Promotion Books

Hub Culture is a book in Marketing that describes the 21st century young urban professionals. They are much more globalized than their previous generation in the eighties. They travel the world either for work or for fun. As a result, large cities, such as New York, London, Bangkok, and Hong Kong, etc. have become the hubs of the world. This book describes the characteristics of this consumer group. Detailed topics include various aspects of their lives: travel, relationships, work, leisure, and their mobile nature with all kinds of electronic gadgets. Then the book talks about the most effective technique for marketing to them, which is mainly word-of-mouth.

This book gives a good description of this consumer group and it is well-written.

This book is a few years old so there are many changes that have taken place, but I still found it useful as I had not read much about this culture. One can use it as the next 'installment' in tracking a particular generation and others who will be adopting this lifestyle. It shows where this culture emerged and the direction in which it is moving through expounding upon different aspects of these peoples' lives. I am relatively new to reading up on random subcultures and this book has prompted me to further my knowledge in this area.

I adopted this book in an undergrad class I taught on cultural globalization. Stalnaker kindly offered to upload my students' comments on his website, but I didn't get the minimal number of reviews I had set. Nonetheless, I edited below some of their comments about "Hub Culture" - with their permission. They are bright students, with a critical look on the hub. All I am going to say is that, even if we do not like aspects of this mobile lifestyle, this book deserves five stars for providing an introduction to this emerging yet largely unknown phenomenon of upscale cultural globalization. AD'

R.C.:
One of the reasons I took this class was because the book was on the reading list. As someone who has spent a good part of his formative years studying at an international school in Manila and traveling around Asia, Europe and the US, Hub Culture immediately grabbed my interest as it spoke of an experience I could only talk about with people who had grown up in a similar environment. While Mr. Stalnaker focuses mainly on today's globetrotting yuppies, people are already experiencing this new culture at a younger age (...).

C.K.:
Some of the problems with Hub Culture will prove to be major issues. It seems that the majority of these people are unable to create and maintain successful and healthy relationships. Although Stalnaker argues that some members become married and live happy lives, this is not true for a majority of this population. In reality, as Stalnaker describes it, Hub Culture leaves little or no room for substantial relationships, let alone having a family. Perhaps it is through these issues that the new spiritual element of Hub Culture will emerge.

L.P:
Hub culture may seem very alluring and it is. Jetting around the world, meeting exciting and attractive people, buying trendy, expensive things seems so fascinating and fresh. This seems to be a fulfilling existence and experience, one that is laudably supported by those who are less nomadic because of the allure of the unknown. Most people leave their familiar surrounding to find something that fulfills them, not realizing that a permanent passport in the world of hub is not a solution but rather just a pretty cover-up in the form of the newest line of Louis Vuitton luggage en route to Hong Kong. While hub culture is not disapproved off by the majority of the world because it seemingly has no consequences on the people, it can almost be compared to a drug addiction. It has very similar traits, but not the same reactions. (...) With all this traveling, one loses contact with reality of life, abandons former friends and habits, doesn't establish deep connections with other people and prefers impersonal ways of communication. One is essentially never there to have some kind of natural interaction. (...) But with hub culture you get praised for this glamorous life, not realizing that in the process one is being fooled by the quickness and fake closeness that is exhibited by their peers. But even if one doesn't see this as a problem, one question remains: What happens when one is not physically or financially capable to keep up with this lifestyle, what happens when the Hotel Costes soundtracks just don't do it for you anymore and you realize that you missed doing some gardening now and then? At this point, if you settle down permanently in one place, will your needs still be met by the hub culture or will you be kicked out, regarded just as one of those who couldn't handle it any more while laughing at your last season Gucci shoes?

C.E.:
The question I ask about "hub culture" is simple: is it really a culture unto itself? Perhaps "hub people" are a distinct group, but are the systems of meaning defined within this group really all that unique? Over and over again, in the book, Mr. Stalnaker refers to them as consumers: of fashion, music, art, the things we associate with "culture." Indeed, they are the consumers, not the creators, of this culture. (...) I would say that hub "culture" is simply the set of people who live the work-hard/play-hard lives that have become available through technological innovations and marketing strategies which have made them believe that they can afford it. This leads, then, to another question: is there any difference between "culture" and "marketing demographic?"

