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
Best 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
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.
Beyond 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. 304 pages. Hardcover. Cost: $7.43
Brandscendence 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
Written 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.
A 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.
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
Based on the business practices and history of Enterprise Rent-a-Car, this book focuses on how the company has achieved financial results by creating happy customers, successful business partnerships, and an engaged and motivated workforce. It discusses the relationship between the company's employee satisfaction, retention, and profitability, and shows how Enterprise makes and reinforces those connections.
Currency . 256pp. Hardcover . Cost: $16.47
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.
With a foreword by Jay Leno, how could this not be a nice book? Coauthors Thaler and Koval submit their own success in the cutthroat world of advertising as evidence that nice girls can finish first while taking home more than a dozen Clio awards along the way. Following up their bestselling look at creating compelling marketing strategies—Bang!—they turn most truisms about business inside out, arguing that good deeds are returned, not punished.
Doubleday. 144pp. Hardcover. Cost: $17.95
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
Best 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 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.
Beyond 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. 304 pages. Hardcover. Cost: $7.43
Brandscendence 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
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
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