Book Description

Compensating the Sales Force is a uniquely jargon-free, how-to guide to all major sales compensation concepts and formulas. Using real-world examples, guru David J. Cichelli:

• Helps readers select the right compensation strategy for their firm
• Provides step-by-step guidance to implementing various approaches
• Simplifies the mathematical formulas that are a thorn in most manager's side

Reviews (2)

Worthless in the real world**(see edited section of review)
I now understand why large corporations are confused. This book has many pages of verbiage with even more useless graphs. Perhaps corporate vice presidents who need to justify their existence can wave this book around and generate reams of computer reports to wade through while their corporate bosses walk down the halls, but as far as creating a practical working program forget it. I would like to have my money back.
********
******** Hold the presses!
This guy David J. Cichelli just gave me a call! I will say one thing for him. He is sincere and extremely intelligent. After a warm friendly conversation he helped me with my plans. So I don't want my money back after all! In fact I definitely will be looking for him to write some industry specific books in the future. I truly wish him well.

The perfect how-to for sales incentive program designers
Keep this book among your collection of professional books. It's a no-nonsense guide that goes directly to the heart of how you design incentive programs for sales people in different jobs. David Cichelli describes, in detail, the finite number of formula mechanics used to pay incentives. He also describes when to use the mechanics, the math behind each formula, and popular variations of each mechanic. If you're looking for a book on the psychology of incentive programs, this isn't it. It is, however, a primer on specific sales incentive program types. Every HR or Comp Analyst should be familiar with these concepts - if not for your career, then for the sake of the people working in sales and the company's bottom line. ... Read more

Book Description

Companies like American Girl, Best Buy, Washington Mutual, and TiVo came out ofnowhere to virtually own their respective markets. How did they scoop their bigger andwealthier competition? It wasn’t through a fat marketing budget. It was because they kepttheir promises . . . and not just any promises, but dangerously ambitious promises. In fact,these companies overpromised to lure customers in—and thenoverdelivered to keep them.

Rick Barrera, a respected marketing consultant and business lecturer, has studied theseword-of-mouth-driven successes and concluded that they are masters of what he callsTouchPoint Branding—the art of making sure that every point of contact between acompany and its customers is well executed and fulfills an over-the-top brand promise.

Barrera explains how TouchPoint Branding’s three major components—ProductTouchPoints, System TouchPoints, and Human TouchPoints—can create dramaticmarket differentiation. The companies featured in the book start with an extraordinaryproduct (like the Hummer), supported by smoothly running systems (like the SumersetHouseboats Web site), and add satisfying human contact (like the service at an AmericanGirl store).

It’s an old cliché in business that smart companies underpromise and overdeliver. But intoday’s crowded market, that’s not enough. Barrera’s insights and case studies can helpany company overpromise . . . and still overdeliver. ... Read more

Book Description

As we learned from New Coke, Pets.com, Apple's original handheld device, the Newton, and the reissued Ford Thunderbird, all the promotion in the world won't save a product that somehow isn't right. Robert Cooper is the world's leading expert on making sure your new-product introductions are more like Apple's iPods and less like Newton's.

Cooper invented what's called the "stage-gate" process of new-product development-a process used by 60% of all businesses today.

For this second edition Cooper has completed a major new study-the largest study of product development practices and results ever undertaken. He analyzed thousands of new success and failures from hundreds of companies, with a particular emphasis on high-technology products and services. Product Leadership won't just tell you what things are helpful to your company's success. Now it will tell you how and how much they help. ... Read more

Book Description

Strategic Database Marketing is the only resource to explain database marketing from the customer's point of view, instead of the seller's. Now, as exploding research and technology create entirely new market challenges, the Second Edition of this influential bestseller explains the method for computing RFM (Reach, Frequency, Monetary), as well as covering recently developed tools and resources including the Internet, loyalty programs, customer-specific marketing, and more.

Reviews (10)

The Master Book
This book is the main book for my Internet Marketing Class at Mercy College's MS in Internet Business Systems program. It includes all necessary topics such as database marketing, banner advertisement, calculating LTV and RFM Email Marketing and best practices. This book is a must read for anyone in direct marketing field.

Read this before you think about CRM
This is the book I have been waiting for, the book that gets to the crux of the CRM matter, which is, what information is needed to create effective Customer Relationship Managamenent that is both theoreticaly sound and business oriented.

The biggest and most important component of CRM are the strategic databases that contain the information necessary to better understand a companies clients, corporate wide.

This book describes all the key points necessary to create useful database marketing - it's practical approach is its added value.

I'ts not the easiest book to read, but the value that can be obtained from it far surpasses the effort needed to understand it.

It's also a great book to glean information from when preparing to deal with prospective CRM vendors -- do they really know what they are selling or talking about?

regards,

martyn_jones@iniciativas.com

Exceptional Coverage of Important Marketing Concepts
Hughes makes it exceedingly clear why customer loyalty and lifetime value are such critical marketing concepts. Hughes helps marketers understand why our hyper-focus on customer acquisition needs to be adjusted to consider retention and upsell as well.

In particular, Hughes explains:

* What Lifetime Value (LTV) is, why it matters, and how to calculate it
* The importance of testing programs and how best to go about it
* Segmenting your customer base by loyalty and LTV
* How tactics should differ for each segment
* Practical tips for creating a successful database marketing campaign.

Case studies and ROI numbers are used throughout the book. A must read for marketing proessionals.

The absolute best in database marketing
One of the leading authorities in database marketing, and author of The Complete Database Marketer, has released the second edition of Strategic Database Marketing. There is a certain overlap between the two books, but whereas The Complete Database Marketer focusses on both the operational and strategic side of database marketing, this one goes much more in depth into developing database marketing strategies and the many tools you can use to develop your strategy (e.g. RFM, Lifetime Value, Profitability Segmenting, etc). This second edition also features some new material about the opportunities of the Internet, without becoming an e-commerce guide. Arthur has a very down-to-earth way of writing, which makes this both an educational and highly enjoyable work to read. He also illustrates his teachings with many real-life examples, complete with LTV analyses. Finally, there's an extensive glossary and guide on how to keep up with developments in the database marketing field in the back of the book. My only bit of criticism would be the quizes at the end of each chapter, which at times seem to ask about rather trivial facts, while some of the answers in the back of the book seem to be incorrect.

Anyway, if there ever was a bible for database marketing, this is it ! An absolute must-have for database marketers and a fascinating read for marketers in general. Highly recommended !

