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The Tipping Point
Malcolm Gladwell
0316346624
Jan 2002
Paperback
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Book Review
"The best way to understand the dramatic transformation of unknown books into bestsellers, or the rise of teenage smoking, or the phenomena of word of mouth or any number of the other mysterious changes that mark everyday life," writes Malcolm Gladwell, "is to think of them as epidemics. Ideas and products and messages and behaviors spread just like viruses do." Although anyone familiar with the theory of memetics will recognize this concept, Gladwell's The Tipping Point has quite a few interesting twists on the subject.

For example, Paul Revere was able to galvanize the forces of resistance so effectively in part because he was what Gladwell calls a "Connector": he knew just about everybody, particularly the revolutionary leaders in each of the towns that he rode through. But Revere "wasn't just the man with the biggest Rolodex in...



Instant Leads (Instant Success)

0071466630


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Book Description
From the international go-to guys in small business know-how: Your source for the strategies, skills and confidence every business owner needs to succeed Remember what it was like learning how to ride a bicycle? Now imagine how it would've been if you'd tried to do it blindfolded. Pretty scary, right? Yet, right now, all over the world, millions of men and women are trying to make a go of running small businesses without a clear picture of where they're going or how to get ahead. No wonder so many small businesses fail in their first year of operation. Don't become another statistic. Let the Instant Success Series show you how to get up on that Schwinn and ride it to success. Written by whiz kid entrepreneur and renowned international business coach Bradley Sugars, the Instant Success Series arms hardworking...


33 Ruthless Rules of Local Advertising
Michael Corbett
096673839X
September 2003
Paperback
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Ogilvy on Advertising
David Ogilvy
039472903X
March 1985
Paperback
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Book Description
A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business". 223 photos.

Inside Flap Copy
A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business". 223 photos.


Making Money With Classified Ads

0879804351


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Midwest Book Review
Mail order consultant Powers probes the power of the classified; from locating a money-making project and wording an ad to forming a strong business through an equally-strong ad which includes assessment of the competition. There are no easy answers in this business; but effective market research is the first step; and Powers provides the basics.

Book Description
This book contains information about how to make money using classified ads and selling information by mail order.


Hug Your Customers
Jack Mitchell
1401300340
June 2003
Hardcover
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From Publishers Weekly
If you work at a Fortune 500 company and live in southern Connecticut or New York's Westchester County (two of Manhattan's most affluent suburbs), chances are you buy your suits at Mitchells (in Westport, Conn.) or Richards (in Greenwich, Conn.). These two independent clothing stores are some of the most successful in the business and outfit CEOs from Chase, GE, IBM, Merrill Lynch and Pepsi. Mitchell, whose father started the business, shares the secret of his success in this unoriginal but cheerful guide to keeping customers happy. Hugging your customers, he says, has nothing to do with being touchy-feely around them and everything to do with offering them over-the-top service. For Mitchell, that means literally offering a customer the coat off your back, if that's the only one left in the store in the...


Art Director's Annual 84 (Art Directors Annual)

2940361223


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About the Author
Founded in 1920 and based in Manhattan, New York, the Art Directors Club is the premier international organization of creative professionals and associates in advertising, graphic design, interactive design, interactive media, photography and illustration. Its prestigious annual awards honor visual innovation and excellence in the communication arts and are both highly coveted amongst designers.


The Fall of Advertising and the Rise of PR
Al Ries
0060081996
May 2004
Paperback
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Book Review
In The Fall of Advertising and the Rise of PR, longtime marketing strategist Al Ries and his daughter/business partner Laura Ries offer solid arguments championing the latter over the former for modern-day brand building. Such a stance is hardly new for these two, who have jointly, individually, and with others written eight previous books on related topics since Al penned The Positioning Era Cometh for Advertising Age some three decades ago. What's fresh this time is the dissection of contemporary corporate hits--like Starbucks, Botox, eBay, and even Harry Potter--that have eschewed traditional advertising and nevertheless soared to the top through the savvy use of public relations. The authors spend the first part of the book discussing how advertising lost credibility among consumers as it became more of a creative...


