Advertising and Marketing

Adland: A Global History of Advertising by Mark Tungate. The worldwide spend on advertising currently stands at over US$400 billion a year, and -- love it or hate it -- it has an immense impact on our lives. But where did it all start? Who are the big players now? Adland is the first book to explore the development of advertising from an international perspective. Delving into the origins of modern advertising, it moves forward to examine the evolution of the current global advertising landscape, with all its rivalry and consolidation. Mark Tungate has conducted dozens of interviews with the leading names in the ad business: from hard-bitten survivors of the golden age to today's hotshot creative directors. Their first-hand accounts of life are at the heart of Adland. He tramps Madison Avenue in the footsteps of creative legends Bill Bernbach and David Ogilvy, and gets inside giant Tokyo agency Dentsu. Along the way he finds the answers to questions such as: What was it like to work in Manhattan in the 1950s or London in the 1980s? How has advertising contributed to popular culture? How did the dotcom boom and bust change the face of the industry? Can TV advertising survive the digital revolution? What will the agency of the future look like?

Watch This, Listen Up, Click Here: Inside the 300 Billion Dollar Business Behind the Media You Constantly Consume by David Verklin, Bernice Kanner. The TV program coming into our living rooms isn't free. It's a simple Faustian bargain consumers have made but one with enormous implications. It means that David Verklin, CEO of one of the world's largest ad-buying companies, and his clients-the world's largest advertisers-control what TV programs get aired, what magazines get published, and how Google and Yahoo stay in (very healthy) business. In Watch This, Listen Up, Click Here, Verklin and Kanner expose the inner workings of the media, marketing, and advertising industries. Readers will learn why their favorite shows get cancelled, why Oprah gives away cars, and how money, people, politics, and new technologies are transforming TV, the Internet, radio, magazines, and other media Americans consume every day.

Market Research: A Guide to Planning, Methodology and Evaluation by Paul Hague. Through clear, concise advice and real life case studies starting out in market research is made simple. The book covers all the essential topics and includes: planning, desk research, qualitative and quantitative research, sampling, questionnaire design and data collection and analysis. Also provided are the latest details of market research agencies, codes of practice, quality schemes and includes a useful contact list.

The Power of Cult Branding: How 9 Magnetic Brands Turned Customers Into Loyal Followers (and Yours Can, Too) by Matthew W. Ragas, Bolivar J. Bueno. Like religious cults that can attract thousands of devoted disciples, is it possible for company brands to build legions of loyal followers? In a marketer's dream come true, can certain products - -- with the right combination of positioning and branding - -- take on magnetic characteristics and galvanize die-hard customers who become walking, talking viral marketers? Can your company harness the power of cult branding without blowing a fortune on advertising? According to the authors, the answer is yes.

The New Culture of Desire: The Pleasure Imperative Transforming Your Business and Your Life by Melinda Davis. A wholly new force is driving human behavday, and it's turning the world as we know it upside down and inside out. Human behavior is now being driven by a new survival instinct -- a new primal desire -- that is invisibly but unstoppably reshaping the world, from the most intimate details of our private lives to the dynamics of the global marketplace. The book reveals and chronicles this present and future brave new world -- the beginning of Human History Part II. According to futurist Melinda Davis, it is evolving right under our noses, and we need to adapt now to survive -- and to thrive.

What's a Saatchi . . .and How Come We Have Two of Them? by Thomas Jordan, Joanne Bishman. While major cities like New York and Chicago get most of the accolades, Tom Jordan showcases the outstanding -- and acclaimed -- work in the hinterlands, in this case Wisconsin. Jordan's inspiring text, punctuated by 125 color illustrations from his company's award-winning ad campaigns, shows that talent and pluck trump size in any business. The author's company, Hoffman York, was named one of Advertising Age's top 20 creative agencies in the U.S.

Secrets of VITO: Think and Sell Like a CEO by Anthony Parinello. Explains how readers can think and sell "just like a person at the top," regardless of their level. The author of Selling to VITO (VITO stands for "Very Important Top Officer") pinpoints the characteristics of successful salespeople and company leaders (e.g., they stay focused; they appreciate honesty), and lays out a strategy to help readers emulate these high achievers.

Bigwig Briefs Golden Rules for Advertisers by Aspatore Books Staff. Includes knowledge excerpts from CEOs/Managing Partners from firms such as Interpublic Group, Young & Rubicam, Saatchi & Saatchi, Leo Burnett and more on the tricks of the advertising trade and the golden rules to advertising success. These leading advertisers reveal the secrets to managing client relationships, motivating others, teamwork, getting noticed, developing your "special" advertising skills, advertising leadership, keeping your edge as an advertiser and other important topics.

And Now a Few Laughs from Our Sponsor by Larry Oakner. Offers an in-depth look at some of the most successful and entertaining radio ads from the last half century, presented by advertising veteran Larry Oakner. An accompanying CD-ROM allows readers to listen to the fascinating and funny advertisements that chronicle radio history. Extensive interviews with account executives, clients, producers, and actors offer a unique perspective on the development of humorous radio advertising over the years and what it takes to create a memorable and effective campaign.

