Business-To-Business Advertising: A Marketing Management Approach

This marketing book provides the answers to business-to-business buying behavior and shows how to position your products and services for maximum sales. The authors set advertising within the broader contexts of marketing and corporate strategy and lead decision makers through the development of effective business-to-business advertising programs.
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Tested Advertising Methods (Prentice Hall Business Classics) 

Here are all the proven selling techniques to remove the guesswork from advertising, making it a science of sure results. From writing the headline to making the offer...from finding the right appeal to putting it into your copy...from selling layouts to conducting practical, affordable testing, Caples shows you, step by step, how to make all your advertising successful. You'll learn why some ads work, and why others fail. You'll discover how to write headlines that attract readers, choose graphics that help sell your product, and find the right appeal for your audience.
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Ogilvy on Advertising

An indispensable primer on all aspects of advertising, this book from the man Time has called "the most sought after wizard in the business" will educate you in the tricks of the trade.
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All Consumers Are Not Created Equal: The Differential Marketing Strategy for Brand Growth and Profits

From the files of Ogilvy and Mather--the world's largest direct marketing agency--comes a revolutionary new approach to building brand loyalty: differential marketing. This book explains the concept of differential marketing, and shows how to use the technique to capture and hold a loyal base of consumers.
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101 Tips for More Profitable Catalogs

Direct marketing legend Maxwell Sroge has spent years helping clients make their catalogs more profitable. The advice packed into 101 Tips for More Profitable Catalogs starts to pay off on page one. Experienced and novice catalogers alike will benefit from Sroge's cogent, on-the-money recommendations on creative, mailing lists, merchandising, production, advertising, telemarketing and fulfillment.
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The Art of Writing Advertising : Conversations with Masters of the Craft: David Ogilvy, William Bernbach, Leo Burnett, Rosser Reeves 

Why do some advertisements become part of history while others never even get read? You'll find the answers in The Art of Writing Advertising. Armed with a tape recorder and hundreds of questions, former Advertising Age senior editor Denis Higgins interviewed five of the all-time greats of the advertising world: William Bernbach (Doyle Dane Bernbach), Leo Burnett (Leo Burnett & Co.), George Gribbin (Young & Rubicam), David Ogilvy (Ogilvy & Mather), and Rosser Reeves (Ted Bates & Co.). Their responses will entertain, amuse and, most of all, enlighten.
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The Elements of Copywriting: The Essential Guide to Creating Copy That Gets the Results You Want

In the tradition of The Elements of Style, here is a concise handbook of the principles and practice of writing effective ads, brochures, and many other type of copy intended to persuade. It covers writing headlines and body copy, as well as increasing readership and response, and it goes on to provide copy guidelines for print ads, direct mail, brochures, catalogs, press releases, electronic messages, and more. Click here to order this book.

The Writer's Handbook

Designed to help writers develop their skills and understanding, it's divided into three major sections to make finding solutions to writing problems easy.
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Words That Sell: A Thesaurus to Help Promote Your Products, Services, and Ideas

The ultimate thesaurus to help you promote your products.
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Fundamentals of Copy and Layout

This book offers clear, concise information to lead you through the copy and layout process for advertisements in newspapers, consumer magazines, direct response, outdoor, television, radio, and interactive media. An essential resource for anyone in the field, this book highlights the philosophies of advertising's great names such as Bill Bernbach, Leo Burnett, David Ogilvy, Jack Trout, Rosser Reeves, and others. This hands-on manual provides self-quizzes, assignments and cases to let you try your hand at solving actual copy and layout problems. A comprehensive glossary rounds out the volume.
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Getting It Printed: How to Work With Printers and Graphic Imaging Services to Assure Quality, Stay on Schedule and Control Costs (Getting It Printed)

Thousands of graphic arts professionals rely on Getting It Printed every day. Faculty in 100 colleges use it as a text that explains both business and technical aspects of industry. It is recommended by PIA, NAPL and other major trade associations. Now revised and updated for today's technology, Getting It Printed covers the topic in a clear, jargon-free way. It includes tips and advice from industry experts, checklists and helpful illustrations.
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Creative Strategy in Direct Marketing

This all-new edition of Creative Strategy in Direct Marketing provides the insights and hands-on tools you need to develop creative platforms that produce programs to convert prospects and suspects into repeat buyers, integrate direct marketing into all of your marketing and communications programs, develop creative breakthroughs using commonsense testing and measurement techniques, apply (and know when to break) the basic rules of direct marketing for all media - from print ads and direct mail to catalogs, broadcasting, telemarketing, and interactive media - for all markets - from consumer to business-to-business, nonprofit, and retail, and put ideas into action by executing marketing concepts in print, broadcast, and electronic media. Click here to order this book.

