Big Business Marketing For Small Business Budgets Review

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Big Business Marketing For Small Business Budgets ReviewRunning a private music studio can be challenging, especially when it comes to the business end of things. Even though I have no employees, I found Ms. McMurtry's book immensely helpful. I especially appreciated the tips on identifying and connecting with my best customer. Learning how to write a marketing plan to support what I wanted from my business enabled me to keep my focus. The book helped me attract the type of students that best fit my needs while running my studio as an efficient, profit generating entity. I highly recommend it to sole practitioners, like myself.Big Business Marketing For Small Business Budgets Overview"Big Business Marketing for Small Business Budgets" is based on research the author did while working for American Express, where she developed a program that measures the direct correlation between marketing and consumer purchasing. This toolkit provides small businesses and entrepreneurs the tools to truly understand their customers and develop a marketing plan to effectively and continually appeal to their emotional and physical needs, keeping them for life.

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Electronic Fan Relationship Management: How a Professional Sports Team Can Successfully Use the Internet to Manage and Develop Fan Relationships Review

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Electronic Fan Relationship Management: How a Professional Sports Team Can Successfully Use the Internet to Manage and Develop Fan Relationships ReviewThis is full of great concepts that any sports team can put to practice with effective results.Electronic Fan Relationship Management: How a Professional Sports Team Can Successfully Use the Internet to Manage and Develop Fan Relationships OverviewMost forward thinking organizations today realize the value of a customer relationship management program to achieve increases in revenue, profitability and customer satisfaction, and today the Internet can provide that avenue to develop and strengthen their customer relationships. Professional sports teams have not yet taken advantage of the capabilities of the Internet to manage their customer/fan relationships, and this research will demonstrate how a professional sports team can successfully use the Internet to manage and develop their fan relationships.By developing an electronic Fan Relationship Management (e-FRM) program, a professional sports team can develop long term relationships with its fans around the globe.In this eye-opening book, Dr. Bob Goldwasser establishes that a strong e-FRM program must include a team web site full of interactive features, an email and text messaging fan outreach program and in-game enhancements using the Internet, and if implemented Dr. Goldwasser demonstrates that fans are more likely to visit a team web site and more likely to attend future games. An aggressive e-FRM program will engage avid sports fans and will entertain the occasional fan. Dr. Goldwasser challenges every professional sports team to use the Internet to increase fan retention and loyalty and to enhance the fan's game experiences, thus building long term relationships with their fans which will positively impact the team's profitabilty.

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Tourism Marketing for Cities and Towns: Using Branding and Events to Attract Tourists Review

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Tourism Marketing for Cities and Towns: Using Branding and Events to Attract Tourists ReviewThis is a good book if you are new to the industry, either as a student or as practitioner. The book covers nearly all relevant subjects. Herein lies the problem. Everything is covered, but there is no real focus or depth.If you need more than the basics, you will have to look elsewhere.
To summarize, if you need a toolkit or a how to do guide, this book is not it. If you need a basic intro level book, then the book will do. Jim Kayalar is a certified management consultant, and has consulted internationally for destination marketing companies, resorts and hotels. His corporate web site can be found at http://www.biztuneup.bizTourism Marketing for Cities and Towns: Using Branding and Events to Attract Tourists Overview

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Managing Electronic Media: Making, Marketing, and Moving Digital Content Review

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Managing Electronic Media: Making, Marketing, and Moving Digital Content ReviewElectronic media content, in various forms, is becoming increasingly important in the world today. Whether you are in management, distribution, production or the creative side, Focal Press' "Managing Electronic Media" by Joan Van Tassel& Lisa Poe-Howfield is well worth the read. The text is dense, and is what you would expect from a college textbook. Indeed, at the end of each chapter there are exercises and assignments as well as resource rich footnotes for the student or manager who wants to dig more in depth of any section.
The information is far from dry, it gives recent examples and the numbers cited are current. Electronic forms of media is one area of the American economy that is growing, the greater questions come about distribution channels and this book examines them in the kind of detail that readers have come to expect from Focal Press.Managing Electronic Media: Making, Marketing, and Moving Digital Content Overview
Managing Electronic Media recognizes the changes in technology in the global marketplace and the impact these innovations have on media organizations and their integral business practices. It goes beyond the typical media management book by covering media enterprises as large scale businesses that must operate in a converged environment, rather than in separate silos of activity.