I found this book very useful in understanding the role a special kind of transnational elite is playing in early 21st century globalization. As shallow and superficial as their lives may seem, these young globetrotters are in fact important players in quietly, in the shadows, building a new planetary civilization and monoculture.

I give this book 4 stars instead of 5 only because I would have liked to have seen a more detailed and impartial sociological treatment. Stalnaker is clearly writing for a marketing audience, probably as a hub player himself, rather than for a more general readership. This is currently the only such book I am aware of that deals with the hub elite, but I hope more studies (with a few more pages) follow this work.

Interesting for students of globalization, this is also a useful book for people considering going expatriate, and developing an overseas life and work strategy.

I enjoyed this book a lot - Stan Stalnaker has written a great profile of some of the most influential yet difficult-to-reach consumers on the planet. His pace and style are good and chatty - with plenty of anecdotes and real-life examples.
While it rather runs out of steam towards the end, it is (as far as I know) the first and only book to examine this interesting and growing group of people - a group that Stalnaker neither over-romaticises nor patronises.

When I read the blurb I thought that maybe Stalnaker had just rediscoverd cultural imerialism - but his knowledge and understanding soon convinced me that it really is is much more complex than that. These people are the conduits of cool, they know more than anyone about what is happening around the planet in terms lifestyle and fashion.

If I have one criticism it is that he skips over the less glamourous side of this culture - drugs and alcoholism are not mentioned very much nor are the rootless sometimes lonely aspects of being a foreigner in a strange city. He doen't do much to investigate the parallel group of younger, less well educated "Hub Culturists" from Eastern Europe as well as Latin America and Asia that work in service industries in the "Hub Cities" while learning languages and developing international work skills and outlook - they too are very much world citizens and I suspect just as influential in their own way as the North Americans and Western Europeans mostly covered in the book.

I'll be looking out for his next book. Stan is a good thinker, an entertaining writer and certainly "one to watch".

I was happy to come across "Promoting Your Podcast". Even though I have been podcasting for over 4 years now there was some great info on how best to get listeners. Other great topics such as linking with other shows, blogs etc. Worth the price!

There are some gems in here for those looking for help to market their podcast. If you don't know how to start a podcast, this may not cover all you want, but that isn't the purpose of the book.

Ordering this book through Amazon is awesome!!! Quick delivery, very satisfied with service and the book!!!

This book takes you step by step through the process of promoting your podcast. Imagine that, it does what it says! It explained everyting in a way even a techonophobe could understand, thanks for that by the way. No techie babble. My podcast was ranked in google within 24 hours of following Jason's advice. This is the book to read if you actually want people to every come to and listen to your podcast. Jason Van Orden is the podcasting KING! The only downside is I bought 3 of the other top podcasting BEFORE books buying this one, what a waste the others are...

If you are a podcaster, or even thinking about being a podcaster, get this book. Also, subscribe to Jason Van Orden's blog and podcast, "The Podcasting Underground". You'll thank me later for this sound advice. Why? Because this tome is chock full of explicit, practical, hands-on, darned useful advice for how to publicize your podcast effectively, and build a growing community of real fans for your show. This stuff really works. I've been using Jason's recommendations for a few months now on several corporate podcasts that I produce, and we've seen an immediate and marked increase in the number of listeners and subscribers, as well as those that want to contribute back to the ongoing success of the show -- a solid base of participating fans, not just passive listeners. What I love best about this book is that Jason isn't afraid to tell you precisely what kinds of tools you should use, and how to best use them. He puts many generally held beliefs about podcast promotion into proper perspective, and helps you focus on those specific actions that can produce real results. I've read almost a dozen books on podcasting over the last few months, but this is the one that I find myself pulling off the bookshelf over and over. It *is* that good. Highly recommended.

I really enjoyed Ron's personal stories and experiences and how they relate to "real world" situations.

The book has become a resource that I can refer to before and after an appointment and immediately benefit from.

