Consumers: Books

Advertising and Sales Promotion Strategy

A comprehensive handbook on advertising and sales promotion, covering strategic and tactical issues. Includes examples of creative advertising campaigns. The four parts of this textbook cover: Introduction to advertising and sales promotion, Communication strategy, Sales promotion strategy and Planning advertising and sales promotion.

Gerard J. Tellis. Prentice Hall. 475pp. Hardcover. Cost: $138.40

Advertising, Communications & Promotion Management

The definitive advertising and promotion management text for students at the MBA level. Emphasizes corporate communications and business products/services in addition to the traditional focus on consumer packaged goods.

John R. Rossiter and Larry Percy. McGraw-Hill Companies. 672pp. Hardcover.

Aftermarketing: How to Keep Customers for Life Through Relationship Marketing

Describes all of the processes necessary for customer retention at both large and small businesses. This book comes closer than any other to addressing all the elements of the New Marketing spelled out in this article.A relevant guide for managers, retailers, educators and students, Aftermarketing is applicable to product and services, consumer and industrial markets, and both the profit and non-profit sectors.

Terry G. Vavra. Irwin Professional Pub. 300pp. Hardcover.

Ageless Marketing: Strategies for Reaching the Hearts and Minds of the New Customer Majority

Ageless Marketing discusses a research project on the aging boomer generation, detailing the core values, buying behaviors, and emotional factors that are unique to the New Customer Majority. With its new research approach in profiling this lucrative market, this book is good for anyone in the marketing industry.

David B. Wolfe, Robert Snyder. Kaplan Business. 384pp. Hardcover. Cost: $25.00

Analyzing Sales Promotion: Text & Cases : How to Profit from the New Power of Promotion Marketing

Uses sales data generated by in-store electronic scanners to explain sales promotion strategy and its place in an integrated marketing program.

John C. Totten and Martin P. Block. Dartnell Corp.; 2nd edition. 226 pages. Paperback.

Best Sales Promotions

Reviews 126 of the best recent sales promotion campaigns. Readers will develop a better understanding of what constitutes a successful promotion and of what a good promotion can—and can't—do. A straightforward book that is useful for readers with all levels of experience.

William A. Robinson. McGraw-Hill Companies. 240pp. Paperback.

Beyond the Brand: Why Engaging the Right Customers is Essential to Winning in Business

Beyond the Brand provides an in depth look at the importance of certain customers in the marketplce. With case studies and proctical step-by-step methods, readers learn how to engage customers in a dialogue that can fuel real product and marketing innovation. Readers will learn how to develop a bottom-up strategy, hone intuition and find inspiration to drive innovation, find your company's center of gravity, and identify and find new ways to listen to the kep voices in your marketplace.

John Winsor. Kaplan Business. 304pp. Hardcover. Cost: $25.00

Brand Leadership: Building Assets in the Information Society

Guides managers in the implementation of strategic brand leadership. Citing such brand-focused companies as Virgin, L.L. Bean, and Nike, the authors provide hundreds of case studies to support theories on building brand equity.

David A. Aaker and Erich Joachimsthaler. Free Press. Cost: currently unavaible through amazon

Brand Leadership: The Next Level of the Brand Revolution

Guides managers in the implementation of strategic brand leadership. Citing such brand-focused companies as Virgin, L.L. Bean, and Nike, the authors provide hundreds of case studies to support theories on building brand equity.

David A. Aaker and Erich Joachimsthaler. Free Press. 368pp. Hardcover. Cost: $30.00

Brand Warfare: 10 Rules for Building the Killer Brand

D'Alessandro, CEO of the John Hancock insurance group, offers principles for improving a company's understanding of brand usage. He succeeds at reminding everyone from the CEO to the people on the assembly line that their company's brand is its most crucial asset.

David F. D'Alessandro and Michele Owens (contributor). McGraw-Hill. 240pp. Paperback. Cost: $14.95

Brands: The New Wealth Creators

The authors of 20 essays look at branding from a wide range of perspectives, from the creation of a new brand and development of brand names through packaging design and advertising. For executive-level managers who are either directly or indirectly involved with marketing and branding, this is a must read.

Susannah Hart and John Murphy. New York University Press. 544pp. Hardcover. Cost: $50.00

Brandscendence: Three Essential Elements of Enduring Brands

Brandscendence explores what makes certain brands prevail over others. According to author, Clark, there are three elements that are essential for brand endurence: revelence, context, and mutual benefit.Clark also outlines his formula for branding success and illustrates how it's applied by the world's most prominent brands.

