A classic book on marketing services, with hundreds of quick, practical, easy-to-read sections; perfect for picking up anytime throughout your day. Beckwith tells you in simple and plain language why focus groups don’t really tell you anything, what positioning really is, and outlines eighteen common planning fallacies. A basic marketing guide that refreshes the mind after reading so many gurus and faddish ideas, now here’s a book with timeless ground rules that are supported by real world stories.

Word-of-mouth marketing is the most powerful and persuasive weapon you can use, and it won’t cost you anything! Based on Silverman’s years of consulting with successful word-of-mouth campaigns of his own clients, here is one of the first resources on how to harness the power of word-of-mouth, and be heard above the media noise. Spread the word about your hot new product or company!

The best-selling author of “The End of Advertising As We Know It”, Sergio Zyman, gives us his irrepressible, irreverent but charismatic style of telling us the real score in marketing: It is not only to create an image that consumers could fall in love with but one that will drive consumers to buy more products and services for as often as possible.

His provocative and counterintuitive approach which he impresses upon us throughout his book is that producing award-winning commercials and promotions, and creating ads that people like are not an end by itself. What is far most important to marketing is to move customers and consumers to buy those products and services that are being promoted and advertised.

If every dollar that you spend on marketing isn't generating more than that amount, then your marketing sucks. You might as well throw away thousand-dollar bills in spending on marketing. So says author Mark Stevens, creator of the Extreme Marketing process.

Extreme Marketing is based on the premise that you know why and what you are spending for in marketing. In other words, your spending is in context with specific goals. There should be a plan that makes every marketing tactic reinforce the other. What gets back must be more than what you spend.

Ken Blanchard, author of The One Minute Manager and Sheldon Bowles assert that customers have long been neglected and abused by companies that they have developed very low expectations. Despite unfulfilled promises from companies, cold treatment from staff, long waits, and delayed return calls by customer service desks, customers rarely complain and keep coming back to your business, provided your competitors are not doing any better than you.

What businesses need are not “satisfied” customers who will do business with you only until a better competitor comes along. To convert satisfied customers to ”raving fans” for your business, you have to decide what you want your company to be, discover your client’s needs and deliver consistently on your promises.

You're considering shelling out a large amount of cash. New appliance? New insurance policy? Maybe a cruise to the Bahamas? You want to be sure you're getting your money's worth. So many business books talk about making money, but how many deal with the other side of the coin, money? Finally, here is a guide to help you with as wide a variety of purchases as you could possibly make in your lifetime. From cars to building renovations, education and insurance, The Savvy Consumer teaches you to watch out for traps, to filter sales talk, and so much more.

If you find yourself with a packed to-do list, an overflowing briefcase and a schedule that won't budge, this book teaches you to regroup, re-organize and delegate tasks — while staying true to the leadership qualities your subordinates have come to respect.

With his insightful prose based on years of public speaking and management consultancy work, Frank McNair teaches you how to approach pressing business matters and deal with difficult employees in simple, ready-to-access steps you'll have no trouble remembering.

Unlike other technical, text-heavy management books, McNair's work offers business maxims in readable, bite-sized portions that suit your already overflowing portfolio. (Think managerial fast-food, minus the junk!)

What sells a product these days? Is it price point? Is it the buyer’s need? Are product features and benefits the deciding factors for customers to buy? Seth Godin says it is none of the above.

Consumers buy products when they fall for a marketer’s story.  A successful marketer has to be able to come up with stories that consumers want to believe.  The stories should fit a consumer’s worldview and encourage people to talk to others about it.  When a marketer’s story is authentic and remarkable, the product will sell.