Business & Culture Books - Page 6

Absolute Beginner's Guide to Project Management (2nd Edition) (Absolute Beginner's Guide)

Greg Horine

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Total reviews: 11 Average rating: 5.0 of 5

Editorial Review:

Absolute Beginner's Guide to Project Management, 2/e, is the easiest, fastest way to become an effective, efficient project manager. Long-time project leader and consultant Gregory Horine makes project management more accessible than it's ever been, offering a relentlessly clear and practical introduction to every skill new PMs need, no matter what industry or environment they're working with, or what tools they're using. This easy-to-use tutorial and reference walks through every step of project management from start to finish. Horine covers topics ranging from building project budgets and schedules through managing vendors, and shares indispensable insights about the human side of project leadership. Along the way, he reveals what works and what doesn't, covering everything from IT and outsourced projects to virtual teams. The first edition of this book earned raves for its simplicity, clarity, and real-world insight - and, above all, for its friendly, mentoring style. This new edition has been thoroughly updated, and includes an entirely new section designed to help new project managers get up to speed even faster. The new section includes chapters on using Microsoft Project more effectively, performing "What if" project analyses, managing special project situations, and leveraging today's hottest project management concepts and trends.

Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site (2nd Edition)

Mike Moran, Bill Hunt

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Total reviews: 42 Average rating: 4.5 of 5

Editorial Review:

The #1 Step-by-Step Guide to Search Marketing Success...Now Completely Updated with New Techniques, Tools, Best Practices, and Value-Packed Bonus DVD!

“My copy of the first edition of Search Engine Marketing, Inc. is ratty and dog-eared from extensive use. It’s full of coffee stains and my own scribbled notes. Because it so effectively demystifies search engine marketing and provides such practical advice for success, I turn to it again and again and recommend it to audiences worldwide. This book is not academic blather or geeky techno-speak; it’s an approachable and digestible guide chock-full of real-life examples.”
—David Meerman Scott, Bestselling Author of The New Rules of Marketing and PR

“Keeping pace with the rapidly changing search marketing landscape, the latest edition of Bill Hunt and Mike Moran’s search industry bible, Search Engine Marketing, Inc., incorporates informative and enlightening sections on optimizing multimedia, improving Web site search, and the emergence of social media and what it really means to the search marketer. There is valuable information in this book to help inform at every level from the beginner who is curious about search to the advanced enterprise search marketer. Taking a very complicated, technical, and data-driven industry and making it easily understandable and actionable is no small task, and Search Engine Marketing, Inc. succeeds on every level. If you only read one book on search marketing principles and best practices, this is the one.”

—Jay Middleton Senior Manager, WW Search Marketing, Adobe Systems, Inc.

 

“With Search Engine Marketing, Inc., Bill Hunt and Mike Moran have successfully updated what is already known in the industry as “The Search Marketing Bible.” With new content, examples, and insight including social media and Web site search, this is a must read book for marketers at companies of all sizes from startups to the Fortune 100.”

—Lee Odden CEO of TopRank Online Marketing and Author of Online Marketing Blog

 

In this book, two world-class experts present today’s best practices, step-by-step techniques, and hard-won tips for using search engine marketing to achieve your sales and marketing goals, whatever they are. Mike Moran and Bill Hunt thoroughly cover both the business and technical aspects of contemporary search engine marketing, walking beginners through all the basics while providing reliable, up-to-the-minute insights for experienced professionals.

 

Thoroughly updated to fully reflect today’s latest search engine marketing opportunities, this book guides you through profiting from social media marketing, site search, advanced keyword tools, hybrid paid search auctions, and much more. You’ll walk step-by-step through every facet of creating an effective program: projecting business value, selling stakeholders and executives, building teams, choosing strategy, implementing metrics, and above all, execution.

 

BONUS DVD Packed with Tools and Resources

DVD includes over 2 hours of exclusive how-to video presentations, plus audio interviews and white papers on cutting-edge search engine marketing topics

 

The authors systematically address every issue you’re likely to encounter, while helping you implement timeless strategies for delivering superior long-term results. You’ll learn how to

 

•   Identify and leverage new search engine marketing opportunities arising from social media
•   Align search engine marketing with your company’s evolving strategic and tactical goals
•   Implement programs that drive sustainable improvements— not counterproductive quick fixes
•   Systematically optimize your existing Web site search programs
•   Manage the unique marketing challenges associated with large sites
•   Create monthly scorecards and use them to drive improvement
•   Provide effective guidance to content developers and designers in language they’ll understand
•   Automate checking and reporting for every page on your site
•   Choose effective target keywords, optimize your content, and attract links
•   Make the most of Google, Yahoo!, Live Search, and the latest specialized and local search tools
•   Measure site-wide success rates across multiple systems and technologies
•   Hire the right SEO consultant—and avoid the wrong ones

Whether you’re a marketing, Web, or IT professional, product manager, or content specialist, Search Engine Marketing, Inc., Second Edition will help you define your SEO/SEM goals, craft a best-practices program for achieving them, and implement it flawlessly.

