Marketing Without Advertising: Inspire Customers To Rave About Your Business & Create Lasting Success

Marketing Without Advertising: Inspire Customers To Rave About Your Business & Create Lasting Success
Average customer rating:

Good resource

Great Book, A Small Business Probably Should Not Advertise

Marketing Without Advertising: Inspire Customers To Rave About Your Business & Create Lasting Success
Michael Phillips , Salli Rasberry , and Diana Fitzpatrick
Manufacturer: NOLO
ProductGroup: Book
Binding: Paperback

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ASIN: 1413301843

Download Description

"The best marketing you can do for your business is to concentrate on creating a high-quality operation that customers, employees and other businesspeople will trust, respect and recommend. Marketing Without Advertising teaches small business owners practical strategies to: · encourage customers to spread the good word about your business · attract new customers and gain their trust · turn dissatisfied customers into loyal supporters · list your products or services widely and inexpensively · plan marketing events that will keep customers involved · encourage the media to comment positively on your business List of Forms Physical Appearance That Develops Trust Evaluating Your Pricing Policy Employee Questionnaire Questionnaire for Suppliers How Open Is Your Business? What My Business Does The Domains in Which Your Business Operates Do People Know What You Do? Do You "Tell Them Yourself"? How Customers Can Evaluate Your Business Referrals Customer Referrals Phone Accessibility Checklist Mail Accessibility Checklist Walk-In Accessibility Checklist Listing Questionnaire Customer Recourse Policies and Practices Your Marketing List Designing Direct Marketing Events Designing Parallel Marketing Events Marketing Event Worksheet"

Customer Reviews:

Good resource.......2007-05-14

I think that this is a complete guideline of non-traditional approaches to moving any company or product into more of a felt part of the community, rather than an ideal merely thrust into the memory. Good POV.

Great Book, A Small Business Probably Should Not Advertise.......2005-07-21

Having been involved with many small businesses for many years I picked up this book with some skepticism. Then I turned to the first chapter. It's called Advertising: The Last Choice in Marketing. And it was dead on right -- To be sure there is a place for advertising, Pepsi up against Coke has no choice (which isn't to say that they do it well). They have no choice because they can't do the kinds of things this book talks about. They can't produce a new product -- Remember New Coke?

In any case, this book isn't about Coke, it's about marketing a small business or service. That means you need to market locally. Effectively you can't advertise. I was recently involved in promoting a play for a local community theater. We had posters all over town, both supermarkets, half the business windows on main street, three articles in our local paper plus announcements every issue in their Community Calendar, there was a twenty minute interview program on the local radio station -- all the kinds of things this book talks about. The play was a great success, both performances sold out, standing ovations for the performers. Afterwards a great number of people came up and said, "I heard you put on a play, I didn't know anything about it, tell me about it when you do another." What possible good would advertising do?

If I had run a few thousand dollars of advertising do you think any of these people would have noticed? If they didn't read the articles, see the calendar or tune in the radio. What else could I have done?

Marketing now is a different matter. We marketed, it worked. We paid very little money out. Did we do everything the book said? No. We didn't do internet for instance. This was a local play to a local audience in the back room of a local restaurant. The book talks about the internet. And yes, I have to agree the internet is excellent for some kinds of marketing, not for every situation. A small business with a specialty product for which you couldn't possibly find enough customers in a local community couldn't do better than the net. Example -- crystal radio kit. You might could sell one in our little town. You could make a business of selling them world wide.

Great book. If you're just starting out or need to improve marketing the ideas expressed here can be agreat help.

The Peaceable Kingdom: Building a Company Without Factionalism, Fiefdoms, Fear and Other Staples of Modern Business

Average customer rating:

The Peaceable Kingdom: Building a Company Without Factionalism, Fiefdoms, Fear and Other Staples of Modern Business
If Your In Advertising, Stay Away
Zzzzzzzzzz
Try Stan Richards other book
A Monument to Being Mediocre

The Peaceable Kingdom: Building a Company Without Factionalism, Fiefdoms, Fear and Other Staples of Modern Business
Stan Richards , and David Culp
Manufacturer: Wiley
ProductGroup: Book
Binding: Hardcover

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ASIN: 0471391166

Book Description

"Fresh, provocative, and powerful. Had I read this book before I started building a company of my own, it would have saved me a great deal of time and pain."-Sam Hill, President, Helios Consulting, Coauthor, Radical Marketing and The Infinite Asset

"In this insane world of ephemeral company loyalty and revolving doors to top positions, Stan Richards has clearly outlined exceedingly sane ways for any company to retain star performers by creating an environment that fundamentally rejects office politics."-Dick Hammill, Senior Vice President, Marketing and Advertising, The Home Depot

"For the three decades during which I was building Mullen, my hero wasn't in New York-he was in Dallas. Stan Richards built a quintessentially creative agency from the uncommon clay of courage, generosity, common sense, loyalty, and integrity. If you'd like to be famous, respected, loved, and rich, here's the manual."-Jim Mullen, Founder, Mullen Advertising

"Keeping the creative spirit alive with every member of your team as your company grows should be your highest priority. The Peaceable Kingdom clearly describes how to keep the spirit alive and how to encourage every member of the team to constantly focus on improving the company and its services every day."-H. Ross Perot

The Peaceable Kingdom is a story like no other-one that reveals how a company that admittedly refers to itself as strange and odd nevertheless became one of the most closely watched, respected, and profitable businesses in the advertising industry. This eye-opening book takes you inside the doors of The Richards Group, which managed to survive and prosper in this cutthroat business by defying many truisms not only for ad agencies but for businesses in general. Company founder Stan Richards, along with David Culp, unveils how unconventional methods and a willingness to break down barriers earned them an A client list including Nokia, Home Depot, Motel 6, Fruit of the Loom, Corona, and Chick-fil-A.