Managing Electronic Media lays the groundwork for understanding and participating in digital content creation, marketing, and distribution. It provides the concepts and vocabulary that managers use to meet the challenges of today's market and to position their organizations to succeed in a relentlessly dynamic 24/7 business environment.

Day in the Life sections highlight the daily activities of top media executives, providing insight into the excitement, the fun, and the challenges, of careers in today's media industries. Case studies utilize exercises to promote further understanding of real-world situations.
* Arm yourself with the tools to succeed in content-producing organizations--a growing industrial sector that brings in more revenue to the U.S. than any other industry* Understand contemporary media management as it is really practiced* Learn how managers plan, produce, and profit from high-value content

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Pow Right Between the Eyes: Profiting from the Power of Surprise Review

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Pow Right Between the Eyes: Profiting from the Power of Surprise ReviewThese day savvy consumers know they can find just about anything they want on the web. It used to be that you had to be remarkable (cool) to be remembered, and then you had to Wow people. Now, in this era of lots of companies selling the same, or similar, products and services, you have to bowl people over (POW!)with something so surprising that client will never forget you - and tell all their friends about the incredible experience they had doing business with you!
Andy Nulman's book shows you how to do that. This book is well written, chock full of information, and so easy to get through I did it in one afternoon. Definitely a must-read book, full of must-use information.Pow Right Between the Eyes: Profiting from the Power of Surprise Overview

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Marketing Communications: Integrating Offline and Online with Social Media Review

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Marketing Communications: Integrating Offline and Online with Social Media ReviewThe world is online and it's not going to stop being online anytime soon. "Marketing Communications: Integrating Offline and Online with Social Media" is a guide for blending marketing and social media in the modern day. Public relations, sponsorship still reign true as aspects from the past, but more than ever social media, direct selling, and an engrossing website can prove to be major contributions to a products success. Staying on top of the game and recognizing trends are vital, and PR Smith and Ze Zook come together to provide a complete and comprehensive guide for a dual approach to marketing. "Marketing Communications" is a highly useful and highly recommended resource.Marketing Communications: Integrating Offline and Online with Social Media Overview

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How To Market A Product For Under $500 (Volume 5) Review

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How To Market A Product For Under $500 (Volume 5) ReviewThis is another book by Dobkin covering his multiple exposure marketing methods. There's over 350 pages of checklists, resources, and great ideas. Here's a synopsis of the contents:
I - Big Results from Free Press (publicity) - 30 sections outlining how to create a PR campaign that gets published. This was very well done, and I wish he would come out with a book on this topic exclusively.
II - Direct Mail - 46 sections outlining how to create a direct mail campaign. These 46 are organized into 3 main sub-sections:
a - In Direct Mail Your Success May Be Just 32 Cents Away,
b -Other Elements of a Direct Mail Package
c - Lists: the Most Important Element in Any Mailing.
III - Marketing Through Magazines. This is broken into 4 sub-sections totalling 32 different topics:
a - Overview (how to integrate with PR releases, etc.),
b - Research Tools of the Trade Made Easy,
c - The One Evening Marketing Plan,
d - Marketing Through Magazines with Paid Advertising.
IV - Ads. This is broken down into 4 sub-sections containing 30 different topics. The sub-sections are:
a - Overview (writing your ads to an objective... a favorite of his, you'll also see it in his other book on Uncommon Marketing),
b - Types of Headlines
c - Business to Business Inquiry Generating Ads
d - Ad Design and Procurement
V - The $500 Campaign. Here he has 11 sections put together a complete campaign. * - He even includes a few pages in the back of the book for the "A Technique for Delaying Brain Death in Heart Attack Victims" as a public service. At first I looked at this and said "Huh?", then after I read it I was amazed at Dobkins concern for others. He really describes a zero cost way even a child could use on an adult having a heart attack.
What I liked about this book:
+ Lots of practical advice,
+ He organizes the material to help your marketing campaigns,
+ He covers PR as an important element, as well as direct marketing,
+ He pushes multiple-exposure marketing (which I agree is very powerful - as I've used in on software letters and tracked the results),
+ He gives copywriting advice for your letters and ads,
+ Very good coverage of "the offer". I particularly liked his concept of "complementing the offer" (adding on guarantees, etc.). He gives lots of examples here.
+ He describes a marketing cost model that you can use.
+ How to buy and position magazine ads,
+ Use of low cost techniques (inquiry generating ads, postcards)
+ Lots of reproduced examples (letters, mag ads, postcards, classifieds)
+ Long list of resources.
I liked this book very much. After I bought it, several years later he came out with the Uncommon Marketing book. I bought that one also. Although there is a certain amount of overlap, I'm happy I bought both. They are both rated an "A +" read, and make great reference books to keep on your shelf forever.
You can also see my my review of his other book at Amazon. I believe this book lives up to the claim in the title: you can market a product for as little as $500, or at least get it rolling.
John DunbarHow To Market A Product For Under $500 (Volume 5) OverviewSpecific instructions on how to market any products or service at low cost. This book includes step by step, low-cost tips and techniques on public relations, direct mail, marketing and direct marketing, advertising, and thecampaign. Explicit instru

