Book Description
Stay up with the latest marketing developments with this essential book!
Built around the authors' seminal 4Ps (Product, Price, Place, Promotion) framework, Essentials of Marketing, Tenth Edition, is revised to integrate new concepts and timely examples. Unfolding trends are covered, including multi-channel marketing, customer equity, customer-initiated interactive communications, ethical issues, and more. The innovative CD features video clips to accompany cases in the text.
Customer Reviews:
Marketing at a glance.......2006-11-03
Text provided an excellent view of the marketing process. Will be a benefit to have long after the course has finished.
Excellent Product.......2006-02-26
My Grandson is the student who used this book. He said it was the correct text for his course and it may have helped him receive an A grade.
Book Description
McDaniel and Gates stand out from the crowd!
When it comes to putting you on the frontlines of the marketing research industry, McDaniel and Gates stand out from the crowd. These authors deliver the hottest trends, insights, and advances in the field, with a focus on how marketing research is practiced today.
Based on their successful Marketing Research, 6th Edition, this paperback text offers the same user-oriented, real-world focus, and cutting-edge content in a more streamlined format.
* Authors wired to the marketing research industry: Unlike many other marketing research texts, Marketing Research Essentials provides a real-world view of the field from authors who are industry insiders. Together, they bring more than 40 years of marketing research experience to this edition.
* A strong focus on how to use research: McDaniel and Gates focus on using and analyzing market research results, rather than actually doing the market research.
* Real-world perspective: Throughout the text, the authors inject a healthy dose of reality into the discussion, including intriguing examples of how real companies use marketing research and war stories from the frontlines of the field.
* New learning tools put you in the know: New chapter-opening Visual Checklists and chapter-ending Visual Summaries help reinforce your understanding of the material.
* Includes the student version of SPSS 13: In addition, new SPSS exercises at the end of the quantitative chapters give you hands-on experience. Data sets for the software are available on the companion website at www.wiley.com/college/mcdaniel.
Customer Reviews:
Could be better..........2007-03-20
My high expectations for this pricey book were not met. They cover basic statistics, a watered down version. Other than a couple of concepts I could have gotten the rest of the book from an elementary statistics book. Even though the title says its for market research, it does not cover any of the important concepts of market research- market segmentation, cluster analysis, factor analysis, etc.
Book Description
Essentials of Health Care Marketing, Second Edition, is a complete curriculum of marketing management tools and techniques and is ideal for graduate courses, though advanced undergraduates can readily grasp the level of presentation. Chapters include learning objectives, key terms, and chapter problems for discussion. The text is filled with examples from a wide array of health care providers, health systems, HMOs, physician-hospital organizations, and more, the chapters cover market research, strategy, and the strategic marketing process. This ideal teaching tool includes an Instructors' Manual and PowerPoints™.
This book provides a reader with a foundational knowledge of the principles of marketing and their application in healthcare. Moreover, as health care has changed over the past twenty years, this text provides a perspective of how the application of marketing principles also must shift in terms of their strategic application to respond to the changing environmental forces of the marketplace.
Book Description
In an economy where efficiency and delivery are key, Software Product Management Essentials is required reading for any software product manager. Software Product Management Essentials is a hands-on guide to help new product managers sift through the numerous tasks and responsibilities involved in this pinnacle job. The book is loaded with tips and example best practices to help even experienced product managers optimize their time and effectiveness. The book focuses on the unique challenges of being a Product Manager in a small to mid-sized software company. It provides a framework for the role of the Product Manager in an environment where there are few resources available to help in tackling the many things needed for a quality, on-time delivery of software. Whether you are already a Product Manager or considering a new career in product management, Software Product Management Essentials details a day-in-the-life experience of a PM with both the glory and challenges one faces in this role. Engineers, marketing personnel, quality assurance teams, technical writers, and anyone involved in the product delivery process will find this book extremely useful right away in optimizing the day-to-day interactions across a smaller software organization.
Emphasizing that code is only part of the overall software product, Software Product Management Essentials stresses the importance of championing a product. Critical topics covered in the book include the product delivery process, beta testing, launching a software product, and software pricing. An entire chapter is dedicated to the issues of expanding the business internationally and the issues a Product Manager must consider before and during expansion. Numerous templates are provided to fast track the Product Manager's work including a sample non-disclosure agreement, product delivery checklist, and beta test agreement and summary.