Read The Peaceable Kingdom and see how your company-no matter the industry-can follow in their footsteps and build a more harmonious, productive, and prosperous business.

Customer Reviews:

The Peaceable Kingdom: Building a Company Without Factionalism, Fiefdoms, Fear and Other Staples of Modern Business.......2007-09-09

A Master Degree level business book. So many business books are sooo '101' and dry and unimaginative. The Peaceable Kingdom is fresh and sounds a clear voice. Cleverly written but yet profound in thought. Just knowing that there are people in management and top CEOs that profess in following the principles in this book brings hope to an otherwise ego fear driven realm.

If Your In Advertising, Stay Away.......2003-12-04

Most books on advertising and creativity are pretty bad, and this one is no exception.

I wish for once we could have a creative who talks about process more than accomplishment. Instead, Stan Richards (and authors like him) spend many pages complimenting their own genius. Unfortunately they give us no insight into what supposedly makes them a genius.

Poorly conceived, and poorly written.

Zzzzzzzzzz.......2003-11-11

Whoah! It's ciesta time!

Never has advertising been so boring!

A poorly written book, by a poor creative. Instead of building a company I think Stan may have just created the world's most profitable police state!

Try Stan Richards other book.......2003-11-05

Just search Amazon for Stan Richards other book "The Land of Many Breasts". Trust me, it's much more fascinating than this one. And a more accurate depiction of his agency. I think you'll enjoy it as much as I did.

A Monument to Being Mediocre.......2003-11-04

Whoa. I didn't even know people still thought like this. Something tells me either Mr. Richards didn't really write this or... wait, he didn't write it.

I'm sure Mr. Richards is a smart man. After all, he is rich. And all rich people are smart, right?

But seriously, what Stan fails to see (even though he gives it lip service) is that creativity is the most important thing to any agency worth it's salt. Not media buying capabilities. Not budgets. Not even account service.

He speaks a lot about being a straight shooter, about being in Dallas, about having a jet, etc. But he doesn't really talk about ideas. He doesn't talk about the kind of thinking he loves.

But perhaps the worst sin is that he gives us no insight into what he loves. Why are you in this bussiness Stan? What do you like? What don't you like? Why?

Brand Hijack: Marketing Without Marketing
Average customer rating:

A chinese buffet of critiques and ideas

Another propaganda piece for the Brand as God Cult

Packed with Knowledge!

Held hostage.

Breakthrough Insights, thorough research and well organized material

Brand Hijack: Marketing Without Marketing
Alex Wipperfurth
Manufacturer: Portfolio Trade
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ASIN: 1591841402

Book Description

brand hi·jack (br?and h? ¯-j?ak'): consumer takeover (synonym).The consumer's act of commandeering a brand from the marketing professionals and driving its evolution.

Out of nowhere, a brand like Red Bull, The Blair Witch Project, or even the Howard Dean campaign takes off with little or no conventional marketing. How do these “accidents” really happen, and why do they ultimately succeed or fail?

Welcome to marketing without marketing: the emergence of the hijacked brand. Don't let the all- too-clever subtitle fool you. Far from representing the absence of marketing, this book describes the most complex sort of marketing possible, as well as the least understood.

Brand Hijack offers a practical how-to guide to marketing that finally engages the marketplace. It presents an alternative to conventional marketing wisdom, one that addresses such industry crises as media saturation, consumer evolution, and the erosion of image marketing. BACKCOVER: “Alex Wipperfürth comes from the same zone that trend-starters and iconoclasts come from: the (slightly lunatic) fringe.The ideas in Brand Hijack are stern stuff and not for the fainthearted. But they work, which is more than you can say for perhaps 90 percent of marketing communications.”
—John Grant

“Mr Wipperfu¨rth makes an intriguing case for abandoning traditional techniques.”
—Stefan Stern, Financial Times

“This is not your ordinary marketing manual. With casual humor and a laid-back tone, Wipperfürth . . . offers a glimpse into America's consumer- and ad-driven culture.”
—Publishers Weekly

“Brand Hijack is a smart…argument for letting customers define a brand.”
—Fast Company

Customer Reviews:

A chinese buffet of critiques and ideas.......2006-05-09

Brand Hijack is in turns amongst the most boring and the most interesting of marketing paperbacks out there. Wipperfurth is clearly fed up with conventional marketing and its desire to "control" the identity of a brand and in turn, the experience of the consumer. One can not blame him for it - the strength of this book lies in making a strong case for brands to think of consumer interactions as dialogues. Focus groups exchanged for true interaction with actual consumers. Indeed what would have been impossible 20 years ago, is very possible today. Today, one can have communities that support and work with certain brands, and those communities can inspire brand loyalty of the kind that money and ads can not buy. Point taken.

