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For even the most gifted marketers, natural intuition isn’t enough. People have been in your shoes before, and at least one of them has come up with a better solution than you can study. Luckily, many of the world’s best marketers have written about their experiences. You can (and should) use their lessons to avoid their mistakes and get a leg up on your competition.
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Positioning is another classical book in Marketing, and is the first book to deal with the problems of communicating to a skeptical, media-blitzed public. This book describes a revolutionary approach to creating a “position” in a prospective customer’s mind-one that reflects a company’s own strengths and weaknesses as well as those of its competitors. By reading Positioning you will learn how to use leading ad agency techniques to capture the biggest market share and become a household name. You will also learn: • Use leading ad agency techniques to capture the biggest market share and become a household name • Build your strategy around your competition’s weaknesses • Reposition a strong competitor and create a weak spot • Use your present position to its best advantage • Choose the best name for your product • Determine when-and why-less is more • Analyze recent trends that affect your positioning.
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If you have been around long enough in this business, you already know that Seth Godin is the most influential and brightest gurus in online marketing. Whether it is the TV commercial that breaks into our favorite program or the telemarketing phone call that disrupts a family meal, traditional advertising is based on the hope of snaring our attention away from whatever we are doing. Seth Godin calls this Interruption Marketing. Instead of annoying potential customers by interrupting their most coveted commodity, time, Godin offers consumers incentives to voluntarily accept advertising. By reaching out to only those individuals who have expressed an interest in learning more about a product, Permission Marketing enables companies to develop long-term relationships with customers and greatly improve the chances of making a sale.
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Fanocracy is an inspiration. Many marketing books describe a perfect scenario which often leaves me thinking, “That’s fine for them; they’re a big company. But my little company could never do it.” As you read Fanocracy, you say, “Hey, I could do that!” Fanocracy is how you bring like-minded people together to celebrate what they love. And any company or organization can do it—including yours. Authors David Meerman Scott and his daughter Reiko show how organizations as diverse as Kampgrounds of America and Duracell create fanocracy. Fanocracy works for bands and batteries, multi-player games and surf boards—well, it works wherever you find fans and organizations aligned around a purpose or a passion. David writes, “A great way for to create love for what you do is to figure out ways to let people into your world. When everyone else is making products and services sold via transaction, you create fans!”
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Twenty-five years of experience with thousands of business professionals, Harry Beckwith delivers in this book its wisdom with unforgettable and often surprising examples, from Federal Express, Citicorp, and a growing Greek travel agency to an ingenious baby-sitter. Filled with wonderful insights you will learn how service marketing is about how to eliminate your clients fear of hiring you, and how to make your invisible qualities visible.
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In The Anatomy of Buzz, former marketing VP Emanuel Rosen pinpoints the products and services that benefit the most from buzz-a universe that embraces everything from high-tech equipment to books, various consumer and entertainment products to legal and other support services-and offers specific strategies for creating and sustaining effective word-of-mouth campaigns. Drawing from interviews with more than 150 executives, marketing leaders, and researchers who have successfully built buzz for major brands, Rosen describes the ins and outs of attracting the attention of influential first users and “big-mouth” movers and shakers. He also discusses proven techniques for stimulating customer-to-customer selling-including how companies can spread the word to new territories by taking advantage of customer hubs and networks on the Internet and elsewhere.
1
Positioning is another classical book in Marketing, and is the first book to deal with the problems of communicating to a skeptical, media-blitzed public. This book describes a revolutionary approach to creating a “position” in a prospective customer’s mind-one that reflects a company’s own strengths and weaknesses as well as those of its competitors. By reading Positioning you will learn how to use leading ad agency techniques to capture the biggest market share and become a household name. You will also learn: • Use leading ad agency techniques to capture the biggest market share and become a household name • Build your strategy around your competition’s weaknesses • Reposition a strong competitor and create a weak spot • Use your present position to its best advantage • Choose the best name for your product • Determine when-and why-less is more • Analyze recent trends that affect your positioning.
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If you have been around long enough in this business, you already know that Seth Godin is the most influential and brightest gurus in online marketing. Whether it is the TV commercial that breaks into our favorite program or the telemarketing phone call that disrupts a family meal, traditional advertising is based on the hope of snaring our attention away from whatever we are doing. Seth Godin calls this Interruption Marketing. Instead of annoying potential customers by interrupting their most coveted commodity, time, Godin offers consumers incentives to voluntarily accept advertising. By reaching out to only those individuals who have expressed an interest in learning more about a product, Permission Marketing enables companies to develop long-term relationships with customers and greatly improve the chances of making a sale.
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Fanocracy is an inspiration. Many marketing books describe a perfect scenario which often leaves me thinking, “That’s fine for them; they’re a big company. But my little company could never do it.” As you read Fanocracy, you say, “Hey, I could do that!” Fanocracy is how you bring like-minded people together to celebrate what they love. And any company or organization can do it—including yours. Authors David Meerman Scott and his daughter Reiko show how organizations as diverse as Kampgrounds of America and Duracell create fanocracy. Fanocracy works for bands and batteries, multi-player games and surf boards—well, it works wherever you find fans and organizations aligned around a purpose or a passion. David writes, “A great way for to create love for what you do is to figure out ways to let people into your world. When everyone else is making products and services sold via transaction, you create fans!”
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Twenty-five years of experience with thousands of business professionals, Harry Beckwith delivers in this book its wisdom with unforgettable and often surprising examples, from Federal Express, Citicorp, and a growing Greek travel agency to an ingenious baby-sitter. Filled with wonderful insights you will learn how service marketing is about how to eliminate your clients fear of hiring you, and how to make your invisible qualities visible.
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In The Anatomy of Buzz, former marketing VP Emanuel Rosen pinpoints the products and services that benefit the most from buzz-a universe that embraces everything from high-tech equipment to books, various consumer and entertainment products to legal and other support services-and offers specific strategies for creating and sustaining effective word-of-mouth campaigns. Drawing from interviews with more than 150 executives, marketing leaders, and researchers who have successfully built buzz for major brands, Rosen describes the ins and outs of attracting the attention of influential first users and “big-mouth” movers and shakers. He also discusses proven techniques for stimulating customer-to-customer selling-including how companies can spread the word to new territories by taking advantage of customer hubs and networks on the Internet and elsewhere.
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