Book Description

Pricing, 3/e, synthesizes economic and marketing principles with accounting and financial information to provide a basis for analyzing pricing alternatives within legal and corporate constraints. This revision of this classic text brings readers an understandable writing style, a more complete discussion of the quantitative issues, and a greater number of clear-cut examples. The material on the economics of pricing now reflects recent research in pricing by applied economists and marketing researchers trained in economics. ... Read more

Reviews (20)

Excellent - Best book on advertising and copywriting ever!
I have read this book twice cover to cover and refer to it almost everyday. If I could have given this book 6 stars I would have done it without reservation.

I have ordered and read at least 4 different books on copywriting and advertising in the last year. Most of the books have good ideas, but none of them describe the methods of writing headlines the way Caples does. He spends 4 chapters on it and let me tell you when he is finished you will know it cold! Personally that would have been enough to sell me on the book, but he doesn't stop there. He talks about scientific advertising to make sure you are writing ads that sell and not waste money. In addition, he talks through how to write the first paragraph and how to structure the copy. Finally, he spends time to talking about how to improve the selling power of copy.

Since I have read this book my ability to write copy has reached a whole new level. If you are in this field or responsible for writing copy I would advise you that this is a book you MUST own.

Excellent - best book ever on direct response advertsing
As an author and professional speaker on marketing, I've recommended this book for years. It provides more specifics and sound advice for novice and experienced marketers on direct response advertising than anything else I've seen. It provides good fuel to test an ad agency's stuff-- especially those that say things like "oh, you can't track that..." I've re-read this book probably 20 times -- and you should too if you really want to improve the results of your advertising.

Learn How to Motivate People to BUY Your product!
This book is the best book on marketing that I have ever seen! You know, I think this book provided with me the same stuff that would cost me 5000+ dollars to have some "marketing guru" to tell me the secrets of advertising. This book is literally a gold mine! I highly recommend this book to anyone who has to motivated people with this pen. Read it today!

Zev Saftlas, Author of Motivation That Works: How to Get Motivated and Stay Motivated

The Natural Successor to Scientific Advertising
First read Claude Hopkins's "Scientifc Advertising," then read this. Any modern-day advertisers and copywriters who don't follow the teachings of Caples and Hopkins are doomed to failure.

Caples picked up where Hopkins left off, expanding upon Hopkins's work and breaking new ground with his work. Far too many advertisers today fail to heed the advice of Caples and it shows both in their advertisng and the results they achieve.

"Tested Advertisng Methods," together with "Scientific Advertising," form the Bible of Advertising. If you are a serious student of advertising and/or copywriting, this has to be on your bookshelf.

One of the best books in advertising
This book is a jewel that every marketer or member of an ad agency should have as a reference. It does not lose time in trying to be creative. It's quite the opposite, with the author defending what he defines as "scientific" advertising, the type of advertising that wins sales as opposed to ad awards. It provides clear explanations on concepts of written copy and tests every different type of ad you can imagine - short copy x long copy, ads with picture x ads without picture, etc - to provide the reader with a quite good idea on the types of ads that really work in generating sales.

The only caveat of this book: it does not mention techniques that work better in radio and TV. ... Read more

Book Description

This concise and well written book integrates logistics into a supply chain management context. Current events, along with new theory and practice make it a valuable reference for industry practitioners, and compliment material on the basics in warehousing, transportation, inventory, and packaging and material handling. More in-depth coverage includes service response logistics, logistics accounting, and reverse logistics. Also featured, are important chapters on service response logistics, logistics accounting, and reverse logistics. For logistics analysts and managers, distribution analysts, warehouse managers, transportation analysts, supply chain management managers, and purchasing managers.

Book Description

With more than 250,000 copies sold, the classic text on direct marketing is now even better!

This thoroughly revised edition of Successful Direct Marketing Methods --the "bible" of direct marketing-- includes expanded material on the Internet and other digital media and brand new information on E-business (including E-communications, banners, buttons, E-mail, permission marketing). Also includes E-commerce (online merchandising and usability and navigation of websites) and E-services (online customer service, live operators, online chats, linking with call centers); up-to-the minute coverage of database marketing including data mining and online databases; expanded coverage of consumer privacy issues; new information on customer relationship marketing and teleservices-- and more!

• Completely rewritten and modernized from the last edition to include cutting-edge information on the latest E-tools available to direct marketers
• Now includes real-life business case studies from well known companies like Ford Motor Company, Dell Computer, NutraSweet, and more!

Reviews (1)

Don't reinvent the wheel
This edition is one of the best texts on direct marketing. A classic text that everyone involved in direct marketing should read, this edition includes a lot more material on digital forms of direct marketing than the previous versions. These digital forms include marketing via the Internet; from banners and buttons to e-mail, online merchandising and website navigation and many other concerns. The text covers every form of direct marketing in detail as well as many case studies to show how they were used or are being used successfully. ... Read more

Book Description

Since the first edition of this landmark book was published in 1962, Everett Rogers's name has become "virtually synonymous with the study of diffusion of innovations," according to Choice. The second and third editions of Diffusion of Innovations became the standard textbook and reference on diffusion studies. Now, in the fourth edition, Rogers presents the culmination of more than thirty years of research that will set a new standard for analysis and inquiry.