The Complete Direct Marketing Sourcebook: A Step-by-Step Guide to Organizing and Managing a Successful Direct Marketing Program

Offers over 70 template charts, forms and sample letters for immediate use in a direct mail campaign. In-depth coverage includes locating prime products, calculating costs and break-even points, obtaining the best printing and advertising values, designing effective promotions, finding and testing lists, handling shipping delays and refunds and much more.
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Power-Packed Direct Mail How to Get More Leads and Sales By Mail

In his new book, veteran copywriter and consultant Bob Bly tells you everything you need in order to produce response-generating sales letters, direct-mail packages, and campaigns. For those new to direct mail or thinking about it for the first time, this book will answer questions, eliminate confusion, and give step-by-step instructions on how to make every direct mailing pay off. If you already use direct mail, the book will help you avoid common mistakes, create more effective mailings at lower costs, and generate more inquiries, leads, and sales.
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How I Made $1,000,000 in Mail Order-and You Can Too!

Catalogs, coupons, special offers in the mail--today's busy and cost-conscious consumers are depending more and more on the convenience and choice mail-order companies provide. In this revised edition of his 1964 classic, self-made millionaire Cossman details mail-order techniques and opportunities. Click here to order this book.

Pay-Per-Click Search Engine Marketing Handbook: Low Cost Strategies for Attracting New Customers Using Google, MSN, Yahoo & Other Search Engines

This 190+ page book is widely considered the definitive handbook on Search Engine Internet Marketing. In it, Pay Per Click (PPC) advertising pioneers Boris and Eugene Mordkovich share their knowledge from the most basic "Pay Per Click 101" information (like how Pay-Per-Click works; why it is so extraordinarily effective; how to craft an ad campaign that generates sales; and how to know what works, and what doesn’t) to the most advanced PPC strategies being used today, including contextual advertising, localized search, and click fraud.
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Online Law: The SPA's Legal Guide to Doing Business on the Internet

Written for the layperson but extensively annotated for the experienced lawyer, Online Law provides clear guidance through the rapidly developing law of electronic commerce. Based on sound legal principles, this comprehensive handbook draws on the extensive knowledge of experienced attorneys at the forefront of today's emerging online legal issues.
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The Digital Economy: Promise and Peril In The Age of Networked Intelligence

This eye-opening, fact-filled book profiles the rise of the Net Generation, which is using digital technology to change the way individuals and society interact. Essential reading for parents, teachers, policy makers, marketers, business leaders, social activists and others, Growing Up Digital makes a compelling distinction between the baby boomers' passive medium of television and the explosion of interactive digital media, sparked by the computer and the Internet.
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The Domain Name Handbook; High Stakes and Strategies in Cyberspace

Learn how to get the domain name you need - and how to keep it! The Domain Name Handbook will guide you through the InterNIC registration procedures, warning you of the potential pitfalls, and presenting an up-to-the-minute report on the new top-level domain names and the competing registrars.
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The Internet Complete Reference

This revision is completely up-to-date and covers the Internet with a breadth and scope unmatched by other tutorials. Readers will learn everything they need to know in order to use the information superhighway and stay in touch with the latest developments.
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The Internet Strategy Handbook: Lessons from the New Frontier of Business

In close detail, ten Internet experts show how their companies have profited from their Internet connections. Examining the strategic impact of the Internet and WWW on their corporate strategies, they analyze both their successes and failures, present cost-benefit analyses and review key issues and emerging trends in successful Internet implementation. Click here to order this book.

Words That Sell: A Thesaurus to Help Promote Your Products, Services, and Ideas

The ultimate thesaurus to help you promote your products.
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Getting Hits: The Definitive Guide to Promoting Your Web Site

Getting Hits explains in easy-to-understand language the underlying concepts behind the art of Web site promotion. Just a few of the topics you'll learn include: using search engines with URLs, finding related Internet groups or lists, understanding the nuances of click thorough and ad rates, and distributing press releases to key Internet contacts.
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Patent, Copyright and Trademark

Designed to serve as a reference that you can keep handy and use to answer questions as they come up, this book is for anyone who works with intellectual property and needs to understand the ins and outs of intellectual property law. It provides an overview of patent, copyright, trademark and trade secret law, explanations of the scope of protection, definitions of terminology, and sample forms.
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A WHACK ON THE SIDE OF THE HEAD: How You Can Be More Creative

Revised and expanded for the 1990s, here is the best-selling creative-thinking classic written by America's foremost creativity consultant.
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Business Writing Quick and Easy

Learn how to tackle any project--from a one-page letter to a fifty-page report, from meeting minutes to a procedures manual. The first edition of Business Writing Quick & Easy helped more than 19,000 people improve their business writing skills. Now it is better and more useful than ever.
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de Bono's Thinking Course