Kevin A. Clark. Kaplan Business. 272pp. Hardcover. Cost: $23.00

Consumer Behavior

Consumer Behavior is a textbook that contains 32 short cases that will discues the many aspects of consumer behavior. This book is good for any salesperson or aspiring salesperson looking to learn more about consumers.

Leon Schiffman, Leslie Lazar Kanuk. Prentice Hall. 688pp. Hardcover. Cost: $149.35

Creating Demand

An analysis of what it takes to exploit the market potential of a product. The original hardcover edition was declared one of the top 30 business books of 1992 by Executive Book Summaries. Now, it's been updated for the 21st century and available in paperback.

Richard Ott. Symmetric Systems Inc. 258pp. Paperback. Cost: $22.00

Customer Centered Growth: Five Proven Strategies for Building Competitive Advantage

Customer Centered Growth reveals the secrets to company growth by putting the customer at the center of your efforts. Using dozens of case studies, the authors outline five strategies that a company can use to grow no matter what the business conidition.

Richard C. Whiteley, Diane Hessan. Basic Books. 336pp. Paperback. Cost: $18.00

Customer Connections: New Strategies for Growth

Customer Connections discusses information and knowledge management technologies to connect with customers in a new way. This new model fosters collaboration and playing the right role in supply and demand chain. This book is good for any salesperson.

Robert E. Wayland, Paul M. Cole. Harvard Business School Press. 267pp. Hardcover. Cost: $29.95

Customer Equity: Building and Managing Relationships As Valuable Assets

In Customer Equity: Building and Managing Relationships As Valuable Assets, authors Blattberg, Getz, and Thomas, explain the strategies and tactics that make customer equity management work. They outline customer equity's three core strategies: customer acquistion, customer retnetion, and add-on selling. With very detailed how-to chapters this book is good for any buisness person looking to strengthen the bon between them and their customers.

Robert C. Blattberg, Gary Getz, Jacquelyn S. Thomas. Harvard Business School Press. 228pp. Hardcover. Cost: $40.00

Customer Loyalty: How to Earn It, How to Keep It, New and Revised Edition

Customer Loyalty explores the true meaning of customer loyalty and how to acheive it. Author, Griffin, outlines the seven stages of customer affinity and offers strategies for recognizing which fustomers have the potential to become a company's advocates. This book is helpful for business people in small or large product or service based companies.

Jill Griffin. Jossey-Bass. 272pp. Paperback. Cost: $22.95

Customer Service Over the Phone: Front Line Strategies for Handling Irate Customers

This book deals with an important portion of the fulfillment process: what to do when things go awry. Short, breezy, readable.

Stephen Cosci. CMP Books. 144pp. Paperback. Cost: $16.95

Dartnell's Sales Promotion Handbook

An all-in-one reference for marketers, divided into four parts with each part devoted to different aspects of sales promotion, from planning and techniques to strategies and issues. Each chapter is written by an expert with experience working in the field. Hundreds of examples and case histories are included.

Tamara Brezen Block and William A. Robinson. Dartnell Corp. 910pp. Hardcover. Cost: $69.95

Developing a Creative and Innovative Integrated Marketing Communications Plan: A Working Model

An interactive book with templates that permit the reader to develop a personal integrated marketing plan using the knowledge gained from the text.

James R. Ogden. Prentice Hall. 192pp. Paperback. Cost: $49.33

Direct and Database Marketing

This book explains how databases work and why people do or don't respond.

Graeme McCorkell. Kogan Page Limited. 320 pp. Paperback. Cost: currently only avaible through amazon sellers

Direct Marketing Management

This book is a standard textbook with an excellent chapter on fulfillment. Don't miss the Customer Service Checklist.

Mary Lou Roberts and Paul D. Berger. Prentice-Hall. 480pp. Hardcover. Cost: $106.67

Direct Marketing Rules of Thumb: 1,000 Practical and Profitable Ideas to Help You Improve Response, Save Money, and Increase Efficiency in Your Direct Program

This is a succinct presentation of information and suggestions on all aspects of direct mail, including when and how to use list brokers, compilers, and managers, and "the art and science of mailing list usage." Includes glossary of mail order, mailing list, and related terms.

Nat G. Bodian. McGraw-Hill. 448 pp. Hardcover. Cost: $59.95

Direct Marketing Success Stories-and the Strategies that Built the Businesses

Stone shares why companies like Quill, Lillian Vernon, and Spiegel have achieved phenomenal success with direct marketing.

Bob Stone. McGraw-Hill/Contemporary. 278 pp. Hardcover. Cost: currently only avaible through amazon sellers

Event Entertainment and Production

Event Entertainment and Production is a complete guide to producing entertainment for every event. Gives you the tools you need to efficiently produce and manage the right entertainment for any event. This guide shows you how to work within a budget, limit risks associated with entertainment, design, plan, and produce entertainment, and work with performers. This book is perfect for any event planner.