I would highly reccommend it to anyone in sales !

This is a great book to re-shape the sales professionals' profile. It is an excellent guide for my business

Very readable. This book reiterates the elements all good sales people use but more importantly it offers new techniques to turn them (us) into great sale people....Titans in fact. Well worth seeking out this book.

Ron Karr has brought together a wide range of sales tools focused around getting results. This is not a book about sales philosophy, but "in the trenches and on the street" type of sales strategies and techniques to close deals. I especially like chapter six on the customer interview process. It is really more about the discovery process thru what I call "power questioning" and I share these ideas with sales reps whenever I have the opportunity. Karr's ability to teach the customer interview process is excellent and his sales tools are bound to get results!

Applying the simple, yet ingenius methods that Ron Karr describes in this book will elevate your sales career to new heights. This book has helped me in so many ways. Why have we been just getting by? We keep making the calls, booking the appointments, but our sales numbers aren't where we want them to be? Why? Because we need the focus, determination and most of all the tools to become Titans! Ron Karr gives you the tools. The Titan Principle will help you get there. It has helped me become more focused, more determined, and has helped me get through to the right people who can use my services. Ron Karr teaches you how to become a valuable resource, how to get to the descision maker, and once there, help your clients and prospects get to where they want to go! Ron's ground breaking ideas on issue based questioning and the Resource Proclamtion alone will help you get infront of more qualified and intersted prospects! What this means, is more sales in a shorter sales cycle, larger cases and seen as a valuable resource in the eyes of your clients. The best book period on selling! Thank you Ron, for your wonderful, insightful book!

This book has a nice variety of vintage signs. It is great to see the original color of the neon since I am restoring an old Pegasus that came off a Mobil gas station.

The author appears knowledgeable and it is difficult to find books on this subject. It is fun to read the short discriptions of the histories of the signs and anecdotes from other collectors.

Anyone who grew up with neon signs would enjoy this book.

I just recieved this book as a gift and I love it. The book is filled with color photos of neon from around the country, and includes a fair amount of info on each sign. I was unaware this book exsisted until i recieved it, but it was a pleasant surprise. This book is a must have for vintage enthusiests, and fans of neon in general.

Properly titled VINTAGE NEON (as shown on the cover) this book contains incredible photos and narrative of these beautiful works of art. Fans of "Americana" will especially enjoy this fading slice of American Roadside Life.

Mr. Davidson's expertise in both the technical and artistic creation of neon is more spectacular than the lights themselves. Although expensive, this book is by far the most authoritative glimpse the craft and its appreciation than any other volume ever written. In the vernacular of the modern generation, it is 'tubular'. Almost every conceivable manner of neon is included; businesses include car showrooms, shoe stores, butcher shops, bakeries, motels, drive-ins (both theatrical and eatery), and in abundance, restaurants. Locations include many havens of neon distribution, such as the author's beloved Philadelphia, Route 66, California, and a much overlooked plethora of vivid glamour, Vancouver British Columbia (Canada). This volume is absolutely enchanting for anyone who has ever spent a night in a lodging illuminated on the exterior by a tint of pink, green, yellow, or blue. Of the 200 books in my personal 'Roadside Library', this is my favorite. Anyone who treasures illumination will consider "VINTAGE NEON" enlightening.

A tribute to the forgotten signmakers of the 1920's through the present. Lots of color pictures contributed by neon sign enthusiasts from around the country. Expensive, but if you like old signs, this book will make you happy.

With inimitable wit and clarity, Lou captures the true essence of Alan Siegel - and his role in helping make modern business communications simple for readers. From reducing mundane statements and contracts to paragraphs of plain English to inspiring breakthrough corporate and brand identities, Alan Siegel's vision and successes have compelled companies everywhere to rethink and retool how they market to and connect with customers.

Thanks in large part to Alan, companies today get the need to satisfy customers as well as the benefits from streamlined processes and communications designed to achieve this goal. It's a mission companies like mine, Ohlin Associates (www.ohlinassociates.com), which grew out of my time with Siegel & Gale, continue to promote.

