Business Bookshelf: Marketing

Marketing to the New Super Consumer Mom & Kid, by Tim Coffey, Dave Siegel and Greg Livingston, explain how today’s parents and children have developed a close relationship in the consumer realm, with kids influencing parents’ purchasing behavior of high ticket family items like cars and vacations as well as mom’s personal choices, not just kids’ goods.

Guerrilla Marketing on the Frontlines: 35 World Class Strategies to Send Your Profits Soaring, by Jay Conrad Levinson and Mitch Meyerson, covers topics such as business networking, building partnerships, developing go-to-market strategies, cause marketing and writing winning sales copy.

Marketing to Leading-Edge Baby Boomers, by Brent Green, is in its second and seriously expanded addition, with 150 new pages of advice and insight into influences and attitudes of this ubiquitous generation. More a think piece than a blueprint, Green even includes a science-fictional sketch of what life might be like for Boomers in 2028.

Marketing with Newsletters by Elaine Floyd, second edition, covers all the basics: setting up mailing lists; expanding readership; saving money, even finding other people to write the content, as well as how to dodge potential copyright problems and make the transition from print to Web if you haven’t already. 

Last but not least, there’s How to More Stuff! Promotional Marketing That Really Works, by Steve Smith with Don E. Schultz. In addition to a title that’s bound to appeal to just about any businessperson, Smith & Schultz offer info on how to implement sweepstakes, coupons, tie-ins, sponsorships, rebates and refunds, discounts, events, samples, premiums and more, as well as how to track their success.