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The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
by Al Ries, Laura Ries

ISBN 0060007737 (0-06-000773-7)
Softcover, Harperbusiness

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Book summary:
When you call a book The 22 Immutable Laws of Branding, you're pretty much ruling out Oprah's Book Club as potential buyers. (Not that Oprah herself isn't a terrific brand.) This is an audiobook for a narrow demographic: entrepreneurs, top managers, and public-relations directors. Coauthor Al Ries comes off like the eccentric genius that most of these managers keep in a basement office, only listening to when necessary. When he says, "The power of a brand is inversely proportional to its scope," and hectors managers with the idea that "customers want brands that are narrow in scope," you know he's right (he backs himself up with dozens of examples), and you know it's the last thing powerful, expansion-minded businesspeople want to hear. Coauthor Laura Ries, his daughter and marketing-firm partner, also reads sections. (Running time: 1.5 hours, one cassette) --Lou Schuler [via]
More editions of The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand:
- The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand: ISBN 0887309372 (0-88730-937-2)
  Hardcover, Harperbusiness
- The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand: ISBN 0060007737 (0-06-000773-7)
  Softcover, Harperbusiness
The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk
by Al Ries, Jack Trout

ISBN 0887306667 (0-88730-666-7)
Softcover, Harpercollins

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More editions of The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk:
- The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk: ISBN 088730592X (0-88730-592-X)
  Hardcover, Harpercollins
- The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk: ISBN 0887306667 (0-88730-666-7)
  Softcover, Harpercollins
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All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World
by Seth Godin

ISBN 1591841003 (1-59184-100-3)
Hardcover, Portfolio

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Book summary:
Every marketer tells a story. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche Cayenne is vastly superior to a $36,000 VW Touareg, which is virtually the same car. We believe that $225 Pumas will make our feet feel better-and look cooler-than $20 no-names . . . and believing it makes it true. Successful marketers don't talk about features or even benefits. Instead, they tell a story. A story we want to believe. This is a book about doing what consumers demand-painting vivid pictures that they choose to believe. Every organization-from nonprofits to car companies, from political campaigns to wineglass blowers-must understand that the rules have changed (again). In an economy where the richest have an infinite number of choices (and no time to make them), every organization is a marketer and all marketing is about telling stories. Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner or the iPod. But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That's a lesson learned the hard way by telemarketers and Marlboro. This is a powerful book for anyone who wants to create things people truly want as opposed to commodities that people merely need. [via]
More editions of All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World:
- All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World: ISBN 1591841003 (1-59184-100-3)
  Hardcover, Portfolio
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The Big Moo: Stop Trying to Be Perfect And Start Being Remarkable
by Seth Godin

ISBN 1591841038 (1-59184-103-8)
Hardcover, Penguin Group USA

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Book summary:
Most organizations are stuck in a rut. On one hand, they understand all the good things that will come with growth. On the other, theyre petrified that growth means change, and change means risk, and risk means death. Nobody wants to screw up and ruin a good thing, so most companies (and individuals) just keep trying to be perfect at the things theyve always done.

In 2003, Seth Godins Purple Cow challenged organizations to become remarkableto drive growth by standing out in a world full of brown cows. It struck a huge chord and stayed on the Business-Week bestseller list for nearly two years. You can hear countless brainstorming meetings where people refer to purple cows and say things like, Thats not good enough. We need to create a big moo!

But how do you create a big mooan insight so astounding that people cant help but remark on it, like digital TV recording (TiVo) or overnight shipping (FedEx), or the worlds best vacuum cleaner (Dyson)? Godin worked with thirty-two of the worlds smartest thinkers to answer this critical question. And the teamwith the likes of Tom Peters, Malcolm Gladwell, Guy Kawasaki, Mark Cuban, Robyn Waters, Dave Balter, Red Maxwell, and Randall Rothenberg on boardcreated an incredibly useful book thats fun to read and perfect for groups to share, discuss, and apply.

The Big Moo is a simple book in the tradition of Fish and Dont Sweat the Small Stuff. Instead of lecturing you, it tells stories that stick to your ribs and light your fire. It will help you to create a culture that consistently delivers remarkable innovations.

[via]
More editions of The Big Moo: Stop Trying to Be Perfect And Start Being Remarkable:
- The Big Moo: Stop Trying to Be Perfect And Start Being Remarkable: ISBN 1591841038 (1-59184-103-8)
  Hardcover, Penguin Group USA
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Blink: The Power of Thinking Without Thinking
by Malcolm Gladwell

ISBN 0316010669 (0-316-01066-9)
Softcover, Little Brown & Co

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Blink is about the first two seconds of looking--the decisive glance that knows in an instant. Gladwell, the best-selling author of The Tipping Point, campaigns for snap judgments and mind reading with a gift for translating research into splendid storytelling. Building his case with scenes from a marriage, heart attack triage, speed dating, choking on the golf course, selling cars, and military maneuvers, he persuades readers to think small and focus on the meaning of "thin slices" of behavior. The key is to rely on our "adaptive unconscious"--a 24/7 mental valet--that provides us with instant and sophisticated information to warn of danger, read a stranger, or react to a new idea.
Gladwell includes caveats about leaping to conclusions: marketers can manipulate our first impressions, high arousal moments make us "mind blind," focusing on the wrong cue leaves us vulnerable to "the Warren Harding Effect" (i.e., voting for a handsome but hapless president). In a provocative chapter that exposes the "dark side of blink," he illuminates the failure of rapid cognition in the tragic stakeout and murder of Amadou Diallo in the Bronx. He underlines studies about autism, facial reading and cardio uptick to urge training that enhances high-stakes decision-making. In this brilliant, cage-rattling book, one can only wish for a thicker slice of Gladwell's ideas about what Blink Camp might look like. --Barbara Mackoff [via]
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Blue Ocean Strategy: How To Create Uncontested Market Space And Make The Competition Irrelevant
by W. Chan Kim, Renee Mauborgne

ISBN 1591396190 (1-59139-619-0)
Hardcover, Harvard Business School Pr

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Book summary:
Written by the business world's new gurus, Blue Ocean Strategy continues to challenge everything you thought you knew about competing in today's crowded market place. Based on a study of 150 strategic moves spanning more than a hundred years and thirty industries, authors W. Chan Kim and Renee Mauborgne argue that lasting success comes from creating 'blue oceans': untapped new market spaces ripe from growth. And the business world has caught on - companies around the world are skipping the bloody red oceans of rivals and creating their very own blue oceans. With over one million copies sold world wide, Blue Ocean Strategy is quickly reaching "must read" status among smart business readers. Have you caught the wave? [via]
More editions of Blue Ocean Strategy: How To Create Uncontested Market Space And Make The Competition Irrelevant:
- Blue Ocean Strategy: How To Create Uncontested Market Space And Make The Competition Irrelevant: ISBN 1591396190 (1-59139-619-0)
  Hardcover, Harvard Business School Pr
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Building Strong Brands
by David A. Aaker

