BtoB

A summer bundle of marketing books

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Is it August already? Must be, and BtoB's bookshelf is groaning under the weight of many new books for marketers. Here is a short list of some of the best titles published in the past 12 months-as well as a couple due out imminently. "Naked Conversations: How Blogs Are Changing the Way Businesses Talk With Customers," by Robert Scoble and Shel Israel. Hardcover: 272 pages, John Wiley & Sons. Microsoft employee and blogger Scoble and tech guru Israel offer a book on the dos and don'ts of corporate blogging. The authors present more than 50 case histories.

"The Corporate Blogging Book: Absolutely Everything You Need to Know to Get It Right," by Debbie Weil. Hardcover: 240 pages, Portfolio Hardcover. Online marketing consultant Weil explores all aspects of corporate blogging, talking directly to the "skeptical or fearful executive."

"Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing," by Bryan Eisenberg, Jeffrey Eisenberg and Lisa T. Davis. Hardcover: 240 pages, Nelson Business. The authors outline their Persuasion Architecture for customizing messages across multiple channels to broad consumer types. The book tops Amazon's marketing category (sorted by "Bestselling").

"Marketing Metrics: 50+ Metrics Every Executive Should Master," by Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer and David J. Reibstein. Hardcover: 368 pages, Wharton School Publishing. Written for both marketing and nonmarketing decision-makers, this book takes an in-depth look at the strengths and weaknesses of a broad array of marketing metrics.

"Lead Generation for the Complex Sale: Boost the Quality and Quantity of Leads to Increase Your ROI," by Brian Carroll. Hardcover: 224 pages, McGraw-Hill. Carroll offers a sophisticated multimodal approach to generating highly profitable leads.

Forthcoming (in September):

"What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds," by Rex Briggs and Greg Stuart. Hardcover: 304 pages, Kaplan Publishing. This new book looks at 30 Fortune 200 companies for the factors that determine advertising success and discusses a process to measure and improve marketing performance. Briggs is the founder of Marketing Evolution, a marketing effectiveness research and consulting firm; Stuart is president-CEO of the Interactive Advertising Bureau.

"B2B Brand Management," by Philip Kotler and Waldemar Pfoertsch. Hardcover: 357 pages, Springer. The authors provide the concepts, theory and dozens of cases illustrating the successful branding of industrial goods.

Ellis Booker is editor of BtoB and BtoB's Media Business. He can be reached at ebooker@crain.com.

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