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5,110 Days in Tokyo and Everything's Hunky-Dory: The Marketer's Guide to Advertising in Japan Review

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5,110 Days in Tokyo and Everything's Hunky-Dory: The Marketer's Guide to Advertising in Japan ReviewThe book was in super mint condition. no scratches and no folded pages or edges. Very easy to read and has a good inventory. Thank you very much5,110 Days in Tokyo and Everything's Hunky-Dory: The Marketer's Guide to Advertising in Japan Overview
Here are the ins and outs of how advertising is done in Japanâ€"a detailed, readable, fascinating report for Westerners and others who need a fast, hands-on explanation about how to reach Japanese consumers in their own land. Covering each sector of the industry and providing the knowledge that any Japanese account executive already has, Mooney explains the quirks of Japanese hard and soft sells, the use of foreign celebrities in Japanese advertising, and how copy is developed in Japanese. He also focuses on Japanese media and why it differs from media in the West. Astute marketers worldwide will find here the tools they need to get an edge on their counterparts elsewhere. Students of advertising, marketing, and international business will get a text they can use nowâ€"and a resource to keep throughout their careers.



Mooney makes clear that cultural norms must be respected when advertising to Japanese consumers. Despite what we've read about how Japanese society is changing, modernization is not Westernization. He also shows that while Japanese ads tend to be more subtle than Western advertising, there are still many that take a direct approach and what could even be called a hardsell approach, but this may not be recognized by Westerners unconversant in Japanese. Then too, Japanese media may look similar to Western media but they are actually quite different. They vary in circulation, coverage, subscriptions, and in other critical ways. What these differences are is essential to know if Westerners are to place their ads effectively in Japanese media and get the results they want. The book is organized by subjects; readers can jump from one to another without losing continuity. Each section begins with a short background explanation of the way in which the topic under discussion evolvedâ€"providing the all-important why of the topic as well as the how. It is the only work of its kind so far by one who not only works in the Japanese advertising industry, but who is also half-Japanese, half-American himself, and thus a book totally unbiased in its presentation and informed by a sensibility seldom found.


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Marketing Review

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Marketing ReviewI needed this book for my Marketing class and it's been a great tool so far.Marketing OverviewMarketing, 13/e, by Etzel, Walker and Stanton continues to be a popular, low-cost, paperback option in the Principles market.This text is thoroughly revised, completely updated, andcontinues to incorporate technology, and feature in-text and boxed examples that highlight global issues, technology, ethics, and applied decision making, chapter opening cases, and part-ending cases.Other marketing themes integrated throughout the text include critical and current themes such as global marketing, customer relationship management, small business and entrepreneurship. This edition features a completely new design, a new Student CD-ROM, a revised supplements package and an interactive web page.--This text refers to an out of print or unavailable edition of this title.

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Android Apps Marketing: Secrets to Selling Your Android App (Que Biz-Tech) Review

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Android Apps Marketing: Secrets to Selling Your Android App (Que Biz-Tech) ReviewThis book has factual errors. It has been converted from a book about Apple and Apple's iTunes App Store to a book about Google and Google's Android Market app store, but not proof read by someone familiar with the Android Market after that conversion was done. It gets things wrong like the sections of the app store and saying that Google approves your app before it is posted. Apple approves your app, but with Google's app store your app is posted immediately, so you can see how mistakes like this crept in.Android Apps Marketing: Secrets to Selling Your Android App (Que Biz-Tech) OverviewThe Easy, Complete, Step-by-Step Guide to Marketing Your Android Apps!There are huge profits to be made in selling Android apps! But with more than 70,000 apps now available, posting your app to the Android Market is no longer enough. You need to market your app effectively. Don't know much about marketing? Don't worry: This book gives you all the step-by-step help you'll need. Top app marketing consultant Jeffrey Hughes walks you through building a winning marketing plan, crafting highly competitive apps, choosing your message, building buzz, and connecting with people who'll actually buy your app. Packed with examples, this book makes Android apps marketing easy! You'll learn how toIdentify your app's unique value, target audience, and total message

