Books

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

Ageless Marketing discusses a research project on the aging boomer generation, detailing the core values, buying behaviors, and emotional factors that are unique to the New Customer Majority. With its new research approach in profiling this lucrative market, this book is good for anyone in the marketing industry.

Kaplan Business. 384pp. Hardcover. Cost: $16.50

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.

Here are the forward-looking views of 28 leading experts. Especially interesting are the many takes on where technology will take marketers.

NTC Books. 268 pp. Paperback.

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 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

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

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

"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

Terry Barber, the author of The Inspiration Factor, subtitled "How You Can Revitalize Your Company Culture in 12 Weeks," argues that regardless of your personality type, background, or age, you can choose to create an inspirational transaction and positively impact the people around you. "Inspiration is precursor to leadership, to motivation, and is even a new category for business," Barber says. His book offers seven principles that can help readers become team leaders in their organizations and inspire those around them.

Inspiration Blvd. LLC. 196. Hardcover. Cost: $29.95