Marketing Books - Page 3

Social Media Marketing: An Hour a Day

Dave Evans

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Subjects -> Computers & Internet -> Home Computing -> Internet -> General AAS

Customer Reviews:
Total reviews: 3 Average rating: 5.0 of 5

Tap into the power of the Social Web through connected networks and consumer-oriented media by writing and implementing a plan! 5 out of 5 stars.
4 of 5 people found this review helpful.

I loved this book. Over the past year or so I have read quite a number of tomes regarding social media and social media marketing, but none until this one have been written in a planner or workbook format. This one is well written, well organized, and full of content. It has 14 chapters split into the following four parts or sections:

I. The Foundation of Social Media
II. Month 1: Prepare for Social Marketing
III. Month 2: Social Media Channels
IV. Month 3: Complete Your Plan

Two books similar to this one on how to put together a business plan are: "16 Weeks to Your Dream Business" (ISBN: 9780071588362, and "Self Employment: From Dream to Reality" (ISBN: 1563709228). And a book similar to this one on how to put together a fundraising plan is: "The Fundraising Planner" (ISBN: 0787944351). The instant book being reviewed touches on the marketing issues of social media, and then devises a systematic approach to putting together a social media marketing plan customized to your small business.

Each of the 14 chapters ended with a summary section. I found it very easy to cruise through this book by first reading the summary sections and then tackling the rest of the book after having a pretty good idea of what was being covered.

After reading this book you will have devised a social media marketing plan that addresses (1) platform, (2) content, and (3) interaction. You will have decided whether to use Technorati, MySpace, Socialvibe, Flickr, Facebook, Friendster, Linkedin, and/or YouTube. Technorati is the tunnel through which to learn more about the blog or blogs you will create.

So if you want to tap into the power of the Social Web through connected networks and consumer-oriented media, then I recommend this book as one of the tomes you seek out and read in order to build your company's social media marketing plan. 5 stars!

PS. Take a look at the Search Inside feature at Amazon for this book. There you can access the book's Table of Contents and see exactly what is covered.

Editorial Review:

If the idea of starting a social media marketing campaign overwhelms you, the author of Social Media Marketing: An Hour a Day will introduce you to the basics, demonstrate how to manage details and describe how you can track results.  Case studies, step-by-step guides, checklists, quizzes and hands-on tutorials will help you execute a social media marketing campaign in just one hour a day.  In addition, learn how to integrate social media metrics with traditional media measurements and how to leverage blogs, RSS feeds, podcasts, and user-generated content sharing sites like YouTube.

Crossing the Chasm

Geoffrey A. Moore

Amazon Price: $12.21 List Price: $17.95 Usually ships in 24 hours By: Collins Business Amazon Marketplace: 73 new & used starting at $6.22

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Customer Reviews:
Total reviews: 95 Average rating: 4.0 of 5

Editorial Review:

Author Geoffrey Moore makes the case that high-tech products require marketing strategies that differ from those in other industries. His chasm theory describes how high-tech products initially sell well, mainly to a technically literate customer base, but then hit a lull as marketing professionals try to cross the chasm to mainstream buyers. This pattern, says Moore, is unique to the high-tech industry.

Moore suggests remedies for the problem that can help businesses meet their long-term goals. He coaches marketing professionals on how to move slowly through the gulf, teaching them to create profiles and target specific segments of the population rather than trying to plow right into the mainstream. He cites examples of successful chasm crossings by such companies as Apple, Tandem, Oracle, and Sun, showing what they all had in common and exposing the different weaknesses in their strategies. Moore also assigns responsibility for success to programmers and developers by suggesting they design a "whole product model." Here, because integration tasks are daunting to the mainstream market, all the components of a technological product must be in one package. Moore also describes strategies for competing with rival companies and assessing the best distribution channels for penetrating the target market.

