Books to Read: Web Marketing-3

Web Marketing Books: innovative strategies for successful web sites...
	*Roy H. Williams, Wizard of Ads: Turning Words into Magic and Dreamers into Millionaires* (1998), Bard Press; ISBN: 1885167296*— Forget Madison Avenue! Learn the unvarnished truth about what works, what doesn't and why from the most fascinating storyteller since Paul Harvey. With the knowledge of a seasoned business consultant and the warmth of a mentor, Williams will help you to multiply the effectiveness of your advertising, plant a mental trigger in your customer's mind, create totally new concepts from combinations of old ones, and find the genius that hides within you. Wizard of Ads* is certainly about advertising, business, and life— but more than that, it is a book about You. The 101 stories that Roy tells are divided in three sections: Turning Words into Magic, Turning Strangers into Customers, and Turning Dreams into Realities. I discovered gems and treasures on almost every page, gaining insights about some of my favorite heroes— Einstein, Edison, Pulitzer, and the Wright Brothers. You'll find many inspiring and memorable nuggets of wisdom in this book that will bring magic to your business endeavors. Avg. Review (18): *Roy, H. Williams, Secret Formulas of the Wizard of Ads* (1999), Bard Press, ISBN: 1885167393** Avg. Review (7):
	*C. Britt Beemer with Robert L. Shook, Predatory Marketing: What Everyone in Business Needs to Know to Win Today's Consumer* (1998), Bantam Doubleday Dell Publishing, ISBN: 0767901894*— Britt Beemer reveals vital new research and statistics on the buying habits of American consumers that you can put to use immediately, whether you are in retail, manufacturing, or the service industry. You'll find revolutionary prescriptions for improving your advertising, public relations, customer service, and strategic planning. This book is based on one powerful principle: find out what competitors do best and convince their customers that you can do it better. Applying this prescription to all aspects of marketing, this book reveals proven methods for winning customer satisfaction and loyalty. Includes special nationwide Consumer Mind Reader surveys— one after each chapter, conducted exclusively for this book. “Be first. Be right. Or be dead,” Beemer teaches. Predatory Marketing* is a gold mine of wisdom to help anyone in business not only survive, but win. Avg. Review (3):
	*Sergio Zyman, The End of Marketing As We Know It* (1999), HarperBusiness, ISBN: 088730986*— Marketing as we know it today is about image. It's about getting consumers to love your products. It's about producing award-winning commercials and promotions, and creating ads people like. It's about buzzwords like "events," "relationships," and "intimacy." Problem is, it's not working.* So says Sergio Zyman, two-time marketing czar of Coca-Cola and today quite possibly the most famous marketer and marketing gadflyin the world. In this book, Zyman reveals with characteristic flair, the counterintuitive and often provocative marketing strategies and tactics that earned him the nickname "Aya-Cola" on Madison Avenue and helped to increase the market value of The Coca-Cola Company from a mere $56 billion to an astounding $193 billion in just five years. Zyman shatters the mystique surrounding the discipline of marketing and upending the tradition of creating popular, crowd-pleasing ads and promotions. He also explores: Why marketing isn't an art but a science. How a well-honed strategy is more important to your success than what your ads say. How everything communicates and what that means to consumers. Visionary and rogue, this book captures a seismic shift in marketing, from the master of the trade. Avg. Review (61):
	*Kenneth Roman, Jane Mass, How to Advertise,* 2nd Ed.,(1997), St. Martin's Press, ISBN: 0312171080*— With over 100,000 copies sold in the U.S., How to Advertise* has been an industry guidebookfor the last 20 years. Kenneth Roman is the former CEO of Ogilvy & Mather Worldwide and Jane Maas is chairman of Earle Palmer Brown/NY. Together they have reevaluated the industry and produced the most comprehensive advertising tool for advertisers and agencies. A complete practical guide to what works, what doesn't— and why. Principles of effective TV, print, radio and out-of-home advertising, strategies that build brands, media tactics that make budgets work harder, money-saving tips on TV and print production, and what it takes to succeed in advertising. You'll find 16 pages of color photos showcasing case histories of campaigns such as Absolut, American Express, Diet Pepsi, Duracell, Ford, Nike, and Ralph Lauren. David Ogilvy's sagely comment on this book: “Worth its weight in gold.”
	*Joe Marconi, The Complete Guide to Publicity: Maximize Visibility for Your Product, Service, or Organization(1999), NTC Business Books, ISBN: 0844200913*— Written in a highly engaging, conversational style, Joe Marconi covers all aspects of planning and executing a successful publicity campaign. You'll learn the key tools of the trade, understand the media in staging events, speeches, benefits, and photo opportunities. Joe Marconi demystifies “publicity” by revealing how it is done, what it costs, and how to devise and manage an effective publicity program. Completely up to date, the book includes strategies on using email and websites as part of your publicity arsenal. You'll find real-life examples, actual press releases, media clips, and more. This is the ultimate handbook for effectively generating the maximum amount of good publicity for your product, service, or organization. Avg. Review (1):
	*Mary Maloney Cronin & Suzanne Caplan, Everyone Remembers the Elephant in the Pink Tutu: How to Promote and Publicize Your Business With Impact and Style(1998), Career Press, ISBN: 1564143600*— This book is for business owners who believe that their company is not interesting enough, or that they don't have the time, money, or knowledge to mount an effective publicity campaign. All you need to get your company publicized is a little creativity, motivation, and an elephant in a pink tutu— a unique identity consistent with why your customers deal with you. Written in an engaging, lively tone, the authors provide readers with step-by-step information that will motivate them to get started promoting their business— and stick to it without spending a fortune. There are seven helpful appendices: sample publicity plan, press releases, media kit, public relations directory, photo guidelines, recommended books & Internet sites, and glossary of PR terms. An idea well-positioned and well-executed: This is what great PR is all about. And this book shows you how to take your ordinary event, product or service into an attention-getter. Avg. Review (2):
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