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"Practical"
Marketing Research Books You Can Order From 
USA
We will provide an ever
expanding list of practical marketing books that may be of use
to you. We will also be including a review of each book as time permits.
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Click on a blue link to order a book from AMAZON.
 
Click on topic below for book list:
MARKETING:
Ama
Handbook for Managing Business to Business Marketing Communications
By J. Nicholas De Bonis and Roger S. Peterson
Hardcover, 1997
ISBN: 0844235954
Crossing
the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers
By Geoffrey A. Moore Paperback, 1999
ISBN: 0066620023
Digital
Capital: Harnessing the Power of Business Webs
By Don Tapscott, David Ticoll and Alex Lowy Hardcover, 2000
ISBN: 1578511933
Describes business strategy in the new digital economy of the Business
Web. Case studies.
This book
is basic reference for employers and employees with the responsibility
for creating and/or managing marketing communications.
Market-Based
Management: Strategies for Growing Customer Value and Profitability
By
Roger J. Best, Paperback,
1999
ISBN:
0130145467
Marketing
Revolution: A Radical Manifesto for Dominating the Marketplace
By Kevin J. Clancy Paperback, 1993
ISBN: 0887305725
The
Secrets of Word-Of-Mouth Marketing: How to Trigger Exponential Sales
Through Runaway Word of Mouth
By George Silverman Paperback, 2001
ISBN: 0814470726
The book helps marketers identify who their potential buyers are and
what messages those prospects need to hear from friends, coworkers,
and trusted advisors. Step-by-step guidance on how to construct an integrated
"no vested interest" campaign that leverages all channels (including
traditional media, the Internet, and PR), penetrates successive tiers
of audiences, and builds sales exponentially. Marketers will learn how
to target the predominate adopter type (innovator, etc.), create the
actual words needed to accelerate the process and identify the best
sources and delivery mechanisms that trigger "runaway" word of mouth.
The
$100 Billion Allowance: How to Get Your Share of the Global Teen Market
By Elissa Moses, Hardcover, 2000
ISBN: 0471298484
One out of four people in the world is between the ages of 10 and 24.
One out of every six persons worldwide is between 15 and 19. This book
is for Youth marketers who want to understand the global youth
culture and have a framework for developing marketing programs. The
author systematically provides information on these factors: Market
sizing, Cultural unifiers and differentiators, Values segmentation,
and Regional/ Key country perspectives.
The
eMarketplace Strategies for Succeeding in B2B eCommerce
By Warren Raisch, Hardcover, 2000
ISBN: 0071361235
This practical
resource book with tips includes such topics as Dynamic Content Strategies,
B2B community Strategies, E-Marketplace Commerce Strategies and Business
Models, Value Trust Networks and the Customer-Centric Power Shift.
The Dialamerica Teleservices Handbook: A Guide to Successful Inbound
and Outbound Telemarketing
By Robert Doscher and Richard Simms, Hardcover, 2000
ISBN: 0658003992
Guidebook for providing Teleservices. Describes in detail how to run
a successful telemarketing campaign.
The
Secrets of Word-Of-Mouth Marketing: How to Trigger Exponential Sales
Through Runaway Word of Mouth
By George Silverman, Paperback, 2001
ISBN: 0814470726
The book helps marketers identify who their potential buyers are and
what messages those prospects need to hear from friends, coworkers,
and trusted advisors. Step-by-step guidance on how to construct an integrated
"no vested interest" campaign that leverages all channels
(including traditional media, the Internet, and PR), penetrates successive
tiers of audiences, and builds sales exponentially. Marketers will learn
how to target the predominate adopter type (innovator, etc.), create
the actual words needed to accelerate the process and identify the best
sources and delivery mechanisms that trigger "runaway" word
of mouth.
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BRANDS
& ADVERTISING:
How
advertising effectiveness influences brand equity
By Giep Franzen, et al. Paperback, 1999
ISBN: 1841160423
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BRANDING:
Brand
Asset Management
By David A. Aaker and Scott M. Davis
Hardcover, 2000, ISBN: 0787950777
Practical handbook to maximize the strength and value of your brand.