Lou deserves much credit for writing such a user-friendly and compelling narrative. It reminds newly indoctrinated readers as well as us protégés of Alan Siegel (and Siegel & Gale) that business-speak creates barriers to customer satisfaction and commercial success.

Simple is Smart.

Reviewed by Irene Watson for Reader Views (4/07)

Alan Siegel is one of the best-known gurus in the industry as far as knowledge and experience in the business/corporate world. He dedicates his time as a consultant to large corporations such as Xerox, American Express, the National Basketball Association, the Girl Scouts, plus creates guides to the Wall Street Journal on how to understand the financial market. Actually, these are just a few of the effects in Siegel's repertoire.

Louis J. Slovinsky created what is called the "working biography" on Siegel. In his book "Alan Siegel: On Branding and Clear Communication" Slovinsky produced not only a biography of a man that became successful and a leader in the industry, but also included the deeper side of Siegel so that readers would understand why he is so successful. The book delves into the Siegel's innate abilities and consciousness.

But, there is more. Slovinsky qualifies Siegel's expertise on branding by saying "Competition is more aggressive and the stakes higher than they were a couple of decades ago. Moreover, clients want to confirm that their investment in identity supports their business results." Siegel's expertise in branding model does just that.

Slovinsky also focuses on many of Siegel's successful programs he advised for implementation or research -- one being the Document Design Project, funded by the Department of Education. Slovinsky says "Siegel's role in promoting the Plain Language movement was seminal."

"Alan Siegel: On Branding and Clear Communication" is an inspiration to all interested in establishing a brand for their company. Reading Siegel's story not only teaches us how to be successful and a leader in the industry but inspires us, as entrepreneurs, to look at our own branding and communication strategies. After reading Slovinsky's account of Siegel's successes I am inspired to implement some of the ideas in my own business.

Being consistent with the title, Clear Communication, the author, Louis Slovinsky, writes without jargon but with humor and simplicity. For those who are concerned with building a consistent image for a non-profit or a small business, this book will give you tools to help define the methods to find your singular voice. Alan Siegel's innovative ideas are not just for the large coorporations that can afford his services, but are also appropriate for smaller entities who want to impact their customers with a clear, consistent message.

Finally, a clear and accesible introduction to the subject of branding!!!

Slovinsky's extensive research, career experience and lucid writing style make this an essential read for practioners as well as students of marketing. I was so impressed by the content -- and context -- of this book that it will be required reading for the grad course I teach in marketing and public relations for libraries.

Louis J. Slovinsky's superb book captures the essence of its subjects, the field of corporate branding and one its leading figures, Alan Siegel, whose work and ideas have been hugely influential in the growth and evolution of this emerging field.

Since founding Siegel & Gale in 1969, Alan Siegel has worked with many of the most recognizable names in the corporate, non-profit, educational and governmental worlds to create or refine their images. You may not have heard of Alan Siegel, but you certainly know his work. MasterCard's now ubiquitous logo and new global corporate identity and the memorable Dell logo with the "E" standing on its edge - reflecting how Dell made the PC industry stand on its ear - are but two notable examples. However Siegel did much more than create catchy new logos or slogans for companies and graft them onto companies that needed to retool their images. These highly visible creations were the merely end-products of what Siegel calls defining the "corporate voice." Slovinsky brings to light the processes Siegel used to define this "voice." Working with a corporate client, Siegel & Gale creates a project team to examine the history, culture, values and vision of the company and examine how the company differentiates itself from their competition. The team then distills the essence of its findings into a concise "big idea" and elaborates a strategy to express this new positioning. Siegel believes that corporations must speak with a "clear, coherent and distinctive voice", a voice that should resonate at all levels of the organization from the bottom to the top. We the consumer may only see a new logo, but, as Slovinsky demonstrates, Siegel's work involves bringing about significant changes in the internal workings of the company to achieve a coherent corporate voice. Siegel's success with high-profile clients speaks volumes for the effectiveness of this holistic approach.