In this updated edition of his popular guide, Edward de Bono teaches how to think more clearly, effectively, and broadly. Dr. de Bono covers every important aspect of thinking--from perception and analysis to creativity and decision-making. This edition includes a new chapter on critical thinking.
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How to Lie With Statistics

Darrell Huff runs the gamut of every popularly used type of statistic. He probes such things as the sample study, the tabulation method, the interview technique, and the way the results are derived from the figures. He points out the countless number of dodges which are used to fool rather than inform.
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How to Talk to Anyone, Anytime, Anywhere: The Secrets of Good Communication

America's foremost master of conversation unveils his secrets for getting the talk flowing smoothly in any situation. Hilarious, accessible, and practical, Larry King's advice is illustrated throughout by dozens of anecdotes from his own eventful and colorful career.
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Persuasive Business Proposals: Writing to Win Customers, Clients, and Contracts

No business asset is more valuable than the ability to present your ideas clearly, effectively, and persuasively. Persuasive Business Proposals provides a step-by-step process to help you organize, write, and deliver successful client proposals easily and inexpensively. Tom Sant's simple method will enable you to win contracts, sell projects, gain approval for new ideas, and build better relationships with the clients you already have. You'll learn how to use persuasion to achieve great effects, organize your material and develop the proposal strategy, ensure every proposal is client-centered, create letter, formal, research, and grant proposals, and use automation to save time.
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Powerful Presentation Skills

A practical how-to guide to speaking with confidence and clarity. Chapter checklists, dos and don'ts, and evaluation guidelines walk readers step by step through preparation, practice, and delivery to ensure that each presentation is professional and powerful.
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Quotable Business: Over 2500 Funny, Irreverent, and Insightful Quotations about Corporate Life

Resourceful and entertaining quotations for every business occasion. Examples:
"You can build a throne on bayonets, but you can't sit on it for long."--Boris Yeltsin
"The opposite of talking isn't listening. The opposite of talking is waiting."--Fran Lebowitz
"The two things that people want more than sex or money are recognition and praise."
--Mary Kay Ash
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Six Thinking Hats

Using case studies and real-life examples of his "six thinking hats", de Bono shows how each of us can become a better thinker through deliberate role-playing.
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The Platinum Rule: Discover the Four Basic Business Personalities andHow They Can Lead You to Success

In this entertaining and thought-provoking book, Tony Alessandra and Michael O'Connor argue that the "Golden Rule" is not always the best way to approach people. Rather, they propose the Platinum Rule: "Do unto others as 'they'd' like done unto them". In other words, find out what makes people tick and go from there.
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Who Moved My Cheese? An Amazing Way to Deal with Change in Your Work and in Your Life

With over a million copies in print, the #1 New York Times bestseller Who Moved My Cheese? An A-Mazing Way to Deal with Change in Your Work and in Your Life (G.P. Putnam's Sons) has grown from a guide and training tool for America's top corporations and organizations to a cultural phenomenon that is changing people's lives. While a few analytical or skeptical people find the story too simple on the surface, the vast majority of readers' responses reveal it is the clear simplicity that makes it so easy to understand and apply to changing situations at work or in life.
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Marketing to Generation X: Strategies for a New Era

Karen Ritchie, a pioneer in marketing to Xers, has produced the first serious introduction to Generation X for the advertiser. Ritchie begins by showing the significant statistical and demographic differences between Xers and Boomers in income, education, occupation, and rates of marriage and divorce. Next, she shows how the unprecedented ethnic diversity of Generation X shapes the attitudes and expectations of the group as a whole. Ritchie then takes us on a guided tour of the cultural influences that have brought Xers into adulthood, from MTV and infotainment to E-mail. Finally, Ritchie examines the buying tastes and habits of Generation X, noting that they are above all savvy, cost-conscious, and skeptical of "hype."
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Marketing to the Mind: Right Brain Strategies for Advertising and Marketing

Psychologist Maddock and his co-author Fulton give the readers a clear understanding of how the mind works. THeir approch is based on up-to-date research and a new way to understand human motivation and behavior. Drawing uniquely from medicine and clinical psychology, they provide advertisers with a blueprint for executing creative strategies and developing marketing plans with a better chance of success.
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One-to-One Future: Building Relationships One Customer at a Time

Using the 1 to 1 techniques, readers will discover what their customers want today and what they will want tomorrow. Already being tested in companies such as Procter & Gamble, Nissan, and American Express, the 1 to 1 system represents a major evolution in business.
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Advertising Media Planning

This thoroughly revised edition will bring you up to speed on the fast-changing world of media planning today. While continuing its foundational coverage of media plan construction in addition to reach and frequency measurement, the fifth edition emphasizes the rapid proliferation of media choices and strategies in the 1990s.
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Guerrilla P.R.: How You Can Wage an Effective Publicity Campaign...Without Going Broke