The fourth edition is (1) a revision of the theoretical framework and the research evidence supporting this model of diffusion, and (2) a new intellectual venture, in that new concepts and new theoretical viewpoints are introduced. This edition differs from its predecessors in that it takes a much more critical stance in its review and synthesis of 5,000 diffusion publications. During the past thirty years or so, diffusion research has grown to be widely recognized, applied and admired, but it has also been subjected to both constructive and destructive criticism. This criticism is due in large part to the stereotyped and limited ways in which many diffusion scholars have defined the scope and method of their field of study. Rogers analyzes the limitations of previous diffusion studies, showing, for example, that the convergence model, by which participants create and share information to reach a mutual understanding, more accurately describes diffusion in most cases than the linear model.

Rogers provides an entirely new set of case examples, from the Balinese Water Temple to Nintendo videogames, that beautifully illustrate his expansive research, as well as a completely revised bibliography covering all relevant diffusion scholarship in the past decade. Most important, he discusses recent research and current topics, including social marketing, forecasting the rate of adoption, technology transfer, and more. This all-inclusive work will be essential reading for scholars and students in the fields of communications, marketing, geography, economic development, political science, sociology, and other related fields for generations to come. ... Read more

Reviews (13)

Packed With Knowledge!
Why would a villager draw polluted drinking water from a canal where a dead donkey floats instead of using a nearby tap to get clean drinking water? Why did it take hundreds of years for the British Navy to give sailors oranges and lemons when tests had proven that citrus fruit cured the scurvy that killed sailors and left vessels under-manned? Why do eminently sensible things not happen? If you've ever wondered, this book will give you the answers. It's a thick, heavy, academic tome, but spiced with abundant anecdotes and observations that make it an easy, enjoyable read. This is the rare book that combines solid intellectual content with thought-provoking entertainment. We highly recommend this classic from 1962 to all audiences, but especially those whose business it is to understand and use the social mechanisms through which innovations must diffuse.

great book for researchers
this is one of a kind book that researchers in sociology, psychology and business can use. great to be used in determining the audience impact, use of certain media, tools, ideas, etc. the model used is exactly an innovation that researchers can't resist in using. a new paradigm shift in research methodology. the book is full of illustrative stories to use in related literature of a study. E. Rogers is an excellent scholar. i give him a five star award for his innovation. From: Prof. Rudy P. Divino, DBA(cand)

Masterful Treatment
Well organized and full of relevant real-world case illustrations, this book is exceptionally well-done. Both educational and thoroughly entertaining. As complete as a textbook on the subject yet highly readable.

bleeahh.
Tedious psycho-babble, and a waste of time and money.

Narrowly Focused, But Very Solid
Professor Rogers begins his book by really getting to the heart of the matter. "Getting a new idea adopted, even when it has obvious advantages, is often very difficult," he writes. "Many innovations require a lengthy period, often many years, from the time they become available to the time they are widely adopted"

I have often wondered why getting new ideas adopted is so difficult, not only in business and technology, which is Professor Roger's primary area of research, but also in the arts, music, painting, and literature. It seems that whenever someone has a really innovative concept, it gets attacked, trashed, savaged, and often sabotaged by the mainstream? Why?

Professor Rogers never really answers this question, and this is my only complaint about an otherwise exceptional book. His primary interest is in figuring out ways to "speed up the rate of the diffusion of an innovation." Within a narrow context of business and policy objectives, he is successful. The strengths of this book are its very competent and exhaustive research, which include case studies, criticisms, and policy discussions. It is a worthy book if you are interested in the focused academic topics it attempts to address.

I thought that Malcolm Gladwell did a better job, with a much simpler book, in explaining why and how new ideas get introduced. Still, many questions remain to be answered about innovations. I'd love to read an equivalent book about innovations in the arts. If we are lucky, someone as competent and as thorough as Professor Rogers will take up the topic. ... Read more

Book Description

THE SALES COMPENSATION HANDBOOK Second Edition

Now in anupdated and expanded edition, The Sales Compensation Handbook providesthe information and tools needed to design and implement top-notchsales compensation programs.

This authoritative reference fromexperts at Towers Perrin provides guidance on all aspects ofcompensating salespeople, including cash and non-cash incentives * basesalary, bonus, and commission scales * team-selling roles andimplications * linking compensation to company culture, and muchmore.

Sales managers and compensation professionals alike will findthis comprehensive resource a valuable tool for building sales repproductivity.

STOCKTON B. COLT (Los Angeles, CA and Santa Fe, NM)is a principal at Towers Perrin, an internationally known consultingfirm in the compensation field.He is also a frequent speaker on salesproductivity and compensation. ... Read more

Reviews (2)

Avoid thousands in consulting fees!
This book was just what I needed, and much more. I expected a primer on sales compensation design. What I found was a challenge to review the underlying systems of the Sales Department _AND_ state of the art sales incentive compensation plans.

This book is a must-read for every sales manager who is looking to make sure that compensation is not the reason his or her sales force doesn't achieve its goals, or is churning. Putting these tactics to work takes real discipline; but the rewards are tremendous.

I highly recommend this book to anyone who is interested in the art and science of a finely tuned sales machine.