Written not just for marketing specialists but for all employees whose futures ride on the success of a technical product, Crossing the Chasm delivers crucial information in an engaging, readable tone.

eBay 101: Selling on eBay For Part-time or Full-time Income, Beginner to PowerSeller in 90 Days

Steve Weber

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Customer Reviews:
Total reviews: 11 Average rating: 5.0 of 5

ebay 101-buy it! 5 out of 5 stars.
5 of 5 people found this review helpful.

This is one of the first books out with the newer format on ebay. Easy reading, easy to understand. I recomend it.

Best reference for selling on eBay 5 out of 5 stars.
4 of 4 people found this review helpful.

This book not only is a great introduction to eBay, it's the best reference book to selling on eBay I've seen because of the extensive glossary, index and guide to those odd acronymns. It's also a realistic guide to selling -- no rose-colored classes. There are not too many illustrations in here but the ones there are a big help. This book is a keeper, I'm going to keep it within arm's reach. From the books I've seen, this one is the most up-to-date also.

More Than Just 101 4 out of 5 stars.
3 of 3 people found this review helpful.

I started selling at eBay in 1995 when there were just 1200 items for sale and only two categories. And I thought I knew everything. Ha! Steve Weber's book has everything. And as a past teacher trainer at Ohio State University and other institutions I can say that Steve wrote this book in the perfect style--large type, space between words and lines, and easy-to-read pictures of eBay screens.

My only advice to the reader is to realize that selling at eBay gets harder and harder as the years pass. Steve makes eBay selling sound like a sure bet. Believe me, it isn't. Of course, he is so much more successful at it than I ever was. Hmmm-I think I'll go back and read the book again and take notes.--Sam Yulish, author of "Where Have All the Hippies Gone?" and many publications for teachers.

Web 2.0: A Strategy Guide: Business thinking and strategies behind successful Web 2.0 implementations.

Amy Shuen

Amazon Price: $16.49 List Price: $24.99 Usually ships in 24 hours By: O'Reilly Media, Inc. Amazon Marketplace: 45 new & used starting at $14.86

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Customer Reviews:
Total reviews: 17 Average rating: 4.5 of 5

Editorial Review:

Web 2.0 makes headlines, but how does it make money? This concise guide explains what's different about Web 2.0 and how those differences can improve your company's bottom line. Whether you're an executive plotting the next move, a small business owner looking to expand, or an entrepreneur planning a startup, Web 2.0: A Strategy Guide illustrates through real-life examples how businesses, large and small, are creating new opportunities on today's Web. This book is about strategy. Rather than focus on the technology, the examples concentrate on its effect. You will learn that creating a Web 2.0 business, or integrating Web 2.0 strategies with your existing business, means creating places online where people like to come together to share what they think, see, and do. When people come together over the Web, the result can be much more than the sum of the parts. The customers themselves help build the site, as old-fashioned "word of mouth" becomes hypergrowth. Web 2.0: A Strategy Guide demonstrates the power of this new paradigm by examining how: Flickr, a classic user-driven business, created value for itself by helping users create their own value Google made money with a model based on free search, and changed the rules for doing business on the Web-opening opportunities you can take advantage of Social network effects can support a business-ever wonder how FaceBook grew so quickly? Businesses like Amazon tap into the Web as a source of indirect revenue, using creative new approaches to monetize the investments they've made in the Web Written by Amy Shuen, an authority on Silicon Valley business models and innovation economics, Web 2.0: A Strategy Guide explains how to transform yourbusiness by looking at specific practices for integrating Web 2.0 with what you do. If you're executing business strategy and want to know how the Web is changing business, this book is for you.

Advanced Web Metrics with Google Analytics

Brian Clifton

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Customer Reviews:
Total reviews: 14 Average rating: 5.0 of 5

How to find the needle in the haystack 4 out of 5 stars.
2 of 3 people found this review helpful.

This is the long overdue "how to" guide for Google Analytics. You can get started tracking your web traffic without this book, to be sure. But, this book goes beyond the help section provided on the Google Analytics site. If you're trying to understand the web traffic on your site, try using Google Analytics. It's easy and free. This book will help you along. While the title describes the book as Advanced, it's not really that technical. Even the most technical sections are pretty easy to get through.