The problem lies with Wipperfurth undying love for bullet pointing the world. I have rarely seen some one bullet point quite as much. A class in journalism or comparitive literature is called for. Simple arguments tediously wind into multiple segments and points and tables.

Not only are these tables boring and difficult to even glance through, but they are entirely pointless and inaccurate. There are no ten ways to catch a butterfly. No ten ways to read a newspaper. And certainly no ten ways to manage a brand hijack.

Rather than making some interesting points and arguments, demonstrating the importance of two way communication, exploiting the richness of modern media, and then talking through what makes the process so rich, the author gets lost in this mindless description of every phase and every twist and every turn. Very very boring and pointless.

But, the point is well taken. Brand managers can now learn a lot more about their brands, and positioning their brands, than 2 decades ago. And truly, brands must be positioned not just as for 23 year old young men, but in cultural terms - for 23 year old metrosexuals living in urban neighborhoods. Marketing needs to be more targetted - consumers have many identities and reaching one takes effort. Conventional STP analysis and demographic profiling is just no longer accurate - peer groups rather than age and sex, influence tastes.

Be prepared to flip pages. But do read the book.

Another propaganda piece for the Brand as God Cult.......2005-10-05

Clever jacket. Pretty words that sound like a stoned ad consultant on auto play. Cute stories -- one or two keepers. A lot of "so what?"

But not exactly strategic. Worse still, the book attempts to add legitimacy to "Branding", which in the hands of most ad agencies, is dangerous and utterly ridiculous.

The first thing I teach my clients who want to build a brand like a Fortune 500 is that we brand COWS not people. There is a right way to build relationship, and conventional branding is not it. A quick lesson on marketing: People talk about (and ultimately buy) things that resonate with them and help them to either fit in or stand out. If people find truth and purpose through what you sell, well done. Everything is bulls**t.

If you're in advertising this book will give you more ways to confuse your clients into not asking for measurable results (sales). Otherwise, it makes excellent bathroom reading material.

Packed with Knowledge!.......2005-09-27

This thoughtful book fills a gap in marketing literature by explaining why some unknown products and people suddenly become huge financial and popular successes. While many people assume marketers create such stars with careful planning and huge advertising campaigns, in fact many of these brands were ignored before they emerged into the mainstream. Fringe groups popularized them, created their images and made them generally successful, often with no professional involvement at all. Author Alex Wipperfürth has done a masterful job of identifying, researching and revealing this phenomenon. In a world of repetitive marketing books, this one stands out as refreshing and insightful, complete with numerous case studies and extensive endnotes. We believe it would be a welcome addition to any marketing department's library. It can reinvigorate your creative marketing as it explains the unexpected.

Held hostage........2005-07-11

It felt like I was the one being held hostage, waiting again for an illuminating theory to be spawned from the unfolding of otherwise extraordinary circumstances.

While I will not deny Alex's flair for strategy, and his firm's cool command of serendipitous brand diffusion, I must call this one as yet another attempt by so-called branding aficionados to brand in hindsight (i.e. put their mark on) events that have more to do with accident than strategic execution.

You will find nonetheless valuable insights and a new perspective but unfortunately they end up lost in the recitation of the same three examples and a tangle of assertions that have more to do with early market diffusion practices than the theory being tabled. Too bad, the sections dealing with traditional marketers responses to these conditions could have been the cornerstone of this book had they been better developed; unfortunately they were only served up to illustrate their foolishness and myopia. The proper title for this book would have been "A few lessons learned from the Red Bull Story".

Breakthrough Insights, thorough research and well organized material.......2005-07-07

I am an account planner for a new media agency (...), so I live and breathe this subject every day at work. I found this book to be incredibly compelling for a few reasons:

1. Wipperfurth provides a great deal of rich detail around what works, what does not, and why. His thesis is well-researched and well thought out; many books on marketing are superficial and lack the depth and rigor that is shown here.

2. Despite a great amount of detail and richness around the case studies, this book is still driven by the ideas and not the examples. In other words, the content is well organized and easy to read.

3. He's right! I have a background in psychology and I've worked both as a strategic marketing consultant and an account planner, so I've spent my whole career thinking about how customers think. This book really added something important to my body of knowledge. I would go so far as to say the book was inspirational (and no, he does not know me and is not paying me to say this, before you ask!)

4. This book is not for all brands, at all times, but Wipperfurth never claims that it is.

Overall, a book worth reading. He has peered into the future of marketing with this book. 10 years from now, this book will appear seminal, as many of the trends he talks about go more mainstream.

