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
Manage Globally, Sell Locally addresses the factors that make managing the account relationship different from territory management. It also offers tools to help the account manager measure success or position within the account. This book is best for organizations with an account-focused sales force.
McGraw-Hill. 216pp. Hardcover. Cost: $20.90
Shows managers how to apply proven motivators to help any size firm energize the work force, increase its profits, and meet the challenges of today's competitive global economy. Presents the pros and cons of incentives as well as why and how they work and discusses in detail incentives for executives and workers and those used for marketing to consumers.
Oxford University Press. 352pp. Hardcover. Cost: $60.00
Based on the Incentive Marketing Association's Principles Of Results-Based Incentive Program Design Seminar, this is the first formal curriculum ever developed for incentive program planning. The textbook includes sections on Incentive Program Basics for the Business Executive, Core Strategies for the Business Executive, Planning and Design Considerations for the Practitioner, and Implementation and Management Considerations for the Practitioner.
Incentive Marketing Association. Cost: $69.95
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.
Described as a "crisp, fifty-minute" book, this concise, step-by-step approach to employee motivation. The authors focus on using "respect, recognition, and rewards" to achieve positive organizational results. In a concise, quickly readable format, they address the benefits to keeping employees and keeping them happy; creating a fun, enriching and "hard-to-leave" workfplace; understanding the impact of feeling valued at work, and tapping to employee desires for personal and professional growth.
Thomson Course Technology . 104pp. Paperback. Cost: $13.95
Sales, Marketing, and Continuous Improvement, is a straightforward, example-filled guide that discusses the need to have sales and marketing as part of your improvement processes. With a step-by-step 6 phase guide, author, Stowell, offers practical guidance for avoiding common pitfalls. This book is good for anyone in a management position in any company, in any industry.
Jossey-Bass. 286pp. Hardcover. Cost: $42.00
The first formal curriculum ever developed for incentive program planning. This four-part curriculum and seminar course has been developed with the help of the Performance Improvement Council of the Incentive Marketing Association through a grant from the Advertising Specialty Institute. The textbook includes sections on Incentive Program Basics for the Business Executive; Core Strategies for the Business Executive; Planning and Design Considerations for the Practitioner; and Implementation and Management Considerations for the Practitioner.
Cost: $39.95
Outlines the steps involved with planning incentive campaigns for salespeople and other employees, dealers, and distributors.
Selling Communications Inc.. 80 pp. Cost: $25
This book examines why much of the current conventional wisdom is wrong and asks us to re-think the way managers link people with organizational performance. Pfeffer builds a powerful business case for managing people effectively--not just because it makes for good corporate policy, but because it results in outstanding performance and profits.
Harvard Business School Press. 345pp. Hardcover. Cost: $19.77
The authors examine what they feel is the link between employee, customer, and investor loyalty and attempt to prove that traditional accounting practices do not show the "loyalty effect." They make a compelling case by applying other gauges to show the impact of loyalty on long-term organization performance.
McGraw-Hill. 336pp. Hardcover. Cost: Varies by seller
The author spells out his formula for developing a loyalty-driven culture that empowers employees to strive to create customer loyalty, and he devotes a chapter to fostering teamwork.
Wiley. 198pp. Hardcover. Cost: $19.95
The authors argue for a new management philosophy that stresses five key values: innovation, improvement, incentives, information, and inclusion. While their plan requires long-term commitment from top management to introduce broad changes, the model makes sense. Their theme emphasizes creating organizations that are "environmentally friendly and more successful in terms of adding value for customers and society."
Routledge. 312pp. Hardcover. Cost: $74.95
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
The author describes recognition and group incentive plans, as well as types of awards and implementation. This book comes closer than most to addressing brass-tacks programs that managers at almost any level of an organization can implement.
Jossey-Bass . 332pp. Paperback. Cost: $45.00
You won't find the secrets to motivating the middle 60 percent in this book, but you will find ample reasons why you should try. Drawing on their years of management consulting experience and academic research, the authors provide compelling evidence that profit and growth can be directly linked to both customer and employee satisfaction. They also provide a macro recipe for "capitalizing on the service profit chain," including management, marketing, operations, and measurement strategies.
Free Press. 320pp. Hardcover. Cost: $21.45
Employee engagement is the great, untapped resource of most organizations. Yet only 25% of employees are truly engaged in their work. Why are all the others so reluctant to "get in the game"? WINNING WITH A CULTURE OF RECOGNITION: Recognition Strategies at the World's Most Admired Companies reveals the surprising answer: Most managers fail to formally recognize high performance and connect it with company culture. Salary and bonuses are only part of today's employment contract. To get everyone performing together, employers need to create a culture of appreciation, recognition, and reward.
Globoforce Limited. 149 pages. Hardcover. Cost: $24.95
Maybe you're in sales...or marketing...or communications? Maybe you're a writer. Maybe you're even a CEO. Whatever your title, you're one of the hundreds of thousands of professionals who communicate for a living-and you're struggling to get your message heard in a noisy and crowded marketplace. Yes, you know what you want to say and who you want to reach. No, you don't have writer's block and you certainly know how to construct a sentence. So what's the problem? The audience you're writing for is going, going, gone... Today's consumer doesn't want to read anymore-they're already overwhelmed by overflowing e-mail, millions of Web pages, and 24/7 news proliferation. Your Attention, Please. is the new strategy guide for communicating to the reluctant consumer. It shows you who the new audience is, how to reach them, and how you must communicate differently-or risk losing mindshare and marketshare.
Adams Media Corporation. 224pp. Paperback. Cost: $14.95
Bruce Bolger, Allan Schweyer & Richard Kern . 242 pp. Cost: $36
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 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
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