 

 

Foreword xxv

Preface xxvii

Acknowledgments xxi

Part 1: The Basics of Search Marketing 1

Chapter 1: Why Search Marketing Is Important…and Difficult 3

Chapter 2: How Search Engines Work 31

Chapter 3: How Search Marketing Works 57

Chapter 4: How Searchers Work 81

Part 2: Develop Your Search Marketing Program 101

Chapter 5: Identify Your Web Site’s Goals 103

Chapter 6: Measure Your Web Site’s Success 119

Chapter 7: Measure Your Search Marketing Success 143

Chapter 8: Define Your Search Marketing Strategy 171

Chapter 9: Sell Your Search Marketing Proposal 199

Part 3: Execute Your Search Marketing Program 227

Chapter 10: Get Your Site Indexed 229

Chapter 11: Choose Your Target Keywords 267

Chapter 12: Optimize Your Content 293

Chapter 13: Attract Links to Your Site 337

Chapter 14: Optimize Your Paid Search Program 383

Chapter 15: Make Search Marketing Operational 447

Part 4: Beyond Search Marketing 477

Chapter 16: Explore New Media and Social Media 479

Chapter 17: Optimize Your Web Site Search 505

Chapter 18: What’s Next? 533

Glossary 551

Index 583

 

Always Be Testing: The Complete Guide to Google Website Optimizer

Bryan Eisenberg, John Quarto-vonTivadar

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Total reviews: 4 Average rating: 5.0 of 5

Editorial Review:

Stop guessing, start testing, and enjoy greater success with your website.

If you’re looking for more leads, sales, and profit from your website, then look no further than this expert guide to Google’s free A/B and multivariate website testing tool, Google Website Optimizer. Recognized online marketing guru and New York Times bestselling author, Bryan Eisenberg, and his chief scientist, John Quarto-vonTivadar, show you how to test and tune your site to get more visitors to contact you, buy from you, subscribe to your services, or take profitable actions on your site. This practical and easy-to-follow reference will help you:

• Develop a testing framework to meet your goals and objectives
• Improve your website and move more of your customers to action
• Select and categorize your products and services with a customer-centric view
• Optimize your landing pages and create copy that sells
• Choose the best test for a given application
• Reap the fullest benefits from your testing experience
• Increase conversions with over 250 testing ideas
• Save $25 on Google AdWords with coupon included in the book

Take the guesswork out of your online marketing efforts. Let Always Be Testing: The Complete Guide to Google Website Optimizer show you why you should test, how to test, and what to test on your site, and ultimately, help you discover what is best for your site and your bottom line.

Psycho-Cybernetics

Maxwell Maltz

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Total reviews: 77 Average rating: 4.5 of 5

Editorial Review:

Positive wisdom and helpful insights on how to be a successful person

Happiness and success are habits. So are failure and misery. But negative habits can be changed--and Psycho-Cybernetics shows you how!

This is your personal audio guide to the amazing power of Psycho-Cybernetics--a program based on one of the world s classic self-help books, a multimillion-copy bestseller proven effective by readers worldwide. Presenting positive attitude as a means for change, Maltz s teaching has the ring of common sense.
Psycho-Cybernetics-is the original text that defined the mind/body connection the concept that paved the way for most of today s personal empowerment programs. Turn crises into creative opportunities, dehypnotize yourself from false beliefs, and celebrate new freedom from fear and guilt.

Testimonials and stories are interspersed with advice from Maltz, as well as techniques for relaxation and visualization. Dr. Maxwell Maltz teaches you his techniques of emotional surgery --the path to a dynamic new self-image and self-esteem and to achieving the success and happiness you deserve!

Permission Marketing : Turning Strangers Into Friends And Friends Into Customers

Seth Godin

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Total reviews: 133 Average rating: 4.0 of 5

Editorial Review:

The man Business Week calls "the ultimate entrepreneur for the Information Age" explains "Permission Marketing" -- the groundbreaking concept that enables marketers to shape their message so that consumers will willingly accept it.

Whether it is the TV commercial that breaks into our favorite program, or the telemarketing phone call that disrupts a family dinner, traditional advertising is based on the hope of snatching our attention away from whatever we are doing. Seth Godin calls this Interruption Marketing, and, as companies are discovering, it no longer works.

Instead of annoying potential customers by interrupting their most coveted commodity -- time -- Permission Marketing offers consumers incentives to accept advertising voluntarily. Now this Internet pioneer introduces a fundamentally different way of thinking about advertising products and services. By reaching out only to those individuals who have signaled an interest in learning more about a product, Permission Marketing enables companies to develop long-term relationships with customers, create trust, build brand awareness -- and greatly improve the chances of making a sale.

