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Browse Subjects: marketing

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  The Big Moo: Stop Trying to Be Perfect and Start Being Remarkable

  by Seth Godin

  33 of the world's best business minds tackle one urgent question: What does it really take to make your organization remarkable? Most organizations are stuck in a rut. On one hand, they understand all the good things that will come with growth. On the other, they’re petrified that growth means change, and change means risk, and risk means death. Nobody wants to screw up and ruin a good thing, so most... (more)
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  So Yesterday

  by Scott Westerfeld

  Ever wonder who was the first kid to keep a wallet on a big chunky chain, or wear way-too-big-pants on purpose? What about the mythical first guy who wore his baseball cap backwards? These are the Innovators, the people on the very cusp of cool. Seventeen-year-old Hunter Braque’s job is finding them for the retail market. But when a big-money client disappears, Hunter must use all his cool-hunting talents to... (more)
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  Unleashing the Ideavirus

  by Seth Godin

  Counter to traditional marketing wisdom, which tries to count, measure, and manipulate the spread of information, best-selling Author Seth Godin argues that the information can spread most effectively from customer to customer, rather than from business to customer. Godin calls this powerful customer-to-customer dialogue the ideavirus, and cheerfully eggs marketers on to create an environment where their ideas can... (more)
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  Positioning: The Battle for Your Mind, 20th Anniversary Edition

  by Al Ries, Jack Trout

  Ries and Trout taught me everything I know about branding, marketing, and product management. When I had the idea of creating a very large thematic community on the Web, I first thought of Positioning....--David Bohnett, Chairman and Founder of GeoCities A handsome edition of the original 1981 text, this 20th Anniversary Edition makes available to business and marketing professionals--including tens... (more)
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  The Art of the Start

  The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything

  by Guy Kawasaki

  What does it take to turn ideas into action? What are the elements of a perfect pitch? How do you win the war for talent? How do you establish a brand without bucks? These are some of the issues everyone faces when starting or revitalizing any undertaking, and Guy Kawasaki, former marketing maven of Apple Computer, provides the answers. The Art of the Start will give you the essential steps to launch... (more)
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  The Cluetrain Manifesto: The End of Business as Usual

  by David Weinberger, Rick Levine, Christopher Locke

  From four of the liveliest personalities on the Web comes a provocative, outrageous, and wickedly smart account of what it will take to prosper in the fast-forward world on the wire. This nationally acclaimed best seller is a spirited, original, and wonderfully irreverent conversation that will challenge, provoke, and forever change your outlook on the digital economy. A rich tapestry of anecdotes, object... (more)
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  Ogilvy on Advertising

  by David Ogilvy

  A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business". 223 photos.
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  It's Not How Good You Are, Its How Good You Want to Be: The World's Best Selling Book

  by Paul Arden

  It's Not How Good You Are, It's How Good You Want to Be is a handbook of how to succeed in the world - a pocket 'bible' for the talented and timid to make the unthinkable thinkable and the impossible possible. The world's top advertising guru, Paul Arden, offers up his wisdom on issues as diverse as problem solving, responding to a brief, communicating, playing your cards right, making mistakes and creativity, all... (more)
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  The 22 Immutable Laws of Branding

  How to Build a Product or Service into a World-Class Brand

  by Al Ries, Laura Ries

  This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The... (more)
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  Presentation Zen: Simple Ideas on Presentation Design and Delivery (Voices That Matter)

  by Garr Reynolds

  Presentation designer and internationally acclaimed communications expert Garr Reynolds, creator of the most popular Web site on presentation design and delivery on the net - presentationzen.com - shares his experience in a provocative mix of illumination, inspiration, education, and guidance that will change the way you think about making presentations with PowerPoint or Keynote. Presentation Zen challenges the... (more)
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  Why We Buy: The Science Of Shopping