Clarity, simplicity and comprehensibility in communication are hallmarks of Siegel's work, therefore it makes sense that Siegel's most enduring legacy may be his concept of "language simplification." In short, this means simplifying and putting into plain English, documents, forms and fine print that companies and governmental bodies use when dealing with the public. I was fascinated by the book's description of Siegel's groundbreaking work in this field and the resistance that had to be overcome to accomplish these worthy aims. In Siegel's view, by being simple and clear in their forms and fine print, companies can enhance their image and improve customer loyalty. Amen. Now, if only you can get those ideas past those pesky lawyers!

On Branding and Clear Communications is a perfect introduction to the branding field and an excellent tool for all who are interested in creating a simple, clear and resonant voice for a company or organization of any size. I highly recommend it.

If you're a small company (or maybe an eBay Power Seller) auctioning online, this book can take you up a level. Also a good book for medium to large companies that want to use online auctions to establish another selling venue and to gain new customers.

This book is quite useful if you want and/or need an overall introduction to the Auction Process both in the Business field and in the private management of eBay auctions.
I used it for understanding how companies organize their e-procurement.In particular this book is among those few dealing with Covisint, which is a common auction platform for automotive brands.
It starts with very simple concepts and classifications of auctions and ends up with real examples. I would rather advise "The Auction-App" only for those who want to get in touch with B2B approach to auctions.It does really worth its price.

This book is too basic if you're counting on it to earn big bucks. It does touch a few aspects of opening a online auction business - finding the right marketplace, marketing, etc. However, the lessons are too basic which I think most of us already knew it without reading this book.

The biggest benefit of this book is lots of examples & reference. About 1/3 to 1/2 of the book is case studies, resources/reference. So you're already know how to run online acution business but just lack of information, this is it. If not, better look somewhere else.

I only recommend this book to people who know about online auction business but just don't have time to collect information themselves. This is an easy solution.

If you're a small company (or maybe an eBay Power Seller) auctioning online, this book can take you up a level. Also a good book for medium to large companies that want to use online auctions to establish another selling venue and to gain new customers.

Harden does it again. Mr. Harden, the Internet Marketing expert and author of "Net Results" and "Net Results 2" (books that set the standard for setting up company web sites and THE primer of Internet Marketing), has focused on the niche, but growing, Internet segment of Auctions. Whether you're a "consumer buyer," the owner of a "Mom & Pop" store (who might sell trading cards, comics or antiques) or the Sales executive of a manufacturing company who needs to move excess inventory, everyone can learn how to make auctions build revenue and increase the customer base for their enterprise. With the Internet, and company, large or small, can gain worldwide attention (and business) through advertising their products via various auction sites. From one-time customers those companies can now develop on-going relationships and referrals. Thinking of starting your own home-based business? Look at what you can advertise and sell via Internet auction sites. Did I mention the minimal cost of auctions "advertising" vs. the more traditional forms of newspaper ads, yellow pages, direct or co-op mail, etc.? Harden leaves nothing out. Auctions provide one of the most cost-effective marketing media available; lower cost marketing = greater profits. As a Vice President of a sizable regional company, I'm glad I've got "The Auction-App" on my "refer to again and again" book shelf.

Balanced Brand by John Foley with Julie Kendrick is a refreshing and enlightening book that helps people focus on alignment of values. It is not every day that business leaders read about the success of their companies from the true alignment of their Head, Heart and Hands. As the book explains the success of companies like Tiffany is due to their focus on employee training on Tiffany's true values-world-class quality( Their Head), uncompromising service( Their Heart) and social responsibility( Their Hands). They have been able to align their values since 1837 by focused training and transfer of their Core Values, which happens to Align with the many stakeholders.

I enjoyed reading and learning from the Balanced Brand and I would recommend this book to all , who are looking to Crystallize their thinking about Brands. This book will help them develop a plan for achieving that goal, develop a sincere desire for the things that are real for them and all of their stakeholders and also to develop supreme confidence in their organization and it's abilities to execute the plan consistently over many decades.

