Promotion Books

I normally choose books written by well-known authors. Timothy M. Todreas is not one of them.

What made me buy this book was the title, and its content: Just as mp3 and the Internet have revolutionized music and information, digital television will revolutionize the whole TV experience as well as the industry.

This book held me captive from page one to the end, because it holds the answers to so many questions in my line of work, which is a consultancy services for digital television!

I recommend it to anyone who is interested in where television is coming from, where it's going and what the h_ll you should do about it!

Having spent much of my career in the television industry I found this book fascinating. I would be surprised if it did not, over time, become a secret playbook for those in the industry interested in getting a leg up on their competition -- or at least in understanding what the future holds. My only minor complaint is that some of the forays into high-level MBA-type analysis were hard to follow for someone without a background in economics. Yet those occasions were rare (two actually) and did not detract much from this otherwise thought provoking and well written book.

Mr. Todreas brilliantly slices through the mountain of speculative bunk written about convergent media. The author concisely argues that value in the Digital Television Era will shift from distributors to certain branded content creators and established packagers. Supported by easy to read tables and a relaxed writing style, Mr. Todreas scores solid hits up and down his analysis.

I recommend that all television and media professionals, as well as consultants, read VALUE CREATION to better understand their opportunities as we begin to break free of the distribution bottlenecks of the Cable Era.

If you are a marketer or pricer, understanding value is vital. This book is an easy to read, yet powerful framework for understanding value to customers in a very tangible way with direct financial consequences.

Congratulations to the team of writers for the book "Value Merchants". As someone whose whole job responsibility is to implement a value sales strategy and culture at a global industrial company, I was amazed at the clear and concise roadmap the book laid out. Not only is it filled with theoretical ideas of why it is important to create and document value for customers, but it gives a practical roadmap of how to transform a company into a value "merchant."

As most people in the world of sales know; today you either have to be the cheapest by line item, or if you're the best - you need to find a way to `explain this" so the purchasing, finance, production people can clearly see they are getting the best value for their organization. Without the ability to document the value that can be created and has been, you're left with little more than wishes and hopes, and finance people won't pay you for those.

Weather your in the business of dealing with distributors, final end users, Original Equipment Manufacturers, or the general public, a clear concise value proposition that can be understood in financial terms and has the "proof points" to sustain it will be the only way to move forward and not be caught in the commodity trap of "lowest unit price".

Finally, for any procurement or finance people, what a great read. Learn how to partner with your suppliers to reduce true real costs, and really drive bottom line earnings per share. A Total Cost of Operation relationship with a supplier that can prove their value differentiators will make you more profitable today and in the future.

Todd Snelgrove, Global Manager; Customer Value
SKF

No one will disagree with James Anderson, Nirmalya Kumar, and James Narus that it is important for businesses to deliver "superior value targeted to market segments and customer firms" while getting "an equitable return on the value delivered." Hence the importance of effective customer value management (CVM) that relies on customers' perceptions of value to gain an understanding of what customers' requirements and preferences are. Only then is it possible to determine in economic terms what that means. In this context, I am reminded of Warren Buffett's observation that "price is what you charge and value is what others think it's worth."

The co-authors explain how to:

1. assess customers' perceptions of value
2. conceptualize value
3. formulate an appropriate value proposition
4. substantiate value
5. create "naked solutions" with options
6. sell on value, not price
7. earn an equitable return
8. become a value merchant
9. leverage information from various sources
10. continue to be a value merchant

The CVM program the authors recommend in this volume is comprehensive, cohesive, and cost-effective. It will probably be of greatest value to C-level executives who are convinced that their companies are delivering superior value to their customers but have not convinced them of that. At this point, I presume to share two thoughts of my own, all of which are consistent with what the authors of this book assert. First, whatever an organization's size or nature, its executives must nail the economic essentials by knowing (a) exactly what the organization's operating costs are and (b) what the margin is on each product or service offered. I agree with Jason Jennings: "If it's DOA, bury it." Whoever and whatever that does not add value (directly or at least indirectly) to the organization should be eliminated. Second, the same strict standard should be applied to the given offering as well as to those who sell or service it: Whoever and whatever that does not add value (directly or at least indirectly) to the customer -- and at a profitable margin -- should be eliminated.

