sales, marketing, branding and product books

Marketing High Technology An insider's view	William Davidow	Must read for technical marketeers. Written while Bill was V.P. Marketing at Intel. Source of famous quote: "Engineers make devices, marketeers make products".
Crossing the Chasm Marketing and selling high-tech products to mainstream customers	Geoffrey Moore	A core concept for all tehnical marketing - and many others too. Fun, esay, insightful. Required reading if you expect to work in technology marketing.
Inside the Tornado Marketing strategies from Silicon Valley's cutting edge	Geoffrey Moore	Also very good. Important concepts for planning targets and distribution channels. Don't even think of starting a technology company without reading this Moore book too.
The Regis Touch New marketing strategies for uncertain times.	Regis McKenna	Still the basic primer for technology P.R.
Relationship Marketing Successful strategies for the age of the customer	Regis McKenna	How come so many executives still don't get positioning? Perhaps you can take the lead for your company here.
Guerrilla Publicity Hundreds of sure-fire tactics	J. Levinson, R. Frsihman, J. Lubin	The book I wish I wrote. Every basic idea and trick of the trade for anyone new to P.R. - and everyone who ever wrote a book.
Futurize Your Enterprize Business strategy in the age of the e-customer.	David Siegel	If you haven't figured out the importance of the e-customer, read this before the week is out.
The Tipping Point How little things can make a big difference	Malcolm Gladwell	A watershed book. Must reading for all in advertising and marketing - especially to the masses. An Amazon.com top 500 best seller.....I had to get it when I heard everyone raving about it....and now I rave too.
Marketing Straight to the Heart	Barry Feig	OK, I know it is difficult to quantify and to sell to management and business schools do not teach it....that is why you had better learn it....if your customers have a heart pumping at all.
The Popcorn Report	Faith Popcorn	The book that put this visionary on the map, and taught all of us about long range planning.
Cyber Rules Strategies for excelling at e-business.	Thomas Siebel and Pat House	If you are a Siebel or CRM fan, you may be able to chew through this. Big I.T. bias.
Permission Marketing Turning strangers into friends, and friends into customers	Seth Godin	Don't do email marketing without reading this book, or many other articles on the subject.
Value Added Public Relations The secret weapon of integrated marketing	Thomas L. Harris	Wow, P.R. for big consumer companies. What a novel idea! Wouldn't hurt any new student of integrated marketing to read this.
Marketing on the Internet	Jan Zimmerman	One of many new texts on the subject, but this one is kept up to date. Go for 5th edition or later if you can. This is the only book from which students tell me they really learned something.
The Essence of International Marketing	Stan Paliwoda	A great, short book primer on international marketing if you can find a copy.
Internet Marketing	Charles F. Hofacker	Easy read, with strong connections to the Wall Street Journal, including a password for online access.
Word of Mouth Marketing	Jerry Wilson	Still the most powerful marketing message medium. And one of the best books on the subject.
Positioning: The Battle for Your Mind	Trout & Reis	The first and best book on the subject. Get your own copy and read it at least once a year.
How to Write a Good Advertisement	Vic Schwab	Why do so many managers think they can do advertising without ever having studied it? At least learn the basics before you waste your money.
Bottom Up Marketing	Ries and Trout	Practical and effective. Without having to rejigger all your strategies and personnel. From the masters of marketing warfare.
The 22 Immutable Laws of Marketing	Ries and Trout	The basic rules from the masters. See ho wmany you agree with.
Creating Demand Move the masses to buy your product, service or idea	R. Ott	Succeed at this, and you have succeeded as a marketer, whatever your position.
The Marketing Imagination	Theodore Levitt	Makes you think.
Guerilla Marketing Secrets for making big profits from your small business	Jay Levinson	The original and the best guerilla marketing book.
How to Drive Your Competition Crazy	Guy Kawasaki	Guy finally returns to writing a practical book which doesn't make you feel like he is preaching too much.
SURE Fire Direct Response Marketing Business-to-business sales leads for bottom-line success	Russell Kern	Direct mail is still magic.....but there are known ways to succeed. Read this or hire the West Coast master himself.
Marketing on a shoestring Low cost tipms for marketing your products or services	J. Davidson	The title says it all.
Marketing Warfare	Ries & Trout	At first I never read this book because of the military theme, but then later discovered how appropriate it was. Especially when you have to martial a lot of troops to get going.
My Life in Advertising and Scientific Advertising	Claude Hopkins	You are spending a lot of money. Two classics in one. Rave reviews. Shouldn't you sometimes use some science, and not just trust your gut?
Magnet Marketing The ultimate strategy for attracting and retaining customers	Graham & Bennett	So much smarter way to do things. Hard to get your boss to understand. But so slick when it works.
The Invisible Touch The Four Keys to Modern Marketing	Harry Beckwith	Easy read or listen, especially if you are new to marketing.
The World's Best Known Marketing Secret Building your business with word-of-mouth marketing	Ivan Misner & Virginia Devine	Does your company actively network and generate Word of Mouth? For many, this is their major marketing channel - especially local businesses.
Radical Marketing From Harvard to Harley, lessons from ten that broke the rules and made it big	Sam Hill & Glenn Rifkin	Calling all Marketeers and CEO's. Wake up and do something different if you want to stand apart from the crowd.
The Wizard of Ads Turning words into magic and dreamers into millionaires	Roy Williams	Judge a book by its cover? Then you won't be able to resist this one. And you need to know all these lessons if you are making any sort of creative advertising.
EVEolution The Eight Truths of Marketing to Women	Faith Popcorn	If you haven't realized it yet, women control the purse strings. Read this by a top futurist and watch the movie "What Women Want".
Business-to-Business Internet Marketing Five proven strategies for increasing profits through internet direct marketing	Barry Silverstein	If you are involved in direct marketing or distribution channel sales, and don't have a strong handle on the options available online, this should be your first serious cookbook.

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All opinions and criticisms of books listed on the critic's corner are the personal opinions of Athol Foden himself, based on many years of working and teaching in technology sales and marketing. He has no relationship with any of the authors or publishers listed. Provided simply as a service for students and technology marketeers worldwide.