CODE 101
Public Relations on the Net - Winning Strategies to Inform and Influence the Media, the Investment Community, the Public and More!
Shell Holtz (1999)

Everyone knows the Internet is a great way to market and sell yet few organisations have tapped even a fraction of the Net's power for true public relations. This guide explains how to conduct effective and measurable PR on the Net. Rich in step-by-step instructions and action plans, it's also studded with instructive examples of companies that leverage the Internet and World Wide Web to improve relationships with journalists, investors, civic groups and other constituents. Readers can learn how to identify and monitor issues online; ferret out invaluable information for PR efforts; distribute releases and other messages effectively; solicit feedback from key audiences; influence opinions, attitudes, and behaviours over the long term; and much more.

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CODE 102
Technobrands - How to Create & Use "Brand Identity" to Market, Advertise & Sell Technology Products
Chuck Pettis (1995)

In the face of intense global competition, mature markets and overnight change, even the best-made mousetrap no longer guarantees success for marketers of technology products. Whether your product is for consumers or businesses, whether it's 'high' tech or 'low' tech or anywhere in between, you're involved in a battle for customers' attention on a scale never seen before. In Technobrands Chuck Pettis introduces "Technobranding", a highly successful, systematic process his advertising agency has created for building brands for technology products and companies. You'll learn how branding your product can increase its perceived value. You'll understand why appeal to the buyer's emotion is critical - even if you're selling hard drives or semiconductors. Filled with insights from successful technology marketers, Technobrands describes every step in the process.

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CODE 104
High-Tech Product Launch
Catherine Kitcho (1998)

High-Tech Product Launch will teach you everything you need to know about launching your high-tech products into the market. Written by prominent Silicon Valley consultant Catherine Kitcho, this book provides an updated look at the marketing and management techniques that really work. The first part of the book is a guide to gathering and analysing the key product, customer, market and channel data required for planning a successful product launch. The second part focuses on the development of marketing strategy and includes chapters on positioning, messaging and marketing programs. The final part of the book provides a hands-on guide to product launch planning and implementation, emphasising the management issues that every product launch manager must face.

CODE 105
Dan Janal's Guide to Marketing and the Internet
Dan Janal (2000)

Marketing expert Dan Janal has designed this comprehensive guide to help professional marketers, sales managers, and entrepreneurs create a well-founded Internet marketing plan. The book covers everything from conducting research and market forecasting online, establishing measures for Internet investment, using the Internet as a customer support centre, and effectively sending publicity material. It also features new examples from companies around the world that are profiting from their online marketing and sales efforts and breaking new ground in business-to-business. In clear, non-technical terms, Janal delivers online marketing strategies and techniques guaranteed to increase profits, cut costs, and add customer value - no matter what the size of your company or your marketing budget.

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CODE 106
Getting Attention - Leading-Edge Lessons for Publicity and Marketing
Susan Y. Kohl (2000)

A guide to getting a message heard in today's dynamic and noisy markets, demonstrating what works and what doesn't. Reveals how to tailor messages for specific or multiple media and tells how to leverage new and often free technologies to distinguish a product or service and reach customers. You'll learn how to blend innovative and traditional promotional techniques and create programs that build customer relationships and bolster your bottom line. Gain the real-world success secrets from leading marketing visionaries from the high-tech, government and corporate fields.

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CODE 107
Firebr@nds - Building Brand Loyalty in the Internet Age
Michael Moon (2000)

Firebrands unveils beginning-to-end strategies for strengthening your company's brand online and building customer loyalty. Focusing on two dozen case studies including IBM, Yahoo!, Fed Ex, and Amazon.com, and offering an in-depth explanation of digital branding, this insightful book illustrates some of the best practices carried out by today's top online brands. Expert authors Michael Moon and Doug Millison identify and analyse branding successes and failures and provide a roadmap for implementing effective brand-building strategies. In today's ever-changing digital environment, this book is an invaluable tool for anyone interested in understanding what makes e-Business work.

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CODE 108
Guerrilla Guide to High-Tech Trade Shows
Michael Roney & Michael Utvich (1995)

This US book uproariously unmasks the bizarre world of high-tech trade shows, while showing you how to get everything you want at a show with minimum hassle. It's packed with lacerating observations and outrageous tricks of trades discovered the hard way - through years of promotional dinners, complimentary hotel suites, and easy press passes. Why lug around schlock promotional material? Instead, take this handy guide bursting with strategies for getting great airline deals, free hotel upgrades, private product interviews and much more.

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CODE 109
Loyalty.com
Frederick Newell (2000)

This book outlines what the new technology era means for marketers in every field and provides specific, easy to implement techniques to create cost-effective and results-driven CRM strategies. Using specific case studies he reveals the strategies of companies that have learned to leverage the capacity of customer information, determine what will make customers loyal, and give it to them with every contact. This book shows how to win customer share as opposed to market share, making it easier for each customer to do business with you as you build a mutually beneficial relationship that will last well into the 21st century.

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CODE 113
Crossing the Chasm - Marketing and Selling High-Tech Products to Mainstream Customers  
Geoffrey A. Moore (1991)

Every year millions of dollars invested in high-tech ventures are lost trying to "cross the chasm" from early market success to mainstream market leadership. Geoffrey Moore identifies and addresses the key challenges facing such ventures, identifying a flaw in the standard high-tech marketing model, which postulates smooth sales growth through a series of well-defined, ever-larger markets. Moore says there are really two separate phases in the development of any high-tech market: an early phase that builds from a few, highly visible, visionary customers; and a mainstream phase, where the buying decisions fall to pragmatists. Transitioning between these two phases is anything but smooth, and assuming that success in the early market will translate into mainstream success is the fatal error that causes so many start-ups to crash.

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CODE 117
The Marketer's Guide to Public Relations - How Today's Top Companies are Using the New PR to Gain a Competitive Edge
Thomas L. Harris (1991)

This guide reveals how public relations fits into the overall marketing strategy and, through numerous case histories, introduces readers to many of the innovative techniques used by some of the world's leading companies. In today's 'over-communicated' society, mass and even target advertising lose some of their cost-effectiveness. That's where 'marketing public relations' (MPR) comes in. This book covers this emerging trend in public relations, showing not only why MPR helped companies gain a competitive edge, but also how it is used by its most sophisticated practitioners to get maximum mileage from product introductions, special events marketing, brand name associations and company reputation.

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CODE 118
All-To-One
Steve Luengo Jones (2000)

'All-to-One' is the new marketing model that shows marketers, managers and CEOs how to develop life-long customer relationships in the post-internet economy. As the novelty of the Internet begins to wane, this book takes a step beyond the popular 'one-to-one' concept. It reveals a new vision of marketing and customer relationship management, one which acknowledges the advantages of the Internet but believes it should only be part of a broad communication / selling dialogue with customers. This book leads you through the five-stage methodology that will empower you to apply 'All-to-One' to your marketing, your brand image, and to your company culture and structure.

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