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Articles and Books

Sir Francis Bacon, a noted English author and philosopher, once said, “Knowledge is power.” We agree.

Thus, in this section, we help you expand your marketing knowledge with research reports, articles of interest and books to assist you in making more informed marketing decisions.

Research Reports
Measuring Marketing Value: Ways to measure marketing performance and increase marketing’s contribution to the bottom line by Herring Management Consultants.

This 20-page research report examines reasons many companies have trouble measuring marketing performance and return on investment (ROI); suggests effective ways to measure marketing performance; and presents a sample model or dashboard that translates your vision of how marketing adds value to the organization into measurable metrics that each business unit can consistently gather.

To receive the full report by email at no cost, please contact us and request the Measuring Marketing Value report in the message section of the contact form.

Articles of Interest
Articles on Marketing Planning: View these articles on aspects of marketing planning.

• SWOT Team: Talking Turkey about Marketing Definitions by Meryl K. Evans and Hank Stroll (available from MarketingProfs.com)
• SWOT Analysis: Strengths, Weaknesses, Opportunities, and Threats by Bobette Kyle (available from MarketingProfs.com)

Articles on Marketing: For articles on marketing tips and techniques, go to MarketingProfs.com. See a sampling of titles below.

• What is Marketing? by Allen Weiss
• Back to Basics in Direct Marketing by Lee Marc Stein
• Three Common Mistakes in Using Webinars for Lead Conversion by Todd Davison
• Just What Is a Brand, Anyway? by Debbie MacInnis
• How to Optimize Your Press Releases for Search (and Why You Should) by B.L. Ochman
• 10 Steps to Measuring Web Site Success by Jim Sterne

Articles on Writing Well: MarketingProfs.com offers some excellent articles on writing. See a sampling below and go to MarketingProfs.com for a full selection:

• How to Develop Case Histories by Jerry Fireman
• How to Write a Smooth Sales Letter for Results by Ernest Nicastro
• How to Implement a Content Style Guide by Gerry McGovern
• Lost in Translation? Getting Your Message to an International Audience by Martin Heimann
• What's Your Essential Message? by Michel Neray
• Writing Web Copy That Works by Gwyneth Dwyer
• The Content-Free Buzzword-Compliant Vocabulary List by Peter Cohan

Books
You may purchase the following books through our affiliate, www.Amazon.com.

Marketing Plans: For information on marketing plans, we suggest:

• Powerhouse Marketing Plans: 14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge Your Own Campaigns by Winslow Johnson
• The Ultimate Marketing Plan: Find Your Most Promotable Competitive Edge, Turn It into a Powerful Marketing Message, and Deliver It to the Right Prospects by Dan S. Kennedy
• How to Develop a Strategic Marketing Plan: A Step-By-Step Guide by Norton Paley
• On Target: The Book on Marketing Plans by Tim Berry and Doug Wilson

General Marketing: Some excellent general marketing books include:

• Positioning: The Battle for Your Mind by Al Ries, Jack Trout
• Focus: The Future of Your Company Depends on It by Al Ries
• The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk by Al Ries, Jack Trout
• Marketing Warfare by Al Ries, Jack Trout
• Differentiate or Die: Survival in Our Era of Killer Competition by Jack Trout
• Relationship Marketing: Successful Strategies for the Age of the Customer by Regis McKenna
• Classic Failures in Product Marketing: Marketing Principles Violations and How to Avoid Them by Donald W. Hendon
• Trusted Partners: How Companies Build Mutual Trust and Win Together by Jordan D. Lewis

Internet Marketing: For Internet marketing, we suggest:

• Principles of Internet Marketing by Ward Hanson
• Internet Marketing by Barbara Cox, William Koelzer
• Internet Marketing: Integrating Online and Offline Strategies (McGraw-Hill/Irwin Series in Marketing) by Mary Lou Roberts
• Low-Budget Online Marketing by Holly Berkley

Marketing Programs: Here are a few suggestions for books on marketing programs.

• The One to One Fieldbook: The Complete Toolkit for Implementing a 1To1 Marketing Program (One to One)by Don Peppers, Martha Rogers, Bob Dorf
• Marketing Warfare by Al Ries, Jack Trout
• Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability by James D. Lenskold
• Guerrilla Marketing Weapons: 100 Affordable Marketing Methods for Maximizing Profits from Your Small Business by Jay Conrad Levinson
• The Complete Direct Marketing Sourcebook: A Step-by-Step Guide to Organizing and Managing a Successful Direct Marketing Program by John Kremer
• Direct Marketing Rules of Thumb: 1,000 Practical and Profitable Ideas to Help You Improve Response, Save Money, and Increase Efficiency in Your Direct Program by Nat G. Bodian
• Marketing Nonprofit Programs and Services: Proven and Practical Strategies to Get More Customers, Members, and Donors (JOSSEY BASS NONPROFIT & PUBLIC MANAGEMENT SERIES) by Douglas B. Herron

Market Research: Many books have been written on conducting market research. Here are just a few:

• Market Research Made Easy by Don Doman, Dell Dellison, Margaret Doman
• The Market Research Toolbox: A Concise Guide for Beginners by Edward F. McQuarrie
• State of The Art Marketing Research by Albert Blankenship, George Breen, Alan Dutka
• Market Research: A Guide to Planning, Methodology and Evaluation by Paul Hague

Writing Well: For advice on writing, we suggest the following books:

• The Elements of Style by William Strunk, Jr., E.B. White and Roger Angell
• On Writing Well, 25th Anniversary: The Classic Guide to Writing Nonfiction by William K. Zinsser
• Associated Press Stylebook by Norm Goldstein
• The Chicago Manual of Style, 15th Edition by University of Chicago Press Staff
• The Associated Press Guide to Punctuation by Rene Jack Cappon
• The Associated Press Guide to Internet Research and Reporting by Frank Bass
• The Copyeditor's Handbook: A Guide for Book Publishing and Corporate Communications: With Exercises and Answer Keys by Amy Einsohn
• Bird by Bird: Some Instructions on Writing and Life by Anne Lamott
  

Please contact us for a no-obligation discussion of your marketing and planning needs.