Customer Reviews:
Great Book!.......2007-07-08
I recommend this book to all PMs. It has very practical ready to use tools. Appendixes are very helpful.
Great resource for foreign PMs.......2006-07-25
I recently moved to the US and while I managed software products in my native country, I wasn't familiar with the process or all of the terms used in the US. This book was very helpful as it didn't complicate or assume anything. Software is hard enough to manage - books about managing it shouldn't be. I appreciated that. The templates at the end saved me a lot of time and expense. I never expect any one book to answer all questions but for me, this book was a great help in my recent transition.
A Great Way to Learn & Confirm Product Management.......2006-07-22
As I went to go and post a review of this book, I was shocked to see some of the negative reviews that are here. This book was fantastic in that it was simple, clear, and comprehensive. I've been a product manager for over 15 years and have managed product managers for the last 7. I work in a very successful software company and have been a successful PM. I was looking for a tool to help train my staff and this book was recommended by one of my colleagues at another company who is also a succsssful manager of PMs. I am glad I listened to my friend and not the people who think they know too much and need boast this via an Amazon book review. From my perspective, this book really helps - it helps new PMs understand what they are expected to do and how to do it. It also confirmed for me what I should expect of my employees and gave me some really staightforward tools to use, even after all these years. If you want a solid and accurate view of software product management, this is it. If the book missed anything, it was how to deal with unfulfilled engineering types....maybe next version?
If this book is helpful to you, you have no business being in software product management.......2006-07-04
This book might have been essential back in 1998 when any goof with a good idea started a software company. But we've moved WAY beyond that.
Today, anyone in the software business should be able to have written this book. Its coverage is broad and cursory: development process, requirements management, product delivery, beta testing, pricing, internationalization, and more all in 139 pages (the rest of the book is sample documents).
As an example of how shallow this book is, on page 129 she sees it necessary to define a "byte" as "a single computer memory space." Please. If you hope to be a software product manager but don't know what a byte is, don't give up your day job.
The sample documents in the appendices are not bad but they don't justify the cost of the book.
The book contains numerous instances of unclear writing which lead me to believe the book was not edited professionally.
Good Overview of Product Management.......2006-03-01
Overall: Good book to provide an introduction to product management. Also has a good set of sample document templates that can serve as guidelines.
Depth: I think the book does not intend to go in more detail by design. I would have liked more deep dive on some topics like the Pricing models, Role of the PM in the organization etc. But again, this book was probably not intended that way.
Breadth: It covers all the various areas pretty well I think.
Price: I would have expected a lot more material for the price tag. I was a little disappointed with the size and depth of the book in this regard.
Amazon.com
This is Moore's second book expounding his high-tech marketing theories, focusing on what to do when you've followed his advice in Crossing the Chasm so well that customers are beating down your door and crawling in the windows, putting your business into a new lifecycle stage: the mass market.
Book Description
In this, the second of Geoff Moore's classic three–part marketing series, Moore provides highly useful guidelines for moving products beyond early adopters and into the lucrative mainstream market.
Updated for the HarperBusiness Essentials series with a new author's note.
Once a product ⢲osses the chasm⟩t is faced with the ⳯rnado,⟡ make or break time period where mainstream customers determine whether the product takes off or falls flat. In Inside the Tornado, Moore details various marketing strategies that will teach marketers how reach these customers and how to take advantage of living inside the tornado in order to reap the benefits of mainstream adoption.
Download Description
The bestselling guide to the high-stakes world of high tech--now in paperback! Exploring the new high-tech landscape and its implications for business strategy, Geoffrey Moore provides highly useful guidelines for moving products beyond early adopters and into the lucrative mainstream market. From marketing to overall business strategy, Inside the Tornado is a must-read for anyone in the high-tech business.
Customer Reviews:
Inside The Tornado.......2007-08-03
Classic textbook style. Lots of charts and good information. Moore's writing style is basic academic but available nevertheless. If you do marketing in a fast-growing busines or emerging market, this is an essential part of your toolkit. The paper and printing are pocket paperback quality.
WOW!.......2007-06-11
Granted I haven't yet read the predecessor to this book, Crossing the Chasm, but this is the best business book I have read focusing on the external aspects of business. Most business books focus internally - what you and/or your company needs to do. This book takes the approach that what one does has a dependency on what's going on with the market.