This is not an "easy read" but for those who absorb and digest the wealth of information and wisdom the authors provide, then apply whatever is relevant as their own organization' pursuit of its own objectives, this book can be of incalculable value. One final point: Merchants should be driven to provide superior value to two categories of customers: directly to their own, of course, but also indirectly to their customers' customers. I cannot think of a better way to lock in a valued customer than to do whatever is possible and (yes) prudent to help that customer to strengthen each of its own customer relationships. Think of that as Superior Value to the third or fourth power.

Should you read this book? That is a decision you must make but perhaps these questions will help: Does your organization now have a CVM program? Is it effective? If not, do you know why? Do your customers frequently thank you for helping them create value for their own customers? If your answer to any of these basic questions is "you," you need to read this book immediately.

Those who share my high regard for it are urged to check out Lawrence L. Steinmetz and William T. Brooks's How to Sell at Margins Higher Than Your Competitors: Winning Every Sale at Full Price, Rate, or Fee, Gary Hamel and C.K. Prahalad's Competing for the Future, Jason Jennings' Think Big, Act Small: How America's Best Performing Companies Keep the Start-up Spirit Alive, Anderson's The Long Tail: Why the Future of Business is Selling Less of More, and The Dollarization Discipline: How Smart Companies Create Customer Value...and Profit from It by Jeffrey J. Fox with Richard C. Gregory.

This is a small book but it is just jam packed with great information in an easy to understand format. Every new author or publisher will benefit from this book, I took many pages of notes while going through and marked many pages to go back to. You will not be disappointed.

This book actually does what so many promise but do not deliver; it is a comprehensive guide that addresses all of the many micro & macro issues, as well a the publishing industry's subtle nuances. It covers the entire gamut from I'd like to write a book. What should I do? To, I've written a book. What should I do?

Everything is here. The book provides a thorough description of the traditional avenues, to the changing preset, and provides an excellent perspective of the evolving future.

You've got questions? This book has almost all of the answers. I say almost, because while the publishing industry's future is evolving very quickly, several trends have already emerged. Because of the author's thoroughness, I assume this will be addressed in a later edition. But don't wait. This is an excellent treatise that guides you from concept to sales and everything in between.

Joan Phelps' background is in public relations and speech writing. Janice Phelps is the founder and editor-in-chief of Lucky Press (a mid-size publisher of titles on health, aviation, history, and self-help) and has worked on more than 150 books for the trade market, two of which won the Ben Franklin Award for independent publishing. Together, Janice and Joan Phelps draw upon their years of practical experience and personal expertise to present an effective "how to" guide for self-published authors and novice small press publishers seeking to successfully compete in the marketplace for the dollars of the reading public. Wham! Bam! Publishing: The Strategic Marketing Plan For Authors And Publishers offers is a variety of proven business techniques and resource lists applied to the business aspects of publishing (including the Midwest Book Review website). An ideal and highly recommended instructive introduction for those with no previous business or marketing experience, Wham! Bam! Publishing will walk the reader carefully through the business mission, vision, objectives, and strategies. Of special note are the chapters on book design, titling, and advice when dealing with writers. The invaluable appendices include: "Author's Marketing Input"; "Additional Business Tips for Authors"; "P.O.D. Publishing"; "A New Option for Childrens Books"; and a "How to Make A Book Checklist".

As a marketer if you don't read this you can say you are "left behind"! Every marketing professional should have and read this book.

It's a rare business book that purports to systematically measure the impact of a business strategy, especially as one as broad as advertising. Based on a panel of 2,000 households across the US, Jones reports findings based on the evaluation of 142 branded product advertising programs. He concludes that while advertising produced an average increase of 24% in short term sales and an average increase of 6% in long term sales, he find that the majority of campaigns (60%) are relatively neutral, 20% contribute to increased consumption, and 20% actually diminish sales, at least in the short run. This is a stark reminder that any company can advertise, but its the quality not the quantity that counts

Every marketing professional and specially media planner should read this book.

After reading some database marketing books, I just want to say this book is the best one for telecom direct marketing guys. As a direct marketing professional, I think this practical guide help me build strong confidence to get a related job in the telecompany next year.

Thank you, Mr. Mattison!

This is one of the only "introductory" books that actually bring value : after reading it you will understand the whole marketing processes in telco and how the marketing database supports it.

It provides a 360° presentation of all the components :

- Data sources

- Data Analysis (with many segmentation case)

- Processes, especially marketing campaign

- IT architecture (for managers ...)