Jay Seshadri
Om Shanthi Om ( means Peace in Sanskrit)
SESHADRI LLC

John Foley's approach to combining brand identity with corporate values and culture is a worthwhile strategy to assimilate into one's company. Everyone is aware that a brand will get a customer 'in the door' but Foley's strategy for identifying key stakeholders and keeping them engaged, is a strategy every company should learn how to employ and practice. I would highly reconmend this book to all who are interested in advancing both the mission and bottom line of their companies. This book would have particular appeal to young people entering the work force as a tool for staying engaged with their comapany's customers.

Finally, an approach that takes branding to the next level! I found Foley's thinking on creating and protecting brands by aligning corporate and stakeholder values to be refreshing and enlightening. Today's news is filled with examples of corporate failure due to scandals, breech of trust, and greed. This only underscores the need to project appropriate values.

Additionally, I believe Foley's perspective on the interdependence of a strong reputation and a strong brand is extremely insightful-bordering on revolutionary. He explores how the effects of competition, abrupt changes in customer preference, skyrocketing promotional costs, and even a company's own actions can erode the brand or reputation.

Foley includes helpful strategies and tools to assess stakeholder alignment and put his systems into practice. I highly recommend this book to anyone charged with managing brands and building corporate growth. In my opinion, this is a very important body of work.

Bridget Clark
Corporate Branding and Marketing

Even as we're feeling we've got all our bases covered, finally, Mr. Foley opens our eyes to a critical consideration too many executives--in both the private and public sectors--have failed to appreciate. He not only does an effective job of presenting and substantiating the problem, he then tells us how to deal with it. I really wish this book had been available a decade or more ago! It should be on every manager's "must read" list.

Balanced Brand guided me to higher ground.

For nearly two years, my head has been awash in the technology and behavorial shifts accelerating due to internet connectivity globally and what that entails. There is a river of change flowing and it's reaching flood stage. Blogs, podcasts, vlogs, online social networking sites, news aggregation tools (allowing people to scan and consume hundreds of blog posts and news headlines in a single sitting), and instant online conversations about brand-affecting events are facilitating shifts of consciousness and awareness that profoundly effects a brand.

As a consequence of all of these enabling technologies and shifts, there is a new participatory culture emerging which is allowing stakeholders in record numbers to participate vs. just being passive recipients of some miscellaneous communications campaign or messaging thrust...and this emerging culture is out of anyone's control.

Balanced Brand made me stop and reconsider the complexities of all these changes occurring and instead climb to the top of the hill, sit down and look down on the river. I thought about the deeper meanings and strategies required to guarantee the river down below will be navigable...regardless of what technologies or cultures reveal themselves. This book is not about technology or participatory paradigm shifts, however. It's about balance, the essence of a brand, and how to create and utilize balanced brand strategies.

Within its pages is a framework that allows any organization to understand and assess their values, those of their customers, shareholders, employees and communities within which they're involved, and be able to then understand where and how to align them. Though it doesn't say this as overtly as I am, what I thought was obvious was that -- once this work was completed -- strategic direction would be crystal clear.

Once balanced branding strategies are in place, every stakeholder knows what to do. They know what the brand stands for and what it means. Employees know how to perform and use the river-of-change-shifts to facilitate brand enhancement instead of being victims and drowning in it. What hit me squarely due to my involvement in technology, is that a participatory culture can be created that sparks innovation and creativity, grows top-line revenue and customer satisfaction, all of which is of vital importance to management and shareholders.

That was the higher ground I was guided to by Balanced Brand. It helped me focus and see that first-and-foremost it is the essence of the brand and the brand in practice that really matters. Everything else then falls into place.

I was just throwing money out the window my not properly setting up my Google Adwords ampaigns. I purchased this book and was very impressed. It has some stuff you can find online by surfing, but a lot of stuff that's not out there. So I definately think every person who advertises on google through adwords should purchase this book, otherwise yo don't know how much money you're wasting.

GREAT BOOK ON GOOGLE ADWORDS 5 STARS ALL THE WAY. I enjoyed this book as much as the adsense book, it was a little shorter yes, but I had no idea what Adwords was until I read this book. I have to start taking this Internet stuff more seriously.

