Books

This is for anyone whose business depends on direct marketing. Particularly useful are the chapters concerning the agency/client relationship.

Kogan Page; 4th Edition. 352 pp. Paperback.

This book describes how to make customer service available online and recommends what types of information a company should provide over the Internet.

Wiley. 368pp. Paperback.

This book deals with an important portion of the fulfillment process: what to do when things go awry. Short, breezy, readable.

CMP Books. 144pp. Paperback. Cost: $13.46

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

This book shows how database marketing can be used profitably even by small businesses or those with small databases.

McGraw Hill. 270 pp. Hardcover. Cost: $49.95

An interactive book with templates that permit the reader to develop a personal integrated marketing plan using the knowledge gained from the text.

Prentice Hall. 192pp. Paperback. Cost: $53.33

This book explains how databases work and why people do or don't respond.

Kogan Page Limited. 320 pp. Paperback. Cost: currently only avaible through amazon sellers

This book is a standard textbook with an excellent chapter on fulfillment. Don't miss the Customer Service Checklist.

Prentice-Hall. 480pp. Hardcover. Cost: $116.00

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

• Increase long-term profitability
• Maximize customer loyalty and referrals
• Capture the commitment of dealers, agents and distributors
• Increase sales and improve customer service
• Maximize quality, productivity, quality and wellness
• Foster greater prosperity through a focus on people 

Bruce Bolger, Allan Schweyer & Richard Kern . 242 pp. Cost: $36

This book looks at how new marketing techniques enable companies to build closer relationships with customers.

Currency. 464 pp. Hardcover. Cost: $15.75

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.

Author Levinson applies his proven guerrilla philosophy to advertising in Guerrilla Advertising. This step-by-step guide will help you develop advertising strategy, design effective ads and copy, maximize advertising effectiveness, focus your audience and much more.

Houghton Mifflin. 304pp. Paperback. Cost: $10.17

This is great for small businesses, but anyone can benefit from the "guerrilla" point of view. Gives a great view of basic database and research goals.

Houghton Mifflin. 396 pp. Paperback. Cost: $13.57

This is for people ready to get serious about implementing a customer-focused direct marketing strategy. The author addresses: building useful databases, using research, developing marketing programs, segmenting markets, and estimating customer value.

McGraw-Hill. 245 pp. Hardcover. Cost: $47.95

Experienced marketers, especially senior managers, will benefit from the author's strategies for integrating direct mail, advertising, telemarketing, and field sales for maximum impact.

McGraw-Hill; 1 edition. 240 pp. Hardcover.

Light Their Fire discusses how employee communications is the key to delivering on solidifying customer relationships. This book will teach you how to identify the varying perspectives of different audiences, tailor your messages for maximum effectiveness, and much more.

Kaplan Business. 272pp. Hardcover. Cost: $15.64

Love Thy Customer is a guide to communicating with your customers in a way that goes above and beyond mere "customer satisfaction." This book includes skills and strategies for quickly winning customers over, avoiding problems, preventing customer dissatisfaction, and much more.

McGraw-Hill. 272pp. Hardcover. Cost: $14.78

Markets of One explores mass customization as a recent trend that has swept across the industry. This book is a collection of 10 Harvard Business Review articles that chronicle the evolution of business competition from mass markets to markets of one. This book is good for anyone in any industry.

Harvard Business School Press. 240pp. Hardcover. Cost: $29.95

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.

Has several chapters that relate to planning premium programs. This book offers a solid foundation in sales promotion basics by explaining 10 basic techniques and discussing the newest innovations in the field. A great book for students, because it provides real life examples to spark discussion.

McGraw-Hill. 240pp. Paperback. Cost: $13.57

Explains database marketing from the customer's point-of-view, rather than from the seller's.

Probus Pub Co. 400pp. Hardcover. Cost: Varies by seller

"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

Granville N. Toogood introduced the principles of competence, clarity, and communication in his classic bestseller The Articulate Executive--and changed the way managers express themselves. Now he shows how to put these principles to work--at work--in the day-to-day interactions that get the job done. A hands-on action plan, The Articulate Executive in Action is full of examples of leading executives and the communication tactics that create their success.

McGraw Hill. 208pp. Hardcover. Cost: $19.95

Are you struggling to remain an effective communicator in today's high-tech world? Are you feeling intimidated or overburdened by the constant barrage of text messages, emails, FaceBook and Twitter communications? Many corporate executives are, and that's why Elaine Stirling put together this book, which is subtitled "A Writing Manual & Style Guide for the Brave New Business Leader." It offers advice on how to communicate with clarity, confidence, and persuasive style in the workplace, whatever the medium.

iUniverse. 124. Paperback. Cost: $13.95