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Branded Male: Marketing to Men Review

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Branded Male: Marketing to Men ReviewI have to admit, I'm one of those tough sells Mark Tungate writes about in BRANDED MALE: MARKETING TO MEN. I hate shopping and see it only as an evil necessity. I don't buy trendy, and I hate the whole corporate look because I'll never look like the models that parade around in that attire.
Women have a rougher go of it than men do because our society pushes them into constant upgrades. Men tend to roll along stuck at whatever pinnacle they reached shortly after graduating high school. Generally men buy clothes when they gain weight (of course, the clothes are SHRINKING in the dryer), ruin a favorite shirt, or run out of necessities like tee shirts, socks, and underwear due to attrition. Most men have shirts that have birthdays and anniversaries.
Tungate addresses all these issues in a much more elegant manner than I have here, but I think I've summed up his approach. While shopping for clothing or toiletries is a social experience for most women, giving them the chance to catch up on life stories as well as get a supporting vote for a new and daring purchase, men don't gather like that. I've seen men gather to buy shotguns, and generally they go for a two for one to buy a his and his, bass boats, or golf equipment. Even that doesn't require accompaniment, though. Guys just get together after the initial purchase and ogle each others' goods.
I approached Tungate's BRANDED MALE: MARKETING TO MEN with more curiosity than interest. I like to speculate on what markets are going to open up and how advertisers are going to address them. Being a self-employed novelist, I pay a lot of attention to emerging technology, consumer paradigm shifts, and marketing.
Tungate's tour de force covers clothing, cosmestics, grooming, cars, periodicals and books (which offered me some insights I hadn't considered before and found very interesting), and sex. I thought most of it seemed Euro-centric to a degree, or maybe East Coast here in the United States, but it was intensely readable.
I love history, and Tungate brings a lot of history into the book that I didn't expect. I found the marketing aspect interesting, but I was more taken with the history that he delivers. These manifested as brief snippets laced throughout the text that anchored the points he made and allowed me to better understand what he was saying. I'll bet most readers that pick this book up will experience the same thing.
I actually planned to allow myself time to read a chapter a day, basically covering each of the topics Tungate proposes. Instead, I was sucked in by the writing and compelled to keep turning pages. I hadn't expected to be as captivated by the subject as I was (after all, I am male and we have short attention spans and tend not to over think dress and style).
As a novelist by trade, I found a lot of information in the book that I plan on using in my writing. I know I've read a good book when it finds a place on my shelf (and I've got limited space at this point). BRANDED MALE: MARKETING TO MEN is a great, fun read with plenty of information and marketing tips. The text is broken up into a modified block format (each paragraph has a double-space between it that allows plenty of white space) and that layout actually made the book even easier to read.
If you're interested in marketing, or understanding your husband's reluctance to go shopping even when he needs to, Tungate explains some of what's going on. Anyone that's read Alissa Quart's book BRANDED: THE BUYING AND SELLING OF TEENAGERS will enjoy this one as a follow-up. And if you haven't read Quart's book, you're in for two books that are definite eye-openers.
Branded Male: Marketing to Men Overview

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Marketing Your Services : For People Who Hate to Sell Review