ISBN 002900151X (0-02-900151-X)
Hardcover, Free Pr

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Book summary:
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.
A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organization, and brand-as-symbol perspectives. The twin concepts of brand identity (the brand image that brand strategists aspire to create or maintain) and brand position (that part of the brand identity that is to be actively communicated) play a key role in managing the "out-of-the-box" brand.
A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products.
Aaker also addresses practical management issues, introducing a set of brand equity measures, termed the brand equity ten, to help those who measure and track brand equity across products and markets. He presents and analyzes brand-nurturing organizational forms that are responsive to the challenges of coordinated brands across markets, products, roles, and contexts. Potentially destructive organizational pressures to change a brand's identity and position are also discussed.
As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready. [via]
More editions of Building Strong Brands:
- Building Strong Brands: ISBN 002900151X (0-02-900151-X)
  Hardcover, Free Pr
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The Cluetrain Manifesto: The End of Business As Usual
by David Weinberger, Christopher Locke, Rick Levine, Doc Searls

ISBN 0738204315 (0-7382-0431-5)
Softcover, Basic Books

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Book summary:
How would you classify a book that begins with the salutation, "People of Earth..."? While the captains of industry might dismiss it as mere science fiction, The Cluetrain Manifesto is definitely of this day and age. Aiming squarely at the solar plexus of corporate America, authors Christopher Locke, Rick Levine, Doc Searls, and David Weinberger show how the Internet is turning business upside down. They proclaim that, thanks to conversations taking place on Web sites and message boards, and in e-mail and chat rooms, employees and customers alike have found voices that undermine the traditional command-and-control hierarchy that organizes most corporate marketing groups. "Markets are conversations," the authors write, and those conversations are "getting smarter faster than most companies." In their view, the lowly customer service rep wields far more power and influence in today's marketplace than the well-oiled front office PR machine.
The Cluetrain Manifesto began as a Web site (www.cluetrain.com) in 1999 when the authors, who have worked variously at IBM, Sun Microsystems, the Linux Journal, and NPR, posted 95 theses that pronounced what they felt was the new reality of the networked marketplace. For example, thesis no. 2: "Markets consist of human beings, not demographic sectors"; thesis no. 20: "Companies need to realize their markets are often laughing. At them"; thesis no. 62: "Markets do not want to talk to flacks and hucksters. They want to participate in the conversations going on behind the corporate firewall"; thesis no. 74: "We are immune to advertising. Just forget it." The book enlarges on these themes through seven essays filled with dozens of stories and observations about how business gets done in America and how the Internet will change it all. While Cluetrain will strike many as loud and over the top, the message itself remains quite relevant and unique. This book is for anyone interested in the Internet and e-commerce, and is especially important for those businesses struggling to navigate the topography of the wired marketplace. All aboard! --Harry C. Edwards [via]
More editions of The Cluetrain Manifesto: The End of Business As Usual:
- The Cluetrain Manifesto: The End of Business As Usual: ISBN 0738202444 (0-7382-0244-4)
  Hardcover, Perseus Books Group
- The Cluetrain Manifesto: The End of Business As Usual: ISBN 0738204315 (0-7382-0431-5)
  Softcover, Basic Books
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Cluetrain Manifesto: The End of Business As Usual
by Rick Levine, Christopher Locke

ISBN 0273650238 (0-273-65023-8)
Softcover, FT.com

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Book summary:
How would you classify a book that begins with the salutation, "People of Earth..."? While the captains of industry might dismiss it as mere science fiction, The Cluetrain Manifesto is definitely of this day and age. Aiming squarely at the solar plexus of corporate America, authors Christopher Locke, Rick Levine, Doc Searls, and David Weinberger show how the Internet is turning business upside down. They proclaim that, thanks to conversations taking place on Web sites and message boards, and in e-mail and chat rooms, employees and customers alike have found voices that undermine the traditional command-and-control hierarchy that organizes most corporate marketing groups. "Markets are conversations," the authors write, and those conversations are "getting smarter faster than most companies." In their view, the lowly customer service rep wields far more power and influence in today's marketplace than the well-oiled front office PR machine.
The Cluetrain Manifesto began as a Web site (www.cluetrain.com) in 1999 when the authors, who have worked variously at IBM, Sun Microsystems, the Linux Journal, and NPR, posted 95 theses that pronounced what they felt was the new reality of the networked marketplace. For example, thesis no. 2: "Markets consist of human beings, not demographic sectors"; thesis no. 20: "Companies need to realize their markets are often laughing. At them"; thesis no. 62: "Markets do not want to talk to flacks and hucksters. They want to participate in the conversations going on behind the corporate firewall"; thesis no. 74: "We are immune to advertising. Just forget it." The book enlarges on these themes through seven essays filled with dozens of stories and observations about how business gets done in America and how the Internet will change it all. While Cluetrain will strike many as loud and over the top, the message itself remains quite relevant and unique. This book is for anyone interested in the Internet and e-commerce, and is especially important for those businesses struggling to navigate the topography of the wired marketplace. All aboard! --Harry C. Edwards [via]
More editions of Cluetrain Manifesto: The End of Business As Usual:
- Cluetrain Manifesto: The End of Business As Usual: ISBN 0273650238 (0-273-65023-8)
  Softcover, FT.com
Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force
by Ben McConnell, Jackie Huba

ISBN 1419597213 (1-4195-9721-3)
Softcover, Kaplan Business

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Book summary:
For the first time in paperback, a revised edition of the book that launched the term customer evangelism and inspired the creation of an industry. Updated with new statistics and figures, this landmark book has shown countless companies how to harness the power of evangelism marketing and increase customer loyalty, sales, and profitability.

When customers are truly thrilled about their experience with a product or service, they become outspoken evangelists for a company. For most businesses, customers are loyal to people, not brands. Creating a culture of not only loyalty but belief is the formula for creating authentic and powerful word of mouth.

By researching companies with dedicated groups of outspoken, buss-spreading evangelists, authors Ben McConnell and Jackie Huba distill the formulas of the successful companies into the six tenets of customer evangelism. Creating Customer Evangelists explains why many traditional loyalty programs fail and how organic word-of-mouth programs often create communities of influencers who accelerate a companys success.

Creating Customer Evangelists is the bible for any business hoping to convert good customers into exceptional ones who willingly spread the word.
[via]
More editions of Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force:
- Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force: ISBN 0793155614 (0-7931-5561-4)
  Hardcover, Kaplan
- Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force: ISBN 1419597213 (1-4195-9721-3)
  Softcover, Kaplan Business
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Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers
by Geoffrey A. Moore, Regis McKenna

ISBN 0060517123 (0-06-051712-3)
Softcover, Harpercollins

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Book summary:
Author Geoffrey Moore makes the case that high-tech products require marketing strategies that differ from those in other industries. His chasm theory describes how high-tech products initially sell well, mainly to a technically literate customer base, but then hit a lull as marketing professionals try to cross the chasm to mainstream buyers. This pattern, says Moore, is unique to the high-tech industry.
Moore suggests remedies for the problem that can help businesses meet their long-term goals. He coaches marketing professionals on how to move slowly through the gulf, teaching them to create profiles and target specific segments of the population rather than trying to plow right into the mainstream. He cites examples of successful chasm crossings by such companies as Apple, Tandem, Oracle, and Sun, showing what they all had in common and exposing the different weaknesses in their strategies. Moore also assigns responsibility for success to programmers and developers by suggesting they design a "whole product model." Here, because integration tasks are daunting to the mainstream market, all the components of a technological product must be in one package. Moore also describes strategies for competing with rival companies and assessing the best distribution channels for penetrating the target market.
Written not just for marketing specialists but for all employees whose futures ride on the success of a technical product, Crossing the Chasm delivers crucial information in an engaging, readable tone. [via]
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Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers
by Geoffrey A. Moore

