Showing titles in Marketing

When Guerrilla Marketing was first published in the 1980s, Jay Levinson was the first person on the block with an innovative, take-no-prisoners approach to marketing for the small business owner. In this updated '90s edition, Levinson has expanded and revised his wisdom to include the fastest-growing markets in the '90s with tips on how to reach and keep them.

The Portable M.B.A. in Marketing offers an upper-level marketing curriculum, updated and applied to today's - and tomorrow's - managers. It illuminates the key issues facing today's companies: the rediscovery of the customer, the quest for total quality, global competition, and the challenges of innovation, all of which are necessary components of the competitive edge in the global economy.

A must-read for anyone interested in book publishing, Inside the Bestsellers is about ordinary people who became top-selling authors. Discover how James Redfield self-published The Celestine Prophecy and later sold the rights to Warner for $800,000, and how the authors of Chicken Soup for the Soul promoted their book to the top of The New York Times best seller list - stories that have forever changed the business of publishing.

Calling upon over 40 years of marketing experience, authors Al Ries and Jack Trout use vivid examples and fascinating anecdotes to explain the keys to today's tough, competitive marketplace. Learn how to avoid the danger of ego and arrogance, the need to understand trends, and many other crucial marketing lessons, as Ries and Trout point you solidly in the direction of success.

Whether you're marketing innovative technological products or managing the people who do, this guide will help you maximize your company's success and profits. Geoffrey Moore's Crossing the Chasm explained the gap in the "Technology Adoption Life Cycle" products must cross before reaching the mainstream market.

The riveting story of the legendary Xerox PARC, a collection of eccentric young inventors brought together by Xerox Corporation at a facility in Palo Alto, California, during the mind-blowing intellectual ferment of the '70s and '80s.

If your company has lost the focus it once had, here are clear solutions for moving your organization back to its key service and discarding everything else. Ries, coauthor of The 22 Immutable Laws of Marketing, gives clear examples from a variety of industries and demonstrates how crucial focus can be.

Are you ready for the age of the never satisfied customer? McKenna explains how to manage companies in the "real time" world, drawing upon his experience as an entrepreneur and his work with over 300 start-ups.

Technology is leading to rapid, all-encompassing changes in the modern business environment by introducing such a diversity of products that "choice" has become more important than "brand", according to Regis McKenna. He discusses the impact of real-time technology on the way we compete, live, work, learn, and even play.

There's a recent trend in sales and marketing called "Evangelism." Marketing guru Guy Kawasaki explains the role of fervor, zeal, and cunning in persuading people, as well as the power of passion in evangelistic marketing and sales. He uses humor and examples from his experiences to illustrate techniques and approaches that will enhance your sales and marketing skills.

John Kilcullen, Chairman and CEO of IDG Books Worldwide, and the brains behind the For Dummies series, talks about branding, entrepreneurship, startups, and dynamic growth.

Harry Beckwith is back with a treasury of quick, practical, and entertaining strategies for attracting and keeping clients by using The Invisible Touch. Beckwith applies the study of human nature to the world of business, and the result is a thorough, informative, and easily implemented marketing plan.
Also available: Selling the Invisible

From Michael LeBoeuf, the best selling author of Working Smart and the audio programs Working Smarter, Imagineering, and The Perfect Business, comes How to Win Customers and Keep Them for Life. With a hardhitting, action-ready rewards-and-incentives ideology, this is the ultimate program to building a successful business through customer satisfaction.

Remember your first business card? It was such a novelty item. But did you know that these six square inches are the best and most handy marketing devices that ever fit right in your pocket? In this program, you'll learn how to network using your business card to actually create more business. Now that's a novel concept.

Ever notice that there are people you work with who just make business happen? Listen to How to Become a Rainmaker to figure out the secret of being a storm front in your company. Let it pour!

Learn the 25 keys to building brand awareness, understanding the secrets of advertising and pricing strategies, and integrating the four P's of marketing. This program is part of The New York Times Pocket MBA Series.

The Selling Edge explores the changing business environment of today's marketplace and identifies the tools and techniques to make you more efficient, more responsive, and, as a result, more successful in this highly competitive sales environment.

Internet marketing pioneer Seth Godin says he wants to change the way almost everything is marketed today. Will you give him permission to show you the future? Listen to how you can turn strangers into friends and friends into customers with this groundbreaking new approach.

Emanuel Rosen pinpoints the products and services that benefit the most from buzz—a universe that embraces everything from high-tech equipment to books, various consumer and entertainment products to legal and other support services—and offers specific strategies for creating and sustaining effective word-of-mouth campaigns. Drawing from interviews with more than 150 executives, marketing leaders, and researchers who have successfully built buzz for major brands, Rosen describes the ins and outs of attracting the attention of influential first users and "big-mouth" movers and shakers.

To a degree both engrossing and alarming, the story of fast food is the story of postwar America. Fast Food Nation is a groundbreaking work of investigation and cultural history that may change the way America thinks about the way it eats.