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Permission Marketing: Turning
Strangers Into Friends
By Seth Godin
Simon & Schuster, 1999 - 255 pages
Mr. Godin goes into more depth about why current
marketing efforts are becoming inefficient and how the
Internet can change the overall efficiency of marketing
through better targeting and lower cost delivery (e-mail).
I believe he understands the big picture better than
most.
More
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The
22 Immutable Laws of Branding
By
Laura Ries and Al Ries
HarperCollins, 1998 - 192 pages
The
22 Immutable Laws of Branding was primarily written by
Laura Ries - Al Ries was a co-author on the book.
This book flat out states the importance of marketing &
branding, which is important to separate in the
readers’ mind before beginning.
As the authors state, "Marketing is building a brand
in the mind of the prospect. If you can build a powerful
brand you will have a powerful marketing program. If you
can't, then all the advertising, fancy packaging, sales
promotion and public relations in the world won't help
you achieve your objective."
More
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Unleashing the Ideavirus
By Seth Godin
Do You Zoom, 2000 - 224 pages
Seth Godin writes about social observations and then applies
them to the world of business. For example, this book is about
"viral/word of mouth marketing" whereas his prior
book was about permission based marketing and its impact on
communications with customers. More
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Differentiate
or Die
By
Jack
Trout and Steve Rivkin
John
Wiley & Sons, 2000 -
240 pages
Differentiate
or Die by Jack Trout and Steve Rivkin is an excellent
read for those learning how and why businesses succeed
in the LONG-TERM. In
today’s lightning-fast rate of change it is critical to be
first to market with an invention but it is MORE IMPORTANT to
be first to market to position yourself in the marketplace via
advertising / marketing to capture customer MINDSHARE.
More
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Selling
The Invisible
By Harry
BeckWith
Warner Books, 1997 - 252 pages
As our economy evolves increasingly into more of a
knowledge-based economy books on the marketing of services
will become more important. As the title indicates, selling
and/or marketing an intangible service is a different process
than tangible product marketing. More
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Permission-Based E-Mail Marketing
That Works!
By Kim
MacPherson
Dearborn Trade, 2001 - 261 pages
The book is packed with great tips and advice for those
of us just starting down the path of permission email
marketing. The case histories of good and bad practices alike
provide strong insights on communications and etiquette.
More
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The
Engaged Customer: The New Rules of Internet Direct Marketing
Hans
Brodmo
HarperBusiness, 2000 - 257 pages
This book was a good one to wrap up
what
it takes to run a good e-mail marketing campaign, the pros and
cons of various strategies (in house vs. outsourcing) and some
"big picture" issues to deal with. More
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The
Tipping Point
Malcolm
Gladwell
Back Bay Books, 2002 (paperback) - 304 pages
This book is about the sociological behavior of
“buzz” and word of mouth advertising that causes products,
locations and services to become hot commodities.
Examples of social “buzz” provided in this book include
the resurgence of Hush Puppies, the rise of
Airwalk
,
New York
City's crime rate,
Sesame Street
, Blue’s Clues and the rise of teen smoking. More
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| Books
that have been recommended by others
I
have yet to read these (In Order of # of Referrals)
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Anatomy
of a Buzz: How to Create Word-of-Mouth Advertising
Emanuel
Rosen
DoubleDay, 2000 - 303 pages
Examples of “buzz marketing” provided in the book
include, The Palm Pilot. The novel
Cold
Mountain
. The iMac. Hotmail. FedEx. The Blair Witch Project, and
There's Something About Mary. More
Info |
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