ISBN 0887305199 (0-88730-519-9)
Hardcover, Harpercollins

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Book summary:
The old method for marketing smart products - which basically amounted to throwing money away with both hands - makes way for a totally new game plan. [via]
More editions of Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers:
- Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers: ISBN 0887305199 (0-88730-519-9)
  Hardcover, Harpercollins
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Differentiate or Die: Survival in Our Era of Killer Competition
by Jack Trout

ISBN 0471028924 (0-471-02892-4)
Softcover, John Wiley & Sons Inc

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Book summary:
There are no two ways about it with Jack Trout. Either you've got a product or service that you can say is different, or you don't have much at all. In today's global marketplace and at its lightning-fast rate of change, there's no point in inventing and presenting a product only to sit back and hope that consumers everywhere will discover its greatness. It's not simply about what you or your product can do, it's about what you do differently from everyone else. Coauthors Trout and Steve Rivkin say it all in their no-holds-barred title, Differentiate or Die.
A disciple of the marketing guru Rosser Reeves, who introduced the concept of the "unique selling proposition," Trout relays his vision of what can help you differentiate in blunt, tell-it-like-it-is prose. First he breaks the bad news that product quality, advertising creativity, price advantage, and breadth of product line are rarely successful ways to differentiate your business. Consumers expect the best quality, he says; they don't think it's a bonus. In the same vein, your competitor can slash prices just as quickly as you. After dismissing these common marketing techniques as futile, Trout concentrates on which differentiating ideas will set you apart from the pack: Being first (and staying there), owning a discernible attribute, having a heritage, becoming the preference of a particular consumer group, or even being the most recent arrival in a product arena are just some of these useful differentiates. Though the book's fast and quippy narrative style may leave some readers looking for more substance behind his adamant assertions, Trout's recommendations act as inspirational spurts of energy. A slim manual packed with punchy points, Differentiate or Die won't take you long to read but could make a lasting--you guessed it--difference to the success of your business. --S. Ketchum [via]
More editions of Differentiate or Die: Survival in Our Era of Killer Competition:
- Differentiate or Die: Survival in Our Era of Killer Competition: ISBN 0471357642 (0-471-35764-2)
  Hardcover, John Wiley & Sons Inc
- Differentiate or Die: Survival in Our Era of Killer Competition: ISBN 0471028924 (0-471-02892-4)
  Softcover, John Wiley & Sons Inc
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A Framework for Marketing Management
by Philip Kotler

ISBN 1428808779 (1-4288-0877-9)
Softcover, Academic Internet Pub Inc

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Book summary:
Guides the reader toward proficiency in navigating the Internet marketing world, showing the reader how the Internet lets marketers make quick adjustments to market conditions, lower costs, and build relationships. Offers insight into permission-based marketing. DLC: Marketing-Management. [via]
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Free Prize Inside!: The Next Big Marketing Idea
by Seth Godin

ISBN 1591840414 (1-59184-041-4)
Hardcover, Portfolio

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Book summary:
Purple Cow was the #1 bestselling marketing book on Amazon in 2003. Now in Free Prize Inside, Seth Godin is back with practical advice on how to put Purple Cow thinking to work inside your organization (big or small, profit or non) to MAKE SOMETHING HAPPEN. The next big marketing idea is a proven strategy for making your products or services so remarkable that they practically sell themselves.
Purple Cow taught marketers the value of standing out from the herd, which is how companies like Krispy Kreme and JetBlue made it big. But it left readers hungry for more: How do you actually think up new Purple Cows? And how do you get them adopted by risk-averse Brown Cow companies?
Free Prize Inside delivers those answers and much more. Its a fun guide to doing innovative marketing that really works when the traditional approaches have all stopped working. Thirty years ago, the best way to sell something was to advertise it on television. But todays consumers are cynical, and your product or service had better be more than just hype and clever advertising. Even better, it ought to come with a market-changing innovationa free prize inside.
You dont have to spend a fortune to create something cool that virtually sells itself. Think of simple but powerful innovations like the Tupperware party, Flintstones vitamins, G.I. Joe (a doll just for boys), Lucille Roberts (a gym just for women), and frequent flier miles. Free Prize Inside will teach you how to create those kinds of blockbusters at your own company without a bunch of MBA-brainwashed marketers. You dont have to be a geniusyou just need curiosity, initiative, and a strategy for overcoming resistance when you champion your idea.
Were all marketers now, no matter what our job titles. With Godins help, we can find the free prize that will transform our companies. [via]
More editions of Free Prize Inside!: The Next Big Marketing Idea:
- Free Prize Inside!: The Next Big Marketing Idea: ISBN 1591840414 (1-59184-041-4)
  Hardcover, Portfolio
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Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business
by Jay Conrad Levinson

ISBN 0395906253 (0-395-90625-3)
Softcover, Houghton Mifflin Company

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Book summary:
A bestseller first published in 1983, Guerrilla Marketing offers an innovative approach to marketing for the small business owner. Filled with hundreds of effective ideas, this book outlines Levinson's philosophy about marketing. In this expanded edition, Levinson identifies the fastest-growing markets today as well as the latest strategies, up-to-date information on new technologies, new programs for targeted prospects, and management lessons for the twenty-first century. [via]
More editions of Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business:
- Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business: ISBN 0395644968 (0-395-64496-8)
  Softcover, Houghton Mifflin
- Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business: ISBN 0395906253 (0-395-90625-3)
  Softcover, Houghton Mifflin Company
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In Search of Stupidity: Over 20 Years of High-Tech Marketing Disasters
by Merrill R. Chapman

ISBN 1590597214 (1-59059-721-4)
Softcover, Apress

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Book summary:
In Search of Stupidity is National Lampoon meets Peter Drucker. It's a funny and well-written business book that takes a look at some of the most influential marketing and business philosophies of the last 20 years and, through the dark glass of hindsight, provides an educational and vastly entertaining examination of why they didn't work for many of the country's largest and best-known high-tech companies. Make no mistake: most of them did not work.

Marketing wizard Richard Chapman takes readers on a hilarious ride in this book, which is richly illustrated with cartoons and reproductions of many of the actual campaigns used at the time. Filled with personal anecdotes spanning Chapman's remarkable career (he was present at many now-famous meetings and events), In Search of Stupidity is a no-holds-barred look at the best of the worst hopeless marketing ideas and business decisions in the last 20 years of the technology industry.
[via]
More editions of In Search of Stupidity: Over 20 Years of High-Tech Marketing Disasters:
- In Search of Stupidity: Over 20 Years of High-Tech Marketing Disasters: ISBN 1590591046 (1-59059-104-6)
  Hardcover, Springer-Verlag New York Inc
- In Search of Stupidity: Over 20 Years of High-tech Marketing Disasters: ISBN 1590597214 (1-59059-721-4)
  Softcover, Apress
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Influence
by Robert B. Cialdini

ISBN 006124189X (0-06-124189-X)
Softcover, Collins

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Book summary:
Influence: Science and Practice is an examination of the psychology of compliance (i.e. uncovering which factors cause a person to say "yes" to another's request) and is written in a narrative style combined with scholarly research. Cialdini combines evidence from experimental work with the techniques and strategies he gathered while working as a salesperson, fundraiser, advertiser, and other positions, inside organizations that commonly use compliance tactics to get us to say "yes." Widely used in graduate and undergraduate psychology and management classes, as well as sold to people operating successfully in the business world, the eagerly awaited revision of Influence reminds the reader of the power of persuasion. Cialdini organizes compliance techniques into six categories based on psychological principles that direct human behavior: reciprocation, consistency, social proof, liking, authority, and scarcity. New Reader's Reports are included in the Fourth Edition and illustrate how readers have used one of the principles or have had a principle of influence used on them. [via]
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Inside the Tornado: Marketing Strategies from Silicon Valley's Cutting Edge
by Geoffrey A. Moore