Mini Marketing: The New Common-Sense Low-Cost Approach for Selling Yourself, Your Products, and Your Services by Ron King. Mini-Marketing will appeal to the over 50 million people now running their own small businesses, because getting the word out about who they are and what they do is a problem most of them have. Mini-Marketing's low-cost, common-sense approach, easy-to-read format, and straightforward writing style make it easy for beginners to understand marketing basics and realize they already know hundreds of ways to market themselves at very little cost. Time and again, shoestring marketers get clear insights, simple exercises, and step-by-step guidelines that help them get comfortable with basic marketing concepts and how they can be applied using the business-owner's existing knowledge and resources.

Go To Market Strategy: Advanced Techniques and Tools for Selling More Products to More Customers More Profitably by Lawrence G. Friedman. Best-selling author and leading go-to-market strategist Larry Friedman provides a practical and battle-tested approach for taking products, services, divisions, or even an entire company to market! Drawing on dozens of examples and best-practices across a variety of industries, 'Go To Market Strategy' lays out a clear and actionable blueprint for building a winning go-to-market plan – one that will enable you to do more business, with more customers, more often, and more profitably.

GUERRILLA PUBLICITY: Hundreds of Sure Fire Tactics to Get Maximum Sales for Minimum Dollars by Jay Conrad Levinson, Rick Frishman, Jill Lublin. Jay Conrad Levinson has teamed up with two high-profile PR execs - Rick Frishman and Jill Lublin - to produce the PR bible for a new decade. The book lays out an aggressive plan for learning how to build publicity campaigns from the inside out, zeroing in on a targeted market and infusing a marketing plan with publicity hooks.

Harvard Business Review on Marketing by Harvard Business Review. A first-time collection of the old classics and best new thinking on marketing. The articles provide a diverse look at marketing, including global branding, one-to-one marketing, and how to manage buzz.

Creative Advertising: Ideas and Techniques from the World's Best Campaigns by Mario Pricken. Unravels the creative processes behind some of the most original and effective campaigns of recent years. The author showcases hundreds of examples of international advertising from a wide range of media including books and magazines, billboards, television, movies, and the Internet. Each chapter highlights different practical methods for creating original and unforgettable advertisements, from finding the elusive "big idea" to reworking classic techniques.

Introducing Marketing Research by Pat Baines, Bal Chansarker. A text that clearly identifies the recursive and interdependent nature of the decision variables involved in the development of an effective research project. Discusses international marketing research, business to business marketing research, secondary data collection and internet marketing research.

The Anatomy of Buzz: How to Create Word of Mouth Marketing by Emanuel Rosen. Many things - like The Blair Witch Project - became successful not through traditional advertising or marketing routes, but through "buzz," that semitangible process through which information and commentary jump from one brain or mouth to another. Rosen stuffs his 303-page book with examples of good and bad bken from 40 years of innovations inside and outside the technology industry, and offers copious scientific research to back up his assumptions and conclusions.

The Marketing Plan: A Handbook by Marian Burk Wood. A valuable handbook for marketing managers, brand managers, directors of marketing, advertising managers, market analysts, small business owners and entrepeneurs. User-friendly Marketing Plan Pro software allows readers to quickly and easily create customized marketing plans and critique sample plans. Topic-by-topic integration of online and off-line resources helps readers locate data as they move through the process of researching and creating a customized marketing plan.

Beyond Disruption: Changing the Rules in the Marketplace by Jean-Marie Dru. This mind-opening guide demonstrates that Disruption is more than a foolproof methodology for creating breakthrough advertising and marketing campaigns. It is a groundbreaking new language for the global economy that forges links between vision, creativity, strategy, operations, product development, media marketing–every facet of a business organization. Beyond Disruption shows you how to use this powerful language to identify new markets, develop new products, revamp brands, invent new organizations, trigger cultural changes, suggest new distribution channels, and more.

Marketing Without Advertising by Michael Phillips, Salli Rasberry. Teaches small business owners practical strategies to: attract new customers and build trust, encourage customer recommendations, improve customer service and turn even dissatisfied customers into active supporters of the business, list products and services widely and inexpensively, plan marketing events that will keep customers involved, use the Internet to market services and products.

Federal Contracting Made Easy by Scott A. Stanberry. Everything you need to know to win a job from the biggest client of all. Finally, a basic, readable guide to federal contracting: Outlines the government contracting process in clear, understandable steps. Shows you how to find the ideal niche for your product or service. Walks you through the process of submitting a bid. Explains government requirements, laws, and regulations in plain English.