THE Best Database Marketing Reference
I have only been in the direct/database marketing field for a relatively brief time. However, I have already read many recent and highly acclaimed books on the two subjects. Although I rate these books from fair to excellent, none of them compares to this outstanding guide and reference by Mr. Hughes. The coverage of RFM, Recency, Frequency, and Monetary, and LTV, lifetime value, analyses are undoubtedly the best I have read in any magazine or book, with the exception of Mr. Hughes's (please excuse the ancient grammar standard) other writings.

I would highly recommend this book to any direct/database marketing professional. I can't wait for the next edition. ... Read more

Book Description

This book turns social marketing into a step-by-step process so that anyone can plan and execute an effective social marketing campaign. Actual cases and research efforts richly support each of the eight steps in the process. Included in the text are more than 25 in-depth cases, about 100 examples of social marketing campaigns, and ten research highlights to represent the scope of research methodologies. The appendix includes worksheets for each step to complete a marketing plan for students and practitioners.

The methodologies in this text have been classroom tested and refined by students who prepared marketing campaigns using this eight step planning process. 

"As this book attests, social marketing is an extremely powerful set of concepts and tools that can accomplish much to relieve the pain and suffering of populations around the world and to address social problems that have their roots in undesirable behaviors. We are fortunate to have some of the best thinkers and writers in our field—such as represented in this volume—committed to making this happen."

--From the Foreword

Alan R. Andreasen,

Georgetown University

"This second edition of Social Marketing pulls it all together—new science and new practice. Hopefully, this will become the standard on which we can all build a solid future for tomorrow’s programs of social change."

¾ William A. Smith

Executive Vice President

Academy for Educational Development

 

"Professor Kotler’s dynamic team of marketers has created a valuable, comprehensive textbook. Didactic information is supplemented with marketing and research highlights that provide students with real-world examples of how social marketing is used to influence behavior change. This well-crafted text is an important resource for anyone teaching, studying, or working in the social change arena."

¾Carol A. Bryant

Co-Director Florida Prevention Research Center at the University of South Florida

"This is perhaps the most comprehensive and well thought-out compilation of information for social marketing I’ve seen. A great blueprint for developing, implementing, and evaluating social marketing programs."

¾ Scott B. Downing

American Cancer Society, Atlanta, GA

Marketing Director, Brand Development

"This book provides a rich concentration of social marketing theory and experience, from classic examples to the current thinking in the field. In clear language, with over 100 examples, this text gives both experienced and novice social marketers a blueprint for creating a social marketing plan that transforms theory into doable programs."

¾ Rebecca Brookes

Planned Parenthood of Northern New England

Vice President, Marketing & Communications and social marketing consultant

"The book pulls it all together¾ key concepts, case studies, and a step-by-step process for developing social marketing programs. World Bank supported programs and indeed all development practitioners can benefit from the ideas and concepts put forward by the authors."

¾ Cecilia Cabañero-Verzosa

World Bank

Head, Knowledge and Capacity-Building Unit Development Communication

External Affairs Vice-Presidency

"This is an inspiring and wonderfully written textbook which I plan to use as required reading for my courses in the future. It will serve as a strong motivator for students to think outside the box about creative solutions to social problems." 

¾Michael Baldwin,
Adjunct Professor, Mark Hatfield School of Government

Portland State University

Lecturer, Daniel Evans School of Public Affairs, University of Washington 

Reviews (3)

A Comprehensive, Systematic Resource
"Social Marketing: Improving the Quality of Life" is a comprehensive, systematic and user-friendly social marketing resource.

The book includes case studies written by practitioners from education and health currently working in the field, an abundance of illustrations and examples, as well as templates and worksheets for developing and implementing social marketing campaigns.

If you want to create a pro-social marketing campaign or just want to deepen your knowledge of social marketing, media campaigns, target audiences, advertising, etc., this is the book to have.

A Needed Contribution to the Field
First, in the interest of full disclosure, let me say that I contributed a case study to this work. I had nothing else to do with the book, however! Always eager for a new resource, I was very interested in looking over the whole work when it was published.

When I received my copy, I poured over the book, and I must say I was very impressed (irrespective of my conribution)! The authors did a very good job of presenting the richness of social marketing in a simple, understandable way.

The page formating makes it very inviting and easy to read. It is very visual, with many examples and figures. The text flows well and is very readable.

I think the book will have a lot of applicability. The key questions and concepts, and the summaries and issues for discussion, certainly will make it useful as a textbook. It also will be useful to anyone picking it up for themselves, or to augment some other training. I think the book fills a niche for an easy-to-understand, "user-friendly," yet comprehensive presentation of social marketing. I commend it to your reading.

Social Marketing: Extraordinare'
I found this to be an extraordinary book.
How these authors covered so much material
in such a comprehensive, clear way is amazing.
The visuals, case studies, and research
is a must for all of us in the field. I will
recommend it not only to my staff, but also
to all students and professionals. This is the
Social Marketing book that will be the benchmark
for the future. I would like to see someone try
to top it....... ... Read more

Book Description

Relevant and recent examples and citations.
* In-depth coverage of e-commerce and database marketing.
* Cases and problems cover a wide range of products and organizations.
* Takes readers step by step through the entire marketing research process, describing the most advanced and current methodologies. ... Read more

Reviews (6)

Description of methods, rather than a teaching guide
This book is a collection of marketing research techniques described at lenght. Serves well as a reference to what happens (conceptually) in each technique. It does not serve as a teaching guide, since there is very little description of the actual procedures involved in performing the techniques. Additionally, almost no information on the actual statistics behind each technique.

Ineffective presentation and weak on mutlivariable analysis
I purchased this book (7th, ISBN=*405) as my first book on Marketing Research. However, this book is very disappointing; multivariable analysis sections are superficial in treatment. In particular, the authors avoid math treatment once basic statistics sections are over. I don't understand the techniques described in those multivariable analysis sections based on whatfs written in this book; I already have the understandings in some of the topics discussed in the book, so I know what I am talking about partly. Also the rest of non-statistical sections are very boring to read, and examples are in some cases not easy to relate to the material in the context directly. What makes me most bored might be authors explaining trivial things like "Hospital is the place to go when you get sick....g (Analogy) Considering the quality of this book in terms of depth, this book is way overpriced. I recommend the following books instead: Business Research Methods by Zikmund (much clear presentation on methodologies), and Probability and Statistics by DeGroot (one of the best in these subjects) for non-multivariable sections, and for multivariable sections, Applied Multivariate Statistical Analysis by Wichern and Johnson (for math taste), and Multivariate Data Analysis by Anderson, et al (for non-math taste). Also recommended is Data Mining Practical Machine Learning Tools and Techniques with Java Implementations by Witten and Frank (for Data Mining programming). P.S. this 7th ISBN=*405 does not include CDROM.