Editorial Review:

Are you getting the most out of your website? Google insider and web metrics expert Brian Clifton reveals the information you need to get a true picture of your site's impact and stay competitive using Google Analytics (GA) and the latest web metrics methodologies. Which marketing campaigns work best? How do you quantify their success? What indicators should you track? Packed with techniques and insider secrets not documented elsewhere, this book has the expert guidance you need to enhance your brand and increase your site's ROI.

Marketing Management (13th Edition) (Marketing Management)

Philip Kotler, Kevin Keller

Amazon Price: $129.66 List Price: $176.00 Usually ships in 24 hours By: Prentice Hall Amazon Marketplace: 92 new & used starting at $59.95

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Customer Reviews:
Total reviews: 10 Average rating: 3.5 of 5

good but not great 4 out of 5 stars.
0 of 0 people found this review helpful.

This book tries to cram too much into each chapter, often breezing over incredibly deep topics in a way that is only confusing.

For instance, one chapter on data analysis mentions linear regression but doesn't speak at all to what it is. If I had not taking a Quant course recently I would have been completely lost.

This seems to happen the most frequently at the ends of chapters. It seems as if they cover all the main points and then Kotler et. al try to cram all their other little notes and tidbits into overly dense paragraphs just before concluding.

Also if you're a student who has to take the accompanying tests created by Prentiss Hall, expect the questions to come literally word for word from the test, rather than asking concept questions. I felt like I was back in gradeschool.

On the plus side, the book constantly gives breakout examples of the topic being discussed as applied in real life to actual businesses. Where many texts would continually reference the same handful of examples, the companies featured in this book vary widely in size, industry, and other features, giving a good, broad look at marketing as a whole, not just in the US but globally.

Editorial Review:

Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.

Topics covered include brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, segmentation, targeting, positioning, and integrated marketing communications.

For marketing professionals who place special emphasis to creativity and imagination in marketing management.

How to Use the Internet to Advertise, Promote and Market Your Business or Website with Little or No Money

Bruce C. Brown

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Customer Reviews:
Total reviews: 20 Average rating: 5.0 of 5

Editorial Review:

Interested in promoting your business and/or Web site, but don t have the big budget for traditional advertising? This new book will show you how to build, promote, and make money off of your Web site or brick and mortar store using the Internet, with minimal costs. Let us arm you with the knowledge you need to make your business a success! Learn how to generate more traffic for your site or store with hundreds of Internet marketing methods, including many free and low-cost promotions. This new book presents a comprehensive, hands-on, step-by-step guide for increasing Web site traffic and traditional store traffic by using hundreds of proven tips, tools, and techniques. Learn how to target more customers to your business and optimize your Web site from a marketing perspective. You will learn to target your campaign, use keywords, generate free advertising, search-engine strategies, learn the inside secrets of e-mail marketing, how to build Web communities, co-branding, auto-responders, Google advertising, banner advertising, eBay storefronts, Web-design information, search-engine registration, directories, and real-world examples of what strategies are succeeding and what strategies are failing. **Award-Winning Finalist in the Business Category of the National Indie Excellence 2007 Book Awards **Bronze Winner in the Computer/ Internet Category of the 2007 Independent Publisher Book Awards

Whiff! The Revolution of Scent Communication in the Information Age

C. Russell Brumfield

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Customer Reviews:
Total reviews: 8 Average rating: 4.5 of 5

Editorial Review:

Secretly, scores of Fortune 500 companies, like Proctor & Gamble, Disney, Bloomingdales, Lexus, Reebok, Sony, Samsung, and Starwood Hotels, have been using aroma to bypass their competition. These cutting edge companies are using scent research to trigger and enhance customers emotions, perceptions, and brand loyalty, resulting in increased sales and satisfied customers.