Marketing Strategies for the New Economy by Lars Tvede, Peter Ohnemus. A guide to anyone involved in the marketing of high tech products. Will fill a gap for a book that describes all aspects of marketing management as practised by the most successful executives in the high tech industry. Contains information on how companies in this sector need to position themselves correctly so that they can capture value; and to provide the information for the creation of a strategy to leverage their resources through co-operation with other companies.

Marketing Communication Management: A Holistic Approach for Increased Profitability by Otto Ottesen. Presents a new holistic approach to developing a coherent, profitable marketing communication strategy. The approach relates to every kind of communication n a company and its buyers about what it has to offer. The concepts, models and planning procedures associated with it can be used whether a company is large or small, whether it operates in an industrial or a consumer market, and whether it offers goods or services. A central theme of the book concerns buyer-initiated communication processes.

Effective Marketing: Creating and Keeping Customers by William G. Zikmund, Michael D'Amico. Stands out not only for its ease of reading, but also for its presentation of the marketplace as a dynamic interplay of relationships. The principles of marketing are presented in an integrated fashion. Covers global marketing, logistics, and ethical questions and exercises.

The Best of European Design and Advertising by Art Directors Club of Europe. Showcases the very best of the most creative work being done in European advertising and design today. As the only comparative record of European creativity, the ADCE begins with Golds and the Grand Prix and follows with sections for each country. Award categories include Print Advertising and Posters; Television and Cinema Graphics; Graphic Design, Packaging and Promotion; and Editorial, Illustration and Photography.

High-Performance Interactive Marketing by Christopher Ryan. Everything you need to know about marketing in the electronic age ... a marketing compendium for the New Economy. Everything from the strategic view to the hands-on, everyday tactics that get the job done.

Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value by Peter Doyle. Exploration of marketing's new corporate approach and how marketing professionals can drive shareholder value to new heights. Doyle explores the critical change in the role of marketing in the contemporary enterprise organization. He also provides marketing professionals with the tools they need to expand their spheres of influence within their companies and to exploit their new role as the "pilots," responsible for steering their companies' strategic course.

Digital Marketing: Global Strategies from the World's Leading Experts by Jerry Wind, Vijay Mahajan, Yoram Wind. The first in a series of books from Wharton's SEI Center managed by Professor Jerry Wind, this high-level reference focuses on marketing strategies and methods used specifically for e-commerce businesses operating globally.

EVEolution: The Eight Truths of Marketing to Women by Faith Popcorn, Lys Marigold. The author of the "The Popcorn Report" and "Clicking" thinks most companies have missed the boat when it comes to marketing to women. In "EVEolution", Faith Popcorn reveals eight truths about women that make them "shop-ologically" different. She then goes on to deliver her central message -- that there's a huge difference between a customer who buys your brand and one who joins it.

Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands by Bernd H. Schmitt. Moving beyond traditional "features-and-benefits" marketing, Schmitt presents a revolutionary approach to marketing for the branding and information age. He shows how managers can create holistic experiences for their customers through brands that provide sensory, affective, and creative associations as well as lifestyle marketing and social identity campaigns.

The Invisible Touch: The Four Keys to Modern Marketing by Harry Beckwith. In each of his "four keys to modern marketing" -- price, branding, packaging, relationships -- the author offers counterintuitive information that could make or break a business plan. For example, he explains in great detail why a higher price is better than a lower one; why every business is a brand-name to be cherished and nurtured; why the orangest orange sells better than the least orange orange, even if both pieces of fruit taste exactly the same; and why the best service providers always remember your name and what you like to drink.

Permission Marketing: Turning Strangers Into Friends, and Friends into Customers by Seth Godin, Don Peppers. Godin argues that businesses can no longer rely solely on traditional forms of "interruption advertising" in magazines, mailings, or radio and television commercials. If you want to grab someone's attention, you first need to get his or her permission with some kind of bait -- a free sample, a big discount, a contest, an 800 number, or even just an opinion survey. Once a customer volunteers his or her time, you're on your way to establishing a long-term relationship and making a sale.

The Advertising Agency Business: The Complete Manual for Management & Operation by Eugene J. Hameroff, Herbert S., Jr. Gardner. A solid, useful book that should be read by anyone thinking of starting an advertising agency.

Information Rules: A Strategic Guide to the Network Economy by Carl Shapiro, Hal R. Varian. The authors cover issues such as pricing, intellectual property, versioning, lock-in, compatibility, and standards. Clearly written and presented, Infon Rules belongs on the bookshelf of anyone who has an interest in today's network economy--entrepreneurs, managers, investors, students. If there was ever a textbook written on how to do business in the information age, this book is it.

Disruption: Overturning Conventions and Shaking Up the Marketplace by Jean-Marie Dru. A veteran ad exec's iconoclastic proposal for replacing business-as-usual advertising and marketing philosophies with radical new thinking.

Ice to the Eskimos: How to Market a Product Nobody Wants by Jon Spoelstra. His 19 "jump-start ground rules," sprinkled liberally with sports anecdotes, are designed to apply to any product or service.

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