Good overview but weak in substance
Considering that this book was written by the King of Marketing Research and Brand Management, Prof. David Aaker, I had expected more in a graduate-level textbook. However, the examples are simplistic, cases are weak, and the section on statistical methods and analysis would be better omitted in favor of a statistics-specific textbook.

Classic text on marketing research
A classic text - continually revised over the years and gets better every time. Had a prior edition during my MBA studies a decade ago and bought a recent edition; a great source of reference for marketing research & analysis.

Easy book
The definitions were easy to understand and the concepts were explained to a T. The cdrom that came with it was very helpful. The cdrom helped me to understand all of the statistics, correlations and regresion analysis graphs. ... Read more

Book Description

Companion to the best-selling Product Manager's Handbook. Text explores the specific skills, abilities, and competencies that separate the outstanding product manager from the average. Provides an action plan for becoming a product manager capable of creating consistent customer satisfaction and long-term competitive advantage. Softcover. DLC: Product management. ... Read more

Book Description

Veteran copywriter Luke Sullivan returns with an updated edition of his irreverent warts-and-all look at the advertising industry. Part how-to book and part exposé, Hey Whipple, Squeeze This is both an insider's guide to writing great ads and an unapologetic send up of all that's heavy-handed, dim-witted, and ineffectual in the industry.

Updated to include the latest campaigns, this edition presents a real-world look at the day-to-day operations of today's ad agencies and examines the good, the bad, and the downright ugly ads the industry produces. Sullivan provides pointers, tips, and guidelines on how to write and produce ads for print, TV, radio, billboards, and more, while regaling you with hilarious war stories.

PRAISE FOR THE FIRST EDITION:

"Luke Sullivan writes just about as relevant an advertising read as you can get. It's a perfect lesson in advertising for newcomers—and a familiar and laughably painful reminiscence for those of us entrenched in this noble and often crazy profession."
—Lee Clow, Chairman, TBWA\Chiat\Day, Chief Creative Officer, Worldwide

"Luke Sullivan knows the business and writes about it with . . . gentle wit and insight."
—Dan G. Wieden, Wieden & Kennedy

"The most informative and entertaining book about life as it really is in the creative department of an advertising agency. Even account men could write great ads after reading it."
—Tim Delaney, Leagas-Delaney, London

"In an advertising world filled with glib, fast-talking 'experts' more adept at arranging lunch than writing ads, Luke Sullivan is the exception. Here, at last, is a step-by-step primer for anyone interested in writing effective, powerful, breakthrough ads."
—Tom McElligott, cofounder, Fallon McElligott ... Read more

Reviews (82)

What a blast!
Sullivan has written a really good book: witty, insightful, and informative, with a dose of self-deprecation. But most of all, it's laugh-out-loud-I-can-barely-breathe funny. I particularly liked the opening scene involving the teddy bear in the Snuggles laundry detergent ads. (Let's face it, that damned bear had it coming).

When I wasn't splitting my sides, I was plotting ways to enter the field. How can I get a piece of the action? I'm a book editor in my early 30s with a few years' marketing copywriting and freelance journalism experience. So far I've found that trying to get into the advertising business as a copywriter is even harder than talking a 19-year old blonde virgin into bed. Though certainly not as fun, I'm sure the end result is just as rewarding.

For us non-industry folks, the ad-making process can seem pretty daunting. But Sullivan explains everything in a clear, engaging manner that made me want to sit down and start working. He's an inspiring writer.

The word in advertising circles is that younger professionals now entering the business are mere "concept creatives" who lack the traditional skills of the copywriting craft and don't understand what advertising is all about. As a more experienced copywriter-to-be trying to get into the field, I wholeheartedly agree. One possibly solution-if you're an ad agency executive unhappy with your writers' skill levels-would be to get them to read this title. Or better yet, you could hire an aspiring copywriter who already has read and taken to heart the lessons contained in this excellent book.

Couldn't put this book down
I'm an advertising Art Director and I found this book to be very interesting. It's an easy read and very witty at times. Mr. Sullivan had me laughing out loud many times. Being in the business, I could relate to the chapter about "agency personalities" The slash weasel and all the rest! I was laughing to myself, "Exactly!, that's exactly how it is!". I've experienced all the types of people he describes in the ad agency business, and then some! Ad agency creatives are a breed all to themselves, that's for sure.

I must say, I really like the old-school way of creating ad's. Many T.V. commercials and print ads seem to lack that really good, deep, but simple strategy that made vintage advertising so great. I really think Mr. Sullivan should write another book, but this time focus on creating the ad. Some topics could be: How to write and interpret a creative brief. Developing and preparing comps for client reviews. More details about presenting, and getting over the fear of that. Detailed thought process in generating ideas, How to take a client's product information or message and write effective sales body copy. Photo Art Direction and the process in directing models or setting up product shoots. Layout design and creating the best layouts. There really needs to be more text books on the craft of creating ads the right way.

I felt by reading Mr. Sullivan's book, opened my eyes to certain things I could improve upon in my ad creating process. For example, when I would come up with what I thought was an excellent idea, I would stop and labor over the execution of it. I learned from this book to keep generating ideas and not to stop until every avenue has been explored. This has helped me to come up with even better ideas.

For anyone in the agency creative business or thinking about going into it, this is a must read.

The Book of Luke
So about two weeks ago I started an internship at one of the largest advertising companies in the world. I considered myself very lucky because I hadn't even had a class in advertising. On my first day, two of the other interns recommended this book to me. They individually attend two top advertising schools in the country and were both highly recommended this book by their professors, calling it the Bible of Advertising, The Book of Luke. I figured it might give me a better clue so I didn't look like a total idiot at my new position so I picked it up.

Amazing! I can't believe how right they were. It gave me such a better understanding of what I should be doing and in such a humorous way that it didn't feel like I was reading a textbook, it felt like I was having a casual conversation with a hilarious, experienced professional. Quick read.