ISBN 0887307655 (0-88730-765-5)
Hardcover, HarperCollins Publishers

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Book summary:
This is Moore's second book expounding his high-tech marketing theories, focusing on what to do when you've followed his advice in Crossing the Chasm so well that customers are beating down your door and crawling in the windows, putting your business into a new lifecycle stage: the mass market. [via]
More editions of Inside the Tornado: Marketing Strategies from Silicon Valley's Cutting Edge:
- Inside the Tornado: Marketing Strategies from Silicon Valley's Cutting Edge: ISBN 0887308244 (0-88730-824-4)
  Softcover, Harpercollins
- Inside the Tornado: Marketing Strategies from Silicon Valley's Cutting Edge: ISBN 0887307655 (0-88730-765-5)
  Hardcover, HarperCollins Publishers
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Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets
by Geoffrey A. Moore

ISBN 0060745819 (0-06-074581-9)
Softcover, Harpercollins

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Book summary:
This is Moore's second book expounding his high-tech marketing theories, focusing on what to do when you've followed his advice in Crossing the Chasm so well that customers are beating down your door and crawling in the windows, putting your business into a new lifecycle stage: the mass market. [via]
More editions of Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets:
- Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets: ISBN 0060745819 (0-06-074581-9)
  Softcover, Harpercollins
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It's Not How Good You Are, It's How Good You Want to Be
by Paul Arden

ISBN 0714843377 (0-7148-4337-7)
Softcover, Phaidon Inc Ltd

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Book summary:
It's Not How Good You Are, It's How Good You Want to Be is a handbook of how to succeed in the world - a pocket 'bible' for the talented and timid to make the unthinkable thinkable and the impossible possible. The world's top advertising guru, Paul Arden, offers up his wisdom on issues as diverse as problem solving, responding to a brief, communicating, playing your cards right, making mistakes and creativity, all notions that can be applied to aspects of modern life. This book provides a unique insight into the world of advertising and is a quirky compilation of quotes, facts, pictures, wit and wisdom, packed into easy-to-digest, bite-sized spreads. If you want to succeed in life or business, this is a must!
Paul Arden began his career in advertising at the age of 16. For 14 years he was Executive Creative Director at Saatchi and Saatchi, where he was responsible for some of Britain's best known campaigns including British Airways, Silk Cut, Anchor Butter, InterCity and Fuji. His famous slogans include 'The Car in front is a Toyota' and 'The Independent - It is - Are You?'. In 1993 he set up the London-based production company Arden Sutherland-Dodd where he is now a commercials director for clients such as BT, BMW, Ford, Nestle and Levis. [via]
More editions of It's Not How Good You Are, It's How Good You Want to Be:
- It's Not How Good You Are, It's How Good You Want to Be: ISBN 0714843377 (0-7148-4337-7)
  Softcover, Phaidon Inc Ltd
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Jennifer Government
by Max Barry

ISBN 1400030927 (1-4000-3092-7)
Softcover, Random House Inc

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Book summary:
In the horrifying, satirical near future of Max Barry's Jennifer Government, American corporations literally rule the world. Everyone takes his employer's name as his last name; once-autonomous nations as far-flung as Australia belong to the USA; and the National Rifle Association is not just a worldwide corporation, it's a hot, publicly traded stock. Hack Nike, a hapless employee seeking advancement, signs a multipage contract and then reads it. He discovers he's agreed to assassinate kids purchasing Nike's new line of athletic shoes, a stealth marketing maneuver designed to increase sales. And the dreaded government agent Jennifer Government is after him.
Like Steve Aylett, Alexander Besher, Douglas Coupland, Paul Di Filippo, Jim Munroe, Jeff Noon, and Chuck Palahniuk, Max Barry is an author of smartass, punky satire for the late capitalist era. It's a hip and happening field; before publication, Jennifer Government (Barry's second novel) was optioned by Stephen Soderbergh and George Clooney's Section 8 Films for a major motion picture. However, the level of literary accomplishment varies wildly among practitioners, from brilliant (Di Filippo and Palahniuk) to amateurish (Besher). This field is so hot, its writers needn't be nearly as accomplished as they'd have to become to break into any other form of fiction.
That said, like many of his fellow turn-of-the-millennium satirists, Barry is uneven. He has a lively imagination and a sharp eye for the absurdities and offenses of hypercorporate capitalism. But, with its sketchy characters and slow dialogue, Jennifer Government will disappoint anyone who believes the cover copy's grandiose claim that this is "a Catch-22 for the New World Order." --Cynthia Ward [via]
More editions of Jennifer Government:
- Jennifer Government: ISBN 1400030927 (1-4000-3092-7)
  Softcover, Random House Inc
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La economia Long Tail/ The Long Tail: De Los Mercados De Masas Al Triunfo De Lo Minoritario/ Why The Future of Business Is Selling Less of More
by Chris Anderson

ISBN 1401308600 (1-4013-0860-0)
Softcover, Hyperion

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Book summary:
What happens when the bottlenecks that stand between supply and demand in our culture go away and everything becomes available to everyone?
"The Long Tail" is a powerful new force in our economy: the rise of the niche. As the cost of reaching consumers drops dramatically, our markets are shifting from a one-size-fits-all model of mass appeal to one of unlimited variety for unique tastes. From supermarket shelves to advertising agencies, the ability to offer vast choice is changing everything, and causing us to rethink where our markets lie and how to get to them. Unlimited selection is revealing truths about what consumers want and how they want to get it, from DVDs at Netflix to songs on iTunes to advertising on Google.
However, this is not just a virtue of online marketplaces; it is an example of an entirely new economic model for business, one that is just beginning to show its power. After a century of obsessing over the few products at the head of the demand curve, the new economics of distribution allow us to turn our focus to the many more products in the tail, which collectively can create a new market as big as the one we already know.
The Long Tail is really about the economics of abundance. New efficiencies in distribution, manufacturing, and marketing are essentially resetting the definition of what's commercially viable across the board. If the 20th century was about hits, the 21st will be equally about niches.
[via]
More editions of La economia Long Tail/ The Long Tail: De Los Mercados De Masas Al Triunfo De Lo Minoritario/ Why The Future of Business Is Selling Less of More:
- La economia Long Tail/ The Long Tail: De Los Mercados De Masas Al Triunfo De Lo Minoritario/ Why The Future of Business Is Selling Less of More: ISBN 1401308600 (1-4013-0860-0)
  Softcover, Hyperion
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The Long Tail: Why the Future of Business is Selling Less of More
by Chris Anderson