  by Paco Underhill

  Is there a method to our madness when it comes to shopping? Hailed by the San Francisco Chronicle as "a Sherlock Holmes for retailers," author and research company CEO Paco Underhill answers with a definitive "yes" in this witty, eye-opening report on our ever-evolving consumer culture. Why We Buy is based on hard data gleaned from thousands of hours of field research -- in shopping malls, department stores,... (more)
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  Marketing management

  by Philip Kotler

  For the MBA Marketing Management course and/or undergraduate capstone marketing strategy course. This is the #1 selling marketing management textbook worldwide because it consistently delivers on its brand promise: to be the first to reflect changes in marketing theory and practice.
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  Word of Mouth Marketing: How Smart Companies Get People Talking

  by Andy Sernovitz

  Who Is Talking About You? Master the art of word of mouth marketing with this fun, practical, hands-on guide. With straightforward advice and humor, marketing expert Andy Sernovitz will show you how the world’s most respected and profitable companies get their best customers for free through the power of word of mouth. Learn the five essential steps that make word of mouth work and everything you... (more)
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  Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets (Collins Business Essentials)

  by Geoffrey A. Moore

  In this, the second of Geoff Moore's classic three-part marketing series, Moore provides highly useful guidelines for moving products beyond early adopters and into the lucrative mainstream market. Updated for the HarperBusiness Essentials series with a new author's note. Once a product "crosses the chasm" it is faced with the "tornado," a make or break time period where mainstream customers determine whether... (more)
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  Lovemarks: The Future Beyond Brands

  by Kevin Roberts

  Tom Peters, one of the most influential business thinkers of all time, described the first edition of Lovemarks: the future beyond brands as "brilliant." He also announced it as the "Best Business Book" published in the first five years of this century. Now translated into fourteen languages, with more than 150,000 copies in print, Lovemarks is back in a revised edition featuring a new chapter on the peculiarly... (more)
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  Selling the Invisible: A Field Guide to Modern Marketing

  by Harry Beckwith

  A comprehensive guide to service marketing furnishes tips and advice on how one can apply one's business knowledge to any area of sales and marketing, from a home-based consultancy to a multinational brokerage firm.
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  Meatball Sundae: Is Your Marketing out of Sync?

  by Seth Godin

  “Gotta get me some of that New Marketing. Bring me blogs, e-mail, YouTube videos, MySpace pages, Google AdWords . . . I don’t care, as long as it’s shiny and new.” Wait. According to bestselling author Seth Godin, all these tactics are like the toppings at an ice cream parlor. If you start with ice cream, adding cherries and hot fudge and whipped cream will make it taste great. But if you start with a bowl of... (more)
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  Reality Check

  The Irreverent Guide to Outsmarting, Outmanaging, and Outmarketing Your Competition

  by Guy Kawasaki

  More uncommon common sense from the bestselling author of The Art of the Start . In Silicon Valley slang, a “bozo explosion” is what causes a lean, mean, fighting machine of a company to slide into mediocrity. As Guy Kawasaki puts it, “If the two most popular words in your company are partner and strategic , and partner has become a verb, and strategic is used to describe decisions and activities that... (more)
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  Inside Steve's Brain

  by Leander Kahney

  Steve Jobs has turned his personality traits into a business philosophy. Here’s how he does it. It’s hard to believe that one man revolutionized computers in the 1970s and ’80s (with the Apple II and the Mac), animated movies in the 1990s (with Pixar), and digital music in the 2000s (with the iPod and iTunes). No wonder some people worship him like a god. On the other hand, stories of his epic tantrums and... (more)
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  The Dip: What Winners Know About Quitting

  by Seth Godin

  The old saying is wrong-winners do quit, and quitters do win. Every new project (or job, or hobby, or company) starts out exciting and fun. Then it gets harder and less fun, until it hits a low point-really hard, and not much fun at all. And then you find yourself asking if the goal is even worth the hassle. Maybe you're in a Dip-a temporary setback that will get better if you keep pushing. But maybe... (more)