Pretty good Google Adwords book but was expecting a little more. I purchased this author's adsense book which was great, so I was expecting the same from his adwords book, but my expectations were to high I guess. It's a good book, but if you've read this authors adsense book prior don't expect the same amount of information. It's shorter and less informative then his adsense book.

This book is a good Google Adwords Guide and did show me some places where I was wasting valuable money. the Authors Adsense book is much more useful to webmasters however in my opinion. Still a good book!

When it comes to Online Marketing this Authors the BEST. I have purchased EVERY book by this Author and he has opened my eyes up to a whole new world of business online. Everyone in America should be running a website of somekind, it amazes me how much money there is to be made online with the proper guidance.

My title says it best. Twenty-four hours with this book was like Manna from Heaven! It answered so many of my questions, yet managed to raise (and answer) questions that I didn't know to ask. Best of all, not only does the author advocate the POD-life, he lives it. Thanks to his insights and my additional research on the topic, my company will also thrive in the POD world! Thanks Bruce!!!

Author Bruce Batchelor, a publisher and consultant, has done a nice job of distilling his wisdom into 180 pages that spell out how an author can successfully market a book. Using examples from his experience as a publishing industry pioneer and the advice of many top selling authors, Batchelor provides the reader with a smart and sound format on how to market your book.

This is a morale builder, a practical and encouraging how-to for selling books in an industry completely transformed by digital technology. Most authors set out to be writers, not marketers, and, faced with repeated rejection of their work by a series of publishers, turn only reluctantly to self-publishing. While past guides to self-publishing have dwelt on the art of haggling with bookstore owners over credit for returned books (how much scuffing of the cover is too much, etc), Batchelor reveals surprising new opportunities, and shows how authors take advantage of the changing situation. He notes, for example, that publishers have traditionally rejected manuscripts on the basis that they are written for audiences that are "too narrow." The internet has turned that upside down by making it practical to identify and sell to niche audiences. Thank goodness! This book is stuffed with information about the changing structure of the publishing business, who does what, relative costs, how to figure out what to do, and then how to go about it. This is what the overwhelmed author needs to figure out a rewarding course of action. Good stuff.

It often comes as a shock when newly published authors discover that they must bear most of the burden of marketing their books to the general reading public -- even if they are fortunate enough to be published by one of the major New York publishing firms like Random House, Simon & Schuster or Penguin-Putnam. For self-published authors that marketing responsibility is completely theirs. Most authors are aware of the many 'how to' books that are available to them for the purpose of helping them master the craft of writing, There are also instruction books on turning raw manuscripts into finished books. What is not so obvious is that there are a number of excellent instructional guides for authors on how to market their books after they have been published. One of the best of these marketing manuals is "Book Marketing De-Mystified" by Bruce Batchelor, the man who founded Trafford (Canadian based and one of the larger POD companies servicing North America) and is widely acknowledged as the creator of the print-on-demand (POD) publishing process that has shattered the book publishing monopoly of the traditional publishing firms by allowing anyone to easily become their own publisher. This 167-page compendium of practical advice offers an especially 'user friendly' introduction to the art and science of book marketing because of its conversational style, it comprehensive coverage of book marketing issues, and Bruce Batchelor's unique perspective. It should be noted that the Midwest Book Review is positively cited (page 120) as a resource for authors and independent publishers. "Book Marketing De-Mystified" is especially useful in terms of its discussion of where to sell books, price/value setting, personal sales, paid advertising, sales promotions, publicity and public relations. Simply stated, every author and every small press publisher needs to have a competent marketing plan -- and Bruce Batchelor's "Book Marketing De-Mystified" specifically and effectively addresses that need.

Reading this book is like having the pieces of a puzzle come together! I started my book 18 months ago and after reading BMD I was inspired to finish it and make a marketing plan that reflects my goals and is actually achievable. Whether you are an indie POD author or working with a big name publisher, this book provides a wealth of information that helps anyone understand the publishing world. It is full of specific information, real ideas and examples and it really gets you thinking about how you might market your own book. A must have for any author.

great book focusing on an opportunity that everyone underestimates . Also contains great practical solutions

As a boomer myself and a potential marketer I found this book to be on target, logical, and useful. I now find myself analyzing ads and realizing why I am drawn to some and turned off by others. I also like the concept of targeting boomers based on life style and life stage. As the authors note, most of us don't see ourselves as old - or even as getting old - and we are as different as we are alike. The book has given me a lot of insight into "my generation" that will help my marketing efforts.