Branding.com:
On-Line Branding for Marketing Success
By Deborah Kania Hardcover, 2001
ISBN: 0658003070
This text
explores the principles of on-line marketing and gives the reader a
detailed look at branding in e-business.
Designing
Identity: Graphic Design as a Business Strategy
By Marc English Paperback, 2000
ISBN: 1564966801
Emotional
Branding: The New Paradigm for Connecting Brands to People
By Marc Gobe and Sergio Zyman Hardcover, 2001
ISBN: 1581150784
Reviews
indicate that this book provides a fresh and practical perspective that
covers the full field of branding expressions from logo and sensory
packaging design to delivering branded experiences.
Managing
Brand Equity: Capitalizing on the Value of a Brand Name
By David A. Aaker Hardcover, 1991
ISBN: 0029001013
Marketing
Aesthetics: The Strategic Management of Brands, Identity and Image
By Bernd H. Schmitt and Alex Simonson Hardcover, 1997
ISBN: 0684826550
The
Brand Mindset: Five Essential Strategies for Building Brand Advantage
Throughout Your Company
By Duane E. Knapp and Christopher W. Hart Hardcover, 1999
ISBN: 007134795X
The
Power of Logos: How to Create Effective Company Logos
By William L. Haig and Laurel Harper (Contributor) Hardcover, 1997
ISBN: 0471287784
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ADVERTISING:
Ogilvy
on Advertising
By David
Ogilvy Paperback, 1987
ISBN: 039472903X
Describes how to
create advertising, run an advertising agency, write successful copy,
and what the future holds for the advertising industry.
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BRAND
COMMUNICATION/ROI (i.e., return on investment):
Measuring
Brand Communication ROI
By Don E. Schultz and Jeffrey S. Walters, Paperback, 1997,
ISBN: 1563180537
This book explains in simple steps how to value customers and
how to develop rules on how much to invest on them. Also, this book
provides easy-to-follow spreadsheet that enables marketers to enter
appropriate data and calculate their own brand communication return-on-investment
(ROI). This formula is on the computer disk with both MAC and PC format
that comes with the book.
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CUSTOMER
LOYALTY AND SATISFACTION:
Customers
for Life: How to Turn That One-Time Buyer into a Lifetime Customer
By Carl Sewell, Paul B. Brown and Tom Peters
Paperback, 1998
ISBN: 067102101X
e-Loyalty:
How to Keep Customers Coming Back to Your Website
By Ellen Reid Smith, Hardcover, 2000
ISBN: 0066620708
Step-by-step manual for creating a web site that will cause people to
show up and then to keep coming back by focusing on Most Valuable Customers
(MVCs)
Improving
Customer Satisfaction, Loyalty and Profit: An Integrated Measurement
and Management System
By Michael D. Johnson and Anders Gustafsson, Hardcover, 2000
ISBN: 0787953105
A practical book that gives one a five-stage plan for reuniting the
your key measures of customer satisfaction with your marketing and product
development for excellence in customer service.
Improving
Your Measurement of Customer Satisfaction: A Guide to Creating, Conducting,
Analyzing, and Reporting Customer Satisfaction Measurement
By Terry G., Ph.D. Vavra
Hardcover, 1997
ISBN: 0873894057
The
Experience! How to Wow Your Customers and Create a Passionate Workplace
By Lior Arussy Hardcover, 2002
ISBN: 1578203066
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CUSTOMER
RELATIONSHIP MANAGEMENT:
Aftermarketing:
How to Keep Customers for Life through Relationship Marketing
By Terry G. Vavra Hardcover, 1992
ISBN: 1556236050
All-To-One:
Creating Effective Customer Relationship Marketing in the Post-Internet
Age
By Steve Luengo-Jones, Hardcover, 2001
ISBN: 0077097998
Hands-on guide to the potential of the new Internet-plus economy.
Enterprise
One to One: Tools for Competing in the Interactive Age
By Don Peppers and Martha Rogers, Ph.D., Paperback, 1999
ISBN: 038548755X
Peppers and Rogers take the concept of customer relationship management
and apply it to their 1 to 1 approach to the marketplace. They suggest
that you know each customer as an individual market and they tell us
how. This book is accompanied with the following that shows how to implement
their approach.
