge of supply technology is the innovative strategy known as reverse marketing. This breakthrough strategy reverses the traditional supplier-buyer relationship with a few key suppliers to maximize quality and minimize costs. In this thoroughly researched book these internationally recognized experts show purchasers and sellers how they can make this groundbreaking program work to maximize profits and accountability. Using the author's breakthrough eleven phase plan, organizations in a variety of industries can put reverse marketing strategies to work for them. Dozens of in depth case studies illustrate how the principles work to your advantage. Keywords: research, quality, technology, negotiate.

Romancing The Brand	1989	Martin, David	This book takes you inside the advertising world to show you the way creative people think and work. The author tells how to use this powerful tool to give brands the celebrity status they need for success in today's cluttered marketplace. Closing the gap between proponents of hard sell and creativity the author shows yow to build creative castles on the solid foundation of the customers point of view. His arguments are persuasive, documented with facts and figures, and laced with stories and anecdotes that are as much fun to read as they are enlightening. This book explains why some advertising programs fail, and what is needed to make them succeed. The principles espoused apply for those who manage a popular consumer brand, sell industrial products or professional services, manage an advertising agency or own a retail shop. Any one involved in sales communications can gain insights from this book. Keywords: promotion, risk taking, brand awareness.

Secrets From The Lost Art Of Common Sense Marketing	1992	Antin, H. Brad and Antin, Alan J.	The economic environment is a reflection of the marketplace. It's a reflection of how the population thinks and feels, and right now, they feel lousy and they think the worst. The economic climate is also a reflection of where we've been. The key to success for American business in the future lies not in imitating the past, but in understanding and learning from it. Those who ignore fundamental changes and simply wait for the economy to turn around will wither and die. Most businesses that fail could have been saved, but their owners based too many important decisions on the past, rather than on the future. The secrets contained in this book will show you how to recover lost sales and more. In fact, since most of your competitors are in the same boat as you, making the proper corrections now will help you grab far more market share from them than you are losing to the recession.

Soap Opera: The Inside Story Of Proctor & Gamble	1993	Swasy, Alecia	This book is an in depth expose of the business practices of Proctor & Gamble. Besides more than 300 interviews with current and former employees, the author interviewed scores of consultants, competitors and customers. Thousands of court documents and more than 100 years of local and national news coverage were reviewed. In addition, a former P & G market researcher quizzed consumers about what they wanted to read in a book about P & G. The results showed that consumers didn't want the same old fluff offered by the public relations department; they wanted the truth. Management of P & G not only did not cooperate with the author, but tried to hinder the fact gathering process.

Slam Dunk Marketing	1997	Roberts, Phil and O'Donnell, Christopher	To benefit from this book you need to be interested in spending less money to get more profitable results from your marketing efforts. You will learn the secrets to teach your managers how to plan and execute revenue generating marketing promotions. The book discusses how to maximize your profit potential by dramatically increasing daily customer counts through "inside-out" marketing. The author discusses 5 ways to maximize the return on customers' positive word of mouth and turn negative word of mouth into positives.

Target Marketing for The Small Business	1993	Pinson, Linda and Jinnett, Jerry	This book has been designed to take the mystery out of marketing. It presents a step by step format for developing your marketing plan. There is a section on researching the market. You must be able to be able to determine current buying trends and to identify new products and services. The section on reaching that market will help you to learn a strategy. The third section is on retaining your market and deals with good customer service and customer satisfaction. You will be shown how to anticipate and deal with customer complaints. Keywords: testing, evaluating, timing, promotion.

Targeted Public Relations	1993	Bly, Robert W.	Public relations can do more than boost your image and generate press clippings. The methods introduced in this book can produce qualified leads, sales, and new business for your company. The author's new strategy stays away from the shot gun approach used in conventional public relations strategies and instead spawns coverage and visibility as well as immediate, tangible, and measurable responses. His book presents a new concept in publicity that will increase effectiveness and reduce cost, which will work in any economy. The book includes enough details and solid how tos so any small business chairperson can take advantage of his advice. Also, it is written jargon free in easy to understand language. This book is written to help you generate inquiries, increase sales and gain visibility in the market place through a low cost/no cost public relations effort. Keywords: resources, audience, negotiating, mailing lists, copyright.
Teleselling Techniques That Close The Sale	1997	Penoyer, Flyn L.	Only practice makes perfect - especially when it comes to selling products and services on the telephone. But very few people working in the fast growing field of telesales understand what they should be practicing. The fact is that there's a unique set of techniques and methods that work best on the phone, and this is the first book to clearly and completely outline the rules of the game. Based on the author's vast experience in telesales, the book explores the differences between in person and on phone selling. And it supplies practical guidelines for using the six ingredients of a successful sales call. This book was written specifically for the telesales professional looking to improve his telephone sales skills. The book will also be invaluable to sales managers who wish to brush up their skills or are looking for training material for use with their people. Keywords: qualifying, objectives, decision makers, closing.

The Brand Chartering Handbook	1996	Macrae, Chris	This book explains how learning organizations can realize integration by team working around living scripts. This book makes simple and easy to implement suggestions like: Directors of brand equity should be charged with two key responsibilities of leadership: 1) answering a mastermind quiz of twenty questions on the total dynamics of the brand; and 2) challenging the business team to keep on interrogating their service vision of the brand's purpose. Brands are valued as the world's most valuable property rights totaling trillions of dollars of corporate wealth. To give the marketer an informed rationale for making decisions, this book offers an alternative perspective of chartering the major branding junctions with the organization and integrating the major communications sub processes. Keywords: vision, loyalty, strategic, goals, objectives, leadership.

The Common Sense Guide To Publicity	1996	DeFrancesco, John and Goodfriend, Gary	Many good books on publicity have already been published, but the aim of the authors is to offer practical information. They have cut through clutter and theory to provide a handy reference for working with the media to gain publicity. What makes this book difference is its quick reading and quick reference style. You won't have to wade through dozens of pages to glean key points for dealing with the media. The authors share with you insider tips based on a combined total of nearly 60 years experience in working the media to gain publicity for hundreds of clients in dozens of industries. You will find this guide useful if you are: a business owner or manager who wants a better understanding of publicity as a marketing and image building vehicle or a student or recent graduate entering the public relations field. Keywords: creativity, polls, interviews, partnerships.

The World's Best Known Marketing Secret	1994	Misner, Ivan R.	This book was written to provide you with the basics for developing a comprehensive and structured word of mouth marketing program in any endeavor you pursue. It outlines the basic principles necessary to make it work, while offering you a specific action program that you can begin today. It is a hands on, how to book that will enable you or your staff to increase the amount of business you generate through the magic of word of mouth. This program is specifically geared to small business owners, private practitioners, and salespeople for small or large firms. It will also be of value, however, to senior level managers who want to give their staff hands on training for effectively developing a word of mouth marketing program within their company. As you will discover, a word of mouth marketing program will give you control and allow you to take ownership for the business development of your company. Keywords: networking, referrals, cold calls, advertising, attitude.

Yellow Pages Advertising	1997	Maher, Barry	Yellow pages advertising can be the lifeblood of a business or it can be little more than your monthly donation to the directory company. You can spend 25% of your gross on it and be spread too thin; you can be overspending at 1%. Even when properly funded, good directories, effective headings, appropriate ad sizes - he ads themselves can be so poorly designed as to be almost worthless. This book will enable you to create the most effective, and cost effective directory advertising program possible. The goal is to make you money and if possible to save you money while doing it. Keywords: strategies, options, evaluating, color, size.