The manifesto for waging a street-smart publicity campaign with no, or low-cost strategies from one of Hollywood's most successful publicists.
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How to Promote, Publicize, and Advertise Your Growing Business: Getting the Word Out without Spending a Fortune

How to Promote, Publicize, and Advertise Your Growing Business: Getting the Word Out without Spending a Fortune gives you the full range of professional techniques and cost-effective methods to attract, interest, and motivate your customers. Packed with checklists, worksheets, and troubleshooting tips, this book is a complete one-volume course in powerful, effective marketing communications techniques.
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Getting Attention, Leading-Edge Lessons for Publicity and Marketing

Getting Attention: Leading-Edge Lessons for Publicity and Marketing is a savvy and innovative guide to getting your message heard in today's dynamic and noisy markets. It's an insider's look at what works and what doesn't in the fast-paced, high-tech world of communications. Getting Attention reveals how to tailor a message for a specific or multiple media so that it has the best chance of reaching and informing your target market. Most importantly, the book features countless guerrilla tactics for achieving the publicity and marketing results you need without spending a lot of money.
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Retail Management : A Strategic Approach, 8th Edition

Retaining its features and strategic organization, with coverage of international and ethical issues in practice, this market leader provides a balance between theory and practice as well as useful career information. It covers major retailing topics, including consumer behavior, information systems, store location, operations, service retailing, the retail audit, retail institutions, franchising, human resource management, computerization, and retailing in a changing environment.
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Dictionary of Retailing and Merchandising

What is an end cap? FIFO? A loss leader? Understanding the language of retail is essential to working in the industry. Written by an expert lexicographer, it contains the terminology used in every segment of the industry--from shipping and receiving to marketing and advertising. Features over approximately 4,500 clear, concise definitions and includes terms pertaining to buying, merchandising and visual display, catalog and mail-order marketing, consumer research, retail data processing, accounting and more.
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Customer Specific Marketing: The New Power in Retailing

Brian Woolf's book changed the way companies do business. His theory that "mass marketing is dead," differentiated the catch-all concept of marketing. According to Woolf, giving different offers to different customers is the new marketing wave. A graduate of Harvard business school and former CEO of Food Lion, Woolf shows how businesses have to practice the "intelligent loss of business" for greater profits by reorganizing along customer, rather than product lines.
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Can I Have 5 Minutes of Your Time? : A No Nonsense Fun Approach to Sales

Xerox's former number one sales person in the U.S. teaches you the principles
it takes to be the best.
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Sales Letters That Sell

Like good organization, good writing is a vital professional skill. Sales Letters That Sell shows you how to write clear, concise, dynamic letters that close the sale and keep the customer coming back.
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Sales Letters That Sizzle : All the Hooks, Lines, and Sinkers You'll Ever Need to Close Sales

Packed with hundreds of examples of sales letters that make (and break) the rules, this expert shows what works and doesn't work, and he also provides tons of tips on how to avoid common (and costly) mistakes. From envelope copy to closing lines that promise to close a deal, this book is a comprehensive tool for writing successful sales letters.
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How to Get Clients

CEOs, department heads, freelance consultants, lawyers--almost everyone in business has to fight for clients just like manufacturers or retailers. Now, in this guide, two daring young marketing "marauders" tell how to target profitable clients, how to discover your unique market niche, how to get free publicity, how and when to advertise, and more.
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You Can't Teach a Kid to Ride a Bike at a Seminar : The Sandler Sales Institute's 7-Step System for Successful Selling

With this remarkable guide in hand, you will learn how to conquer the "selling dance" that always occurs between salesperson and prospect, how to condition yourself for a successful career in sales, regardless of what you sell, why you can sell more if you're willing to break the rules in professional selling, why the prospect should do most of the talking, how to "dummy up" when you're asked questions that you're not ready to answer, why the prospect can mislead you and what you can do about it, how to help prospects without becoming an "unpaid consultant", how to learn and master the 7 steps of the Sandler "Submarine", why seminars are a quick fix that are good for only a day or two, how ongoing reinforcement training is the key to success; how to level the playing field to force prospects to play fairly; and much more.
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Multicultural Marketing: Selling to a Diverse America

Although the author discusses the ethnic, religious, and lifestyle diversity of the United States, this is a marketing book. The aim is to help marketers increase profits for their companies, not to make political or social statements.
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Target Marketing for the Small Business: Researching, Reaching and Retaining Your Target Market

A solid marketing plan is an essential ingredient for success in any business. Yet, most small business owners have little or no marketing background and are intimidated by the thought of putting a plan to paper. This step-by-step guide takes the mystery out of marketing and shows the reader how to test the market, determine buying trends and build customer loyalty.
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