Meeting the challenge of creating incentive plans for sales
As one who does a considerable amount of consulting work in designing sales compensation plans, I was delighted with this publication. Anyone who has had the challenge of creating an incentive compensation plan for salespeople, or of leading and motivating a sales force, will appreciate the scope and depth of this book. Using an abundance of diagrams and tables, the chapters and sections examine a very comprehensive range of topics that is highly helpful in shaping sales compensation. One important point that is clearly made is the enormous range of potential root causes of performance problems, other than the nature of the compensation plan. In this regard, compensation is viewed in the broader context of the sales management system; far too often, this big picture is missed, or glossed over. But most of the book focuses on designing sales incentive compensation plans and provides plenty of solid content and detail. I expect readers will find this work a very worthwhi! le contribution to a complex subject; one with which so many organizations seem to continuously wrestle and, more often than not, fail to fathom and, ultimately, succeed. ... Read more

Book Description

This book takes a strategic approach to value/profitability in marketing management and helps readers work through financial analysis. The Third Edition includes increased coverage of important topics such as e-Marketing, supply chain management, customer relationship management, and branding.It focuses on the fundamental need for businesses to attract, satisfy, and retain customers. Coverage that goes beyond marketing fundamentals features a three-fold integration of market-driven strategy, customer satisfaction, and profitable growth.For marketing departments and business owners seeking the tools and techniques for delivering higher levels of customer satisfaction, marketing productivity and profitability. ... Read more

Reviews (1)

A real treasure, an intro marketing book with substance
I really like this book. There are around 10 intro marketing textbooks, and they're almost all either (co-)authored by Kotler, or shameless rip-offs of his books.

Hats of to Roger Best for coming up with a book that's truly different. The approach is refreshingly down-to-earth, almost nerdy, including a lot of frameworks for financial or qualitative analysis that would be useful to any marketing manager in his or her daily life. Although it can be used as an introductory marketing textbook, you'll find a lot of material here that you don't find in Kotler and Kotler-clones, so I also recommend it to people who've had an intro marketing course, and who want to move beyond the basics. Likewise, this would be a great book for practicing marketing managers who've been out in the field a couple of years, and want to brush up on the basics, without wading through the usual definitions and useless frameworks in other intro textbooks.

The entire book is in black and white, lacking the usual fancy graphics, and it is only about half the length of other textbooks. I actually find that refreshing, and it is an extension the substance-over-hype approach behind this book. ... Read more

Book Description

This pioneering textbook lays the foundation for using the most exciting marketing medium in decades.It shows what makes the Internet new and different, what techniques work and which dont, and how the Internet is creating value for customers and profits for companies.Most importantly, it shows how Internet Marketing fits into the rest of an organizations marketing strategy. ... Read more

Reviews (13)

Bringing Order to the Chaos of the Internet
Hanson's textbook strikes just the right balance between technology and overall, general knowledge of the Internet. The background chapters in Part 1 on the Digital World, Networks and Internet Business Models are informative but not overwhelmingly technical. The chapters in Part 2 (Online Marketing Themes) are really interesting, in that they point out the many differences between marketing in the real world versus marketing in the virtual world. Topics such as Personalization, Traffic and Brand Building, Online Community, and E-Commerce are really the "meat" of this book and are informative as well as easy to read with plenty of current examples.

The challenges of developing and documenting the "principles" behind the amorphous, nebulous, fast-changing Internet are significant, but Dr. Hanson has certainly succeeded in producing a viable, useful resource. I'm sure he's busily working on an update, and I will look forward to reading anything he has to say about marketing in Internet time.

A very practical book - I love it !
This is a great book on internet marketing. Unlike many other books on similar subjects I have read , I found this book most practical - and closest to the need in the real business world ! Lots of very interesting case studies in it, and most important of all, the book contains a lot of very useful and updated researches and statistics that confirms a lot of beliefs ( and clear lots of doubts) I have had in my job. Don't be put-off by the title of the book " Principles of Internet marketing" - they are not pure academic / classroom-type "principles", they are very applicable to the real business world ! If you are working in the internet marketing area, or if you plan to enter this field, don't miss this book !!!

A second edition is urgently needed
I used the first edition in one of my e-commerce courses. While the book migth still deserve 3 stars it is very much dated and my students had to do much additional research in the net to round most of the topics.

Wonderful
This book really helped me understand some of the more difficult subjects of internet marketing.

A starting point
As a text, this is about the only game in town. And it certainly shows a lot of work in assembling sources and so forth. Especially if you are coming at this filed from scratch, this book is a decent place to start. But you may find yourself longing for deeper insight--less mere summarization of other sources and more maturation. And the support materials seem to be rather thin. But remember, Ward got his book written, and that, in itself, says a lot. ... Read more

Book Description

Product Management is a lean, defining text that covers three major tasks facing today’s product mangers:analyzing the market, developing objectives and strategies for the product or service in question, and making decisions about price, advertising, promotion, channels of distribution and service.Product Management utilizes the familiar Marketing Plan as the unifying framework for its lessons, and takes a “hands-on” approach toward preparing graduates to assume the position of product manager. ... Read more

Reviews (4)

Too basic to be helpful
This book is seriously too basic to be of any help to a practitioner.

Great book
Explains the steps in product management in extreme detail. Not good for IT products (software), but general. Applies more to non-IT for sure.