ISBN 1401302378 (1-4013-0237-8)
Hardcover, Hyperion Books

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Book summary:
What happens when the bottlenecks that stand between supply and demand in our culture go away and everything becomes available to everyone?
"The Long Tail" is a powerful new force in our economy: the rise of the niche. As the cost of reaching consumers drops dramatically, our markets are shifting from a one-size-fits-all model of mass appeal to one of unlimited variety for unique tastes. From supermarket shelves to advertising agencies, the ability to offer vast choice is changing everything, and causing us to rethink where our markets lie and how to get to them. Unlimited selection is revealing truths about what consumers want and how they want to get it, from DVDs at Netflix to songs on iTunes to advertising on Google.
However, this is not just a virtue of online marketplaces; it is an example of an entirely new economic model for business, one that is just beginning to show its power. After a century of obsessing over the few products at the head of the demand curve, the new economics of distribution allow us to turn our focus to the many more products in the tail, which collectively can create a new market as big as the one we already know.
The Long Tail is really about the economics of abundance. New efficiencies in distribution, manufacturing, and marketing are essentially resetting the definition of what's commercially viable across the board. If the 20th century was about hits, the 21st will be equally about niches.
[via]
More editions of The Long Tail: Why the Future of Business is Selling Less of More:
- The Long Tail: Why the Future of Business is Selling Less of More: ISBN 1401302378 (1-4013-0237-8)
  Hardcover, Hyperion Books
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Made to Stick: Why Some Ideas Survive and Others Die
by Chip Heath, Dan Heath

ISBN 1400064287 (1-4000-6428-7)
Hardcover, Random House Inc

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Book summary:
Mark Twain once observed, A lie can get halfway around the world before the truth can even get its boots on. His observation rings true: Urban legends, conspiracy theories, and bogus public-health scares circulate effortlessly. Meanwhile, people with important ideasbusiness people, teachers, politicians, journalists, and othersstruggle to make their ideas stick.

Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? In Made to Stick, accomplished educators and idea collectors Chip and Dan Heath tackle head-on these vexing questions. Inside, the brothers Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the human scale principle, using the Velcro Theory of Memory, and creating curiosity gaps.

In this indispensable guide, we discover that sticky messages of all kindsfrom the infamous kidney theft ring hoax to a coachs lessons on sportsmanship to a vision for a new product at Sonydraw their power from the same six traits.

Made to Stick is a book that will transform the way you communicate ideas. Its a fast-paced tour of success stories (and failures)the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of the Mother Teresa Effect; the elementary-school teacher whose simulation actually prevented racial prejudice. Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideasand tells us how we can apply these rules to making our own messages stick. [via]
More editions of Made to Stick: Why Some Ideas Survive and Others Die:
- Made to Stick: Why Some Ideas Survive and Others Die: ISBN 1400064287 (1-4000-6428-7)
  Hardcover, Random House Inc
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Marketing Management
by Philip Kotler, Kevin Lane Keller

ISBN 0131457578 (0-13-145757-8)
Hardcover, Pearson Education, Limited

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This worldwide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset management, alternative go-to-market channels, and marketing around the globe. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing-along with the opportunities and needs of the marketplace in the years ahead.
[via]
More editions of Marketing Management:
- Marketing Management: ISBN 0130336297 (0-13-033629-7)
  Hardcover, Prentice Hall
- Marketing Management: ISBN 0131457578 (0-13-145757-8)
  Hardcover, Pearson Education, Limited
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Marketing Management: An Asian Perspective
by Kotler, Swee Hoon Ang, Chin Tiong Tan, Siew Meng Leong

ISBN 0131066250 (0-13-106625-0)
Hardcover, Prentice Hall

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Book summary:
Marketing Management, Third Edition builds on the, multidisciplinary perspective and comprehensive coverage of its predecessors, while emphasizing new technology and marketing procedures in today's market, i.e. the Internet and the marketing of high tech products in Asia, cross-cultural analyses of marketing practices, relationship marketing and customer relationship management in Asia. The text presents cutting-edge marketing concepts and practices for Asian marketing in the region's 12 most promising markets to provide an accessible, analytically based universal marketing approach to Asian insights. The authors examine understanding marketing management, analyzing marketing opportunities, developing market strategies, shaping the marketing offering and managing and delivering marketing programs. For marketing professionals.
[via]
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- Marketing Management: An Asian Perspective: ISBN 0131066250 (0-13-106625-0)
  Hardcover, Prentice Hall
Marketing Management: Analysis, Planning, and Control
by Philip Kotler

ISBN 0135579597 (0-13-557959-7)
Hardcover, Prentice-Hall

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- Marketing Management: Analysis, Planning, and Control: ISBN 0135579759 (0-13-557975-9)
  Hardcover, Prentice-Hall
- Marketing Management: Analysis, Planning, and Control: ISBN 0135579597 (0-13-557959-7)
  Hardcover, Prentice-Hall
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Marketing Management: Analysis, Planning, Implementation, and Control
by Philip Kotler

ISBN 0132435101 (0-13-243510-1)
Hardcover, Prentice Hall

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Book summary:
Hardcover. [via]
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Marketing Management : Millennium Edition
by Philip Kotler

ISBN 0130122173 (0-13-012217-3)
Hardcover, Prentice Hall PTR

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Book summary:
For undergraduate/graduate courses in Marketing Management. This classic text, a worldwide best seller, highlights the most recent trends and developments in global marketing. It emphasizes the importance of teamwork between marketing and all the other functions of the business; introduces new perspectives in successful strategic market planning; and presents additional company examples of creative, market-focused, and customer-driven action. A special focus on the 21st Century acknowledges the accelerating pace of change in the marketplace, and illustrates what leading companies are doing to meet the challenges of the new environment and the new millennium. [via]
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- Marketing Management : Millennium Edition: ISBN 0130122173 (0-13-012217-3)
  Hardcover, Prentice Hall PTR
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Naked Conversations: How Blogs Are Changing the Way Businesses Talk With Customers
by Robert Scoble, Shel Israel

ISBN 047174719X (0-471-74719-X)
Hardcover, John Wiley & Sons Inc

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Book summary:
From the creator of the number one business blog comes a powerful exploration of how, and why, businesses had better be blogging: Naked Conversations. According to experts Robert Scoble and Shel Israel, blogs offer businesses something that has long been lacking in their communication with customers -- meaningful dialogue. Devoid of corporate-speak and empty promises, business blogs can humanize communication, bringing companies and their constituencies together in a way that improves both image and bottom line. The authors use more than 50 case histories to explain why blogging is an efficient and credible method of business communication. You'll find yourself excited about the possibilities blogs present after reading just a few pages. Discover how: Prominent business leaders, including Mark Cuban of the Dallas Mavericks, Bob Lutz from General Motors, and Jonathan Schwartz of Sun Microsystems, are beginning to use blogs to connect with their customers in new ways. Blogging has changed the rules of communication and competition. You can launch an effective blogging strategy and the reasons why you should. Featuring a foreword by Tom Peters, this is a resource you and your business can't do without. [via]
More editions of Naked Conversations: How Blogs Are Changing the Way Businesses Talk With Customers:
- Naked Conversations: How Blogs Are Changing the Way Businesses Talk With Customers: ISBN 047174719X (0-471-74719-X)
  Hardcover, John Wiley & Sons Inc
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No Logo: El Poder De Las Marcas
by Naomi Klein

ISBN 8449312485 (84-493-1248-5)
Softcover, Paidos Iberica Ediciones S A

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- No Logo: El Poder De Las Marcas: ISBN 8449312485 (84-493-1248-5)
  Softcover, Paidos Iberica Ediciones S A
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No Logo: No Space No Choice No Jobs
by Naomi Klein