Selling the Invisible
Harry Beckwith
0446520942
Jan 1997
Hardcover
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Book Review
The transformation from a manufacturing-based economy to one that's all about service has been well documented. Today it's estimated that nearly 75 percent of Americans work in the service sector. Instead of producing tangibles--automobiles, clothes, and tools--more and more of us are in the business of providing intangibles--health care, entertainment, tourism, legal services, and so on. However, according to Harry Beckwith, most of these intangibles are still being marketed like products were 20 years ago.

In Selling the Invisible, Beckwith argues that what consumers are primarily interested in today are not features, but relationships. Even companies who think that they sell only tangible products should rethink their approach to product development and marketing and sales. For example, when a customer buys a Saturn...



Customer Satisfaction Is Worthless Customer Loyalty Is Priceless
Jeffrey H. Gitomer
188516730X
Jan 1998
Hardcover
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Book Review
To longtime sales and customer-service pro Jeffrey Gitomer, boasting about a near-perfect customer-satisfaction rating of 97.5 percent is a major mistake. "That means 2.5 percent of your customers are mad and they're telling everyone. And 97.5 percent of your customers will shop anyplace the next time they go to market for your product or service." Based on a philosophy that's been developed through his syndicated business columns and the more than 150 seminars that he gives each year to companies such as Radisson, Sony, NationsBank, and Time Warner Cable, the book outlines his formula for making customers so faithful they "will fight before they switch--and they will proactively refer people to buy from you." Regularly employing oversized type in screaming bold fonts to grab the reader's attention, Gitomer breathlessly...


Then We Set His Hair on Fire: Insights and Accidents from a Hall-of-Fame Career in Advertising
Phil Dusenberry
1591840821
September 2005
Hardcover
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Book Review
When author Phil Dusenberry began his career at the giant ad agency BBDO in 1962, advertising--and really all of marketing--was a very different industry. Products were simpler, customer segmentation and targeting less sophisticated, and even the vocabulary of sales and marketing less extensive. In the ensuing four decades, as Dusenberry rose to become Chairman and Chief Creative Officer of BBDO, the world changed. Still, the relative simplicity of a bygone era comes through in Then We Set His Hair on Fire--it's a refreshing read and a throwback to the time of David Ogilvy's classic, Confessions of an Ad Man.

Partly a memoir, partly a textbook on classic advertising campaigns, and partly one man's discourse on the complicated art of persuading people to do a simple thing--"buying more stuff"--Dusenberry's...



Don't Look Down
Jennifer Crusie, Bob Mayer
0312348126
April 4, 2006
Hardcover
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From Publishers Weekly
A one-eyed alligator and a pre-Columbian collection of jade phallic symbols figure into this nutty swampland romp from Crusie (Faking It, etc.) and Mayer (Operation Dragon-Sim, etc.). Lucy Armstrong takes a break from doing dog food commercials to take over a full-length feature shoot in the Savannah River swamps, where she finds half the crew is missing, her ex-husband in charge of stunts and a nonsensical script. Meanwhile, Green Beret J.T. Wilder, stunt double to the lead actor who secretly works for the CIA, thought this gig would be easy money, but he soon finds himself embroiled in a money laundering scheme while trying to catch an arms dealer for the Russian mob, tracking a spy through the muck and resisting his growing desire for a woman who looks like Wonder Woman—Armstrong, natch. Plenty of big...


Integrity Selling for the 21st Century
Ron Willingham
0385509561
June 2003
Hardcover
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Review
“Powerful, insightful, and practical. Integrity Selling for the 21st Century dispels outdated methods and techniques and replaces them with a dynamic six-step process for success… A must-read for any sales professional.”
—Alex Perriello, president and CEO, Coldwell Banker Real Estate Corporation

“Integrity Selling® is a wonderful tool that analyzes what makes people buy, and breaks down the process into simple and usable bites.”
—Dennis Manning, president and CEO, Guardian Life Insurance Company of America

“Ron Willingham’s new book helps salespeople realize that customers are not persuaded so much by what they say but by who they are and how they relate to others. It’s a refreshing book that peels back the artificial layers of...