Good book.

Fantastic!
This is the ideal book for the product manager/product planner. I have been looking for such a book for years and here it is. What I liked about the book was its no non-sense direct approach to product management. The book covers all topics required to jump start the process. You will learn "what" to accomplish quickly. To learn about the process of product development and that sort of thing you should look into Cooper's "winning at new products" book.

this text covers it all in an very easy to read & grasp style. Topics include defining the competitive set, category attractiveness analysis,... pricing decisions (for a thorough treatment on pricing, I would highly recommend "the strategy and tactics of pricing"), channel management, promotions and financial analysis for product management. The newly added chapter marketing metrics is bang-on.

***Good introductory book for the first line product manager / product planner. Very highly recommended. ***

This book shares some text with the other books these authors have jointly written ("analysis for marketing planning" - another excellent book), but has been changed significantly enough to make reading those shared chapters worthwile if you happen to have both texts.

A blend of product and pricing...
Lehmann proved that product and pricing are the two sides of a coin called Management. Its a must read book for any level of person in Production, Accounting, Warehousing, Marketing and Management. Its an excellent blend of knowledge. ... Read more

Book Description

All sales managers work like crazy, but few are true managers. That's because they tend to fall back on the skills that made them great at sales...instead of adopting the new skills that will make them great managers.

This essential book, which speaks their language, will turn them into management pros. It teaches a proven method for managing the sales process as well as the salespeople. Packed with specific, field-tested techniques, PROACTIVE SALES MANAGEMENT shows sales managers how to:

* Regain control of their time* Create a proactive sales culture* Motivate a sales team* Manage to simple yet powerful metrics* Weed out failures quickly* Effectively coach and counsel up and down the sales organization* Measure not to revenue, but to the things that create revenue* Reduce reports to one sheet of paper and 10 minutes a week* Forecast more confidently* Manage the sales organization the way it should be managed. ... Read more

Reviews (15)

This is a Sales Manager's survival guide!
Managing salespeople is very hard. Contrary to coventional wisdom, being a successful salesperson has very little to do with being a successful sales manager. Too many organizations put good salespeople in management roles with little preparation, and then they wonder why the failure rate for new sales managers is so high.

"ProActive Sales Management" is an indispensable guide for any professional sales manager, from the newest to the most seasoned. This is a practical, actionable blueprint for building and managing a winning sales organization.

The core of "ProActive Sales Management" is a set of tools that can be immediately applied to a variety of sales management challanges, regardless of size of sales force, type of industry, or even geographic region. Our own organization has successfuly applied these methods in the US, Europe, Asia, Canada and Latin America.

The key strength of this book is its common-sense approach. This is not about dogma or ideology, as so many sales and sales management books are. This is about getting the job done, and doing it well. If you manage salespeople, or if you aspire to being a sales manager, you must read this book!

Not bad, but don't place too much faith in Sales Gurus
Good attempt at writing about sales management, and Skip makes some very solid points in the opening chapter. He points to the need for Leadership as a key element of a good sales manager. Unfortunately, I think Skip knows more about sales than leadership, himself, so he is not great at explaining HOW to be a good leader. He spends a lot of time on how to hire good people, which I agree is important. This might lead some rookie sales managers to fall back on the excuse of inheriting weak sales reps, and worry more about replacing them, than fixing them.
Read the first chapter in a book store somewhere, and save the $$$

More "tools" than Home Depot
I always thought that all my years of sales success would transfer to my job as a sales manager -- well, it has been a 2 year roller coaster ride. Until, I read skip's book.....my game plan was to manage the people the way I used to sell, however, ProActive Sales Management showed me that you must "Manage the process, not just the People!" I love the fact that Mr. Miller uses "tools" in his book, so this way I am able to pick and choose the right tool for any given situation. Sales have been climbing since we started implementing these metrics and we are not looking back!

Good Basic Sales Management Fundamentals
ProActive Sales Management takes a reactive sales manager and teaches them how to become ProActive. It provides basic guidelines to help sales managers focus on the most important things first. It also gives good specific examples to sales managers on what they should be doing and how they should be doing it. The book is a quick read and readily adaptable to any sales manager's situation.

This is it!
Sales Managers unite. It is time to really get down and dirty and really do the job we are meant to do...getting things done through others and create leverage.

Miller gives us the tools in an easy to understand yet powerful format. How to take a players higher, how to measure success, how to make our job more effective, coaching, mentoring, motivation...it's all there. One of the best sales management tools I have ever read. I take the book with me on trips, and it is in hardback! ... Read more

Book Description

The First Systematic Strategy for Building Iconic Brands

Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands-they are cultural icons. How do managers create brands that resonate so powerfully with consumers?

Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change.

Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty-and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy, to market research, to hiring and training managers.

Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands.