I believe that the logic presented here can be extended to other industry : financial services, utilities, ...

A very good and easy reading

As an experienced telecommunications executive, I found this book to be amazingly easy to read, straightforward in its approach and insightful in its application. A MUST READ for anyone dealing with marketing in the communications industry, and any other industry for that matter. MAKES CRM UNDERSTANDABLE AND TANGIBLE.

The Wizard of Ads is an exciting approach to advertising that uses wit, philosophy, and inspiration to educate the reader on succesful advertising for any business. From ad copy to strategy, the Wizard of Ads supplies short, easy-to-read vignettes that can be directly applied to many specific issues an advertiser may encounter. I often refer back to these books to tackle daily encounters and share them with my clients because they are presented in such a way that makes perfect sense. I liken these brief essays to parables told by Jesus in the Bible. They are perfect metaphors for so many things we deal with as advertisers.

What is branding? How do people really remember you? How do you build your brand? These books get back to the basics. There really is a magical formula. For you. For your company.

I bought these books because it was different. It disagreed with everything I had previously learnt. This book can change the way you think. Forever. My mind turns in a completely new direction. Seeing things from a complete new angle. How can anybody pass up such an opportunity?

The unedited Wizard of Ads trilogy on audio CD, featuring the Wizard, himself, reading his own books, professionally produced and lavishly packaged.

You're buying all 3 for one price. Wow.

The Wizard of Ads -
voted 1998 Business Book of the Year - on 6 CDs - 5hours, 7 minutes.

Secret Formulas of the Wizard of Ads -
The Wall Street Journal #1 Business Book in America and a NY Times business bestseller - on 6 CDs - 4 hours, 45 minutes.

Magical Worlds of the Wizard of Ads -

Another Wall Street Journal bestseller, the stunning conclusion of the Wizard trilogy - on 7 CDs - 6 hours, 9 minutes.

Sixteen Hours of amazing stuff.

How can you go wrong?

Here's a book that should be on the desk of every person in marketing or advertising any place on the globe. Ms. Moses has penned a fascinating first-person account, describing the burgeoning teen market. The future for all multinationals will be trying to market into the Third World's teen market. Elissa Moses shows you how.

teenagers need to read this to find out just how stupid they are. we all go through this moronic period in life, when market forces prey on our immature and unsuspecting minds. it usually starts at 15, but for some it finishes at 30. we are preyed upon by a constant bombardment of commercials which subliminally discourage us from investing in our future. MTV warps our brains and we forgo our savings on overvalued and hyped up trinkets that help us conform to nonconformity. we end up with racks of CDs and a cuboard full of designer shoes, but no downpayment for our apartment when we realize that life is serious. there aught to be a law against this!

I create full web marketing plans for my clients who want to break into the Internet via the web with a focus on search marketing and call-to-action oriented content. This little book takes note of several emerging Internet-based marketing trends.

With insights and latest data on the full range of media, including TV, radio, internet (incl. rich media), outdoor and much more, plus Top 100 Markets, at-a-glance section organization, and a helpful glossary, this pocket-sized reference is a quick, lightweight companion on the way to the office, cab or flight. Take it to the hotel and review before the big client meeting. There are tons of ways to make the most of this handy tool. I've seen how it can make the difference when quick numbers and insights are what's needed to sketch out a media buying plan.

Awesome! Thanks Ron. Just in time. I'm looking forward to buying other things from your store. I appreciate it. We just landed a major national media account with stores in 15 media markets, and for a small agency, data costs are just sky high. This is great.

Margaret, Media Planning/Buying Service

This books is really quite nice. It's got a lot of great ads in from all the american marques, and it provides a great trip down memory lane. It can be tough to reproduce ads in sizes other than their orignal, but the book does a great job of it...

This book is, without doubt, the best book I ever read

Practical benchmarks, Keen insight, & logical categorization. If you want to know more about the communication paradigm after hype of the concept, brand, this is a perfect and wonderful book

There's a growing belief among ad industry pros that the possibilities of conventional advertising media approaches has been exhausted and new media challenges point the way to a different advertising approach, yet Ads to Icons: How Advertising Succeeds in a Multimedia Age is the first specific guide to modern media advertising which analyzes in depth how the industry has developed these new approaches. 50 advertising projects from around the world are considered in case studies showing different uses of advertising in the post-digital world, making for a solid reference for any college-level business library where advertising and marketing are top subjects.