Life after the 30-Second Spot: Energize Your Brand with a Bold Mix of Alternatives to Traditional Advertising
Joseph Jaffe
0471718378
May 2005
Hardcover
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From Booklist
Jaffe, marketing consultant and former advertising executive, issues a clarion call to abandon the old rules of marketing and wake up to new opportunites. He cites as a root problem the lack of imagination in big agencies (which may not endear him to former agency colleagues!). He offers several lists that help us understand his road map for change, such as major trends that should inspire smart marketers, including the need for 24/7/365 service to customers on their terms--and, through wireless, consumers are always connected and accessible, no matter where they are. The author presents 10 bold alternatives to traditional advertising, which include the Internet, video games that go beyond child's play, word-of-mouth advertising in which communities have the power to build brands, and reckoning with search engines,...


Confessions of an Advertising Man
David Ogilvy
1904915019
March 2005
Paperback
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The New York Times
“Ogilvy is the creative force of modern advertising.”

Book Description
The long–awaited reissue of the million–copy best–seller that FORBES magazine called “A valuable primer on advertising for any businessman or investor.” With a new Foreword by Sir Alan Parker.

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Differentiate or Die
Jack Trout
0471028924
Sept 2001
Paperback
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Book Review
There are no two ways about it with Jack Trout. Either you've got a product or service that you can say is different, or you don't have much at all. In today's global marketplace and at its lightning-fast rate of change, there's no point in inventing and presenting a product only to sit back and hope that consumers everywhere will discover its greatness. It's not simply about what you or your product can do, it's about what you do differently from everyone else. Coauthors Trout and Steve Rivkin say it all in their no-holds-barred title, Differentiate or Die.

A disciple of the marketing guru Rosser Reeves, who introduced the concept of the "unique selling proposition," Trout relays his vision of what can help you differentiate in blunt, tell-it-like-it-is prose. First he breaks the bad news that product quality,...



Advertising : Principles and Practice (7th Edition) (Advertising: Principles and Practice)
William D. Wells, et al
0131465600
May 19, 2005
Hardcover
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About the Author
Wllliam Wells. One of the industry's leading market and research authorities, Bill Wells is Professor of Advertising at the University of Minnesota's School of Journalism and Mass Communication. Formerly Executive Vice President and Director of Marketing Services at DDB Needharn Chicago, he is the only representative of the advertising business elected to the Attitude Research Hall of Fame. He earned a Ph.D. from Stanford University and was formerly Professor of Psychology and Marketing at the University of Chicago. He joined Needham, Harper, Chicago as Director of Corporate Research. Author of the Needham Harper Lifestyle study as well as author of more than 60 books and articles, Dr. Wells also published Planning for ROI: Effective Advertising Strategy (Prentice Hall, 1989). John Burnett. A Professor of...


Truth, Lies, and Advertising: The Art of Account Planning
Jon Steel
0471189626
March 1998
Hardcover
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Book Description
Jay Chiat, founder of the prestigious Chiat/Day advertising agency (which created campaigns for the Energizer Bunny and Fruitopia) called it "The best new-business tool ever invented." A newly defined discipline that combines aspects of four traditionally separate areas of advertising and marketing, account planning is one of the hottest topics in advertising today. This book by account planning pioneer Jon Steel provides advertising professionals and marketers with their first practical look at a tool that is reshaping the ad industry.

The publisher, John Wiley & Sons
Jay Chiat, founder of the prestigious Chiat/Day advertising agency (which created campaigns for the Energizer Bunny and Fruitopia) called it "The best new-business tool ever invented." A newly defined discipline...