... Read more

Book Description

With over 100,000 copies sold, this is one of the most popular business- and sales-boosting guides ever written. This new edition offers successful entrepreneur and speaker Bob Burg's proven relationship-building system that thousands of professionals and entrepreneurs have used to turn casual contacts into solid sales opportunities. In Endless Referrals, he shows you how to:Turn every contact into a sales opportunity o Dramatically increase your business without spending more time or money o Identify the most profitable contacts o Use six keys to remember names and faces o NEW SECTION! Network the Internet o NEW SECTION!Set up a successful home-based business o Take the intimidation out of telephoning o Overcome fear of rejection o NEW SECTIONS!Succeed in multi-level, network, and mail order marketing o Position yourself as an expert o Mark yourself for success! ... Read more

Reviews (22)

A Good Start
I chose to read two books, one right after the other - Endless Referrals by Bob Burg and Business by Referral by Misner and Davis (also reviewed). Endless Referrals takes a very "real world" approach to the business referral process. It's direct, hard-hitting information. Bob Burg gets to the point immediately. I became very enthusiastic about Bob Burg's system and immediately began integrating it into my referral process. His ideas about making the initial contact and following up with that individual are a must for anyone in the business of generating referral-based sales. The book is full of examples of good and bad business actions, which Bob tightly weaves into the specific element of the process being discussed. The chapters on home-based businesses were very good, and even though I am not in home-based sales, I gleaned a few good ideas which I can apply. I found only one shortcoming. Bob Burg didn't really take the process far enough. I think he fell short in the systematic follow-up process of utilizing the information you have gained from a contact to build your business and your contact base.

I give a solid recommendation for this book; it is a must read for anyone wanting to generate referral-based sales or anyone who is in the selling business for the long haul. Utilizing Bob's techniques, you'll begin immediately to build a solid foundation for referral-based sales.

Common Sense in an Applicable Style
In "Endless Referrals", which I refer to constantly (I am a 15-year veteran in the financial services industry, and do not cold-call, so all my business is based on the generation of referrals), Bob Burg states what some would call the obvious: concern yourself with the welfare of others first, and it will come back to you in a big way. I believe this to be true, and Burg provides several strategies - mostly through the use of questions - designed to break down barriers and build rapport in a short period of time.

In garnering referrals, I often go point-blank with many of my clients, asking them the traditional "Who do you know....?" question. However, this is obviously not useful when meeting someone for the very first time. That's where Burg's strategies come in handy. That's not to say that this book doesn't contain ideas geared toward those you know already; it does.

I bought two copies of this book and gave one to one of the rookies in my office. My copy is highlighted from start to finish. I refer to it constantly. The book is an easy read, an enjoyable read, and an excellent source of extremely useful information.

The only requirement: You must ACT, and apply the ideas found within. If you do, nothing should stand in the way of your gathering many new sources of business.

I recommend this book highly - and I've read many on this subject.

Excellent, priceless advice!
Bob Burg's style is positive, upbeat and entertaining. I refer to "Endless Referrals" frequently. The ten questions in the second chapter, along with chapters eight and nine have contributed tremendously to my success in various endeavors. These parts alone are worth more than the price of the book. With that said, however, ALL the material is outstanding; the ideas for achieving success in all areas of life are pragmatic and energizing. Bob Burg's work stands out in that way certainly, but also couples the road to success with making the world a nicer place by promoting respectful interaction. This book is not to be missed!

Must have to build your business in this economy
I have moved from a technical support position to owning my own business. I needed to learn how to network effectively. Endless Referrals has provided me with the skills and confidence I needed to build rapport and trust with others. I much prefer working from referrals than cold calls.

A Game Plan for Growing Your Business Dramatically
Because I spent more than two decades in fundraising, I thought I had mastered the art of networking. Like many other development professionals, I was fairly aggressive in meeting people, remembering their names, and establishing rapport. Annually, I filled my desk with business cards.

Now networking is even more important for me as an entrepreneur. And in the last month, Bob Burg has given me valuable guidelines about networking. He taught me that I was a dedicated networking novice, and showed me how to become a skilled professional.

First, I attended one of Bob's dynamic seminars in Atlanta, Georgia. His novel-and highly creative-approach to networking prompted the audience members to think: "So. . .that's what I should have been doing all along."

Then I read Endless Referrals, which reflected Bob's comments in the seminar, and added many other tips. As is the case with his speaking, Bob Burg writes quite clearly, often entertainingly. Vivid case histories and anecdotes make his points memorable.

The book would be well worth the price if it contained only Chapter Eight: "Begin Your Own Profitable Networking Group."

Readers will welcome Burg's game plan for establishing and maintaining a systematic network. I know I did. ... Read more

Book Description

How to capture customers by learning to think the way they do

The most common complaint Bill Stinnett hears from his corporate clients is that would-be vendors and suppliers "just don't understand our business." In Think Like Your Customer, Stinnett explains why the key to landing corporate customers is to learn to think about the things executives and business owners think about and understand how they make complex buying decisions.

Drawing upon his years of experience as a Fortune 500 consultant, he offers sales and marketing professionals a powerful framework for understanding the inner workings of a business; knowing what motivates its executives and influences their buying decisions; identifying a company's organizational structure and decision-making psychology; and using that information to develop a winning strategy for influencing how and why the customer buys.