The
One to One Fieldbook: The Complete Toolkit for Implementing a 1 To 1
Marketing Program
By Don Peppers, Martha Rogers (Ph.D.) and Bob Dorf, Paperback, 1999
ISBN: 038549369X
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DATA,
CUSTOMER & MARKETING:
Data
Mining Cookbook: Modeling Data for Marketing, Risk and Customer Relationship
Management
By Olivia Parr Rud, Paperback, 2000)
ISBN: 0471385646
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DIRECT MARKETING
Successful
Direct Marketing Methods, Seventh Edition
By Bob Stone, Ron Jacobs and H. Robert Wientzen Hardcover, 2001
ISBN: 0658001450
Updated classic text on direct marketing.
Direct
Marketing: Strategy, Planning, Execution
By Edward L. Nash Hardcover, 2000
ISBN: 0071352872
Includes
information on database marketing, infomercials and computer and video-based
interactive marketing.
Business
to Business Direct Marketing: Proven Direct Response Methods to Generate
More Leads and Sales
By Robert W. Bly Hardcover, 1998
ISBN: 0844232432
Useful
checklists, hints and examples of successful direct marketing. Covers
potential customers locator mediums (ads, catalogs, flyer, mail, sales
brochures, etc).
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MARKETING
AND THE INTERNET
Capturing
Customers.com
By George W. Colombo Hardcover, 2001
ISBN: 1564145077
Capturing
Customers.com provides detailed explanations and illustrations of strategies
and tactics for successful selling and marketing of products and services
in the online world. Demonstrates that the key to successful selling
and marketing on the Internet is the degree to which online strategy
can be coordinated with other business tools.
The
New Marketing Paradigm: Integrated Marketing Communications
By Don E. Schultz, Stanley L. Tannenbaum and Robert F. Lauterborn Paperback,
1996
ISBN: 0844234524
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NEW
PRODUCT DEVELOPMENT AND MARKETING:
Product
Leadership: Creating and Launching Superior New Products
By Robert Gravlin Cooper, Paperback, 2000
ISBN: 0738201561
The
Pdma Handbook of New Product Development
By Milton D. Rosenau (Editor), Product Development, Management Association,
Hardcover, 1996
ISBN: 0471141895
Developing
Products in Half the Time: New Rules, New Tools, 2nd Edition
By Preston G. Smith and Donald G. Reinertsen, Hardcover, 1997
ISBN: 0471292524
Hundreds of practical tools for reducing new product development cycle
time.
Product
Development for the Service Sector: Lessons from Market Leaders
By Robert G. Cooper and Scott J. Edgett, Hardcover, 1999
ISBN: 0738201057
Comprehensive overview of the principles of product development and
how they can be applied profitably in the service sector.
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PRICING:
The
Strategy and Tactics of Pricing: A Guide to Profitable Decision Making
By Thomas T. Nagle and Reed K. Holden, Hardcover, 1994
ISBN: 0136693768
Practical and lively in style, this book explains essential ideas and
concepts to integrate pricing successfully into the overall marketing
strategy. Areas covered include strategic pricing, competition in the
market place, segmentation of buyers, pricing and the marketing mix
for industrial and consumer goods, psychology of pricing, models for
determining price sensitivity, implications of sales staff price setting,
negotiation and legal aspects of pricing.
Power
Pricing: How Managing Price Transforms the Bottom Line
By Robert J. Dolan and Hermann Simon (Contributor), Hardcover, 1997
ISBN: 068483443X
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TELEMARKETING
Call
Center Management on Fast Forward : Succeeding in Today's Dynamic Inbound
Environment
By Brad Cleveland and Julia Paperback, 1999
ISBN: 0965909301
The
Complete Guide to Telemarketing Management
By Joel Linchitz Paperback, 2000
ISBN: 0965892506
The
Dialamerica Teleservices Handbook: A Guide to Successful Inbound and
Outbound Telemarketing
By Robert Doscher and Richard Simms Hardcover, 2000
ISBN: 0658003992
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