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Advertising and Promotion: An Integrated Marketing Communications PerspectiveExplores how marketers must look beyond traditional media to communicate with consumers in the changing field of advertising and promotion. Describes the shift from conventional methods to implementation of an integrated marketing communications strategy and reviews the promotional tools available to help make the transition. McGraw-Hill Companies. 67pp. Hardcover. Cost: Varies with seller |
Advertising and Sales Promotion StrategyA comprehensive handbook on advertising and sales promotion, covering strategic and tactical issues. Includes examples of creative advertising campaigns. The four parts of this textbook cover: Introduction to advertising and sales promotion, Communication strategy, Sales promotion strategy and Planning advertising and sales promotion. Prentice Hall. 475pp. Hardcover. Cost: $138.40 |
Advertising, Communications & Promotion ManagementThe definitive advertising and promotion management text for students at the MBA level. Emphasizes corporate communications and business products/services in addition to the traditional focus on consumer packaged goods. McGraw-Hill Companies. 672pp. Hardcover. Cost: Varies with seller |
Aftermarketing: How to Keep Customers for Life Through Relationship MarketingDescribes all of the processes necessary for customer retention at both large and small businesses. This book comes closer than any other to addressing all the elements of the New Marketing spelled out in this article.A relevant guide for managers, retailers, educators and students, Aftermarketing is applicable to product and services, consumer and industrial markets, and both the profit and non-profit sectors. Irwin Professional Pub. 300pp. Hardcover. Cost: Varies with seller |
Analyzing Sales Promotion: Text & Cases : How to Profit from the New Power of Promotion MarketingUses sales data generated by in-store electronic scanners to explain sales promotion strategy and its place in an integrated marketing program. Dartnell Corp.; 2nd edition. 226 pages. Paperback. |
Best Face Forward: Why Companies Must Improve Their Service Interfaces With CustomersBest Face Forward talks about obtaining success through employee motivation. This book reveals how to determine the optimal division of labor between people and machines, discover innovative ways to combine people and machines to mediate critical customer interactions, and more. Harvard Business School Press. 262pp. Hardcover. Cost: $24.05 |
Best Practices : Building Your Business with Customer-Focused SolutionsBest Practices shares how more than forty best-practices companies focus on their customers, create growth, reduce cost, and increase profts. It focuses on customers and how to involve them in everything from the design of products and services to marketing, selling, and product delivery. This book is good for managers in any business, in any industry. Touchstone. 240pp. Paperback. Cost: Varies with seller |
Best Sales PromotionsReviews 126 of the best recent sales promotion campaigns. Readers will develop a better understanding of what constitutes a successful promotion and of what a good promotion can—and can't—do. A straightforward book that is useful for readers with all levels of experience. McGraw-Hill Companies. 240pp. Paperback. |
Beyond the Brand: Why Engaging the Right Customers is Essential to Winning in BusinessBeyond the Brand provides an in depth look at the importance of certain customers in the marketplace. With case studies and practical step-by-step methods, readers learn how to engage customers in a dialog that can fuel real product and marketing innovation. Readers will learn how to develop a bottom-up strategy, hone intuition and find inspiration to drive innovation, find your company's center of gravity, and identify and find new ways to listen to the key voices in your marketplace. Kaplan Business. 304pp. Hardcover. Cost: $25.00 |
Brandscendence: Three Essential Elements of Enduring BrandsBrandscendence explores what makes certain brands prevail over others. According to author, Clark, there are three elements that are essential for brand endurence: revelence, context, and mutual benefit.Clark also outlines his formula for branding success and illustrates how it's applied by the world's most prominent brands. Kaplan Business. 272pp. Hardcover. Cost: Varies with seller |
Business to Business Direct MarketingProfessional marketers whose targets are other businesses should read this book. Bly explains how business-to-business marketing really is different. McGraw Hill. 416 pp. Hardcover. Cost: $29.67 |
Business to Business Direct Marketing HandbookComplete volume that covers all the aspects of business to business direct marketing, from the fundamental and time-tested methods to the most modern techniques. The author offers detailed and practical advice companies of all sizes. Amacom Books. 456pp. Hardcover. Cost: currently only avaible through amazon sellers |
Business to Business Direct Marketing: Proven Direct Response Methods to Generate More Leads and SalesThis book reveals the secrets of the seven key strategies and tactics of business-to-business direct marketing. NTC Business Books. 267 pp. Hardcover. |
Business-to-Business Marketing ResearchBusiness-to-Business Marketing Research is written by proven research powerhouses. Drawing upon their collective years of experience, the authors examine topics unique to B2B, equipping readers with the tools and the techniques for effective research. The book spotlights new techniques related to focus groups and in-depth interviews, as well as the impact of data mining and other computer and technology-driven types of research. an accompanying CD enables users to apply the tips and techniques to live data. South-Western Educational Pub. 288pp. Hardcover. Cost: $29.67 |