In addition, you receive:

• Solid marketing insights delivered in a fun, breezy style by a top corporate consultant and seminar leader
• Expert tips on how to maximize the value and profitability of relationships with corporate clients and customers

Book Description

Innovative Ideas for Retail Success

"A well-written book that covers all aspects of specialty retailing. A wonderful resource for anyone in retail or thinking about opening a shop." –Kim Mack, Vice President, Crabtree & Evelyn

"Specialty Shop Retailing is a bonanza of savvy ideas and an excellent road map to success in specialty retailing.... Schroeder apparently has done it all, or most–and, thankfully, shes willing to share it with the rest of us!" –Phyllis Sweed, former editor in chief, Gifts and Decorative Accessories

"Everything you wanted to know about specialty retailing you can learn right here.... A must-read by all prospective owners and all key employees.... Add your own creativity and fun, and you have the formula for SUCCESS!" –Joan F. Gillman, University of Wisconsin School of Business—Madison

"The first book you should read if you want to open a successful retail specialty shop, and a must book to read if you want to compare your store with one of the best in the field." –Bill Haefling, President, Haefling & Haefling, Inc.

"If you plan to open a specialty retail store, this book is a must!... I guarantee that those with existing retail operations, regardless of the maturity of the business, will also benefit from this book. Enjoyable reading!" –Anne McGilvray, Anne McGilvray & Company

"Carol Schroeders insightful and humorous approach, combined with her broad human understanding and expertise, make for enjoyable as well as instructive reading. This book is essential for anyone who is considering opening a retail store." –William E. Little Jr., Chairman, George Little Management, Inc. ... Read more

Reviews (11)

Pretty good book but Retail Business Kit for Dummies better
Let me start by introducing myself and explaining an apparent potential conflict of interest...

I'm a CPA in Redmond, WA and am always on the lookup for resources that I can suggest to clients. I have quite a few independent retail clients and so was interested in this book.

I also happen to be the author of QuickBooks for Dummies and Quicken for Dummies.

Okay, all that said, I think Carol Schroeder's book is a pretty good one. The book has lots of good information for the independent retailer or the prospective independent retailer. (As you can see, I gave it four stars!) But I really think that the Retail Business Kit for Dummies is a better book. There's more information in the Dummies book and it's an easier read.

One final comment: Before you say to yourself, "Hey, he's just recommending another Dummies book, that's bogus!" let me point out that both the Dummies series of books and "Specialty Shop Retailing" are published by the same company, John Wiley & Sons.

Maybe the thought I'll leave you with is this: If you're interested in learning more about starting and running a successful retail store, read Retail Business Kit for Dummies first... then, if you want more information and have time for another book, read Specialty Shop Retailing. You will get good information in the Shroeder book that isn't in the Dummies book.

Steve

Provides an illuminating look into a mysterious business.
You have to be in retail before you can appreciate how mysterious and unpredictable it is. Schroeder overviews the basics of getting started, the basics of retail finance, designing your store, buying and merchandising, staffing, customer service, and advertising and promotion. Each of these chapters provides just an overview, although I found her chapter on staffing to be particularly helpful. The book also provides a very good literature review. There are numerous books in the bibliography that will make interesting reading. My only regret is that Schroeder didn't provide more of her own experiences. She has a fascinating story to tell. How a fresh college graduate can purchase a failing retail chain and turn in around almost immediately is beyond my abilities. You are left wanting to know more of her story over her 20 years of experience. How did she really build a small store to $1.5 million in annual sales? Its fun to read a book written not by a professional author, but by a seasoned retailer who is willing to help others. She has made a tremendous contribution. Dr. Ken Bailey co-owner, Wicker & Brass Etc.

Specialty Shop Retail
Took notes throughout the book! Even though I've owned the business for three years I gleaned lots of invaluable information from the experience of Orange and her husband. Would recommend to anyone in retail--new to it or an "old hat."

A MUST!
A detailed well written text that guides the prospective or seasoned shop owner through the business of owning and operating a business. Industry terms are thoroughly explained, other resources given and numerous examples of effective business forms are provided. Ms. Schoeder guides the reader through the book using humor and anecdotes making it hard to put down. This is a must reference for anyone contemplating starting a business.

Fabulous!
I have received this excellent book just before Christmas and spend all Christmas evenings reading it. Extremely helpful, encouraging, wise and funny. Everyone who dreams about owning speciality shop have to read it... many times! ... Read more

Book Description

This leading book in international marketing features comprehensive cases that cover consumer, industrial, low tech and high tech, product and services marketing.Specific chapter topics examine the global economic environment; the social and cultural environment; the political, legal, and regulatory environments; global customers; global marketing information systems and research; global targeting, segmenting and positioning; entry and expansion strategies: marketing and sourcing; cooperation and global strategic partnerships; competitive analysis and strategy; product decisions; pricing decisions; channels and physical distribution; global advertising; promotion: personal selling, public relations, sales promotion, direct marketing, trade shows, sponsorship; global e-marketing; planning, leading, organizing, and monitoring the global marketing effort; and the future of global marketing.For individuals interested in a career in marketing. ... Read more

Reviews (4)

The up to date Case
This book has easy to understand & have up to date case. The Harley Davidson case is one of the cases that showing us how's struggling US to face Japanese company offensive. This is the good case to picturing the dawn to earth marketing strategy compare to arrogant & not efficient strategy willing by US Company.

good service
the service is very good and efficient

clear, understandable jargon
Marketing concepts are explained within global marketing frame in an understandable manner using the jargon everybody can understand. The principles that each company must take into account both at home and abroad are revealed. Especially, I liked "18 Guiding Principles of the Marketing Company". Articles from the scholars at prestigious business schools are related to global marketing concepts in most understandable way. This makes the book richer. Another thing making the book richer is Global Income and Population estimates, that is both put inside the text and at the end of the book as appendix. These estimates give clear grasp to the reader about world demographics and economic structure, and helps reader understand the subject at hand and, in general, world dynamics better. Interesting and information & expertise-loaded cases differentiates the book from other boring textbooks. The future of global marketing section of the book gives the reader an invaluable horizon. I suggest that you read it carefully, you will get too many things from it.