I highly recommend this book, it gives you the facts straight out in a way that's not only educational but extremely entertaining. If you're looking for a book to get insight into this exciting world, get this one and then if you don't like it, check out one of the million books he recommends at the end of the book.

Buy it. Enjoy! :-)

FLAVORIFFIC!
If you decide to taste this book after you read it, consider it Flavoriffic!

Hey Whipple, Squeeze-A Guide to Creating Great Ads is well-written, concise, and chock-full-o-advertising nuggets.

Each chapter is tastefully sliced into bite-sized bits that will restart your rickety grill of creativity (minus the singed eye brows).

Luke Sullivan has the most insightful bits of ad wisdom properly placed on each page. He skillfully adds quotes, axioms, and general do's and dont's throughout the book from a myriad of successful ad monkeys.

To date, this is one of the best books on the business out in the market today.

Sullivan's award-winning talents shine through in Hey Whipple, Squeeze This-A Guide to Creating Great Ads.

As a copywriter, I highly recommend this book to anyone looking for a good laugh and a little insight into the world of advertising.

If you only read one advertising book, THIS is it!
If you're only going to read one advertising book, this is the book to read. Smart, funny, inspiring and let's not forget Mr. Whipple. ... Read more

Book Description

"Edward F. McQuarrie has written a practical guide that will introduce managers, across functional areas and product lines, to a basic understanding of market research tools. Further investigation of The Market Research Toolbox will give readers insight into traditional and nontraditional market research techniques. This book will be a valuable resource guide for those in business and education alike." --Nancy Waters-Gordon, Program Manager, Hewlett-Packard Company "For all professionals new to marketing research, an engaging and informative book." --The Economic Times If you are thinking of conducting market research but don't know where to start, try The Market Research Toolbox--the ideal resource for the beginning marketer. Written in an engaging and active style, this book describes how to think of market research in the context of making a business decision. It begins by defining market research and discussing some of the varieties and techniques, then examines what objectives can be met by doing market research, and the expected payoffs. Six traditional market research techniques are covered--secondary research, customer visits, focus groups, surveys, choice modeling, and experimentation. Author Edward F. McQuarrie describes how each technique works, along with its costs, uses, tips for success, and when and how to use certain techniques, as well as precautions to take while using them. Next, McQuarrie discusses nontraditional types of market research that have evolved in recent years to meet the needs of business-to-business marketers and technology firms. The volume concludes with a chapter on five common business applications that can be addressed by combining several individual research techniques into a research strategy. This book will be of particular interest to R&D project managers, program managers, product managers, engineers, quality professionals, and executives at a level where business strategy is set. It will also be useful to students who need an overview of market research. ... Read more

Reviews (4)

Remarkable and perfectly titled
If you're dipping your toes into the waters of market research, you need this book. Its title is perfect: This really *is* a toolbox, written concisely for beginners.

I bought this book when my boss assigned me a market research task that could determine company direction. He gave me the task because of my past work with surveys and usability testing. I wasn't comfortable flying by the seat of my pants on this one -- determining company direction isn't the same as determining what people didn't like about a Help system you created or determining what does and doesn't work well in a computer program's user interface.

So I bought this book, and I'm glad I did. McQuarrie minced no words in explaining what market research is and what market research can and can't do for you. He next helped me determine the real goal for my research, and showed me what market-research tools are best suited for achieving that goal. He even told me what tools *not* to use. He did all this in the first 35 pages. The rest of the book describes the tools in the box. I only read the chapters about the tools relevant to my task. Within two hours, I had learned exactly what I needed to know for success -- no more, and no less.

I especially appreciate McQuarrie's writing style, which Strunk and White would call "vigorous." He packs a lot of information into very few words.

Take note: McQuarrie explains that his book will help you determine what tools you should use and tell you the basics of using the tool. However, he cautions that you should hire specialists to actually use the tools, because there is a lot of specialized knowledge behind successfully using each one. If you're determined to use these tools yourself, McQuarrie tells you what other books to read to get started.

Great "toolbox" guide
This is a great book to provide a guide throughout any type of market research. I particularly found the section "Combining Research Techniques into Strategies" VERY helpful. It allows you to view a la carte what items you should be aware of when you are performing a certain type of research strategy (i.e., Market Segmentation). This is a "must have" for any type of Marketing or business professional!

A good overview
Good conceptual overview. McQuarrie not only explains the distinction between exploratory and confirmatory market research; he also discusses which tools to use for each.

Tools discussed include secondary research, customer visits, focus groups, surveys, choice modeling, and experimentation. Although he doesn't provide much depth for each, he does provide a bibliography for further reference.

a quick reference guide
A quick reference guide for all projects. It can be just a memory check for experienced people but is invaluable in terms of time and effort for the beginner ... Read more

Amazon.com

Unlike practically every other segment of the modern business world, the corporate-sales department has changed very little from the rigid organizational framework it first attained back in the gray-flannel '60s. But even that bastion of traditional business structure is starting to evolve, as customers at all levels begin to reconsider their expectations, purchasing patterns, and criteria for establishing and maintaining relationships with sales professionals. Rethinking the Sales Force, by Neil Rackham and John De Vincentis, is an innovative attempt to give today's salespeople a push in the right direction before the inevitable sea change now developing totally overtakes them and undermines their potential for future success. Rackham, author ofSpin Selling, and De Vincentis, an independent sales and marketing consultant, use leading real-world examples such as Microsoft, IBM, and Charles Schwab to show how the commercial viability of assorted products and services can be dramatically improved by determining the real needs of three different types of buyers--whom they call "intrinsic value customers," "extrinsic value customers," and "strategic value customers"--and then developing the appropriate sales strategies to meet them. --Howard Rothman ... Read more

Reviews (14)

Updating Sales
Today's world no longer rests upon the product. Rather, it rests on the customer's perceived value of said product. Due to this fundamental shift, it is necessary that the sales department also shift. But, like any bureaucracy, it is slow to change.

Rackham and Devincentis make a powerful case, strongly supported, with lots of suggestions on how to work with this new type of consumer. The two of them, along with Michael Levine in his Guerrilla PR: Wired, recognize and realize that to prosper in the new economic environment, the relationship between the customer and the business can not be one of a simple trade of product for monetary equivalence and compensation.

To that end, Rethinking the Sales Force strives to move sales into the 21st century, where the customer's perception of the product's value is king, and the actual product itself is the pawn.

