CODE 120
Marketing in the Cyber Age
Kurt & Rohner (1998)

Rohner explains how today we are confronted with structural change from industrial society to information society. Marketing will change from mass marketing of the industrial age to cyber marketing - individual, communicative and making use of digital techniques. He outlines the advantages for the people, and that only a respectful dealing with other peoples' interests can lead to a positive communication and, therefore, the desired result. This book shows managers how to integrate all facets of electronic marketing to achieve market dominance in an evolving business world.

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CODE 121
Permission Marketing - Turning Strangers Into Friends Into Customers
Seth Godin (1999)

Traditional advertising is based on the hope of snatching our attention away from whatever we are doing. Seth Godin calls this 'Interruption Marketing' and, as companies are discovering, it no longer works. Instead of annoying potential customers by interrupting their time, Permission Marketing offers consumers incentives to accept advertising voluntarily. Now this Internet pioneer introduces a fundamentally different way of thinking about advertising products and services. By reaching out only to those individuals who have signaled an interest in learning more about a product, Permission Marketing enables companies to develop long-term relationships with customers, create trust and build brand awareness.

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CODE 123
What Makes Winning Brands Different: The Hidden Methods Behind the World's Most Successful Brands
A Bucholz, W Wordemann (2000)

How can you overcome the worst marketing odds and set virtually any brand on a new path to growth? In this highly practical and readable book you will learn what makes the success of the world's leading brands and how you can apply these lessons to your own product or service. Learning from winning brands is the best way to create new winning brands. Put the Buchholz and Woerdemann method to work on any marketing challenge and develop a winning strategy for your brand.

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CODE 127
Advertising and the Mind of the Consumer
Max Sutherland (1997)

Contrary to popular belief, most ads are not designed to make consumers want to run out and buy the product. Using examples from popular international campaigns, this Australian book provides insight into the minds of both creators and consumers of advertising. It demonstrates why one brand is more likely to come to mind than another, dispels the myths behind subliminal advertising, reveals the tricks successful advertisers use, and clarifies how and why some messages work and some misfire. The information presented here explains the tactics that are used to make ads more memorable and exposes what advertisers are really trying to achieve.

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CODE 128
The 22 Immutable Laws of Marketing  
Al Ries & Jack Trout (1993)

Two world-renowned marketing consultants and bestselling authors present the definitive rules of marketing. Applying a wide-ranging historical overview, the authors have brought to light 22 superlative tools and innovative techniques for the international marketplace. The real-life examples, common-sense suggestions and killer instincts of these two world-renowned marketing consultants are nothing less than laws by which companies will flourish or fail.

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CODE 129
Wired Words - In the E-World, Brands Need to Talk
Steve Morris (2000)

This book is for everyone involved in e-commerce, marketing, business communications, or public relations In the age of e-business, your customers are no longer passive listeners: they are active partners in communications. Companies that speak to their customers as they always have are likely to fail; new approaches are called for. Wired Words is the guide to transforming the way your company communicates for an era where web sites and email have replaced brochures and dry mission statements. Learn from the leaders in Web-based communication through case studies; understand the new language of the Web; and learn what to do if you want to strengthen your relationships with customers.

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CODE 130
The Eng@ged Customer - The New Rules of Internet Direct Marketing
H Brondmo & G Moore (2000)

E-mail marketing is the new hot frontier of e-commerce. In a world where the competition is never more than one click away, e-mail has become the most powerful tool companies have to establish an ongoing dialogue with prospects and customers. This book takes readers step-by-step through the process of using e-mail to create long-lasting customer relationships online. Brondmo defines the new rules of marketing and customer communication. Eng@ged is filled with successful case studies from such companies as OfficeMax, CDNow, and many other market leaders. The first book of its kind, Eng@ged provides unprecedented strategies for retaining online customers and building a sustainable, successful Internet business.

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CODE 131
Marketing High Technology - An Insider's View
William H Davidow (1986)

Marketing is civilized warfare. And as high-tech products become increasingly standardised it is marketing that spells life or death for new devices or entire firms. In a book that is as fascinating as it is pragmatic, Davidow, a legend in Silicon Valley, tells how to fight the marketing battle in the intensely competitive world of high-tech companies -- and win. Blunt, pithy, and knowledgeable, Davidow draws on his successful marketing experience at Intel Corporation to create a complete program for marketing victory. The only comprehensive marketing strategy book by an insider, Marketing High Technology looks behind the scenes at industry-shaking clashes involving Apple and IBM, Visicorp and Lotus, Texas Instruments and National Semiconductor.

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CODE 132
Global Marketing for the Digital Age
Bill Bishop (2000)

Packed with innovative ideas, entertaining examples and unique research, this landmark book shows how to develop a global marketing program that uses digital technology to its fullest potential. t shows managers how to integrate all facets of electronic marketing to achieve market dominance in an evolving business world. Rohner explains how the advantages for the people, and that only a respectful dealing with other peoples' interests can lead to a positive communication, and therefore the desired result.

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CODE 133
The Handbook of Online Marketing Research
J Grossnickle & O Rankin (2000)

It's the first rule of business: Know your customer. This adage especially applies online, where hyper-paced development, marketing, and intense competition leave little room for mistakes. In The Handbook of Online Marketing Research, two pioneers in the field share the latest techniques for conducting research online and show you how to gather the vital customer information that is crucial to your company's success. You'll learn how to use the Internet to survey large numbers of consumers quickly and cost-effectively, and how to retrieve levels of information previously unavailable at any price.

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