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RESOURCES
READING ROOM
Additional Reading—My Top 20+ Reading List. These books and their authors have helped shape my career. Hope you enjoy them as much as I have.
1. Customer Service A Practical Approach, Elaine K. Harris, New Jersey, Prentice Hall, 2003 3rd edition. Elaine’s book is a virtual treasure trove of resources for dealing with customers. She covers all aspects of customer service and gives great case studies, examples and thought provoking exercises.
2. Raving Fans, Kenneth Blanchard, William Morrow, 1993. A great story of the importance of customer service to businesses.
3. The Customer-Driven Company, Richard Whiteley, Addison-Wesley, 1991. Richard’s book covers the importance of customer service to businesses.
4. Permission Marketing, Seth Godin, Simon & Schuster, 1999. This is the book that really started my love for direct marketing—a must read.
5. The Purple Cow, Seth Godin, Portfolio—Penguin Group, 2003. Another Seth must read.
6. Release the Idea Virus, Seth Godin, Do You Zoom, 2000. Like all of Seth’s books packed with innovative ideas—a must read.
7. Marketing Management, Philip Kotler, Prentice Hall, 2003 11th edition. Philip’s book covers the basics of Direct Marketing, the essentials.
8. Fantastic Customer Service Inside and Out. Compiled by Doug Smart, James & Brookfield Publishers, 2002, Stories and case studies from customer service experts. Purchase at The Loyalty Leader
9. Uncommon Practices: People Who Deliver a Great Brand Experience, Interbrand & Forum, Prentice Hall, 2002. Case studies on companies that deliver great brand experiences.
10. Successful Direct Marketing Methods, Bob Stone & Ron Jacobs, McGraw-Hill, 2001. Direct Marketing, the basics to “how-to.”
11. The 22 Immutable Laws of Marketing, Al Ries & Jack Trout, Harper Business, 1993. This book lays out what to pay attention to when tackling any marketing and advertising campaign.
12. Olgivy on Advertising, David Ogilvy, Vintage Books, 1985. A wonderful history on advertising that works.
13. The One to One Fieldbook: The complete Toolkit for Implementing a 1 to 1 Marketing Program, Don Peppers and Martha Rogers, Currency Doubleday, 1999. This book is a complete guide to one-to-one marketing.
14. Strategic Database Marketing, Arthut Huges, McGraw-Hill, 2000 2nd edition. To my knowledge the most definitive book on database marketing. Learn the importance of RFM (Recency, Frequency, and Monetary).
15. The Wizard of Ads, Roy H. Williams, Bard Press, 1998. A superb book on Marketing—a fun, must read.
16. The Secret Formulas of the Wizard of Ads, Roy H. Williams, Bard Press, 1999. A superb book on Marketing—a fun, must read for anyone who needs to communicate with people through writing.
17. Customer Relationship Management: Creating Competitive Advantage Through Win-Win Relationship Strategies, Storbacka, Kaj & Jarmo R. Lehtinen, Mc Graw Hill, Singapore, 2001. Kaj & Jarmo’s book is the authoritative resource for Relationship Marketing principles. Something vital to each and every business.
18. How to Write a Good Advertisement: A Short course in copywriting, Victor O. Schwab, Harper & Row, 1962. Victor’s book starts off with a bang and shows you 100 headlines that have been successful for years.
19. Guerrilla Creativity, Jay Conrad Levinson, Houghton Mifflin Company, Boston, 2001. Of the many great items in this book I especally love the fifty reasons why people buy, page 22.
20. Creative Strategies in Direct Marketing, Susan K. Jones, NTC Business Books, 1998. Another great read on Direct Marketing covering all aspects that need to be kept in mind from copy to creative.
21. Monopolize Your Marketplace: Separate Your Business From the Competition Then Eliminate Them, Richard Harshaw & Edward Earle, www.y2marketing.com, A .pdf with CD available from Y2Marketing. An awesome perspective on marketing with wonderful insights on what makes people buy and even pay attention. Super read.
22. The Greatest Salesman in the World, Og Mandino, A wonderfully motivating book. Great for self-motivation and self-improvement.
23. A Thomas Jefferson Education, Oliver Van DeMille, If lifetime learning is your passion this book will add to it and make you think about a number of other things too. Buy from the Author
24. Acres of Diamonds, Russell Conwell, Inspiration is everywhere can you see it? Text available online at Temple University Website or Download >> here.
25. Free Prize Inside, Seth Godin, A must read for anyone who is an employee. If you need to get something done at your place of business and can't, this book will teach you how.
Bonus: Reading recommened by those I respect which I haven't read yet.
26. How Customers Think. Essential Insights into the Mind of the Market. By Gerald Zaltman—recommended by Alan Rosenspan
27. "Influence. The Psychology of Persuasion. By Dr. Robert Cialdini—recommended by Alan Rosenspan
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