2,239 Tested Secrets for Direct Marketing Success
Lead author Denny Hatch, founded Who's Mailing What newsletter and is consulting editor for Target Marketing magazine.
NTC Business Books. 368pp. Paperback. Cost: $16.47
Lead author Denny Hatch, founded Who's Mailing What newsletter and is consulting editor for Target Marketing magazine.
NTC Business Books. 368pp. Paperback. Cost: $16.47
Explores 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
A 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
The 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
Uses 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.
Reviews 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.
Emotional Branding discusses how to access, with intelligence and sensitivity, the true power behind human emotions. It shows how to bring a new level of credibility and personality to a brand by connecting with your consumer.
Allworth Press. 352pp. Hardcover. Cost: $16.47
Bruce Bolger, Allan Schweyer & Richard Kern . 242 pp. Cost: $36
This book details the challenges of promotional marketing through a chronological history starting in the 1950s. The last section looks to the future.
McGraw-Hill. 178pp. Hardcover.
"The Anatomy of Buzz" explores the most powerful form of marketing: word of mouth. With over 150 interviews from executives, marketing leaders, and major researchers, the author discusses proven techniques for stimulating customer-to-customer selling. This book is indespensible for any company or salesperson looking to market a new product or increase sales on already existing ones.
Doubleday Business. 303pp. Paperback. Cost: $10.85
Explores 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
A 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
The 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
Describes 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
Uses 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 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
Reviews 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.
Professional 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
Complete 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
This 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 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.
Cengage Learning. 288pp. Hardcover. Cost: $12.89
An 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
Emotional Branding discusses how to access, with intelligence and sensitivity, the true power behind human emotions. It shows how to bring a new level of credibility and personality to a brand by connecting with your consumer.
Allworth Press. 352pp. Hardcover. Cost: $16.47
Bruce Bolger, Allan Schweyer & Richard Kern . 242 pp. Cost: $36
This book puts marketing on the most personal, one-to-one level by identifying the elements of friendship and relating them to business relations. Using dozens of real-life examples, the author shows how building relationships is the key to business development and personal fulfillment. It has little to do with technology, but everything to do with sales techniques.
Oasis Press. 187pp. Paperback.
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