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Marketing Your Services : For People Who Hate to Sell ReviewI've just started a consulting business and I have no marketing experience. I've also realized this business is more than consulting, I need to learn how to sell myself!
Most marketing books focus on "product" marketing - a lot of their methods do not apply to service marketing. This book is fun to read and applies marketing methods specifically to service businesses and provides real-world actions you can take today to promote your business with little or no money! I've already implemented some of the methods. I love this book!Marketing Your Services : For People Who Hate to Sell OverviewTo many people, marketing means personal selling or advertising, imposing oneself on others, and trying to get people to buy something they may not want.Rick Crandall debunks these myths in Marketing Your Services, a grassroots guide to marketing and building relationships with customers to achieve success. Directed primarily to entrepreneurs, small business owners and solo service providers, the book offers more than 1000 practical tips that can help make a marketer out of anyone who wants to serve customers better. Crandall intentioned this book as a marketing crash course specifically for service providers – from lawyers to freelance writers, from carpenters to landscapers. All of the basics of marketing are explained in easy-to-understand terms. Helpful hints, tips and suggestions are illustrated through examples with which non-professional marketers can easily identify. The overall tone is conversational and reassuring.The expanded & updated edition reflects a thorough revisior including a change in organization, so the book begins with chapters on marketing basics -- like advertising, sales, and publicity -- then moves into more focused chapters addressing professional and relationship building methods. A new chapter on online marketing is included and examples of effective online marketing techniques and strategies are woven in throughout. Self-motivation is given more extensive coverage, international examples have been added as have more specific examples from service business start-ups. The lengthy appendices have been updated to include new templates and examples.

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Full Frontal PR: Building Buzz About Your Business, Your Product, or You Review

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Full Frontal PR: Building Buzz About Your Business, Your Product, or You ReviewI found this book to be packed with practical ideas and information. After reading it I felt that I had a sound basic knowledge of how the news media works, and was confident about how to prepare materials for them to use. Of course every layman thinks they know how the media works, but after reading this you realise how intricate it can be.
Strengths of the book:
- Covers the whole industry - print, TV, internet
- Fairly up to date (2003), with a better Internet chapter than a 2005 PR book I just finished
- Dense with tips and practical information
- Written in a fun, up-beat style
- You will walk away from this book and actually use many of the suggestions. I've had a top-name PR agency on retainer for a year and I now realise how uninspiring and lazy they have been.
Weaknesses:
- Information isn't logically laid out. The first third is set out as an encylopedia in alphabetical order, rather than a logical narrative, which I find is a poor way of "teaching". Overall it is a collection of tips rather than the step-by-step guide it claims to be
- Assumes you are in US and only deal with US media
- A little bit too up-beat at times for my taste (no shortage of exclamation marks)
- Assumes quite an advanced understanding of the media to begin with - reads like he's talking to a fellow PR buddy over a coffee
- I think case studies are especially useful, but there aren't many in here.
Overall: Highly recommended, it really gave me a "quantum leap" in terms of my understanding of the media, inspiration, and practical ideas for how to get my material out.
Incidentally: Much, much better than "Media Relations" by David Henderson which I finished last week.Full Frontal PR: Building Buzz About Your Business, Your Product, or You Overview

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Media Selling: Broadcast, Cable, Print, and Interactive Review

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Media Selling: Broadcast, Cable, Print, and Interactive ReviewMass Media has replaced the public square in the 21st Century. I teach production and design for media. For those who want to teach media literacy and an understanding of media and media systems in the United States this book offers valuable insight into our media's inner workings. Charles Warner spent decades in the trenches and board rooms of major media organizations. Without the knowledge of the inner workings of the systems for which they design, my students cannot produce meaningful and transformational design for the industry. As consumers of media and practitioners in the making of media, we need to understand the media selling world. Charles Warner's real world anecdotes are worth the price of the book. The Cable Television chapter by William Grimes is required reading for my Broadcast Design students. This book essential reading for anyone who wants to understand how the economics of media affects the democratic dialogue in the public sphere.Media Selling: Broadcast, Cable, Print, and Interactive OverviewFor the past two decades, Broadcast and Cable Selling has served students and professionals in the broadcast and cable industries as an indispensable tool for learning, training, and mastering sales techniques for the electronic media. Now, in an era of media convergence and cross-platform selling, authors Warner and Buchman have re-crafted this landmark text as Media Selling: Broadcast, Cable, Print, and Interactive, Third Edition.
In the last decade, the media industries have experienced unprecedented consolidation and sweeping change. The third edition of Media Selling addresses these significant industry changes and continues to be the seminal resource for information on media sales. The text retains all of its original focus on the electronic media, while adding in-depth and expanded information on newspaper, magazine, Interactive, Yellow Pages, and outdoor/billboard.
Among the new chapters and features to this edition, readers will find a particularly relevant chapter on sales ethics, a chapter on emotional intelligence (discerning and then matching the emotional needs of a prospect), and up-to-date information on Interactive media selling. Praised by educators and sales training managers throughout the country, Media Selling: Broadcast, Cable, Print, and Interactive, Third Edition advocates a solution selling approach that one reviewer called "the best synthesis of behavioral psychology, common sense, and professional salesmanship I've ever read."

