The most renowned figure in the world of marketing offers the new rules to the game for marketing professionals and business leaders alike
In Marketing Insights from A to Z, Philip Kotler, one of the undisputed fathers of modern marketing, redefines marketing’s fundamental concepts from A to Z, highlighting how business has changed and how marketing must change with it. He predicts that over the next decade marketing techniques will require a complete overhaul. Furthermore, the future of marketing is in company-wide marketing initiatives, not in a reliance on a single marketing department. This concise, stimulating book relays fundamental ideas fast for busy executives and marketing professionals. Marketing Insights from A to Z presents the enlightened and well-informed musings of a true master of the art of marketing based on his distinguished forty-year career in the business. Other topics include branding, experiential advertising, customer relationship management, leadership, marketing ethics, positioning, recession marketing, technology, overall strategy, and much more.
Philip Kotler (Chicago, IL) is the father of modern marketing and the S. C. Johnson and Son Distinguished Professor of International Marketing at Northwestern University’s Kellogg Graduate School of Management, one of the definitive marketing programs in the world. Kotler is the author of twenty books and a consultant to nonprofit organizations and leading corporations such as IBM, General Electric, Bank of America, and AT&T.

Effective Email with Jeff Van West is a series of video-based tutorials that will teach you the most effective ways to use email for communication and productivity. We all know how annoying junk email can be, and Jeff will help ensure that your messages are never considered spam. Not only will you learn how to write effective emails, you’ll also learn management techniques for some popular email applications such as Mcft Outlook and Apple Mail. Jeff also shares techniques for creating HTML-based email newsletters, sending and receiving to and from multiple accounts, designing for PDA-based email, and organizing your inbox. Improve your email work habits, increase your email software knowledge, and keep your customers and colleagues happy.

The authors contend that current knowledge management efforts in organizations need to be refocused so that they can be better poised for success. Topics discussed include: missing capabilities of knowledge management, knowledge management in strategic alliances, customer knowledge management, knowledge markets, and knowledge management systems, among others.

With women heading some 40% of households in America, making 85% of consumer buying decisions and running 40% of all companies in the U.S., according to the authors, it makes sense that marketers would want to appeal to this huge audience. However, Johnson and Learned, cofounders of the consulting firm ReachWomen, believe that too many companies either don’t cater to women or repeatedly send misleading messages. Marketers need to understand the customers, get their feedback and focus on the context of the product. For example, some products should be given out in a doctor’s office while other items should be sent to the consumer. It’s also important to understand the difference between generations. A younger woman might focus more on finances while an older woman may feel as if she can pamper herself, after working and raising a family for many years. To support their thesis, the authors provide examples of positive innovations. For instance, hotels have attracted women business travelers by improving hallway lighting and installing security cameras; greeting card companies have used different images and ethnic language to attract minority purchasers. The authors present their information clearly and concisely and the advice on using the Internet both to sell products and conduct surveys is particularly helpful. This is a solid guide for marketers at any corporation who want to reach the women’s market.

Visually attractive offering, with illustrations and photographs throughout to highlight the best, and sometimes the worst, or marketing communications.

This extensively revised third edition of the Artech House bestseller, Successful Marketing Strategies for High-Tech Firms, reflects the ruthless realities of the new high-tech marketplace where effective marketing strategy counts as much as the latest and greatest technology. The multitude of brand new material includes detailed case studies that teach the hard-learn lessons that have enabled such high-tech giants as Yahoo, IBM, Cisco, Nokia, Samsung, and eBay to come out of the tech market meltdown stronger and more competitive. You learn how to develop innovative product offers that connect to actual customer needs so your organization can create new wealth and develop new markets.

Most books on this subject are limited to a specific industry or market segment. This is an in-depth guide for managing a virtual project team in any industry. The book describes how to build high-performance virtual project teams; shows how to reduce the cost of virtual teams to ensure desired results and includes tools and techniques for assessing the maturity of project teams. It illustrates how to decrease time to market for new products, increase corporate profits and much more.

For the sales professional with more energy than experience and more ambition than knowledge, the fast lane to success can be riddled with potholes. But the last thing these go-getters want to do is get bogged down with some huge book of sales techniques.The Instant Sales Pro offers instead a quick yet comprehensive guide to the basics of successful selling: prospecting, getting on the customer’s wavelength, dealing with objections, negotiation, closing the sale, and more. Readers will learn every step of the sales process, starting with sales letters and cold calls, as well as how to sell to different personalities, use technology, troubleshoot problems, and plan and manage a territory.

The Instant Sales Pro is designed for easy access, with all the information presented in short chapters and bullet points. There’s no complicated theory, no magic formula. There are just hundreds of great tips for turning any sales rep into a sales professional — instantly.

Trusted advice on successful consulting from the authors of the bestselling Guerrilla Marketing series
Consulting is entering the era of the guerrilla client-buyers with a glut of information at their fingertips and doubts about the value consultants add. Guerrilla Marketing for Consultants is the first book to reveal how guerrilla marketing can transform today’s challenges into golden opportunities for winning profitable work from the new breed of consulting clients. Packed with information, this step-by-step guide details the 12 marketing secrets every consultant should know, the anatomy of a marketing plan, Web sites, sources of free publicity, direct-mail marketing, winning proposals, and more.
Jay Conrad Levinson (San Rafael, CA) is the Chairman of the Board of Guerrilla Marketing International and the author or coauthor of more than 30 books, including the bestselling Guerrilla Marketing series. Michael W. McLaughlin (Mill Valley, CA) has been a partner with Deloitte Consulting since 1994.

Trying to trade stock, bond, commodity and currency markets without intermarket awareness is like trying to drive a car without looking out the side and rear windows—very dangerous. In this guide to intermarket analysis, the author uses years of experience in technical analysis plus extensive charts to clearly demonstrate the interrelationshps that exist among the various market sectors and their importance. You’ll learn how to use activity in surrounding markets in the same way that most people employ traditional technical indicators for directional clues. Shows the analyst how to focus outward, rather than inward, to provide a more rational understanding of technical forces at work in the marketplace.