Think Like Your Customer
Bill Stinnett
0071441883
Nov 2004
Paperback
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Book Description
How to capture customers by learning to think the way they do The most common complaint Bill Stinnett hears from his corporate clients is that would-be vendors and suppliers "just don't understand our business." In Think Like Your Customer , Stinnett explains why the key to landing corporate customers is to learn to think about the things executives and business owners think about and understand how they make complex buying decisions. Drawing upon his years of experience as a Fortune 500 consultant, he offers sales and marketing professionals a powerful framework for understanding the inner workings of a business; knowing what motivates its executives and influences their buying decisions; identifying a company's organizational structure and decision-making psychology; and using that information to develop a...


Marketing : An Introduction (7th Edition) (Marketing: An Introduction)
Gary Armstrong, Philip Kotler
0131424106
February 18, 2004
Paperback
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Book Description
This accessible, streamlined introduction to marketing by two of today's best-selling marketing authors helps users master the basic principles and practices of modern marketing in an enjoyable and practical way. The new edition is an even more effective text than its predecessors: it is complete, easy to manage, and explains how marketing affects the big picture in business and influences specific company divisions like accounting, information technologies, finance, operations, and human resources. Updated to present the latest marketing thinking, it builds upon a framework which positions marketing as the art and science of creating value for customers in order to capture value from customers in return. An excellent resource and tool for those employed in the field of marketing and sales; especially helpful for...


Tested Advertising Methods
John Caples
0130957011
August 1998
Paperback
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Marketing Management
Philip Kotler
0130336297
May 2002
Hardcover
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Book Description
This worldwide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset management, alternative go-to-market channels, and marketing around the globe. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies...


Secrets of Question-Based Selling
Thomas A. Freese
1570715882
Jan 2002
Paperback
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From Booklist
Freese has uncovered a new twist on an old adage. If you walk in your customer's shoes, you'll be better able to sell to him or her. Using that philosophy, he wields the power of questions, from introductory telephone gambits to the final presentation, inserting a query into virtually every contact with the prospect. Instead of the same old blah, blah, blah at the beginning of a conversation, he recommends a simple "credentialing"--name, company, product, service--that ends with "Did I catch you at a bad time?" The process gets better. There's a detailed description of every stage--curiosity, credibility, needs development, present solutions, and commitment. There are sample dialogues, what-ifs, and rules to remember. Most of all, his "revolutionary" approach is, as he himself will admit, based on great common sense; why...


Can't Buy My Love: How Advertising Changes the Way We Think and Feel
Jean Kilbourne
0684866005
January 1999
Paperback
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Review
Susan Faludiauthor of BacklashJean Kilbourne's work is pioneering and crucial to the dialogue of one of the most underexplored, yet most powerful, realms of American culture: advertising. We owe her a great debt.
Self magazineBacklash meets The Beauty Myth....a scathing attack on the powers that tell us what, how much, when and why to buy.

Review
Self magazine Backlash meets The Beauty Myth....a scathing attack on the powers that tell us what, how much, when and why to buy.

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Dry
Augusten Burroughs
0312423799
Apr 2004
Paperback
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Book Review
Fans of Augusten Burroughs's darkly funny memoir Running with Scissors were left wondering at the end of that book what would become of young Augusten after his squalid and fascinating childhood ended. In Dry, we find that although adult Augusten is doing well professionally, earning a handsome living as an ad writer for a top New York agency, Burroughs's personal life is a disaster. His apartment is a sea of empty Dewar's bottles, he stays out all night boozing, and he dabs cologne on his tongue in an unsuccessful attempt to mask the stench of alcohol on his breath at work. When his employer insists he seek help, Burroughs ships out to Minnesota for detoxification, counseling, and amusingly told anecdotes about the use of stuffed animals in group therapy. But after a month of such treatment, he's back in Manhattan and...