ISBN 0312421435 (0-312-42143-5)
Softcover, St Martins Pr

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With a new Afterword to the 2002 edition, No Logo employs journalistic savvy and personal testament to detail the insidious practices and far-reaching effects of corporate marketing-and the powerful potential of a growing activist sect that will surely alter the course of the 21st century. First published before the World Trade Organization protests in Seattle, this is an infuriating, inspiring, and altogether pioneering work of cultural criticism that investigates money, marketing, and the anti-corporate movement. As global corporations compete for the hearts and wallets of consumers who not only buy their products but willingly advertise them from head to toe-witness today's schoolbooks, superstores, sporting arenas, and brand-name synergy-a new generation has begun to battle consumerism with its own best weapons. In this provocative, well-written study, a front-line report on that battle, we learn how the Nike swoosh has changed from an athletic status-symbol to a metaphor for sweatshop labor, how teenaged McDonald's workers are risking their jobs to join the Teamsters, and how "culture jammers" utilize spray paint, computer-hacking acumen, and anti-propagandist wordplay to undercut the slogans and meanings of billboard ads (as in "Joe Chemo" for "Joe Camel"). No Logo will challenge and enlighten students of sociology, economics, popular culture, international affairs, and marketing. "This book is not another account of the power of the select group of corporate Goliaths that have gathered to form our de facto global government. Rather, it is an attempt to analyze and document the forces opposing corporate rule, and to lay out the particular set of cultural and economic conditions that made the emergence of that opposition inevitable."-Naomi Klein, from her Introduction [via]
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- No Logo: No Space No Choice No Jobs: ISBN 0312421435 (0-312-42143-5)
  Softcover, St Martins Pr
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No Logo: Taking Aim at the Brand Bullies
by Naomi Klein

ISBN 0312271921 (0-312-27192-1)
Softcover, Picador

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We live in an era where image is nearly everything, where the proliferation of brand-name culture has created, to take one hyperbolic example from Naomi Klein's No Logo, "walking, talking, life-sized Tommy [Hilfiger] dolls, mummified in fully branded Tommy worlds." Brand identities are even flourishing online, she notes--and for some retailers, perhaps best of all online: "Liberated from the real-world burdens of stores and product manufacturing, these brands are free to soar, less as the disseminators of goods or services than as collective hallucinations."
In No Logo, Klein patiently demonstrates, step by step, how brands have become ubiquitous, not just in media and on the street but increasingly in the schools as well. (The controversy over advertiser-sponsored Channel One may be old hat, but many readers will be surprised to learn about ads in school lavatories and exclusive concessions in school cafeterias.) The global companies claim to support diversity, but their version of "corporate multiculturalism" is merely intended to create more buying options for consumers. When Klein talks about how easy it is for retailers like Wal-Mart and Blockbuster to "censor" the contents of videotapes and albums, she also considers the role corporate conglomeration plays in the process. How much would one expect Paramount Pictures, for example, to protest against Blockbuster's policies, given that they're both divisions of Viacom?
Klein also looks at the workers who keep these companies running, most of whom never share in any of the great rewards. The president of Borders, when asked whether the bookstore chain could pay its clerks a "living wage," wrote that "while the concept is romantically appealing, it ignores the practicalities and realities of our business environment." Those clerks should probably just be grateful they're not stuck in an Asian sweatshop, making pennies an hour to produce Nike sneakers or other must-have fashion items. Klein also discusses at some length the tactic of hiring "permatemps" who can do most of the work and receive few, if any, benefits like health care, paid vacations, or stock options. While many workers are glad to be part of the "Free Agent Nation," observers note that, particularly in the high-tech industry, such policies make it increasingly difficult to organize workers and advocate for change.
But resistance is growing, and the backlash against the brands has set in. Street-level education programs have taught kids in the inner cities, for example, not only about Nike's abusive labor practices but about the astronomical markup in their prices. Boycotts have commenced: as one urban teen put it, "Nike, we made you. We can break you." But there's more to the revolution, as Klein optimistically recounts: "Ethical shareholders, culture jammers, street reclaimers, McUnion organizers, human-rights hacktivists, school-logo fighters and Internet corporate watchdogs are at the early stages of demanding a citizen-centered alternative to the international rule of the brands ... as global, and as capable of coordinated action, as the multinational corporations it seeks to subvert." No Logo is a comprehensive account of what the global economy has wrought and the actions taking place to thwart it. --Ron Hogan [via]
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Nobrow: The Culture of Marketing the Marketing of Culture
by John Seabrook

ISBN 0375704515 (0-375-70451-5)
Softcover, Vintage Books

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Book summary:
John Seabrook, The New Yorker's "Buzz Studies" writer, deftly conveys the hubbub of modern pop culture, the blending of highbrow and lowbrow tastes, into a new sensibility he dubs "Nobrow." In Nobrowland, nobody can sell out, because art and commerce have fused like colliding electrons. America used to be split between "stark intellectuality and the plane of stark business," but now, as Puff Daddy observes, "It's all about the Benjamins [$100 bills]." It's not just that an Oxford-bred guy like Seabrook is a connoisseur of Biggie Smalls, it's that everyone, high and low, wants to feel part of the Buzz, to soak up the power of celebrity success. Puffy's rap hit constitutes "merchandising, advertising, salary-boasting, and art all at once," says Seabrook. Nowadays, "commercial culture has to do the work that both high and folk culture used to do--not only enlighten and teach but bond families and communities."
Nobrow is itself a work of Nobrow art, shape-shifting like a Beck tune: it's art appreciation, memoir, social history, high-altitude academic theory, and shoe-leather reporting all at once. Seabrook captures world-historical figures in action: George Lucas, MTV's Judy McGrath, music exec Danny "Nirvana" Goldberg, and kabillionaire David Geffen, who helped bring you Tom Cruise and DreamWorks. The big book on Geffen may be The Operator, but Seabrook can nail him in a phrase: "The boredom in his eyes, which seemed on the verge of spilling over into other parts of his face, was held in check by his lively eyebrows." And no one has outdone Seabrook's jaunty account of his elite magazine's Nobrowification by Tina Brown, who established "a hierarchy of hotness."
Seabrook doesn't score on every shot, but it's fun to watch him play. He's like a kid brother to his cult idol, George W.S. Trow, author of the prescient 1978 classic Within the Context of No Context. If Eustace Tilley, The New Yorker's famous monocled snob icon, got zonked on "chronic bubonic" pot and gangsta rap, he might have written this dizzy yet erudite book. Indeed, one might not be altogether amiss in calling it "da bomb." --Tim Appelo [via]
More editions of Nobrow: The Culture of Marketing the Marketing of Culture:
- Nobrow : The Culture of Marketing-The Marketing of Culture: ISBN 0375405046 (0-375-40504-6)
  Hardcover, Knopf Publishing Group
- Nobrow: The Culture of Marketing the Marketing of Culture: ISBN 0375704515 (0-375-70451-5)
  Softcover, Vintage Books
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Permission Marketing: Turning Strangers into Friends, and Friends into Customers
by Seth Godin