Concerned with revenue and profits? Read this book!
Neil Rackham, along with various co-contributors, has written six excellent and thought-provoking books on different aspects of sales and sales effectiveness. If your business involves selling and you haven't read these books, your revenues and profits are not where they could be! This latest one, "Rethinking the Sales Force" reinforces that. I learned that first hand.

In June of 1996, I was asked by my company to join a cross-functional team whose major responsibility was to re-engineer the company's selling processes. It took ten of us - along with countless consultants, many from Big Six firms - and a LOT of money over two years to complete that process. The ideas in this book could have saved us months and probably hundreds of thousands! Unfortunately it wasn't written then. But that's no longer a valid excuse, so if you haven't read "Rethinking the Sales Force", I'd go to One-Click on this page and order it right away.

Early in the book, the authors point out that while many aspects of business have changed, many sales managers and sales people are still following the precepts first referred to in a book written in 1925 by E.K. Strong called "The Psychology of Selling". A nice way of saying that selling hasn't kept up with the times. The ideas in this book can help any company begin this "catching up" process.

Like the five previous books, this one is very well written. Rackham has the ability to present new ideas or new perspectives in an entertaining manner reinforced with real world examples.

Many books on selling and the sales process have one or two decent ideas explained in one or two pages and surrounded by 240 pages of filler. None of Rackham's books will ever be accused of that.

Disappointment
While Rackham's other books have been thought provoking and practical, this book falls short. Unless you're a salesperson for a multi-billion dollar corporation, this book is of little value. If this had been Rackham's first book and SPIN second, I probably would not have read Rackham's other books.

Disappointing
I really came prepared to read a terrific book. I think a great deal of Rackham's book SPIN Selling; it was based in some surprising research, and offered a detailed "how to" for those interested in mastering complex sales. Based on my strong endorsement as a marketing professor and later as a manager, I have doubtless sold many hundreds of copies of SPIN selling for Rackham. But this one is not very good.

This new book is disappointing because it reads like boilerplate McKinsey stuff. It is superficial, weakly case-based (I say weakly because they aren't cases per se but little illustrative vignettes or examples from the authors' consulting experience, or reading, or both), and even in some cases already out of date. Wordy, too.

I can see some use for the book, especially if you are fairly new to the world of sales force management. For example, if you have never really thought about whether your clients are seeking "transactional," "consultative," or "enterprise" selling processes, this will define them for you and point out that what is appropriate for one is not appropriate for another.

If you want some advice on how to organize and deliver one or the other of those strategies, the book offers some guidance, again in a fairly general and superficial way.

Rackham is an author whose knowledge I respect, and from whom I would have expected something new to say. That is why, although I don't like to say it, I cannot recommend this book to anyone with more than a passing knowledge of salesforce management.

Refreshing Breeze in Sales Force Optimization
Neil Rackham and John R. De Vincentis masterfully divide their examination of selling into transactional sales, consultative sales, and enterprise sales that coexist in many organizations. Enterprise sales are also known under such terms as partnership and strategic alliance. Rackham and De Vincentis concisely look at the key challenges that sales forces face in dealing with increasingly sophisticated buying consumers and businesses that are "ruthless" in the definition of their value scale and options. Rackham and De Vincentis then examine the fundamental pillars that characterize each type of selling and how to be successful in each type of sales, even in times of drastic changes observed in the buying landscape. Rackham and De Vincentis rightly warn their audience against the temptation to move up from either transactional selling to consultative selling or from consultative selling to enterprise selling. Most consumers and businesses will not pay for what they perceive as beyond the value provided to them. In their examination of the sales process, Rackham and De Vincentis stress the importance of removing boundaries from product management to technical support that stymie the efficiency of both transactional and enterprise selling. In their analysis of the sales process behind consultative selling, Rackham and De Vincentis counter-intuitively but rightly observe that improvement lies in the creation of milestones reflecting results and not activities. They logically note that salespeople tend to do what is compensated rather than what is effective. Rackham and De Vincentis also help their readers rethink their channels of distribution for creating and capturing value as well as deal with channel conflict. Finally, Rackham and De Vincentis explore how to change a sales force for improving its performance in each type of selling and how to migrate that sales force from one type of selling to another following changes in buying patterns. Ultimately, the key value of "Rethinking of the Sales Force" lies in its mental combination with books like "SPIN Selling", "Major Account Sales Strategy", "Managing Major Sales", and "The New Strategic Selling." That combination is indeed powerful in devising a strategy that is actionable in the field to help differentiate one organization from its competition. ... Read more

Book Description

Providing the most current and complete treatment of business-to-business marketing, this comprehensive market leader captures and integrates the latest developments in market analysis, relationship management, supply chain management, marketing strategy development, and electronic commerce. Popular in both the United States and Europe since its first edition, the text provides expanded treatment of relationship strategies, the technology adoption life cycle, strategy formulation in high-tech industries, new product and service development for business markets, and Internet strategies. ... Read more

Book Description

This 217-page book is for anyone who ever has to call a total stranger who has never heard of you or your company, and you're trying to ask him for money, an appointment, or get an information package in his hands on the initial call.

It's for the person whose paycheck is dependent upon producing sales. It gives hundreds of ideas and concepts showing you how to sell in a systematic and intelligent manner, learned from years of selling in the trenches. What you read today, you use today. No filler, just time-tested technique after technique.

See three actual chapters from the book on voice mail, screeners, and opening statements.

If your competition reads this book and you don't, you or your sales force won't stand a chance. This is a must read for anyone who wants to know what the top sales reps are doing by phone.

Here Are Just a Few of the Hundreds of Tips

• How to write an effective opening

• Answers for any type of objection

• Callback scripts that close the sale

• Leaving voice mails that get results

• How to find hot leads

• Selling on the inbound call

• How to get quality referrals

• Sure-fire closing techniques

• How to steal accounts

• How to get past screeners

• Great questions to ask

• How to prospect painlessly

• Selling large accounts

• Why you should raise your prices 25%

And much more! ... Read more

Reviews (86)

Packed with hundreds of useful tips
I attended a 1 hour speech by Joe Catal on what it takes to be successful in phone sales, and what it takes to have a successful phone room. Like everyone else there, when he was finished speaking, we all made a mad dash to buy his book. The [small monetary] investment literally saved me thousands of dollars. There's a lot more to selling by phone than people think. Joe's book takes you step by step through the entire process from ordering leads, to script development and much more. We'll written and straight forward. Because of his book, I now have 5 reps selling business to business that are doing well using his techniques. Joe speakes the truth about being in trenches. He's a bit rough at times, but his techniques are solid.