Compensating Your Sales Force: How to Use Commissions, Draws, Bonuses and Quotas to Keep Your Sales Team Hungry and ProductiveCompensating Your Sales Force provides the guidance required to custom-design a compensation package that meets all the particular objectives of your individual firm with emphasis on the bottom line. This book includes a new approach to balanced compensation, new IRS rules for business expenses and new techniques for territorial realignment. Probus Professional Pub. 240pp. Hardcover. |
Cracking the Value Code: How Successful Businesses Are Creating Wealth in the New EconomyThis book, which is based on a three-year study by the consulting firm Arthur Andersen, gives clear, plain-English guidance for helping your organization identify, create, and consolidate the valued assets it needs to vault high above the competition. It examines the gamut of these possible assets (physical, financial, employee-supplier, customer, and those intrinsic to the organization) and, to show them in action, provides plenty of fun, fact- and figure-filled miniprofiles of New Economy dynamos, from robustly reengineered old warhorses like IBM, Coke, Pepsi, and Sara Lee to brash, new digital-age brats: Dell, Compaq, Cisco, idealab!, and Starbucks. Collins. 288pp. Hardcover. Cost: currently only avaible through amazon sellers |
Creating a Total Rewards Strategy: A Toolkit for Designing Business-Based PlansSalary, bonuses, benefits and "perks" may be the most visible elements of a rewards program, but other components are just as valuable to employees. This comprehensive book and CD-ROM package shows how nonfinancial rewards can be quantified and combined with monetary measures in a way that complements business objectives. The authors' eye-opening research on what employees value is backed up by examples from their own consulting experience. The book's step-by-step process features more than 100 practical tools for developing an "M3" rewards system based on money, mix, and message, and provides a blueprint for creating a custom-tailored rewards strategy to match an organization's specific goals. American Management Association. 352pp. Hardcover. |
Creative Strategy In Direct MarketingWritten for creative marketing professionals, this book covers the basics of turning copy and graphics into sales. Also contains useful production information. McGraw-Hill/Contemporary; 2nd edition. 502 pp. Hardcover. |
Creativity Inc.: Building an Inventive OrganizationInnovations change and improve the status quo in small ways but this book explores what happens when they improve the status quo in a big way. The aurthors argue that sustained leadership comes from making creativity a broad, enterprise-wide cpapbility that is on all the time. Harvard Business School Press. 232 pp. Hardcover. Cost: $21.86 |
Customer Connections: New Strategies for GrowthCustomer Connections discusses information and knowledge management technologies to connect with customers in a new way. This new model fosters collaboration and playing the right role in supply and demand chain. This book is good for any salesperson. Harvard Business School Press. 267pp. Hardcover. Cost: $29.95 |
Customer Equity: Building and Managing Relationships As Valuable AssetsThe authors explain the strategies and tactics that make customer equity management work. They outline customer equity's three core strategies: customer acquisition, customer retention, and add-on selling. With very detailed how-to chapters this book is good for any business person looking to strengthen the bond between them and their customers. Harvard Business School Press. 228pp. Hardcover. Cost: $30.40 |
Customer Inspired Marketing: Change the Game and Become the Brand They Really LoveA former senior level marketing executive at companies such as Macy’s, Eastman Kodak and Bank of America, author Aubryn Thomas has learned why certain brands generate energized reactions from customers and how these brands remain profitable by out-thinking the competition instead of overspending. In "Customer Inspired Marketing," Thomas has created an 8-step plan for companies to follow in order to create a successful marketing/branding campaign. AuthorHouse. 148. Paperback. |
Customer Loyalty: How to Earn It, How to Keep It, New and Revised EditionCustomer Loyalty explores the true meaning of customer loyalty and how to acheive it. Author, Griffin, outlines the seven stages of customer affinity and offers strategies for recognizing which fustomers have the potential to become a company's advocates. This book is helpful for business people in small or large product or service based companies. Jossey-Bass. 272pp. Paperback. Cost: $15.61 |
Customers Mean Business: Six Steps to Building Relationships That LastThrough the example to the Unixyx Corporation, Customers Mean Business, explores the attention and care customers need in order to keep buying from a company. With a helpful six stage process called "Customerize," this book is good for anyone looking to get on the cutting edge of customer service. Perseus Books. 212pp. Hardcover. Cost: currently only avaible through amazon sellers |
Dartnell's Sales Promotion HandbookAn all-in-one reference for marketers, divided into four parts with each part devoted to different aspects of sales promotion, from planning and techniques to strategies and issues. Each chapter is written by an expert with experience working in the field. Hundreds of examples and case histories are included. Dartnell Corp. 910pp. Hardcover. Cost: $69.95 |