Business Without Borders: A Strategic Guide to Global Marketing

Average customer rating:

Since resources are scarce - try this one for sure ...
A Must Read for Global Web Marketers
Globalization How-to (and How-not-to)
globalization beyond personalization
DePalma Moves From Theory to Practice

Business Without Borders: A Strategic Guide to Global Marketing
Donald A. DePalma
Manufacturer: Wiley
ProductGroup: Book
Binding: Hardcover

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ASIN: 0471204692

Book Description

Praise for Business Without Borders

"Don DePalma has provided us with the most comprehensive guide for corporations to compete in the era of globalization. Business Without Borders is an outstanding contribution to managing in the global era, with practical information on the skills and knowledge needed to become an effective player in the global marketplace. This is a must-read for managers who seek to lead their corporations in the knowledge-based economy."
-Abbas J. Ali, PhD, Executive Director of American Society for Competitiveness
Professor and Director
School of International Management
Indiana University of Pennsylvania

"Don goes head-on at one of the most difficult challenges facing large corporations-and comes up with fresh, actionable advice. It's clear that the next economic war will be fought on the `Eighth Continent'-this book reveals the strategies that will win the coming battles."
-George F. Colony, Chairman and CEO
Forrester Research, Inc.

"Now more than ever, managers need to make a strong business case for targeting global markets. Don DePalma writes from first- hand experience with dozens of companies, and he expertly weighs the challenges and the benefits of `going global.' Business Without Borders provides essential insights and analysis that will help any size corporation craft a rewarding international strategy."
-Mary J. Cronin, PhD
Professor of Management, Boston College

Download Description

Features examples of global initiatives by well-known companies such as AOL, Bertelsmann, Coca-Cola, and United Airlines.
* Written by two leading consultants with an in-the-field perspective.
* Explains how to utilize technology to globalize a business.

Customer Reviews:

Since resources are scarce - try this one for sure ..........2003-06-17

The Guiding Principle for Going Global Online

A solid piece of work, highly recommended to anyone who must understand how to develop a successful global Internet business. De Palma comes with an ace pedigree, widely respected, coming out with "customers are three times more likely to buy from websites in their own language", an industry standard mantra.

De Palma hits key areas, highlighting best practices of the market leaders and their global websites and systems. For once, we have web-based globalization ("Marketing and Selling on the Eight Continent") analysed within a business context. If only pets.com had read this book ...

Content is extensively researched. Case studies are made; corporate budgets, marketing plans, infrastructure, etc., are dissected. Plenty of practical examples, including the names we're all familiar with for the right reasons (eBay, etc.) and the wrong reasons (boo.com et al) too.

If you're in the business of expanding your markets through the web this is the book for you. Increasingly, "E-Commerce" is less dependent on the US ($600 billion worldwide versus $850 billion in the US estimated for 2003). If you want to grow your business, look outside your own borders.

De Palma shows how a successful web business deals with "big issues": Education about global and local markets; planning for international web business; implementing technology and translating into foreign languages, organizing people and resources and, crucially, measuring the return on investment. Of course, parts of what he says applies to international business in general, so don't think this book is just for the web-literate.

The tone is pragmatism. De Palma is realistic about the planning and management of a global web business (it does NOT mean translating into every language under the sun). Much to his credit, he provides valuable information on areas that competing titles duck to avoid, e.g., international tax, contractual and legal requirements - and provides good advice for staying out of trouble.

A technical foundation is included. This isn't a book for techies, but it does educate the executive and student audience about implementing globalized web technology. Experts will contest his comments on TMX, Machine Translation and Unicode, however, the rest of the technical stuff is sound (no "did you know that they have different shaped mailboxes in England?" nonsense).

De Palma, throughout the book, underpins his thesis with the need for a Chief Globalization Officer (an executive to champion web globalization in a company). You can cringe at Grand Poo-Bah titling redolent of dot coms, but fair enough, it does underline the critical importance of bringing globalization issues to senior management attention. Basically, if you're not getting the message through to board level, your enterprise will remain a beggar at the globalization banquet.

In sum, you can take this book as The Guiding Principle for Going Global Online. Recommended to seasoned executives, students of international commerce and technology, globalization gurus and the plain interested. OK, we know business book sales are down 30% since the end of the 1990's. So, if you're going to buy one, buy this one.

A Must Read for Global Web Marketers.......2003-06-11

Hats off to Mr. DePalma! As a long-time marketing professional who has grappled with trying to help upper management "get" the importance of the web as a co-equal channel within the marketing mix-particularly as it relates to drumming up business globally- "Business without Borders" delivers the information and strategic paths that any business thinking of going global needs to know and understand. I highly recommend this book to anyone who already is engaged in doing business overseas or is simply thinking of doing so; "Business without Borders" delivers comprehensive "glocalized" web marketing strategies and important lessons learned for everyone.

Globalization How-to (and How-not-to).......2003-06-09

DePalma has produced a detailed, well-reasoned tour de force for companies who need to act on the globalization imperative. He touches on every aspect of the globalization process, including target market analyses, localization, internal corporate issues, and much more. Even companies who are well along in their efforts to operate globally (in every sense of the word) could learn a thing or two from DePalma's book.

He personalizes what could easily become a dry subject by regularly invoking a fictitious model protagonist named "Mira Vozreniya" - meaning "world view" in Russian (with tongue planted firmly in cheek) - to guide the reader through the intricate and complicated process of taking products global. His approach is hands-on, with many summarizing charts, tips, data points, and tools for would-be globalizers. And he spends significant time on the 8th Continent and web-related issues, in the process dispelling many a myth about the instant globality of a web presence. The book is filled with real-life examples of what to do and what not to do to be successful globally.

