andreweverett360 Book Review, Marketing

The Green Banana Papers: Marketing Secrets for Technology Entrepreneurs


The Green Banana Papers: Marketing Secrets for Technology Entrepreneurs
by Chris Coleman

Written primarily for CEOs of technology startups, the concepts in this book are more widely applicable in business-to-business marketing (B2B). Chris Coleman founded the technology marketing firm Folio Z in 1986 and sold it in 2000.

“Marketing is everything you do to influence a positive buying decision—both now and a hundred years from now.”

My favorite line from the book is: “Never imitate you competitors. They don’t know what they’re doing either.”

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andreweverett360 Book Review, Marketing

The New Rules of Marketing and PR

the-new-rules-of-marketing-and-pr-4th


The New Rules of Marketing and PR, Fourth Edition
by David Meerman Scott

David Meerman Scott is an experienced marketing executive who says that interruption-based marketing techniques are ineffective. “I’ve done it the old way. It doesn’t work anymore.” Under the new rules, marketers publish their own content and speak directly with buyers.

“The Internet has made public relations public again… Your newsroom is for your buyers, not just the media… By building a media room that targets buyers, you will not only enhance those pages as a powerful marketing tool but also make a better media site for journalists.”

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andreweverett360 Book Review, Marketing

Email Marketing by the Numbers

email-marketing-by-the-numbers


Email Marketing by the Numbers
by Chris Baggott

With a title like Email Marketing by the Numbers, one would expect the book to cover testing and analytics. “The organizations that embrace testing as an integral part of their programs simply outperform those that don’t… Rarely can the people within a company judge what is going to be successful outside of it.”

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andreweverett360 Book Review, Marketing

Winning the Profit Game – Smarter Pricing, Smarter Branding

winning-the-profit-game


Winning the Profit Game – Smarter Pricing, Smarter Branding
by Robert G. Docters, Michael R. Reopel, Jeanne-Mey Sun and Stephen M. Tanny

Winning the Profit Game reveals the key to success: pricing which is integrated with brand management, cost management, and product development. Whatever the goal, such as market penetration, customer retention, or increasing margins, “the strategy should be reflected in the price.”

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