Shel Horowitz

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.

You can find out more about Shel by clicking on his websites: frugalmarketing.com: principledprofit.com: frugalfun.com: grassrootsmarketingforauthors.com: business-ethics-pledge.org




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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 Varva

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.




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