I heartily recommend this book to anyone who is, or soon will be, involved in the massive undertaking that is globalization in a corporate environment. There is a great deal to digest in DePalma's book (dare I say, too much?), but if companies implement even a fraction of what he lays out, they will do well for themselves.

globalization beyond personalization.......2003-06-09

Having spent too many years of my professional career on personalization, I picked up this book to find out the personalization angle in e-business globalization. The author didnot disappoint me as the book succintly describes globalization as full-context personalization. However, the book is much more than this viewpoint. Mr. DePalma makes the business case for e-business globalization, and gives concrete steps for planning, implementing and measuring a globalization strategy. I liked both the content and its presentation. First, the author has a knack for getting to the gist of an issue such as 3 P's of global marketing. Second, the presentation is very precise with the right amount of details such as the elements required for correct language representation from scripts to encoding methods. Third, the material is action oriented as the example for when to use machine translation vs. human translation. Well done!

DePalma Moves From Theory to Practice.......2003-06-05

This book is as pragmatic and current as I have ever seen. Depalma takes the concepts and current challenges associated with international commerce and provides practical guidance for anyone seeking to start or improve their worldwide practice.

Well worth the time and money!

Off The Wall Marketing Ideas: Jumpstart Your Sales without Busting Your Budget
Average customer rating:

One of my favorite self-help marketing books regarding self-promotion and promoting your small business!

Creative and Useful Ideas That Can Be Tweaked

Okay, but not what I expected

Sparks more ideas that you can handle

Right on the mark

Off The Wall Marketing Ideas: Jumpstart Your Sales without Busting Your Budget
Nancy Michaels , and Debbi J. Karpowicz
Manufacturer: Adams Media Corporation
ProductGroup: Book
Binding: Paperback

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Getting business to come to you

Marketing Your Services : For People Who Hate to Sell

ASIN: 1580622054

Customer Reviews:

One of my favorite self-help marketing books regarding self-promotion and promoting your small business!.......2006-12-18

There are two self-promotion marketing books that I really think are great and that stand out from the rest of the crowd: 101 Ways to Promote Yourself (ISBN: 0380785080) and Self-Promotion for the Creative Person (ISBN: 0609806262). In my humble opinion, the instant book being reviewed comes in third to these books. I really liked it. It was fun to read, made me think, and I loved the story about the restaurant owner who took taxicab rides regularly to get the cab drivers to refer patrons to him.

The book is broken into six parts:

1. Personal Packaging
2. People Who Need People
3. The Power of Prestige & Expertise
4. Madcap Marketing: The Power of Pizzazz
5. Pro Bono: Civic Marketing
6. Press Waltz: How to Attract the Media.

The first part talks about being professional in all you do and to brand yourself and your business. The second part reminds us that nobody is an island unto himself or herself. We all need other people to help us thrive. That's so we can do things correctly, get the word out about our business, and to continue to move forward rather than stagnate. The third part explains the importance of becoming an expert, the go-to source, for whatever you do. The fourth part is about doing things a little different so your business will stand out. It's one thing to be an expert, and it's another to be THE expert. The fifth part reminds us that not all marketing is done solely to help ourselves. Sometimes we can help ourselves by helping others. And the last part discusses public relations and publicity.

I really don't have much to say in the form of criticism of this book. I probably would have liked the book better if the title had been different. And I would have liked the six parts listed above to have been included in the Table of Contents. Instead I had to turn through the pages in the book to find the titles. But, all in all, this is a wonderful fun read for someone who has just finished reading my two favorites listed here above. 5 stars!

Creative and Useful Ideas That Can Be Tweaked.......2006-01-01

I loved reading the many ideas entrepreneurs used to market their business. Originally, I bought this book to help market my web sites, www.MaryJoRulnick.com and www.FranticWoman.com, but I found several ideas that I could use to market my first book. As an author, it isn't always easy to find unique ways to sell your work without spending a lot of money. However, I was able to tweak some of the ideas, such as creating your own day. By following several of the suggestions in this book, I was able to grab the attention of the media and there were several articles published highlighting my book. Now that my second book "The Frantic Woman's Guide to Feeding Family and Friends" will be published, I'm reading Off The Wall Marketing Ideas again.

Okay, but not what I expected.......2003-01-23

This book is OK if you actually have a product to sell. If your business, like mine, is a service business this book offers little help in creating "Off the Wall" marketing ideas. At least 70% of the book involves high dollar radio, TV, and other expensive marketing ideas. Very little practical examples of non budget busting ideas...

Sparks more ideas that you can handle.......2002-08-16

By page 17, I had to stop reading to go email my boss all of the ideas that "Off-the-Wall Marketing Ideas" had sparked. It was such a jewel to find. I actually went to the book store to flip through "The Anatomy of Buzz." After flipping through it, I felt that a different book would serve me better. I bought "Off-the-Wall Marketing Ideas" due to the user friendly layout. I felt that it would be easy to reference time and again. After reading the book cover to cover, I realized that buying "Off-the-Wall Marketing Ideas" was the best investment I've made in a long while.