ISBN 0684856360 (0-684-85636-0)
Hardcover, Simon & Schuster

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Book summary:
Seth Godin, one of the world's foremost online promoters, offers his best advice for advertising in Permission Marketing. Godin argues that businesses can no longer rely solely on traditional forms of "interruption advertising" in magazines, mailings, or radio and television commercials. He writes that today consumers are bombarded by marketing messages almost everywhere they go. 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. "By talking only to volunteers, Permission Marketing guarantees that consumers pay more attention to the marketing message," he writes. "It serves both customers and marketers in a symbiotic exchange."
Godin knows his stuff. He created Internet marketer Yoyodyne and sold it in 1998 to Yahoo!, where he is a vice president. Godin delves into the strategies of several companies that successfully practice permission marketing, including Amazon.com, American Airlines, Bell Atlantic, and American Express. Permission marketing works best on the Internet, he writes, because the medium eliminates costs such as envelopes, printing, and stamps. Instead of advertising with a plain banner ad on the Internet, you should focus on discovering the customer's problem and getting permission to follow up with e-mail, he writes. Permission Marketing is an important and valuable book for businesses seeking better results from their advertising. --Dan Ring [via]
More editions of Permission Marketing: Turning Strangers into Friends, and Friends into Customers:
- Permission Marketing: Turning Strangers into Friends, and Friends into Customers: ISBN 0684856360 (0-684-85636-0)
  Hardcover, Simon & Schuster
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Positioning: The Battle for Your Mind
by Al Ries, Jack Trout

ISBN 0071373586 (0-07-137358-6)
Softcover, McGraw-Hill

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Book summary:
Ries and Trout taught me everything I know about branding, marketing, and product management. When I had the idea of creating a very large thematic community on the Web, I first thought of Positioning....David Bohnett, Chairman and Founder of GeoCities
A handsome edition of the original 1981 text, this 20th Anniversary Edition makes available to business and marketing professionalsincluding tens of thousands of Ries and Trout groupies, worldwidethe work that forever changed the way marketing strategy is done. This new edition features commentary from the authors that offers fresh insight into why positioning a product in a prospective customers mind is still the most important strategy in business, and includes numerous examples of campaigns that followed, or didnt follow, Ries and Trouts thinking. [via]
More editions of Positioning: The Battle for Your Mind:
Principles of Marketing
by Philip Kotler, Gary Armstrong

ISBN 0131469185 (0-13-146918-5)
Hardcover, Prentice Hall

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Book summary:
school book [via]
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Purple Cow: Transform Your Business by Being Remarkable
by Seth Godin

ISBN 159184021X (1-59184-021-X)
Hardcover, Portfolio

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Book summary:
You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice.

What do Starbucks and JetBlue and KrispyKreme and Apple and DutchBoy and Kensington and Zespri and Hard Candy have that you don't? How do they continue to confound critics and achieve spectacular growth, leaving behind former tried-and true brands to gasp their last?

Face it, the checklist of tired 'P's marketers have used for decades to get their product noticed -Pricing, Promotion, Publicity, to name a few-aren't working anymore. There's an exceptionally important 'P' that has to be added to the list. It's Purple Cow.

Cows, after you've seen one, or two, or ten, are boring. A Purple Cow, though...now that would be something. Purple Cow describes something phenomenal, something counterintuitive and exciting and flat out unbelievable. Every day, consumers come face to face with a lot of boring stuff-a lot of brown cows-but you can bet they won't forget a Purple Cow. And it's not a marketing function that you can slap on to your product or service. Purple Cow is inherent. It's built right in, or it's not there. Period.

In Purple Cow, Seth Godin urges you to put a Purple Cow into everything you build, and everything you do, to create something truly noticeable. It's a manifesto for marketers who want to help create products that are worth marketing in the first place. [via]
More editions of Purple Cow: Transform Your Business by Being Remarkable:
- Purple Cow: Transform Your Business by Being Remarkable: ISBN 159184021X (1-59184-021-X)
  Hardcover, Portfolio
Selling the Dream: How to Promote Your Product, Company, or Ideas-And Make a Difference-Using Everyday Evangelism
by Guy Kawasaki

ISBN 0887306004 (0-88730-600-4)
Softcover, Harpercollins

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- Selling the Dream: How to Promote Your Product, Company, or Ideas-And Make a Difference-Using Everyday Evangelism: ISBN 0887306004 (0-88730-600-4)
  Softcover, Harpercollins
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Selling the Invisible: A Field Guide to Modern Marketing
by Harry Beckwith

ISBN 1587990660 (1-58799-066-0)
Softcover, Cengage Learning College

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Book summary:
The transformation from a manufacturing-based economy to one that's all about service has been well documented. Today it's estimated that nearly 75 percent of Americans work in the service sector. Instead of producing tangibles--automobiles, clothes, and tools--more and more of us are in the business of providing intangibles--health care, entertainment, tourism, legal services, and so on. However, according to Harry Beckwith, most of these intangibles are still being marketed like products were 20 years ago.
In Selling the Invisible, Beckwith argues that what consumers are primarily interested in today are not features, but relationships. Even companies who think that they sell only tangible products should rethink their approach to product development and marketing and sales. For example, when a customer buys a Saturn automobile, what they're really buying is not the car, but the way that Saturn does business. Beckwith provides an excellent forum for thinking differently about the nature of services and how they can be effectively marketed. If you're at all involved in marketing or sales, then Selling the Invisible is definitely worth a look. [via]
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Small Is the New Big: And 183 Other Riffs, Rants, and Remarkable Business Ideas
by Seth Godin

ISBN 1591841267 (1-59184-126-7)
Hardcover, Penguin Group USA

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Book summary:
As one of today's most influential business thinkers, Seth Godin helps his army of fans stay focused, stay connected, and stay dissatisfied with the status quo, the ordinary, the boring. His books, blog posts, magazine articles, and speeches have inspired countless entrepreneurs, marketing people, innovators, and managers around the world. Now, for the first time, Godin has collected the most provocative short pieces from his pioneering blog-ranked #70 by Feedster (out of millions published) in worldwide readership. This book also includes his most popular columns from Fast Company magazine, and several of the short e-books he has written in the last few years. A sample: Bon Jovi And The Pirates Christmas Card Spam Clinging To Your Job Title? How Much Would You Pay to Be on Oprah's Show? The Persistence of Really Bad Ideas The Seduction of "Good Enough" What Happens When It's All on Tape? Would You Buy Life Insurance at a Rock Concert? Small is the New Big is a huge bowl of inspiration that you can gobble in one sitting or dip into at any time. As Godin writes in his introduction: "I guarantee that you'll find some ideas that don't work for you. But I'm certain that you're smart enough to see the stuff you've always wanted to do, buried deep inside one of these riffs. And I'm betting that once inspired, you'll actually make something happen." [via]
More editions of Small Is the New Big: And 183 Other Riffs, Rants, and Remarkable Business Ideas:
- Small Is the New Big: And 183 Other Riffs, Rants, and Remarkable Business Ideas: ISBN 1591841267 (1-59184-126-7)
  Hardcover, Penguin Group USA
The Tipping Point: How Little Things Can Make a Big Difference
by Malcolm Gladwell