With respect to an aging, wealthy and influential generation, the concept of "marketing to Boomers" took off about 2003 with a colossal, "So what?" This was generally how the business world first embraced the marketing idea.

"Why market to a generational niche?" "What's new about Boomers as consumers?" (Translation: We've been marketing to them for decades ... yawn.) "Isn't it time those aging hippies get out of the marketing spotlight and saunter into their marmalade sunset?"

Many executives didn't see the point in understanding unprecedented demographic and economic destiny. They were too busy cranking out marketing campaigns to target adults 18 to 34. They were also about to miss the most significant development in market segmentation in about a decade.

After a gazillion media articles on the topic, what seems obvious today was not clear four years ago -- to most.

Two men who did get it -- and subsequently formed The Boomer Project -- were John Martin and Matt Thornhill. A bit hopeful in their ambitions at first, they nevertheless began collecting data and formulating insights about the possibilities for aging Boomers as an unrivaled market force in the coming years.

These pioneers also continued educating themselves about the newest thinking in areas such as anthropology, neuropsychology and sociology. They tapped into breakthrough insights of respected thinkers such as David Wolfe, Laura Carstensen, Ph.D. and Gene Cohen, M.D.

The result of their original research and multidisciplinary synthesis of outstanding authors and academicians is a book called "Boomer Consumer." It is simply a concise, clear, and coherent compendium of on-target information and insights about a rapidly growing field of inquiry and practice.

If you're interested in jumping on this bandwagon, then you need to add this book to your reading list. Matt and John are two Pied Pipers worth following.

I really liked this book. It had the right balance between the theoretical stuff and its application in the real world. Straight talking marketing advice from a couple of guys who have obviously done it themselves.

Boomer Consumer has moved from my pile of books in `must get around to reading' category to the day-to-day working section of my library.

Matt Thornhill has been sending out red alerts to corporate marketers for several years now. His message: You are failing to target 78 million consumers who have plenty of money and are willing to spend a lot of it! (Billions? Trillions?) Today, thanks to Matt and his colleagues like marketing gurus Brent Green and Marti Barletta, some companies are beginning to figure out how to talk to, sell to and profit from serving the Boomers.

Matt and his business partner John Martin have written a very convincing book. If ad execs can read this book and still not revamp their campaigns to target Baby Boomers, they are more stuck in their 18-49 year old "desirable demographic" thinking that I would have thought possible!

When the Boomers TV team went to ad agencies in 2005 looking for sponsors to underwrite our 13 part television series Boomers! Redefining Life After Fifty, we were almost always sent into a conference room to talk to creatives and account execs who were in their 20's. They really couldn't relate to a show for a "demo" older than 35! Today, some agencies and the media in general are beginning to change, thanks to Boomers with power and name recognition who are talking about being over 50 as OK, even cool. The influence of people like Katie Couric and Dave Letterman are noted by Matt and John in their book.

Boomer Consumer is an interesting read, even if you don't have a lot of toothpaste or cars or trips to sell. The authors' psycho-social approach and their reminders that there are many kinds of Boomers with many different goals, dreams and lifestyles are valuable. But their conclusion that almost all Boomers will be looking for ways to stay vital in five key areas of life also rings true. They predict Boomers will seek financial vitality, physical vitality, mental vitality, social vitality, and spiritual vitality for at least another 40 years.

The authors also provide a reality check for those who think all of us are getting ready to retire next year...the median age of Boomers is just 51. And the halfway point of Boomers reaching age 65 won't be here until 2022. So Boomers are still young enough to have to keep earning money and to spend it, often on brands that we didn't grow up loyal to because they just weren't around in the 50's, 60's or 70's. (Boomers, show us your iPods!)