Right on the mark.......2002-01-13

Don't be fooled--the ideas in this book are hardly off the wall. They are right on and make a lot of sense. The book is accessible, interesting and applicable to a wide range of businesses. The authors clearly practice what they preach. I have been using the ideas from this book since I started my business; it continues to offer useful and timely advice.

Marketing Without Wires: Targeting Promotions and Advertising to Mobile Device Users

Average customer rating:

comprehensive book for marketing people
This book is for the "very" beginner.

Marketing Without Wires: Targeting Promotions and Advertising to Mobile Device Users
Kim M. Bayne
Manufacturer: Wiley
ProductGroup: Book
Binding: Paperback

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Similar Items:

Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology
Mobile Marketing: The Message Revolution
Marketing on the Go: Using Mobile Phones to Promote and Market Your Product or Service
Mobile Business Strategies: Understanding the Technologies and Opportunities
Mobile Commerce : Opportunities, Applications, and Technologies of Wireless Business

ASIN: 0471129607

Book Description

Practical advice and guidance for anyone who wants to serve the mobile consumer market
Written by Kim Bayne, formerly the host of the popular public radio program "The Cyber Media Show with Kim Bayne," this book uses cutting-edge case studies of early adopters who are setting the trends for mobile advertising to explain the major differences and similarities between wired and wireless marketing tools and how to leverage them for optimum advantage. Readers learn how to choose and implement the best options and services for their needs, and how to link offline and online programs to create a comprehensive integrated marketing presence. The book also shows how to develop strategies for delivering wireless content that mobile customers want and need, how to create a sure-fire wireless marketing program, and much more.
Companion Web site features helpful resources and articles on new developments in wireless marketing.

Customer Reviews:

comprehensive book for marketing people.......2006-11-24

it is a good starting book, which covers nearly every aspect a marketer should know if he/she wants to understand wireless marketing. however, if you are not a beginner, try others.

This book is for the "very" beginner........2003-03-25

Not really help for the marketers who are familiar with wireless marketing.

Internet Marketing for Less Than $500/Year: How to Attract Customers and Clients Online Without Spending a Fortune

Average customer rating:

A low cost way to promote your website online
Ok if you are beginner
All Sizzle, No Steak!
Good for proprietors, waste of time for C corporations.
Marcia's the Best

Internet Marketing for Less Than $500/Year: How to Attract Customers and Clients Online Without Spending a Fortune
Marcia Yudkin
Manufacturer: Maximum Press (FL)
ProductGroup: Book
Binding: Paperback

Advertising | Marketing & Sales | Business & Investing | Subjects | Books

Web Marketing | Business & Culture | Computers & Internet | Subjects | Books

General | Computers & Internet | Subjects | Books
Similar Items:

101 Ways to Promote Your Web Site: Filled with Proven Internet Marketing Tips, Tools, Techniques, and Resources to Increase Your Web Site Traffic (101 Ways series)
How to Use the Internet to Advertise, Promote and Market Your Business or Website with Little or No Money
Streetwise Maximize Web Site Traffic: Build Web Site Traffic Fast and Free by Optimizing Search Engine Placement
Planning Your Internet Marketing Strategy: A Doctor Ebiz Guide
6 Steps to Free Publicity: "For Corporate Publicists or Solo Professionals, Including...Publishers, Consultants, Conference Planners, Politicians, Inventors

ASIN: 1885068697

Book Description

Huge businesses spend millions of dollars planning and executing their Internet marketing strategy. What these big corporations don't understand is that they could achieve similar results without breaking the bank. The secrets of making a big Internet marketing splash without spending more than $500 a year are revealed in this book. For entrepreneurs and small businesses alike, this book explains how to plan and execute a complete online marketing strategy for just a couple of dollars a day.

Customer Reviews:

A low cost way to promote your website online.......2006-03-17

I found this book to be instrumental in helping me to promote my business in a productive way.

Ok if you are beginner.......2006-03-09

This books is long, and you must read every single line if you want to catch the ideas. The ideas take a long time to perform, so you are better off starting with PPC before trying anything in this book. Personally, I prefer Robin Nobles book on Website traffic.

All Sizzle, No Steak!.......2004-12-12

I bought this book after reading so many positive reviews but I'm very disappointed. I found her approach amateurish and lacking in substance.

She comes across as not really knowing her stuff...like one of those people who laughingly tells you how crap at computers they are. She dedicates the book to Chen, who she quotes as saying to her "What, you want to get on the Internet - you??!". If this applies to you too then maybe this is the book for you cause it's so basic.

Her chapters cover such topics as "The Mysterious Modem", "What is the Internet Anyway?" and even "The Benefits of Going Online". Hello??! Considering the reader is reading her book on internet marketing, I don't think she needs to tell us commensense reasons as to why we should go online. And the rest IS just commensense e.g. how to handle hotheadness??!! (just a guess but possibly good customer service, which of course applies in any business), market your website offline and e-mail etiquette.

I can see where she gets most of her positive reviews though - she says on pg. 65 that when she gets fan-email, she thanks the writers for their comments and then asks them to post their comments on an online bookstore such as Amazon and as she says "almost everyone I made this request of did it". Enough said!