Excellent Book, Excellent Seminar
Since the book came out, the author has updated his prospecting method. He now uses a 6 step process to prospect for maximum results. I was lucky too attend one of Catal's seminars in South Florida. I can honestly say, if you sell a product by phone business to business you can close in 1-3 calls, the seminar's a must. The book was great, but the seminar ties it all together. I literally consider the author to be the Guru of the 1-3 call close. No one even comes close. His system is light years above the rest. It's really a system by the people for the people. The author simpy uses the best techiques he's developed, or other peoples ideas. I suggest you hire this guy for your next company spokes person. When you're finished with his seminar, you'll have your own personal training manual. This guy's for real. A bit brutal, but honest and funny. If you're a franchise, I'd pay him 200K a year to go from office to office to train your people. Someone needs to get this guy off the street and working for their organization. A forutne 500 co. would make a killing off him. The author's a little secret gem that hasn't been discovered yet. Buy the book, it will be well worth it.

Tested salesmanship methods
A few things struck me about this book.

1. It teaches you when to say "No" to suspects. I learned from it to be more discerning with whom I am talking. This book tells you how to determine, in minimum of time, if you are talking to someone who can buy from you (even if the other party won't admit that he's not interested or that he doesn't have the authority to buy). Like they say on Wall Street: "fill or kill".

2. It gives you tips to help you establish your authority early in the call. How to deal with various brushoffs (more or less graciously).... When it's better to be direct, or even blunt... It's not just one style of selling, but rather a mix of hard- and soft-sell techniques that can be adapted to the situation.

3. It gives you specific expressions to use. Short sentences that sound natural and go past the initial indifference and suspicion of people... I'm studying it to learn how to keep the flow of conversation so that it doesn't seem contrived, and how to go from one idea to another in a natural way so that I don't sound like a telemarketer.

4. There's indeed no filler. Just lots of ideas about prospecting, presentation and closing. Some may not apply to your work, but you can extract the priciples. I've read this book two times and I open it almost every day. You must read it - now!

All gems... really great. Worth every penny
I've been doing a bunch of jobs, CSR, Techie,
Help Desk, LAN ADMIN, telcom sales, upselling for
existing customers, etc. And, as such, the more
I learn from books, the more I know how valuable
my own personal career experience is, and the more
I guess that there's a lot more to learn and master
in this craft than anyone can imagine.

Think about moving from a bicycle speed, to tractor
speed, to car speed, to high performance roadster,
to airplane, to rocket ... this is how a sales

star evolves ...all the while, staying within the
bounds of acceptable phone behavior in terms of
honesty, truthfulness, not deceiving, not lying
obviously, and generally, being nice on the phone.
The big difference, is SPH, and getting a lot more
done, in a small period of time.

In this regard, Joe Catal's book, SALES FROM THE
TRENCHES is really great.

I take it with me all the time to work. In the beginning,
I figured my collegues might take me as an amateur
for needing a book on my desk, while I work...after a while,
and meeting and exceeding all targets imposed on me, as a sales
rep, and mainly because I often have 2 jobs and work 13 hours
a day sometimes, and boredom, I take Joe's book with me to
work ...it really keeps me awake, amused, and I keep trying
out the rebutals, techniques that are new all the time.

Most of them work marvelleously...for example, "are you
prepared to DENY your family so-and-so priviledge ?" or
"I've been in the business for a while. When I'm told me
a customer like yourself, that you need to think about, it's
often because of the price. The price is too high, right ? How
much too high ? " etc. etc. etc.

All gems...

The other comments, about super-stars being a different breed
from other people punching in the clock and behaving like the
GRIM REAPER and often getting rewarded for being among the worst
possible employees in the company, bringing everyone down, even
the top performers, also rings true. I've been in the business,
sales, for under 3 years, and Joe Catal is on the money.

I think the GOOD MONEY is not in sales or telemarketing, but
higher in account management and project management, by the way.

Thanks Joe! Worth every penny !

excellent book
I've been a telesales rep and I've trained and managed more than 100 reps over the years. The book does a great job of combining telesales skills and sales fundamentals. ... Read more

Book Description

"Dean Lindsay is a master of progress, and in this book will show you how to be the same.He’ll take you by the hand – a pleasurable experience, because the man is an awesome writer – and lead you into the land of networking nirvana."
-- Jay Conrad Levinson The Father of Guerrilla Marketing
( Brief Excerpt taken from Mr. Levinson's Foreword for Cracking the Networking CODE)

While Mastering the 4 Steps to Priceless Business Relationships...

You’ll Discover:
- The Top Ten Benefits of Networking
- 37 Questions for Defining a Powerful Networking Plan
- The Way Around the "Do Not Call" List
- 16 Examples of Proven Places to Network
- 16 Tips for Running a Successful Trade Show Booth
- 9 Strategies for Opening Face-to-Face Relationships
- 6 Often Overlooked Networking Strategies
- 20 Quick Tips for Delivering Solid First Impressions
- 10 Ideas for Creating a Series of Positive Impressions
- Insight on Business Cards and Note-taking

And...Learn How to:
- Be a Success in Your Own Eyes
- Conquer the FEAR of Networking
- Harness the Power in Numbers
- Gain Confidence Talking to Strangers
- Ask Progress-Focused Questions
- Listen As If Your Lifestyle Depended on It.
- Design Your Rise & Shine (30-Second Commercial)
And of Course How to …
Crack the Networking CODE. ... Read more

Reviews (14)

Dallas Morning News Got It Right!
Read the great review of this book in the Dallas Morning News.

I totally agree with the business book reviewer when he writes that Cracking the Networking CODE serves up 'networking advice with wisdom, humor and concise guidance.'

Dean Lindsey's concept of being a 'Progress Agent' has helped me tremendously. I appreciate the book's candid insight on the power of focusing on receiving business cards rather than handing out cards and what Dean calls the 'Rise and Shine'(30 second commercial).

This is an uncomplicated and 'buzzworthy' book.
Highly effective and fun to read.

#1 on Profitable Relationship Building/ Motivating & REAL!
This review is way over due. I wanted to write to say that I really enjoyed this book. Not only does it provide great to the point tips on networking, it also DOES NOT give that "Pie in the Sky" feeling I often get when reading similar books (books which cause the cynical part of me to cringe!) It makes a lot of sense and I really enjoyed Dean Lindsay's unique and upbeat writing style.I often found myself smiling and shaking my head at how he pulled pop references out of left field that made sense.Super cool.Spoke right to me.