In his groundbreaking book, Godin describes the four tests of Permission Marketing:

1. Does every single marketing effort you create encourage a learning relationship with your customers? Does it invite customers to "raise their hands" and start communicating?

2. Do you have a permission database? Do you track the number of people who have given you permission to communicate with them?

3. If consumers gave you permission to talk to them, would you have anything to say? Have you developed a marketing curriculum to teach people about your products?

4. Once people become customers, do you work to deepen your permission to communicate with those people?

And in numerous informative case studies, including American Airlines' frequent-flier program, Amazon.com, and Yahoo!, Godin demonstrates how marketers are already profiting from this key new approach in all forms of media.

The Best of 2600: A Hacker Odyssey

Emmanuel Goldstein

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

Fifteen Years of Extreme Hacking on the Edge, Under-Priced! 5 out of 5 stars.
12 of 16 people found this review helpful.

I am attending Hackers on Planet Earth (HOPE) in NYC this week-end, and have just spent time with this volume. Unlike the individual issues, all of which I have had in my possession over the years, this volume is HUGE, readable, indexed, and priceless. I mean that--PRICELESS.

The publisher is to be saluted for not only putting a great deal of effort along with the editor, the founder of 2600 Magazine and also of the HOPE conference, for making this volume a true reference work. I was immediately impressed by the selection of "best of the best," the organization of the material, the index, and the fact that the publisher moved away from the micro-print that was used to keep costs down on the volume of knowledge being transmitted in the individual journal issues, and instead went for a high-end glossy, "just right" white space presentation that should be in every Information Technology library across the country, and is also a collectible for anyone who pretends to know anything at all about information INsecurity.

If you got this far, this lovely volume, easily worth $60, is a real value at the much lower price being offered, and I hope enough people buy it to occasion a reprint or a second volume.

It merits comment that this is not just a volume of hand-picked items from a single journal. The editor and his closest colleagues created a community of over 30,000 hackers (whom I have always said are like astronauts on the edge with the "right stuff") and this volume LITERALLY represents the 30,000 who were decades ahead of the US Government, which is still--as are corporations and public utilities--largely stupid about information system security, to include our Supervisory Control and Direction (SCADA) systems, all of them on the Internet.

For a really good time on what the Chinese know and can do that we cannot, see my Memorandum, easily found online, . They brought Dick Cheney's plane down over Singapore in Feburary 2007, and when he got off to stretch his legs, told him exactly what they could do, and what the US would not be allowed to do. Thus did the power of the information age move East.

Other great Hacker books (the last one is the ultimate public hack, taking back the power):
Hackers: Heroes of the Computer Revolution
The Second Self: Computers and the Human Spirit, Twentieth Anniversary Edition
The Hacker Crackdown: Law And Disorder On The Electronic Frontier
The Art of Intrusion: The Real Stories Behind the Exploits of Hackers, Intruders & Deceivers
The Cuckoo's Egg: Tracking a Spy Through the Maze of Computer Espionage
Cybershock: Surviving Hackers, Phreakers, Identity Thieves, Internet Terrorists and Weapons of Mass Disruption
Collective Intelligence: Creating a Prosperous World at Peace

Three DVDs, the first based on the real-life of the editor of this book:
Hackers
The Net
Live Free or Die Hard (Unrated Edition)

There are two sets of hackers: these, and the ones who came out of the Homebrew Garage Club (Lee Felsenstein, Eric Hughes, etc) and tended to created businesses rather than live free. Bill Gates is certainly in that number, as are Stewart Brand and others. The most famous Free/Open Hacker in the first group is Richard Stahlman, whose book on the origins of Free/Open Source Software (F/OSS) is most recently complemented by Yochai Benkler's book on Wealth of Networks. With a tip of the hat to Nat at O'Reilly, open source software is Darwinism, while malware and proprietary software are Intelligent Design that is not so intelligence. VISTA by Microsoft is the biggest scam in history, for the first time forcing documents to be uniquely tied to the Microsoft operating system and not processable anywhere else. It is time for Microsoft to die, or come to its senses and put its money into F/OSS while monetizing the transactions. Bill Gates has called F/OSS communist. In my view, that makes Bill Gates a fascist. My money is on F/OSS.

Editorial Review:

Since 1984, the quarterly magazine 2600 has provided fascinating articles for readers who are curious about technology. Find the best of the magazine’s writing in Best of 2600: A Hacker Odyssey, a collection of the strongest, most interesting, and often most controversial articles covering 24 years of changes in technology, all from a hacker’s perspective. Included are stories about the creation of the infamous tone dialer “red box” that allowed hackers to make free phone calls from payphones, the founding of the Electronic Frontier Foundation, and the insecurity of modern locks.