The market, as defined in Crossing the Chasm, and repeated here, is divided into five sections/phases - Innovators (techies), Early Adopters (visionaries), Early Majority (pragmatists), Late Majority (conservatives), and Laggards (skeptics). Each of these groups has it's own needs that must be addressed. The predecessor deals with the "chasm" between the Early Adopters and the Early Majority. This book focuses on the tornado that occurs when a company/product gains traction with the Early Majority.
This book also borrows the concepts of "value disciplines" from "The Discipline of Market Leaders" and applies it to the various sections. There are three, somewhat mutually exclusive, disciplines - product leadership, operational excellence, and customer intimacy. It shows how initially the keys to success are focusing on product leadership and customer intimacy. Then, in the tornado, product leadership and operational excellence are key. Then, on main street, operational excellence and customer intimacy are critical.
The big challenge for people and for companies is, as with a manual transmission, shifting gears. This book does a fantastic job of explaining the changes needed at the different times, as well as how to determine when one reaches those times.
Excellent book for the technology market.......2007-05-03
Inside the Tornado is very insightful and descriptive of the technology life cycle and the experiences of a company throughout each phase. Each phase has its own dynamic of what is required of the product for success, the competition involved, roles as they relate to competition and positioning, and the leadership required throughout. Even though Inside the Tornado was written more than ten years ago, the overarching principles still apply as new technologies are created, adopted, and later replaced with a new paradigm to disrupt the market and start the cycle over again.
One of the best business books.......2006-02-20
This is probably the best and the most complete of the 3 books written by Geoffrey A. Moore. It is also one of the best business books that I have read in the past 5 years (I read a lot) . This is one of the few books that clearly states how that strategies that companies follow while crossing the Chasm differ from those while they are in the tornado or a mass adoption. It takes an indepth look at the general principles that an entrepreneurial venture should focus at during the inception stage including strategies for product design and deciding which verticals to target. It also describes how start up companies made their first sale and how they moved on from one vertical to another. And then how the very same companies adopted their products when the tornado arrived. In essence, it tells why and how companies like Oracle and Lotus could hold their ground and live under the radar in the presence of bigger rivals and how they outdid them.
This book is an exceptional resource for any Entrepreneur and business development manager or someone starting a new venture. I would highly recommend this book if you are an investment manager and invest in growth companies for this book gives you a yardstick to measure the progress of start ups and new ventures.
An AWESOME thought-provoker on high-tech strategy.......2005-12-13
Thankfully, this is NOT littered with platitudes and meaningless anaologies, the hallmarks of 99% of the latest-and-greatest business books. Especially since it was written in 1999, Moore's is an incredibly insightful and prophetic book on strategy for the high-tech industry. He was predicting cutting edge changes then that are coming into reality today in 2005. The book is much more descriptive than prescriptive though, and is best used as a tool to instigate discussions about corporate strategy, rather than as a checklist for strategic implementation.
I help run an online software development company and although it isn't exactly "high tech" I still found the vast majority of it very helpful and the rest of it fascinating. Market shifts are demanding broadband wireless Internet everywhere--free. Companies are shifting towards web-basing software applications. All very relevant to my business.
The book is well written, an easy and moderately fast read, and very accessible by anyone who is technology-savvy enough to at least hold an email address. Yes, buy it. Buy the paperback and save money.
Short Synopsis: In the infancy of a market, products need to be highly tailored to meet the psychological and technical needs of leading edge techno-geeks; nothing new here. When a company wants to take that product and make it marketable to the middle majority--where the biggest money sits--it requires a commitment to discipline and shift its strategy in order to do so. The emphasis shifts intially to identifying a single niche segment and creating a comprehensive, tailored product, that meets all of their needs--create the "whole product" by using partners and 3rd party services to patchwork the thing together. Then, stop tweaking the product. If that works, pick related niches and go after them the same way, creating the "whole product" for each of them. Once people at large are comfortable enough to make the paradigm shift for that market (this all deals with new, high-tech changes) and start doing so en masse, the strategy must completely shift again to a ship-first / fix-the-product-later mentality in a mad, market share scramble. At this phase, you are "In the Tornado." Lots of examples of successful and abysmal strategies used by high tech companies whose names are familiar to everyone, at each stage mentioned above.