Good for proprietors, waste of time for C corporations........2004-06-29

This book has some great ideas for building a customer base from the Internet, but these ideas were quite different from what I was expecting. The $500 in the title is almost entirely derived from web hosting and Internet Service Provider costs.

The book's strategy relies on building your own online community through discussions in USENET newsgroups, email communication, and making your site more interactive with message-board features. This leads to handling customers individually through one-to-one communication. While these ideas can sometimes be effective in generating a few sales, they are very time consuming. I was hoping the book would present tips on a larger scale of deployment, such pay-per-click advertising on other websites. Rather, the strategies in this book would require many hours at the computer talking to online acquaintances.

I recommend this book if you are already an established proprietor and would like to expand your business to the web. In particular, it is geared towards the less tech savvy businessman. However, if you are hoping to find a marketing strategy that does not require many hours at the computer chatting with individual people, this may not be the book for you.

Marcia's the Best.......2003-03-28

Marcia's Book - " -- Under $500" is typical of the author. Honest, helpful, and offering informative sources.

Before you read the others, read all of her material. You'll then have the outline and perspective to skim the "others" and pull isolated info to patch into her outline. It won't be long and you'll be on your way to doing what's best for you.
Ed Jones

Behind the Scenes: Managing a Trade Show Without Losing Your Mind
Average customer rating:

Good Information Contained in the Pages of this book

A straightforward guide to running a successful trade show

Book Review

Behind the Scenes: Managing a Trade Show Without Losing Your Mind
Pamela Rocke
Manufacturer: Cave Cat Press
ProductGroup: Book
Binding: Paperback

Management | Management & Leadership | Business & Investing | Subjects | Books
Direct | Marketing | Marketing & Sales | Business & Investing | Subjects | Books
Similar Items:

How to Get the Most Out of Trade Shows

Powerful Exhibit Marketing: The Complete Guide to Successful Trade Shows, Conferences, and Consumer Shows

Trade Show & Event Marketing: Plan, Promote & Profit

Guerrilla Trade Show Selling: New Unconventional Weapons and Tactics to Meet More People, Get More Leads, and Close More Sales (Guerrilla Marketing Series)

How to Design a "Wow!" Trade Show Booth Without Spending a Fortune

ASIN: 097609570X

Book Description

Behind the Scenes: Managing a Trade Show Without Losing Your Mind is an entertaining, easy to read book written specifically for people who manage and coordinate trade shows. Filled with step-by-step instructions on trade show management, Behind the Scenes examines all of the details involved in this lucrative marketing venue.

The book includes a trouble-shooting section, a detailed To-Do worksheet, and a handy budget worksheet. The author capably handles a diverse set of subjects, describing how to choose trade shows, pre-market the event, train booth staff, design the perfect exhibit, and how to handle logistics.

Customer Reviews:

Good Information Contained in the Pages of this book.......2007-01-09

There is a lot of good information in this book. I always find it's best to have a variety of books, because you can get pointers from each one. Every writer, writes from his/her point of view and his/her experiences.

A straightforward guide to running a successful trade show.......2005-08-07

Behind the Scenes: Managing a Trade Show Without Losing Your Mind is a straightforward guide to running a successful trade show. Chapters address the basic checklist, how to select the right space, tips, tricks and techniques for a quality exhibit, how to acquire well-designed graphics, recruiting optimum prospects, management logistics, and more. A no-nonsense manual that taps directly into the author's eleven years of experience managing trade shows in the high technology industry.

Book Review.......2005-01-06

Ms. Rocke has done an excellent job describing how a person in charge of a booth at a trade show can stay focused on the purpose of the tradeshow which is to create leads. She offers a step by step process and timeline that will give the reader the best results from his efforts. The book is easy to read, interlaced with humor, and well written. It is organized logically permitting it to be used as a reference during the entire process of preparing for the upcoming tradeshow. It is a must-read for anyone responsible for any aspect of a trade show.

Marketing Without Advertising: Inspire Customers to Rave About Your Business to Create Lasting Success, Fourth Edition

Average customer rating:

B. Cornelius
Comprehensive and Up-to-Date

Marketing Without Advertising: Inspire Customers to Rave About Your Business to Create Lasting Success, Fourth Edition
Michael Phillips , and Salli Rasberry
Manufacturer: NOLO
ProductGroup: Book
Binding: Paperback

General | Business & Investing | Subjects | Books

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Marketing Without Advertising: Inspire Customers To Rave About Your Business & Create Lasting Success
The Art of Digital Wedding Photography: Professional Techniques with Style (Amphoto)
Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business (Guerrilla Marketing)

ASIN: 0873379306

Book Description

The best marketing you can do for your business is to concentrate on creating a high-quality operation that customers, employees and other businesspeople will trust, respect and recommend.

Marketing Without Advertising teaches small business owners practical strategies to:

*encourage customers to spread the good word about your business
*attract new customers and gain their trust
*turn dissatisfied customers into loyal supporters
*list your products or services widely and inexpensively
*plan marketing events that will keep customers involved
*encourage the media to comment positively on your business

The 4th edition includes a new chapter on using interactive websites for marketing and selling online, and provides the latest marketing trends. It also covers "stealth marketing," building customer trust through openness and developing your customer base through personalized marketing efforts.