ISBN 0316346624 (0-316-34662-4)
Softcover, Back Bay Books

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Book summary:
"The best way to understand the dramatic transformation of unknown books into bestsellers, or the rise of teenage smoking, or the phenomena of word of mouth or any number of the other mysterious changes that mark everyday life," writes Malcolm Gladwell, "is to think of them as epidemics. Ideas and products and messages and behaviors spread just like viruses do." Although anyone familiar with the theory of memetics will recognize this concept, Gladwell's The Tipping Point has quite a few interesting twists on the subject.
For example, Paul Revere was able to galvanize the forces of resistance so effectively in part because he was what Gladwell calls a "Connector": he knew just about everybody, particularly the revolutionary leaders in each of the towns that he rode through. But Revere "wasn't just the man with the biggest Rolodex in colonial Boston," he was also a "Maven" who gathered extensive information about the British. He knew what was going on and he knew exactly whom to tell. The phenomenon continues to this day--think of how often you've received information in an e-mail message that had been forwarded at least half a dozen times before reaching you.
Gladwell develops these and other concepts (such as the "stickiness" of ideas or the effect of population size on information dispersal) through simple, clear explanations and entertainingly illustrative anecdotes, such as comparing the pedagogical methods of Sesame Street and Blue's Clues, or explaining why it would be even easier to play Six Degrees of Kevin Bacon with the actor Rod Steiger. Although some readers may find the transitional passages between chapters hold their hands a little too tightly, and Gladwell's closing invocation of the possibilities of social engineering sketchy, even chilling, The Tipping Point is one of the most effective books on science for a general audience in ages. It seems inevitable that "tipping point," like "future shock" or "chaos theory," will soon become one of those ideas that everybody knows--or at least knows by name. --Ron Hogan [via]
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Unleashing the Ideavirus: Stop Marketing at People! Turn Your Ideas into Epidemics by Helping Your Customers Do the Marketing for You
by Seth Godin, Malcolm Gladwell

ISBN 0786887176 (0-7868-8717-6)
Softcover, Hyperion Books

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Book summary:
Treat a product or service like a human or computer virus, contends online promotion specialist Seth Godin, and it just might become one. In Unleashing the Ideavirus, Godin describes ways to set any viable commercial concept loose among those who are most likely to catch it--and then stand aside as these recipients become infected and pass it along on to others who might do the same. "The future belongs to marketers who establish a foundation and process where interested people can market to each other", he writes. "Ignite consumer networks and then get out of the way and let them talk."
Godin believes that a solid idea is the best route to success in the new century, but one "that just sits there is worthless". Through the magic of "word of mouse", however, the Internet offers a unique opportunity for interested individuals to transmit ideas quickly and easily to others of like mind. Taking up where his previous book Permission Marketing left off, Godin explains in great detail how ideaviruses have been launched by companies such as Napster, Blue Mountain Arts, GeoCities, and Hotmail. He also describes "sneezers" (influential people who spread them), "hives" (populations most willing to receive them) and "smoothness" (the ease with which sneezers can transmit them throughout a hive). In all, an infectious and highly recommended read. --Howard Rothman [via]
More editions of Unleashing the Ideavirus: Stop Marketing at People! Turn Your Ideas into Epidemics by Helping Your Customers Do the Marketing for You:
- Unleashing the Ideavirus: Stop Marketing at People! Turn Your Ideas into Epidemics by Helping Your Customers Do the Marketing for You: ISBN 0970309902 (0-9703099-0-2)
  Hardcover, Dearborn Trade Pub
- Unleashing the Ideavirus: Stop Marketing at People! Turn Your Ideas into Epidemics by Helping Your Customers Do the Marketing for You: ISBN 0786887176 (0-7868-8717-6)
  Softcover, Hyperion Books
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Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing
by Not Available, Jeffrey Eisenberg, Lisa T. Davis

ISBN 0785218971 (0-7852-1897-1)
Hardcover, Thomas Nelson Inc

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Book summary:
Good marketers know that customer-centered marketing is mandatory. However, we are not the customer. What the customer perceives as relevant is the thing successful marketers must anticipate, plan, and deliver on. Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing offers Persuasion Architecture, a proven Persona-based methodology. Persuasion Architecture enables marketers to anticipate different angles from which customers frame their questions and then coordinate messaging across multiple channels so that marketers can create predictive models of customer behavior. Don't miss out on learning about this six-sigma marketing approach that can skyrocket the effectiveness of your interactive marketing.

"There's some big thinking going on here-thinking you will need if you want to take your work to the next level. 'Typical, not average' is just one of the ideas inside that will change the way you think about marketing."-Seth Godin, Author, All Marketers Are Liars

"Are your clients coming to you armed with more product information than you or your sales team know? You need to read Waiting for Your Cat to Bark? to learn how people are buying in the post-Internet age so you can learn how to sell to them."-Tom Hopkins, Master Sales Trainer and Author, How to Master the Art of Selling

"These guys really 'get it.' In a world of know-it-all marketing hypesters, these guys realize that it takes work to persuade people who aren't listening. They've connected a lot of the pieces that we all already know-plus a lot that we don't. It's a rare approach that recognizes that the customer is in charge and must be encouraged and engaged on his/her own terms, not the sellers. Waiting for Your Cat to Bark? takes apart the persuasion process, breaks down the steps and gives practical ways to tailor your approaches to your varying real customers in the real world. This book is at a high level that marketers better hope their competitors will be too lazy to implement."-George Silverman, Author, The Secrets of Word of Mouth Marketing: How to Trigger Exponential Sales Through Runaway Word of Mouth

"We often hear that the current marketing model is broken-meaning the changes in customers, media, distribution, and even the flatness of the world make current practices no longer relevant. Yet few have offered a solution. This book recognizes the new reality in which we operate and provides a path for moving forward. The authors do an outstanding job of using metaphors to help make Persuasion Architecture clear and real-life examples to make it come alive. Finally, someone has offered direction for how to market in this new era where the customer is in control."-David J. Reibstein, William Stewart Woodside Professor, Wharton Business School of the University of Pennsylvania and former Executive Director, Marketing Science Institute

"If you want to learn persistence, get a cat. If you want to learn marketing, get this book. It's purrfect."-Jeffrey Gitomer, Author, The Little Red Book of Selling

"In 1999, the Wachowski brothers revolutionized moviemaking with stunning new angles and special effects revealed in The Matrix. Now the 'Eisenbrothers' have done the same for business in Waiting for Your Cat to Bark? Stunning new angles! Techniques that will be copied for decades. Cat is sure to be remembered as the genesis of an important new direction in marketing."-Roy H. Williams, New York Times Best-Selling Author, The Wizard of Ads Trilogy

"The Web is a democratizing force as the world's largest global brain. It educates everyone [via]
More editions of Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing:
- Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing: ISBN 0785218971 (0-7852-1897-1)
  Hardcover, Thomas Nelson Inc
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Why We Buy: The Science of Shopping
by Paco Underhill

ISBN 158799044X (1-58799-044-X)
Softcover, Texere

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Book summary:
In an effort to determine why people buy, Paco Underhill and his detailed-oriented band of retail researchers have camped out in stores over the course of 20 years, dedicating their lives to the "science of shopping." Armed with an array of video equipment, store maps, and customer-profile sheets, Underhill and his consulting firm, Envirosell, have observed over 900 aspects of interaction between shopper and store. They've discovered that men who take jeans into fitting rooms are more likely to buy than females (65 percent vs. 25 percent). They've learned how the "butt-brush factor" (bumped from behind, shoppers become irritated and move elsewhere) makes women avoid narrow aisles. They've quantified the importance of shopping baskets; contact between employees and shoppers; the "transition zone" (the area just inside the store's entrance); and "circulation patterns" (how shoppers move throughout a store). And they've explored the relationship between a customer's amenability and profitability, learning how good stores capitalize on a shopper's unspoken inclinations and desires.
Underhill, whose clients include McDonald's, Starbucks, Estée Lauder, and Blockbuster, stocks Why We Buy with a wealth of retail insights, showing how men are beginning to shop like women, and how women have changed the way supermarkets are laid out. He also looks to the future, projecting massive retail opportunities with an aging baby-boom population and predicting how online retailing will affect shopping malls. This lighthearted look at shopping is highly recommended to anyone who buys or sells. --Rob McDonald [via]
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