Books

• 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

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

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

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

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

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.

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

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

• 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

• 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

Brian Pearson . 272 pages. Hardcover. Cost: $17.69

“Why is customer loyalty and engagement important? The biggest reason is that customer engagement is the only metric that impacts other metrics typically measured by a company. As one industry expert noted, When customer engagement slides, so do a great many other outcomes, including future sales, growth and profit. Obviously, engaged customers are the best customers for a company to have. Eight of ten executives believe their company loses sales each year because of failure to create engaged customers, and 80% say that engaged customers are critical because they recommend products or services.”

Excerpted from ‘Capitalizing on Voice of Customer,’ Published by Allegiance

Allegiance . 185 pp.

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

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

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

Consumer Behavior is a textbook that contains 32 short cases that will discues the many aspects of consumer behavior. This book is good for any business professional looking to learn more about consumers.

Prentice Hall. 688pp. Hardcover.