Whiff! conveniently pulls back the veil for the rest of the $3.9 trillion U.S. retail marketing trade, so that innovative small and mid-sized businesses can share the advantage of the big boys. Yet this is only the beginning stage of the scent revolution. This global wave is changing how branding and marketing experts communicate with their customers at every level across every industry.

Whiff! reveals how exciting new scent discoveries are being applied to safety, security, healthcare, navigation, diagnostics, product design, and even on the battlefield.

With a comprehensive overview of this global phenomenon, Brumfield and his team offer up a breath-taking whiff of the future and a plan of how to get in the game.

Exciting Revelations from Whiff!

• How Endorphin Branding can trigger a patterned, physiological, feel-good response in the consumer.
• Research showing an almost doubling of retail sales receipts.
• Embedded scent marketing triggers used to spark sales of tread-worn tires, brake pads, fan belts, batteries, and appliances.
• Combating the global trillion-dollar counterfeit trade with scent.
• Fashion s big future in scented intelligent and emotional clothing.
• Life-saving scents that eradicate the killer Superbug MRSA and other deadly infectious microbes.
• Scent alarm warning systems to alert the public of impending tsunamis, earthquakes, terrorist attacks, and school shootings.
• Battlefield scents for combat, communication, training, and non-lethal Stench Bombs.
• A CIA initiative is becoming a Big Brother reality as the U.S. spends millions on an ominous plan to gather and store the unique signature scent of humans.

Selling the Invisible: A Field Guide to Modern Marketing

Harry Beckwith

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Customer Reviews:
Total reviews: 143 Average rating: 4.5 of 5

Editorial Review:

The transformation from a manufacturing-based economy to one that's all about service has been well documented. Today it's estimated that nearly 75 percent of Americans work in the service sector. Instead of producing tangibles--automobiles, clothes, and tools--more and more of us are in the business of providing intangibles--health care, entertainment, tourism, legal services, and so on. However, according to Harry Beckwith, most of these intangibles are still being marketed like products were 20 years ago.

In Selling the Invisible, Beckwith argues that what consumers are primarily interested in today are not features, but relationships. Even companies who think that they sell only tangible products should rethink their approach to product development and marketing and sales. For example, when a customer buys a Saturn automobile, what they're really buying is not the car, but the way that Saturn does business. Beckwith provides an excellent forum for thinking differently about the nature of services and how they can be effectively marketed. If you're at all involved in marketing or sales, then Selling the Invisible is definitely worth a look.

Why We Buy: The Science Of Shopping

Paco Underhill

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Customer Reviews:
Total reviews: 148 Average rating: 3.5 of 5

Editorial Review:

In an effort to determine why people buy, Paco Underhill and his detailed-oriented band of retail researchers have camped out in stores over the course of 20 years, dedicating their lives to the "science of shopping." Armed with an array of video equipment, store maps, and customer-profile sheets, Underhill and his consulting firm, Envirosell, have observed over 900 aspects of interaction between shopper and store. They've discovered that men who take jeans into fitting rooms are more likely to buy than females (65 percent vs. 25 percent). They've learned how the "butt-brush factor" (bumped from behind, shoppers become irritated and move elsewhere) makes women avoid narrow aisles. They've quantified the importance of shopping baskets; contact between employees and shoppers; the "transition zone" (the area just inside the store's entrance); and "circulation patterns" (how shoppers move throughout a store). And they've explored the relationship between a customer's amenability and profitability, learning how good stores capitalize on a shopper's unspoken inclinations and desires.

Underhill, whose clients include McDonald's, Starbucks, Estée Lauder, and Blockbuster, stocks Why We Buy with a wealth of retail insights, showing how men are beginning to shop like women, and how women have changed the way supermarkets are laid out. He also looks to the future, projecting massive retail opportunities with an aging baby-boom population and predicting how online retailing will affect shopping malls. This lighthearted look at shopping is highly recommended to anyone who buys or sells. --Rob McDonald