Mark Sonder. Wiley. 456pp. Hardcover. Cost: $60.00

Exceeding Customer Expectations

Based on the business practices and history of Enterprise Rent-a-Car, this book focuses on how the company has achieved financial results by creating happy customers, successful business partnerships, and an engaged and motivated workforce. It discusses the relationship between the company's employee satisfaction, retention, and profitability, and shows how Enterprise makes and reinforces those connections.

Kirk Kazanjian . Currency . 256pp. Hardcover . Cost: $24.95

How Consumers Think: Essential Insights into the Mind of the Market

In this book, author Gerald Zaltman builds on research from desciplines as diverse as neurology, sociology, literary analysis, and cognitive science in order to give insight into what happens within the complex system of mind, brain, body and society as consumers contemplate their needs and evaluate their products.

Gerald Zaltman. Harvard Business School Press. 352 pp. Hardcover. Cost: $32.95

How to Run an Incentive Program

A booklet published by Incentive magazine that details how to structure incentive programs.

Incentives in Marketing & Motivation

A comprehensive text on the incentive marketplace. The content is illustrated and includes numerous case studies that reveal the breadth and potential of the incentive marketplace.

Meredith Aim. Kendall/Hunt Publishing Company. 512pp. Paperback.

Markets of One: Creating Customer-Unique Value through Mass Customization

Markets of One explores mass customization as a recent trend that has swept across the industry. This book is a collection of 10 Harvard Business Review articles that chronicle the evolution of business competition from mass markets to markets of one. This book is good for anyone in any industry.

James H. Gilmore (Editor), B. Joseph Pine (Editor). Harvard Business School Press. 240pp. Hardcover. Cost: $29.95

Mass Affluence: 7 New Rules of Marketing to Today's Consumer

Mass Affluence explores the idea that "Mass Marketing is back" but with a new target and a fresh approach that companies ignore at their paril. Nunes and Johnson argue against the old mass-marketing concepts of the 1950s and outlines seven new rules for capturing this newly discovered ignored market.

Paul Nunes, Brian Johnson. Harvard Business School Press. 269pp. Hardcover. Cost: $32.95

Principles of Results-Based Incentive Program Design

Based on the Incentive Marketing Association's Principles Of Results-Based Incentive Program Design Seminar, this is the first formal curriculum ever developed for incentive program planning. The textbook includes sections on Incentive Program Basics for the Business Executive, Core Strategies for the Business Executive, Planning and Design Considerations for the Practitioner, and Implementation and Management Considerations for the Practitioner.

Bruce Bolger and Rodger Stotz. Incentive Marketing Association. Cost: $69.95

Promotional Marketing: Ideas & Techniques for Success in Sales Promotion

This book details the challenges of promotional marketing through a chronological history starting in the 1950s. The last section looks to the future.

William A. Robinson and Christine Hauri. McGraw-Hill. 178pp. Hardcover. Cost: $23.95

Sales Promotion Essentials: The 10 Basic Sales Promotion Techniques...and How to Use Them

Has several chapters that relate to planning premium programs. This book offers a solid foundation in sales promotion basics by explaining 10 basic techniques and discussing the newest innovations in the field. A great book for students, because it provides real life examples to spark discussion.

Don E. Schultz, William A. Robinson, and Lisa A. Petrison. McGraw-Hill. 240pp. Paperback. Cost: $19.95

Sales Promotion: Concepts, Methods and Strategies

Deals extensively with the field of sales promotion planning and analysis: how promotions affect sales and profits, types of sales promotions, the interaction of promotion and advertising, and future research. Particularly good for marketers involved in packaged goods promotion.

Robert C. Blattberg and Scott A. Neslin. Prentice Hall College Div. 969pp. Hardcover.

The Consistent Consumer: Predicting Future Behavior through Lasting Values

The Constant Consumer looks at the consumer patterns of the baby boomer demographic as a jumping point to its claim that traditional age-base demopgraphic profiling is off the mark. This book will help you increase sales by understanding what consistently drives consumer spending decisions and enhance market share by speaking to shared values and not just past actions, to name a few. This book is perfect for any person in a managing position in any type of organization or company.

Ken Beller, Steve Weiss, Louis Patler. Kaplan Business. 272pp. Hardcover.

The Only Sales Promotion Techniques You'll Ever Need

Explains the basics of a wide range of sales promotion techniques and makes suggestions for effective implementation.

Edited By, Tamara Brezen Block. Dartnell Corp.. 267pp. Hardcover. Cost: $39.95