This Book ROCKS!!! ( but then what else would I say )
Hey, Doug Barkley here, managing director for World Gumbo Publishing.We are the proud publishers of Cracking the Networking CODE.I could go on and on about how great this book is or how much fun it was working with Dean but instead I will list some of the cool stuff in the book. This is all listed on the back cover.

While Mastering the 4 Steps to Priceless Business Relationships...

You'll Discover:
- The Top Ten Benefits of Networking
- 37 Questions for Defining a Powerful Networking Plan
- The Way Around the "Do Not Call" List
- 16 Examples of Proven Places to Network
- 16 Tips for Running a Successful Trade Show Booth
- 9 Strategies for Opening Face-to-Face Relationships
- 6 Often Overlooked Networking Strategies
- 20 Quick Tips for Delivering Solid First Impressions
- 10 Ideas for Creating a Series of Positive Impressions
- Insight on Business Cards and Note-taking

And...Learn How to:
- Be a Success in Your Own Eyes
- Conquer the FEAR of Networking
- Harness the Power in Numbers
- Gain Confidence Talking to Strangers
- Ask Progress-Focused Questions
- Listen As If Your Lifestyle Depended on It.
- Design Your Rise & Shine (30-Second Commercial)
And of Course How to ...Crack the Networking CODE.

And check this out:
"Dean Lindsay is a master of progress, and in this book will show you how to be the same.He'll take you by the hand - a pleasurable experience, because the man is an awesome writer - and lead you into the land of networking nirvana."
-- Jay Conrad Levinson The Father of Guerrilla Marketing
( Brief Excerpt taken from Mr. Levinson's Foreword for Cracking the Networking CODE)

Here are some other tripped out endorsements the book has received.All of these are printed either on the back cover or on the first couple of pages inside the book.

"Dean Lindsay's easy-to-read Cracking the Networking CODE is filled with fresh insights and practical tips on how to build meaningful, win-win relationships for your business and your life."
-- Gary Keller
Best-selling author of The Millionaire Real Estate Agent

"You can't achieve your best without learning the all-important art of connecting. Let this lively guide inspire you to reach out to others."
-- Ken Blanchard,
Coauthor of The One Minute Manager®
and Customer Mania!

"Whether you are looking for a new job or thinking about changing careers, Cracking the Networking CODE is the book for you.It reveals what the human resource community has known and kept secret for years.Networking is the key to unlock the door to any position and this book gives you the combination to that lock."
-- Gayle Ciupak
Manager, Human Resources,
General Motors

"Whether you have a black belt in networking or are completely new to the concept, you will enjoy Dean Lindsay's humorous yet highly practical approach to networking.Dean presents an easy-to-follow blueprint that will teach you new networking skills and polish your existing ones.It's a winner! "
-- Ginger Benedict
Executive Senior "Pink Cadillac" Sales Director
Mary Kay Cosmetics

"Perhaps the most powerful way to leverage and multiply your talent and ability is by expanding your personal and business network.This book shows you how."
-- Brian Tracy
Author, Getting Rich Your Own Way

As Dean says, "Get Cracking!!"

Clear - Simple - Superb!
Dean has done his research and put together a 'progressive' book that is clear, simple and superb in this subject matter.
He has a fun AND fundamentally sound approach to a topic that never goes out of style and he brings some 'street smarts' wisdom to his presentation.
Gather some of his pearls for your personal and business use and wear them with pride and profit.

George Hendley
Coauthor of Meditations for the Road Warrior

NETWORKING WORKS IF...
I have long believed that it was more reliable, easier, and even safer to deal with people you knew, valued and trusted. NETWORKING WORKS IF YOU HAVE THE RIGHT ATTITUDE and KNOW HOW TO DO IT.Unfortunately most business people are too self-focused and don't know how to effectively connect with others at business networking functions.

In an entertaining and enlightening way, this book illustrates how networking is much, much, much more than just handing out business some cards and shaking hands.

If you desire to learn how to better connect with others and earn long-term and profitable relationships with them, Read and RE-READ THIS BOOK.
... Read more

Reviews (10)

A Must-Read for any Legal Nurse Consultant
Marketing is, by far, the hardest and scariest part of starting a Legal Nurse Consulting business. This book takes all of the key ideas in marketing, and organizes them in a consise, basic, and reader-friendly format. Though the marketing strategies are not any big new revelations, the organization of the book itself and the flow of strategies makes it unique from any other marketing books I have read. While the context of the book is an invaluable resource, the text is light, humorous and very easy to follow and understand. It is, if it is used as it was written, a roadmap to a successful and profitable Legal Nurse Consultant business. I highly recommend this book!!!

A MUST for all LNCs regardless of business experience
Betty and John Joos have created THE BEST marketing book for Legal Nurse Consultants ever written! The book is an easy read packed with real-life answers to real-life marketing questions. It is a practical approach to what really works, coupled with humor. Unbeknownst to them, they have become my business partners.

Every LNC should have this book!!
Marketing for the Legal Nurse Consultant is the most valuable book in my library! The Joos' walk LNCs through the world of marketing with ease. I've been lucky enough to have met these fine people in person and attended their marketing seminars. Here again, this is a "must do" for the independent legal nurse consultant. My cards and brochures went through major overhauls with their help and my business has prospered! Thank you both, John and Betty, for all you do! I'm looking forward to purchasing your next edition.

Real Answers to your LNC marketing questions
All the accolades that have been written about the Joos' book are true! This little jewel of a book is one I know I will keep referring back to in the years to come. The marketing plan and suggestions are aimed specifically at legal nurses which makes everything in this book usable and practical. "Marketing for the LNC" is an invaluable source of information not only for nurses at the early stages of setting up a new consulting business but also for those that have been at it for awhile and are wanting to expand. Betty writes as one who has an understanding of the fears that most nurses experience who are marketing themselves for the first time. This is one of those "must have" books for "newbies" and seasoned LNC's. It explains what is needed to promote yourself and explains how to effectively do so in a professional manner without spending a small fortune. After reading this book, marketing started to feel like less of a necessary evil; although it's still not my favorite way to spend my non-billable hours....I now have a much clearer idea of the message I want to send to my prospective attorney-clients and I have the tools to help me get my message across.

