BtoB

A summer reading list sampler for marketers

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Are you taking a vacation this month? I am. The following list of marketing books-all published this year-was culled from recent arrivals in the BtoB library, as well as well-reviewed new books and recommendations from industry contacts and colleagues. Any of these titles would make a worthy addition to your beach bag.
  •  Handbook of Market Segmentation: Strategic Targeting for Business and Technology Firms (3rd edition), by Art Weinstein, Ph.D., Paperback: 241 pages, Haworth Press (May, 2004) A how-to guide for marketers about defining, segmenting and targeting business markets. Reviews call the third edition "a complete and fresh look at the notion of segmentation marketing."
  • Marketing as Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation, by Nirmalya Kumar, Hardcover: 304 pages, Harvard Business School Press (May, 2004) Kumar wants marketing directors to emerge as strategic leaders within their organizations. He argues that marketing no longer employs the traditional Four Ps model-product, promotion, price and place (distribution)-but rather a more strategic approach he calls the "Three Vs": valued customer (whom to serve), value proposition (what to offer) and value network (how to deliver).
  • Marketing for Dummies (2nd edition), by Alexander Hiam, Paperback: 380 pages, Wiley Publishing (April, 2004) Here is a breezy starter book for the nonmarketer, marketing student or beginning marketing employee. Using the now-familiar "Dummies" style for presenting information, Hiam's book touches on key marketing concepts such as positioning, pricing, product placement, budgeting and brand equity.
  • Public Relations: The Complete Guide, By Joe Marconi Hardcover: 392 pages, South-Western (May, 2004) Marconi makes the case that with the rise of integrated marketing communications and the decline of paid media, the importance of public relations is on the upswing. The book provides a wide-ranging overview of the public relations discipline today and is a good mix of theory and application.
  • Purple Cow: Transform Your Business by Being Remarkable, By Seth Godin, Hardcover: 160 pages, Michael Joseph (January, 2004) Godin, an inspirational and influential author whose previous works include "Permission Marketing" and "Unleashing the Ideavirus," advocates in his latest book that marketing begins with a differentiated product or service (one that is remarkable and gets attention, like the purple cow in the title). The book tells marketers they will make the biggest difference to their companies by helping them create products and services that are worth marketing in the first place.
  • Trout on Strategy: Capturing Mindshare, Conquering Markets, by Jack Trout, Hardcover: 144 pages, McGraw-Hill (March, 2004) Trout has authored or co-authored a number of prominent books on marketing, including "Positioning," "Marketing Warfare," "Differentiate or Die" and "The 22 Immutable Laws of Marketing." Review site getAbstract says this of his latest work: "A reminder of certain basic, important verities is often useful, no matter how established they are."
  • Web Analytics Demystified: A Marketer's Guide to Understanding How Your Web Site Affects Your Business, by Eric T. Peterson, Paperback: 266 pages, Celilo Group Media (March 2004) A comprehensive book on the data, tools and metrics that are common to nearly every analytics package available today, with a special focus on key performance indicators (KPIs), broken down by those best suited for each major business model (online commerce, advertising, lead generation and customer support).

Ellis Booker is editor of BtoB. He can be reached at ebooker@crain.com

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