Download Description

"The best marketing you can do for your business is to concentrate on creating a high-quality operation that customers, employees and other businesspeople will trust, respect and recommend. Marketing Without Advertising teaches small business owners practical strategies to: encourage customers to spread the good word about your business attract new customers and gain their trust turn dissatisfied customers into loyal supporters list your products or services widely and inexpensively plan marketing events that will keep customers involved encourage the media to comment positively on your business The 4th edition includes a new chapter on using interactive websites for marketing and selling online, and provides the latest marketing trends. It also covers ""stealth marketing,"" building customer trust through openness and developing your customer base through personalized marketing efforts. "

Customer Reviews:

B. Cornelius.......2005-05-23

A choppy read with too many personal, empirical observations and too few research-based findings. The book has a very left-leaning tone. Pro-employee, anti-capitalist to a fault. I found a few of the examples to be inappropriate - for example the company literature describing the sizes and features of sex toys could have been deleted without compromising the message. Overall, a very disappointing book. There are many better resources out there. Check out Guerrilla Marketing by Levinson.

Comprehensive and Up-to-Date.......2003-11-02

The authors begin the fourth edition of their book with a declarative statement: "Marketing means running a first-rate business and letting people know about it. Every action your company takes sends a marketing message." Clever ads, the authors suggest, are a waste of resources. Advertising is not effective for business building, customers lured by ads are fickle, and there are better ways to invest resources for business building. That said (Chapter 1: Advertising: The Last Choice in Marketing), the authors proceed to give us a comprehensive, practical, in-depth journey through a wide range of marketing strategies.

Topics covered include the physical appearance of your business, pricing, people treatment, openness and trust, educating prospective customers, demonstrating expertise, helping customers find you, dynamic interactive marketing, and use of the internet. A valuable section of this book deals with designing and implementing a marketing plan, the all-important work of organizing your strategy.

An appendix includes recommended reading, how to contact the authors for consulting help, and 21 worksheets to help you evaluate how you're doing. Good index. This book covers a lot of information-strategies and techniques-that will be valuable to any small or mid-sized business. I mention this broad-base value since the book is published by a firm that specializes in law books. Obviously, there's great value to law firms in these pages, but readers should not expect the book to be exclusive. In fact, the chapter on Creating a Calendar of Events uses examples of an interior design firm and a chiropractic clinic. Questionnaires and call-out boxes throughout the book help readers get the message and understand it.

The only negative I would share, which is minor, is the unusual page numbering system. Instead of starting with page 1 and continuing, as most books do, this book numbers the pages by chapters. Example 9/15, indicating the 15th page in chapter 9.

Amazon.com

Take a deep breath, and repeat after me:

"The most effective marketing tools on the Internet are not WWW storefronts, Java applets, or the fastest servers. In fact, the most effective marketing tools on the Internet are the right words, used in the right ways."

Building on this simple proposition, Joseph Vitale has written the best book I have yet encountered on Internet marketing. It features an unlikely combination of sensitivity to Internet culture, business savvy, and a genuine love of language.

Although there are a few minor typos in this edition, and a few points with which I would quibble, I cannot recommend this book highly enough. If you are involved in selling anything on the Internet, get a copy for yourself, and copies for anyone who communicates about your products or service to the online world. The Net community -- and your bottom line -- will thank you!

Customer Reviews:

Joe Vitale hits the nail on the head!.......1998-08-06

Emotional writing works on the web. This easy to understand book clearly identifies and persuades the reader to use language that will really get someone to contact you, buy your product, or try your service.

Sure, many in the advertising game will disagree with Joe. They'll tell you it's image, image, image that works. Bull! The stuff in Joe's book really works and anyone involved in direct mail, or internet marketing should take the time to read this book with an open mind.

Spam is Spam.......1997-12-23

The author seems to understand many old mass marketing tricks, but is clueless about the Internet. Spam by any other name is still spam. Mark Twain would, I suspect, be turning his acid tongue to the spammers, not joining them. I highly recommend avoiding this book.

Good advice, but badly outdated at times........1997-03-09

While some of the advice offered by this book was well recieved and noted, much of the book was about writing effective spams (thus rebuking the subtitle, "Without getting Flamed"). Also, much of the web information was badly out of date; at one point he claims that a mere 15% or web users can view graphics.

Say What? Sorry, but "forget using graphics" does *not* imply good marketing strategy to me. While I understand that Vitale was trying to avoid being technical, he would have done well to drop a few web tips like "forget black-on-grey".

If you want to write spam, buy this book. If you're overly new to the internet and need help with the basic culture, buy this book. If you want to write effective web pages (like I do), do yourself a favor and search "David Seigel". His book on third-generation web sites laps this book in effective web sales.

This book changed my dreams. At night, I dream business now........1997-01-14

That night I dreamt about marketing. About the big internet. I swam in a sea of marketing ideas. I felt fine and save. The future was wide and open.

This book changed my dreams. At night, I dream business now........1997-01-14

That night I dreamt about marketing. About the big internet. I swam in a sea of marketing ideas. I felt fine and save. The future was wide and open.

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