The Big Moo : Stop Trying to Be Perfect and Start Being Remarkable
The Group of 33, Seth Godin
1591841038
October 20, 2005
Hardcover
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From Publishers Weekly
Godin derived the title for this engaging anthology of business homiletics from his marketing manifesto Purple Cow, which extolled the importance of garish new products that grab customers' attention. Phrased as a feel-good kindergarten platitude ("you are not ordinary/In fact, you're remarkable"), the principle seems a harmless nod to fancy-free individualism. But set in an adult business context of constant "change" and cutthroat price competition, where "winning the game has absolutely nothing to do with hard work and paying your dues" and "a constant stream of industry-busting insights and remarkable innovations" is the only guarantee of survival, the exhortation to uniqueness becomes terrifying and demoralizing. Fortunately, the cacophony of unsigned contributions from a "Group of 33" writers (Malcolm...


The 22 Immutable Laws of Marketing
Al Ries
0887306667
Apr 1994
Paperback
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From Library Journal
Ries and Trout, authors of some of the most popular titles in marketing published during the last decade ( Marketing Warfare , LJ 10/15/85; Positioning: The Battle for Your Mind , Warner, 1987; and Bottom-Up Marketing , McGraw, 1989), continue the same breezy style, with lots of anecdotes and insider views of contemporary marketing strategy. The premise behind this book is that in order for marketing strategies to work, they must be in tune with some quintessential force in the marketplace. Just as the laws of physics define the workings of the universe, so do successful marketing programs conform to the "22 Laws." Each law is presented with illustrations of how it works based on actual companies and their marketing strategies. For example, the "Law of Focus" states that the most powerful concept in marketing is...


Advertising Media A-to-Z: The Definitive Resource for Media Planning, Buying, and Research
Jim Surmanek
0071422145
October 2003
Paperback
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Book Description
A quick-access reference to every essential mediarelated term and concept After the high-maintenance clients and creatives have had their say, it's the unheralded media planners who make or break the success of an advertisement or campaign. Advertising Media A-to-Z is today's most comprehensive resource for this dynamic field, providing valuable, dictionary-like coverage of key terminology and concepts for media planning, media buying, and media research. A hands-on overview of advertising media today, Advertising Media A-to-Z also provides fascinating historical information, tips on media buying and planning, and other guidelines for achieving maximum return on advertising investments. Media professionals will look to this all-in-one reference for: Definitions of key concepts Inside tips on effective media...


The SPIN Selling Fieldbook
Neil Rackham
0070522359
June 1, 1996
Paperback
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Book Description
Strategies and tools that guarantee big-ticket sales! Neil Rackham's national bestseller SPIN Selling revolutionized high-end selling. Now, The SPIN Selling Fieldbook shows you how to actually put into practice the proven tools and techniques outlined in that cutting-edge guide. After a review of the SPIN method of selling, Neil Rackham zeroes in on the critical SPIN questioning behaviors. He shows you how to apply the tools and techniques to your own selling situation, using practical, skill-building exercises incorporated into each chapter. Addressing the sales of services as well as capital goods, the Fieldbook provides you with a hands-on implementation guide for applying SPIN in a wide range of businesses from localized companies to large multinationals. Real-life case studies of sales forces at...


Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, with PowerWeb
George E Belch, et al
0072866144
April 23, 2003
Hardcover
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Book Description
Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, by Belch and Belch, is the number one text in the Advertising market. As the field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies, marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of...


Advertising Secrets of the Written Word: The Ultimate Resource on How to Write Powerful Advertising Copy from One of America's Top Copywriters and Mail Order Entrepreneurs
Joseph Sugarman
1891686003
June 1, 1998
Hardcover
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Richard Thalheimer, President, The Sharper Image
There are a lot of great copywriters, but Joe Sugarman is the best. He knows how to build a story...

Jack Canfield, Co-author, Chicken Soup for the Soul
I have been a fan of Joseph Sugarman's copywriting and marketing ideas for years and have benefited greatly...

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