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Starting Your Career as a Freelance Writer (Second Edition) Review

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Starting Your Career as a Freelance Writer (Second Edition) ReviewStarting Your Career as a Freelance Writer will not teach you how to write. You need to do that yourself, with practice and feedback from people around you.
What this book will do is take you step by step through the trials of becoming a paid writer: everything from coming up with ideas to write about to structuring to the finished product, from querying editors for the first time to building a lasting relationship. The "rules" set down apply to multiple forms of writing, and not just for magazines, and references to other work are instructional and welcome.
There is also an excellent overview of how to manage your personal business as a freelancer, which for those of us "creative types," is certainly helpful.
The greatest part of this book, though, is its ability to lead the reader into types of writing for pay that many of us would never even consider. For instance, there is a chapter (written by a different author, suggesting the book's author knows her limits) on writing copy. Though I would never have thought to write copy, and almost skipped the chapter, following reading it and having been convinced that maybe this was a good way to suppliment income, I made some cold-calls as the book suggested, and a few days later, I already have a copy writing gig.
I would highly recommend this book to any competent writer that is looking to make a bit of money doing something that they love. If you can bring the work ethic, this book can bring the game plan.Starting Your Career as a Freelance Writer (Second Edition) OverviewIf you've always dreamed of making a living as a writer, this book will take you where you want to go. Starting Your Career as a Freelance Writer, Second Edition, demystifies the process of becoming a writer and gives aspiring writers all the tools they need to become successful freelance writers, get their names in print, and start earning a healthy income from writing. Completely revised and updated, the second edition includes an entirely new section on the "online writer," discussing how to set up your own website, whether you need a blog, how to effectively participate in social networking sites, and information on electronic publishing, POD and more. New chapters provide guidance on writing for international markets and other writing opportunities such as ghostwriting, speech-writing, technical writing, copyediting, teaching, etc. This indispensable resource walks writers through the process of developing marketable ideas and then finding appropriate markets for those ideas. It includes effective tips on how to set writing goals; make time for writing; hone research and interview techniques; create outlines and first drafts, approach editors (online and offline), and prepare and submit material. Writers will also discover the vital business issues of freelancing such as rights and contracts, plus how to manage income, expenses, and taxes. Author Moira Allen has more than 30 years experience both as a freelance writer and as an editor; her tips come from a keen understanding of what works from both sides of the desk. Whether readers are looking to support themselves as full-time freelancers or supplement an existing career, no one wanting to make money as a writer can afford to be without this book.

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Ice to the Eskimos: How to Market a Product Nobody Wants Review

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Ice to the Eskimos: How to Market a Product Nobody Wants ReviewI run a small company with almost 100 employees. My background is finance so you can think of my surprise when I received this book as a gift. I've always thought that marketing was part voodoo and part bull. But, I decided to read just one chapter of this book. That led to another chapter, then another. Then I started to SEE and UNDERSTAND marketing. We initiated some of Spoelstra's ideas to fit our company and we received almost immediate big results. I see... Spoelstra has another book coming out next year. I personally will try to be the first one to buy it.Ice to the Eskimos: How to Market a Product Nobody Wants Overview

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How Brands Become Icons: The Principles of Cultural Branding Review

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How Brands Become Icons: The Principles of Cultural Branding ReviewI'm no business-head. I find modern consumerism more disturbing than exciting. But I read this book as part of a study on public relations and I must say Holt's passion for the subject is contagious.
First of all, his writing style is superb. He alternates nicely between anecdotes, charts and philosophy, allowing all sorts of minds to grasp just what he's saying. His ideas were bold and insightful, and he helped me to understand what a craft marketing really is.
I sometimes felt his connections were just that - his connections - but a lot of his ideas rang true, and for the most part his evidence was well, evident.
What I found most impressive was his aknowledgement of all the sexism in marketing. Perhaps it's a bit of sexism on my part, but I hadn't expected a man to pick up on all the overt and covert misogyny inherent in the advertising world. Holt not only saw it, he understood how it connected with the greater social and political environment surrounding it.
How Brands Become Icons should be required reading for every high school student in the country. And that's the first time I've said that. Holt's grasp of the subject goes beyond branding, into the heart of American culture, into the minds of the American people. This is not just a how-to book. It's an important book of why.How Brands Become Icons: The Principles of Cultural Branding OverviewCoca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.