Students found this to be informative but not presented well
Valuable, current information presented in a rather dull, uninteresting format according to MBA students. Very comprehensive. ... Read more

Book Description

A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business". 223 photos. ... Read more

Reviews (43)

If there's only 1 book on advertising to read, this is it.
No one who has anything to do with advertising should have anything to do with advertising before reading this book at least 7 times; most of all agency people. Mandatory reading sessions every 6 months should be a be a job requirement for every agency employee. Why? So they don't forget that advertising is not an artform...it is sales...just as Ogilvy says/quotes...if it doesn't sell it's not creative (this doesn't mean that advertising that does sell shouldn't be creative). The single most amazing fact of this book is its flow which provides for totally effortless reading. The wealth of information paird with the entertaining autobiographical and documentary elements and examples creates one of the most solid & comprehensive books on the topic. It is equally suitable reading material for ad-executives, students and laymen (and women). First-class writing in a first-class way.

The eternal truth about advertising
Some people may find the advice in this book out of date. Me, for one, will never trade this book for a more up to date trendy one. The wisdom provided by David Ogilvy is priceless, and outlines the eternal and basics of advertising principles. After all, though we have gone through many changes in the last years, products are still marketed by people to people. If you remember that, you will find this book an amazing experience.

What is particularly nice about it, is that Mr. Oglivy simplifies very complicated subjects, trying to have a 30,000 feet view of the problem, explain the essentials, and give some general guidelines. If you follow the Mr. Ogilvy's thinking pattern, and the principles emphasized (as posed to specific examples) you will be able to learn some of the most important lessons you will ever learn in this field.

To conclude, very recommended, and a must read for all people in the advertising business.

No longer applies to the ad world today
I think this was an interesting book for its
time, however the ideas set forth here
are no longer practiced by the company that
Ogilvy created.

Every Advertiser Needs a Copy on Their Shelf
Although it is slightly dated, this remains a book that everyone in advertising should have on their shelf. Ogilvy may well be without peer as a master of advertising and anyone considering a career related to advertising needs to read this again-and-again.

Ogilvy is the natural heir to Claude Hopkins (and if you don't know who he is, pick up a copy of "Scientific Advertising") and has the same understanding of advertising as both art and science that Hopkins did. Ogilvy knows that an ad campaign, no matter how visually wonderful it may be, must do one thing: sell.

Ogilvy understands that advertising is fairly synonymous with sales, a fact that far too many advertisers and ad people alike seem to keep forgetting. Witness the mindless glut of ads that ran during the internet boom, read Ogilvy and Hopkins, and you'll understand why so many internet companies died on the vine when they couldn't attract customers. Admittedly, a number of internet companies lacked a true product or service to sell, but most did not do themselves any favors with their advertising.

Whether you are new to advertising or a seasoned pro, this book is a must have.

Valuable if a little dated
Good overview of advertising and how it works. Somewhat out of date at this stage. ... Read more

Book Description

Significantly revised, restructured, and updated to reflect the challenges facing service managers in the 21st century, this book combines conceptual rigor with real world examples and practical applications.Exploring both concepts and techniques of marketing for an exceptionally broad range of service categories and industries, the Fifth Edition reinforces practical management applications through numerous boxed examples, eight up-to-date readings from leading thinkers in the field, and 15 recent cases.For professionals with a career in marketing, service-oriented industries, corporate communication, advertising, and/or public relations. ... Read more

Reviews (8)

Synthesizes all the best practices and leading edge thinking
This is such a well-written and well-organized book that you can simply read from cover-to-cover or jump into your interested chapters right away.

Not only does the authors present you with their in-depth coverage of the various services related topics, supplementary materials (papers, cases) from other excellent sources/authors make this an absolute encyclopedia of services marketing and a coherent contemporary literature for both novices and seasoned practitioners.

This is THE book for this very under-written and immensely critical topic of services marketing and an essential reading for the 60-80% of the workforce who are involved in the ever growing services sector.

An Excellent Insight Into the World of Services Marketing
With its comprehensive content, the book gives a fantastic overview of the important issues in services marketing today. There are many interesting and practical examples demonstrating the learning points. Well-balanced perspective. Besides giving readers the foundations of concepts and tools to use as services marketing managers, it also gives readers interesting tips on how to get around or leverage on current services strategies used by companies as customers.

Review by Venkat
Its a very useful book covering all aspects of services marketing. Contents are well organised with real world examples, frameworks that you can apply to practical issues etc. I have read through all the chapters in the book and a few headings very interesting
1) Loyalty
2) Managing services people
3) Understanding service quality
4) Power of service guarantee
I strongly recommend anyone interested in services marketing to buy this book.