A "must read" for the beginning LNC...
This book takes one of the most difficult parts of the LNC business and breaks it down into simple and concise steps. From the initial, terrifying (yet neccessary) phone calls, to keeping your clients long-term...this book is invaluable. It's an "easy read" and I find myself referring to it frequently as a resource because of all the helpful tips it contains. Great job Betty and John! ... Read more

Book Description

Book Description

Selling Used Books Online is a comprehensive how-to bible for America's newest and fastest growing group of entrepreneurs, the sellers on Amazon Marketplace and other online venues. Author Stephen Windwalker, a successful online seller himself who has also operated a brick-and-mortar bookshop, provides a treasure trove of up-to-date information with verve, clarity, and wit.

Amazon founder Jeff Bezos has reported that the number of third-party sellers on his company's website grew from over 100,000 in the fourth quarter of 2001 to over 150,000 in the first quarter of 2002, and roughly one-third of these appear to be entrepreneurial sellers who are operating full- or part-time businesses in competition with each other, with Amazon, and with very large Amazon Marketplace sellers such as Powell's, the Strand bookstore, and Alibris. For these 50,000 entrepreneurs, Selling Used Books Online will be a powerful business resource that will help them level the playing field, stay in business, and prosper.

Selling Used Books Online meets the needs of booksellers and business readers who want to stay current on market changes, best sources, insider's tips and tactics, and best practices, and is also a essential addition for public libraries, the small business and entrepreneurship market and related agency and educational markets, and publishing industry and bibliophile readers. Back matter includes several useful appendices that online booksellers will use on a daily basis: a glossary, a list of standard bookseller abbreviations, a casual bibliography of resources on bookselling and collecting, and an online bookseller's "Rolodex."

The Most Up-To-Date Book In Its Field, Covering:
· THE BOOKSELLING BUSINESS· SUPPLIERS AND SOURCES
· WHERE TO GET YOUR BOOKS
· WHAT BOOKS TO GET
· WHERE TO SELL YOUR BOOKS
· GRADING AND DESCRIBING YOUR BOOKS
· POSTING AND PRICING YOUR BOOKS
· ORGANIZING YOUR BUSINESS AND HANDLING TAX ISSUES
· FULFILLMENT AND CUSTOMER SERVICE
· EXPANSION ISSUES AND FUTURE PLANS
· HANDY REFERENCE TOOLS YOU WILL USE EVERY DAY ... Read more

Reviews (38)

Pretty basic. A disappointment
I bought Mr Windwalker's book after all the glowing reviews I read on Amazon and I just wanted to make some things clear. This book is great . . .if you are a beginner at the book selling business. If you dont know how to begin, then here's the book for you.
But if you are looking for a resource that covers online sites besides Amazon marketplace, then this books is a sad disappointment. I dont sell on Amazon (although I love shopping here) and Mr Windwalkers biased coverage of Amazon had me skipping huge chunks of the book. Ok Maybe he really feels that this is the most profitable place to sell but this book felt like a lightly veiled sales pitch! Amazon should give it free to everyone who joins Marketplace!
There is some good info here about online resources but there's nothing that you couldnt find yourself with a halfway decent knowledge of the web and search engines. And if you dont have that kind of knowledge you are going to need a lot more than this book to get you started selling books online. By the way. I really hated the promotion of the shipping supply stores. I was really surprised that instead of giving us envelope and box dimensions for items he suggests, the author chose to give us catalog item #'s from the store he uses! Not too subtle.
It would be nice if there was a book out there that did a good job of covering the Tax and records side of things. This book does skim over the topic but that is one area where I feel we sell-from-home booksellers are really in the dark.

Like Having Your Own Personal Coach
This book is a must read if you are contemplating selling used or new books on the Amazon.com Marketplace, or elsewhere. Mr. Windwalker has taken the basics of bookselling and compiled it into an easy to read manual, that is akin to having a personal coach by your side. The resources alone are worth the price of the book, but there is so much more. He clearly explains the steps required to be successful in the bookselling business, as well as the pitfalls to be avoided. Every facet of the business is covered, including important information on providing top notch customer service. I would recommend reading the book once for an overview, then reading a second time with highlighter in hand.

Save Yourself $25,000 Or More.
If you have your heart set on opening a bookstore of your own, read this book first. It will save you the $25,000 or more that you WILL lose in that bookstore. How? By showing you how to sell books and actually make money doing it. I know I've visited many a bookstore that have only hung around a few years until they went under. But now with Amazon these same bookstores are staying in business longer by doing what you should do, selling their books on Amazon. I just went into a small bookstore the other day and the owner said they sell 30% of their books on Amazon. From the looks of the empty store, I thought to myself that they should sell 100% of their books on Amazon. It would make them more money.

This book not only tells you why you should sell books on Amazon, it tells you which books you should sell, where to get those books and even how to sell them. There are no glossing over on the amount of work needed to make money doing this. I know after reading this any dream of making big money selling books online was pretty much beaten out of me. But that is what you want in an honest book; a no-holds-barred look at the work necessary to be successful.

hurting real booksellers
Books like this are a real travesty because they undercut real booksellers who own stores and are trying to make a living out of it. Those who sell online as a "hobby" are the worst because they do not have to worry about any profit margins, as long as they can re-sell a book for more than they paid for it it is a win for them. Anyone who had been selling books for a living would have spent enough time around them to have done the research and know all the things that are contained within this book. So, all I see this book doing is creating an avenue for people who won't take the time to understand books and book dealing to be able to sell books and steal business from hard working book dealing individuals. Don't read this book...and remember book selling is a PROFESSION not a hobby and shouldn't be taken lightly or trifled with. This is someone's life and deserves to be treated with respect.

Excellent
I completely enjoyed reading this book, finally somebody who relates to me with a great sense of humor! Windwalker offers a lot of great advice and suggestions. A must read for any bookseller A++++++++ ... Read more

Book Description

Hands-On Social Marketing provides a comprehensive guide to the social marketing process for professionals who wish to influence health or social behaviors using effective techniques of this emerging field. Written in a friendly, engaging style, this book leads the reader throughout the steps involved in developing, implementing, and evaluating a social marketing program. Hands-On Social Marketing also includes comprehensive worksheets and practical sidebars providing expert advice. This "how-to" book is both instructional and functional, with an emphasis on low-cost methods and do-it-yourself guidelines.After explaining the basic concepts of social marketing, Hands-On Social Marketing devotes a section to each of the five