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Reviewing The Arts (Lea's Communication Series) Review

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Reviewing The Arts (Lea's Communication Series) ReviewThis book is actually Dr. Campbell Titchener's Feature Writing class lecture notes transcribed, and it is quite good. It's also useful for working newspaper folks to use as a reference book, to remind themselves, for instance, to include all the necessary components for a review of specific sorts of artistic endeavors.
Dr. Titchener read aloud much student work in the class I took, and he pulled no punches in evaluating the results. There was one unfortunate woman who could not capably put one word in front of another, yet she bubbled constantly about what a great writer she intended to be, all the books and plays and articles she was going to author. Dr. Titchener one day pronounced her work "trite" (he was absolutely correct), and it was extremely amusing to see the woman's cluelessly dismissive reaction, her declaration that he was "an idiot."
About three-fourths of the way into the semester, Dr. Titchener had an uncommon experience in his own life, and he wrote a short feature about it, which he read to the class. The response was brutal; students viciously ripped the piece up one page and down the other, and poor Dr. Titchener just sat there absorbing it all... sorta like body blows in a boxing match. He was the only college professor I ever encountered who had the guts to expose himself to an open-forum critique from his students, and you've really got to admire someone who has the fortitude to do that.Reviewing The Arts (Lea's Communication Series) OverviewReviewing the Arts is written for those media writers assigned to review an artistic event or performance, providing the tools for a journalist to write informed and enlightened reviews of the arts. This useful text guides writers through the steps for producing an acceptable review of fine and performing arts, covering the range of arts from film and television to drama and dance; from sculpture and architecture to music. Author Campbell Titchener suggests ways to approach both familiar and unfamiliar art forms to prepare an informed evaluation, and in this updated third edition he includes current examples from practicing journalists and veteran critics. This practical text fits readily into the journalism curriculum, and will be a useful resource for practicing journalists.

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Headline Writing Review

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Headline Writing ReviewThis may be a very fine headline book, but it is not what I was looking for. I ordered what I thought was a general book about headline writing, but this book is geared to an Indian college student audience - with all samples from the Indian press. Also, the history is very specific to Indian journalism with a section entitled "Headlines in Pre-independence days."Headline Writing OverviewThe importance of a headline for a news item hardly needs to be emphasized. It is perhaps the single most important factor that draws the reader's attention to a story. Thus, while writing a compelling headline is a priority for anyone working on a news desk, this task is not easy to accomplish. This book treats headline writing as a craft that can be learned, a skill that can be honed and perfected. It examines in detail the basic elements of a headline and explains the best way to assemble them in order to write an arresting one. Sunil Saxena carefully examines the different kinds of headlines and the advantages and disadvantages of each style of writing. The book instructs the reader in the functions of a headline; the ways to write a headline; the different kinds of headlines;and the do's and don'ts of headline writing. The author also focuses on writing headlines for the Internet, a skill that is essential in the age of new media and technology. The book is well illustrated by examples and images from newspapers and news magazines. All these have been taken from the Indian media, so that readers can relate to the subject more easily. Exercises and highlighted points at the end of each chapter are useful tools for students of journalism to whom this book will appeal primarily. It will be equally useful for professional journalists.

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Marketing Strategy Review

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Marketing Strategy ReviewThis text makes for very interesting, up to date reading. A great textbook for my Marketing Management Course. It is also excellent as the examples used are from some of the most recent times and so one is able to identify with the information. Two thumbs up!Marketing Strategy OverviewThoroughly revised and updated, MARKETING STRATEGY, 5e continues with one primary goal: to teach students to think and act like marketers. Packed with cutting-edge coverage, current examples, new cases, and--for the first time--photographs, the fifth edition delivers a practical, straightforward approach to analyzing, planning, and implementing marketing strategies--helping students learn to develop a customer-oriented market strategy and market plan. Students sharpen their analytical and creative critical thinking skills as they learn the key concepts and tools of marketing strategy. Continuing in the text's signature student-friendly style, the fifth edition covers essential points without getting bogged down in industry jargon--all in a succinct 12 chapters.

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