Marketing

Michael R. Solomon

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Total reviews: 6 Average rating: 3.5 of 5

bad condition 2 out of 5 stars.
4 of 23 people found this review helpful.

I bought a book from Textcellar and it said on the listing that the book was in a great condition. I paid $50 for the book and it looked like a $5 book. Very bad condition. Looks very badly handled and pages torn off on the corners. If you say it looks like new, it should look like new. I don't think I am gonna buy from you next time.

Editorial Review:

This reader-friendly marketing book conveys timely and relevant material in a dynamic presentation of how marketing concepts are implemented, and what they mean in the marketplace. It introduces marketing from the perspective of real people making real marketing decisions at leading companies every day. Learners will come to understand that marketing is about creating value–for customers, for companies, and for society as a whole-and they will see how that is accomplished in the real world. A five-part organization covers making marketing value decisions, identifying markets and understanding customers' needs for value, creating the value proposition, communicating the value proposition, and delivering the value proposition. For individuals interested in a career in marketing.

Search Engine Optimization: An Hour a Day

Jennifer Grappone, Gradiva Couzin

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Customer Reviews:
Total reviews: 49 Average rating: 4.0 of 5

For me those tips worked well 5 out of 5 stars.
3 of 4 people found this review helpful.

There is a lot of proud guys entered the 1 star to this book - DO NOT be mis leaded please, when you are choosing a SEO book. Right on, there is probably a lot of water inside, and I also do not like the spreadsheets what authors are suggesting to download and fill all the way - but hey - the information what they suggest enter on them - are useful, and worked for me. I started use the tips they suggest in July 2007, and back then according Google analytics the % of organic google search was 0.5 %. Now, it came up to 18 % (most are PPC still), and guess what - I never used another book for this, and all other books I read till now, or numerous suggestions in blogs and forums, well they actually are same, maybe small details missed.
I highly recommend this book. My personal example shows - generally the methonds they offer works.

Editorial Review:

Influence search engine results and bring targeted traffic to your website in just an hour day with the second edition of this bestselling SEO guide, Search Engine Optimization: An Hour a Day. Drawing on years of experience as successful SEO consultants, Jennifer Grappone and Gradiva Couzin provide detailed, practical, and often surprisingly simple techniques for increasing your online visibitlity and delivering stellar results. Their easy-to-follow strategies include setting SEO goals, optimizing your site for, search engines, blogs and social media, developing and implementing a strategy including both free and paid efforts, and using the latest tools to monitor trends, measure the competition, and track your results. Bracing as a shot of espresso, Search Engine Optimization: An Hour a Day is your step-by-step guide to putting your website in the spotlight.

Linked: The New Science of Networks

Albert-László Barabási

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Customer Reviews:
Total reviews: 94 Average rating: 4.0 of 5

Editorial Review:

In the 1980's, James Gleick's Chaos introduced the world to complexity. Now, Albert-László Barabási's Linked reveals the next major scientific leap: the study of networks. We've long suspected that we live in a small world, where everything is connected to everything else. Indeed, networks are pervasive--from the human brain to the Internet to the economy to our group of friends. These linkages, it turns out, aren't random. All networks, to the great surprise of scientists, have an underlying order and follow simple laws. Understanding the structure and behavior of these networks will help us do some amazing things, from designing the optimal organization of a firm to stopping a disease outbreak before it spreads catastrophically.In Linked, Barabási, a physicist whose work has revolutionized the study of networks, traces the development of this rapidly unfolding science and introduces us to the scientists carrying out this pioneering work. These "new cartographers" are mapping networks in a wide range of scientific disciplines, proving that social networks, corporations, and cells are more similar than they are different, and providing important new insights into the interconnected world around us. This knowledge, says Barabási, can shed light on the robustness of the Internet, the spread of fads and viruses, even the future of democracy. Engaging and authoritative, Linked provides an exciting preview of the next century in science, guaranteed to be transformed by these amazing discoveries.From Linked:This book has a simple message: think networks. It is about how networks emerge, what they look like, and how they evolve. It aims to develop a web-based view of nature, society, and technology, providing a unified framework to better understand issues ranging from the vulnerability of the Internet to the spread of diseases. Networks are present everywhere. All we need is an eye for them...We will see the challenges doctors face when they attempt to cure a disease by focusing on a single molecule or gene, disregarding the complex interconnected nature of the living matter. We will see that hackers are not alone in attacking networks: we all play Goliath, firing shots at a fragile ecological network that, without further support, could soon replicate our worst nightmares by turning us into an isolated group of species...Linked is meant to be an eye-opening trip that challenges you to walk across disciplines by stepping out of the box of reductionism. It is an invitation to explore link by link the next scientific revolution: the new science of networks.