An excellent book on Services Marketing
a) The subject content is very good and is quite informative with the relevant examples of the best practices and cases. Gives good insights into the various aspects of Services Marketing and changes your perspective.
b) The paper used is just perfect (not a glossy) which gives a great reading pleasure.

A must-read for a good grounding in services marketing
Services Marketing by Lovelock and Wirtz is a down-to-earth practical textbook that covers the myriad facets of services marketing. I like it because it showcases real-life examples, and ties theory and models neatly in with practical examples that MBA students can easily relate to. ... Read more

Book Description

This volume takes a broader approach than Advertising or Promotions surveys and gives readers an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools. For marketing professionals and ad agency account executives.

Book Description

The worlds foremost producer of personal development and motivational audio programs offers an expanded version of Brian Tracy's sales classic.

The Unsuccessful Salesperson says, "the other guy has the best territory."
The Successful Salesperson says, "every territory is the best one."
The Unsuccessful Salesperson says, ""that company will never buy."
The Successful Salesperson says, "I can make that company buy."

Confidence and self-esteem are just two of the factors that separate the successful salesperson from the unsuccessful one. In this comprehensive program, Brian Tracy -- an expert sales tainer -- shares more than 50 practical, day-to-day techniques for increasing your confidence in your sales abilities and boosting sales profits, including:

• The two major "motivating" factors in closing a sale
• The three "hot buttons" to push when selling to businesses
• How to avoid the five simple errors that spell the difference between success and near-success

Brian Tracy will help you master the art of closing the deal. ... Read more

Reviews (13)

Brian Tracy is the best
Selling is so much more than fast talking and the gift of gab. To truly selling, you need to understand the mental game: of yourself, the buyer, and the prospect. Brian delves into all aspects to produce a program that is rock solid. The Psychology of Selling covers all the basis from prospecting to closing to overcoming objections. Adhering to the sales philosophy of kiss (keep it simple silly), this is a quick listen for anyone looking to boost their sales.

Todd Natenberg, Author of the book, "I just got a job in sales. Now what?" A Playbook for Skyrocketing Your Commissions

Tracy is top notch
Some people might look for inconsistencies to Tracy's advice, however, this series has helped me improve my sell's skills more than any other sale's instruction that I have listened to or read. If you you are looking for an academic approach to psychology and selling this book will not include a large amount of quoted research. However, if you are looking for some ideas and skills to apply to interacting with clients or prospects this series is a wealth of practical information. I have yet to find a self help book free of inconsistencies or unsubstantiated data. Psychology of Selling is not an exception but it has too much practical benefits to pass up the knowledge out of a lofty sense of academic integrity.

The modern way to sell
Brn Tracy's approach to selling may be a turn off to car salespeople and telemarketers, but is a breath of fresh air to all real salespeople.Tracy takes a consultative approach to selling. He teaches you how to ask questions, not merely read a script. He shows you how to build rapport and trust. And most importortly, he shows you how to create win/win situations with your clients.I also recommend Advanced Selling Strategies by Tracy and the unabridged audio tape program from Nightingale-Conant The Psychology of Selling and Advanced Selling Techniques.Your sales will soar and you will create happy customer relationships.

One of the best
Brian Tracy has been a favorite for about 15 years. His approach to sales is direct and to the point. He discusses the importance of relationships, of having the customer know you care, of good listening and question asking. He speaks about solution selling and consultative selling. Brian has taken more than 20 years of his experience, successes and mistakes, to come up with this incredible program. I prefer the unabridged version, but this abridged version provides you with some very valuable information, strategies and techniques.

For those who found Brian Tracy's work lacking, I wonder if they really listened to the program? I also wonder if they are nearly as successful, in career, personally and financially as Brian Tracy? I detect a note of sour grapes, probably due to the ego destroying way in which Brian nets out his simple program. Heck, as with most things, if the information is not applied or acted on, then the information is useless.

This is great stuff, and it has been proven to stand the test of time. New to sales or a seasoned vet? Give this a listen. I'll bet you find some things that you stopped doing or maybe a few new things to reignite your career. Listen, take notes, and take action on this material.

I also recommend the "The Accidental Salesperson". Great stuff, that works!

Should be called "The Art of Deceit and Manipulation"
I picked up this book as a primer on selling, as I had heard good things about Brian Tracy's previous works. While it did provide an overview of selling techniques, what I heard was a review of selling techniques that I thought (perhaps hoped) had gone out of vogue many, many years ago.

For example, in order to "sell better" he suggests that confidence is key. And in order to shore up confidence, he recommends saying "I like myself, I like myself, I like myself..." over and over to oneself. Then he describes multiple ways to deceive and manipulate prospects so that they will buy your products.

Here's a radical concept: instead of this approach, what if salespeople increased their knowledge of their products, worked to understand their prospects' business and business problems, then worked collaboratively with them to solve their problems? Thereby increasing the salesperson's success, maintaining their integrity and thus building a basis for authentic self-confidence?

Nah, I guess that would take too much work.

There is absolutely nothing new here. In fact, the techniques it espouses are exactly the stereotypical "sales techniques" that have led this profession to be viewed with such disdain among the public at large. Very interesting, given that Mr. Tracy opens his talk with an assertion that the sales profession is a noble one (a view that I share, overall) and has somehow just gotten a bad rap. I'd suggest that books like this are a part of that problem. ... Read more