Book Description
In response to strong market feedback, Essentials of Marketing Research, 2e, was developed directly from the eight edition of William Zikmund's best-selling Exploring Marketing Research text. Designed specifically for instructors who prefer a more concise introduction to marketing research topics, Essentials of Marketing Research, 2e, reflects the astonishing changes in information technology that have taken place since the previous edition. While this edition continues to focus on the time honored, traditional marketing research methods, the addition of extensive coverage of Internet research is a major change in this edition. Internet issues are carefully placed throughout the text to combine basic marketing research concepts with the emerging Internet power to conduct effective marketing research.
Customer Reviews:
Highly Recommended for Business & Marketing Students.......1999-09-06
This first edition of Essentials of Marketing Research is written by Professor William G. Zikmund of Oklahoma State University, author of the best-selling Exploring Marketing Research (now in seventh edition) and Business Research Methods (now in sixth edition).
Shorter than Exploring Marketing Research, it nevertheless presents a lively picture of contemporary marketing research. Its emphasis on practical applications gives business and marketing students a basic understanding of the scope of marketing research.
The result is not a dry, technical and analytical treatment of advanced data analysis or statistical techniques but an accurate presentation of the "big picture" of marketing research as a dynamic, creative and enjoyable pursuit.
Book Description
ESSENTIALS OF MARKETING, 5th continues the tradition of providing comprehensive, up-to-the minute coverage of key marketing topics in a brief text. ESSENTIALS OF MARKETING, 5th is ideal for those who wish to incorporate outside projects or readings into their course. Key principles are illustrated by hundreds of fresh, new examples, while the latest concepts and theories are covered in detail with numerous illustrations. Organized around the marketing mix, this thoroughly revised text features a comprehensive supplement package.
Customer Reviews:
Good Basics Intro.......2007-08-07
This book basically covers it all from basic concepts to how to market a retail chain. It serves as a great into book to marketing and is pretty easy to read along with many graphics and charts. It's sectioned off well enough to grasp particular concepts without having to read the entire book also.
Get to the basics without the heavy details.......2005-11-10
It seems like marketing books are getting longer and longer, trying to make marketing more and more complicated. It isn't rocket science. Essentials of Marketing goes in the oppositer direction, giving you the basics of things that will work. Covers all phases of the marketing mix and does it with a style that isn't the usual stuffiness. The fact the book is in the 4th edition says it has staying power.
The Marketing Environment and Marketing Ethics.......1999-10-20
An Overview of Marketing , The Marketing Environment and Marketing Ethics,Consumer Decision Marking
Book Description
Effective marketing can mean the difference between runaway successes and costly flops. Covering everything from customer programs to ad campaigns to sales promotions, this is every marketer’s hands-on guide to turning opportunities into profits.
Customer Reviews:
Simple and Effective Marketing Strategies.......2007-03-25
There are many books in my library devoted to more specific areas of marketing, but this is hands-down my favorite for covering the basics. It provides the information in a simple and easy-to-use format, and also includes plenty of references for additional reading.
Chapter 1 covers the basics of business strategy, alignment of marketing strategy with business strategy, and explains the changes in the phases of the product or service life cycle.
Chapter 2 discusses marketing plan creation, elements of marketing mix, applying the mix to a target market, paths to customer, placement and promotion.
Chapter 3, my favorite due to its research focus, discusses formal and informal methods of market research, the research process, and methods for analyzing customer preferences. This chapter also stresses the importance of utilizing those individuals who work closely with clients for informal research. It also includes tips on making a marketing-oriented company's workforce more outward-looking, such as sending technical people to key conferences, having them continually scan the literature and industry news, and sending them on customer calls with sales reps.
Chapter 4 focuses on market segmentation, as well as the basics of multifactor, relevant and effective segmentation, targeting the right segments, and positioning the product or service in the minds of customers.
Chapter 5, Competitor Analysis, explains how to identify and size up competitors according to strengths and weaknesses, as well as how to understand the five forces that make markets attractive or unattractive.
Chapter 6 discusses brand differentiation, and explains how commodity products and services are differentiated, approaches to differentiation, and differentiation through branding.
Chapter 7 discusses "The Right Customers", and includes information on understanding how customers differ in economic value, how to focus customer acquisition and retention resources, identifying sources and causes of defection, and gaining a greater share of the wallet.
Chapter 8 is devoted to new product development. It discusses horizontal and vertical product line extensions, NPD process, the stage-gate system for go-no go decisions, and the important role of marketing in the development process.
