Copywriter, marketing/book publishing consultant, and speaker Shel Horowitz's latest books are Grassroots Marketing for Authors and Publishers and Principled Profit: Marketing That Puts People First. The owner frugalmarketing.com and several other websites, he assists authors and publishers with affordable, ethical,and effective marketing--and makes the word insist on knowing why *you're* special.
What do these books have in common: Eragon…The Celestine Prophecy…Joy of Cooking…South Beach Diet…Worms Eat My Garbage…The Read-Aloud Handbook?
Author: Kellie A. McElhaney (Berrett-Koehler, 2008)
ISBN-10: 1576754413: ISBN-13: 978-1576754412
Publisher: Berrett-Koehler, 2008
McElhaney’s key point: It’s not enough to have CSR (corporate social responsibility) initiatives in place; they have to be strategic, thorough, and properly marketed:
This rather academically-written, MBA-oriented book emphasizes that merely satisfying your customers isn’t enough to build even loyalty, let alone the fervent ardor necessary for customers to recruit more customers on your behalf; you have to delight them. And the bar on delight keeps getting higher, because one of the factors leading to delight is that it’s unexpected.
Author: Timothy Keiningham and Terry
ISBN-10: 0658010042: ISBN-13: 978-0658010040
Publisher: McGraw-Hill/American Marketing Association, 2001
Author: Isabelle Albanese
ISBN-10: 0978660226: ISBN-13: 978-0978660222
Publisher: Ithaca: Paramount Mountain Publishing, 2007
From the Fortune 500 world of advertising comes this perky little book, and surprisingly, its advice is very applicable to small entrepreneurs with limited budgets, and translates well to many other media besides TV ads.