Chapter 9 is devoted entirely to pricing, and includes helpful information on cost-plus pricing, pricing and the experience curve, pricing for "snob appeal", stealth price increases, price promotions, pricing and customer-perceived value, and pricing throughout the product life cycle.
Chapter 10 talks about integrated marketing communications, including the six steps of the purchase decision, key communication vehicles, the six "M"'s of marketing communications, and guidelines for coordination.
Chapter 11 delves into interactive marketing, and discusses online commerce, e-mail campaigns, and best practices for web-based merchandising.
Of special interest to companies doing business in multiple countries and cultures, Chapter 12 goes into "Marketing Across Borders". It covers standardized versus customized products, successes and failure among "world" products, and control of global marketing decisions.
Chapter 13 discusses the future of marketing. It goes into the importance of delivering on marketing promises, growing fragmentation of U.S. markets, accountability for results, and ethical marketing behavior.
My only (minor) criticism of this book is that, in spite of the prominence of the word "toolkit" in the title, the appendices include only 3 actual tools. In my opinion, the information provided in the above-described chapters is far more valuable than the tools.
Book Description
Real estate can be a rewarding career - for those with the savvy to succeed. Written by a real estate training authority, Real Estate Marketing Sales Essentials: Steps for Success equips new and experienced agents alike with a comprehensive resource of invaluable tips, advice, and hands-on instruction on how to convert their knowledge into sales - and profits. The book walks readers through the major daily activities of real estate professionals, including prospecting for seller appointments, seller listing procedures, prospecting for buyer appointments, buyer listing procedures, objection handling techniques, client follow-up, referrals, contract writing, negotiation, closing, financing, and more. It also offers sound advice on the characteristics of successful salespeople, equipping readers with insight on such key skills as professionalism, ethics, technology, time management, and the psychology of marketing. Agents are already sold, praising Steps for Success for its real-world scenarios, out-of-the-box thinking, humorous examples, valuable timesavers, and cost-cutting advice.
Customer Reviews:
Excellent for new agents or seasoned!.......2007-09-25
I am an experienced agent, but bought this book after about my first year in the business. I went through a stage where I searched Amazon for all books related to the business of real estate that had good reviews and purchased them. Then it sat on my shelf for about a year or so. Things got so busy and hectic that I didn't have time to read anything! I moved out of state and started up again in my new location so I had some free time on my hands.
After reading this book, I was sorry I didn't go through it sooner. Regardless of that - it reminded me of some basic principles that got lost along the way and it was just a fantastic refresher. I HIGHLY recommend this book to new agents and it has certainly earned it's spot on my book shelf to flip through now and again.
Very few parts of the book I would consider 'out-dated' for the way we do business today - it gets back to the basics of selling and client prospecting. There was a time when agents got into this business and didn't have to learn any of it - clients fell in their lap. The world of real estate is changing and it's going back to the 'good ole days'. New agents, relish in the many scripts and suggestions this book will offer to you.
Wishing you all success....
More of the same.......2007-01-04
I was somewhat disappointed in this book. I work for Century21 and had higher expectations. I found the material in this book to be a repeat of all of the other books I've read on how to be a top producer. If you REALLY, REALLY want to know how to get listings, I recommend Bill Nasby's Door to Success CD series. In fact I would recommend any of the Bill Nasby products over what I've read by people claiming to have the materials you need to be a top producer.
New to real estate.......2006-10-17
Hamilton has outlned some very effective strategies. I'm making it work already. The book is worth the investment. Rewards I hope to reap: satisfied customers, seamless deals, increased sales. Full of ideas, this book is good.
WOW, Everything you need.......2005-10-07
I have never written a review on this site before. This book compelled me to do so. Mr Hamiltom breaks it down to the nitty gritty. He includes scripts, for prospecting, how to deal with FSBO's, even with no call. I have purchased many books on selling real estate but this is by far the best. Next is "Keller's" book "TMREA". This book is newer and better in my opinion than the new D. Kennedy book. Newbie's or 3 year veteran buy it.
Great Book!!.......2005-08-02
This book is an excellent tool for learning how to be successfull in real estate. Whether you have been in the business 10 years or just starting this book is very helpful.
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Books Index
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General
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Essentials of Economics (5th Edition)
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Accounting: What the Numbers Mean
Beyond Integrity: A Judeo-Christian Approach to Business Ethics
Statistics: Concepts and Controversies
