Master the art of word of mouth marketing with this practical hands-on guide. With straightforward advice and humour, marketing expert Andy Sernovitz will show you how the world's most respected and profitable companies get their best customers for free through the power of word of mouth. Learn the five essential steps that make word of mouth work and everything you need to get started. Understand the real purpose of blogs, communities, viral email, evangelists, and buzz -- when to use them and how simple it is to make them work. Learn what sparks the irrepressible enthusiasm of Apple and TiVo fans. Understand why everyone is talking about a certain restaurant, car, band, or dry cleaner -- and why other businesses and products are ignored. Discover why some products become huge successes without a penny of promotion--and why some multi-million-dollar advertising campaigns fail to get noticed.

Differentiate or Die

To connect with today's buyer, you need to stop pushing your message out and start pulling your customers in. The rules of marketing have changed and the key to winning is to use this change to your advantage.

If you've wondered how to get found in Google or why blogs and social media sites like Facebook and Twitter are important, Inbound Marketing is the book for you. HubSpot founders Brian Halligan and Dharmesh Shah give you the tools and strategies you need to improve your Google search rankings; build a blog to promote your business; grow and nurture a community on social media sites; and analyze which of your online marketing efforts are working.

Influence, the classic book on persuasion, explains the psychology of why people say "yes"—and how to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves people to change behaviour has resulted in this highly acclaimed book.

You'll learn the six universal principles, how to use them to become a skilled persuader — and how to defend yourself against them. Perfect for people in all walks of life, the principles of Influence will move you toward profound personal change and act as a driving force for your success.

Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.

Topics covered include brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, segmentation, targeting, positioning, and integrated marketing communications.

For marketing professionals who place special emphasis on creativity and imagination in marketing management.

 Why do so many chief marketing officers of multinationals last only two or three years on the job? Because product and country marketing teams – or “silos” – make their professional mandate impossible. Without synergy across silos, global CMOs cannot achieve their goals.

In this eminently practical audiobook, branding guru David A. Aaker tells CMOs what they must do:

• Find the right role and scope
• Gain credibility and buy-in
• Use teams to link silos
• Develop a common planning process
• Adapt the master brand to silo markets
• Prioritize brands in the portfolio
• Develop silo-spanning marketing programs

The Internet and social media have transformed the way companies communicate with consumers. The New Rules of Marketing and PR shows you how to leverage the potential of web-based communication to build a personal link with your market. Forget old advertising tactics that don't work online. Adopt the new rules and start a profitable relationship with your buyers and those who influence them.

Where the Suckers Moon is about one thing: how a good ad agency and a good car company got together to produce ads that didn't sell any cars. The book chronicles a few parallel stories: how Subaru was created out of the wreckage of post-war Japan, how a street-smart American company started importing it and selling it in the 60's, and how a crafty ad agency (Wieden and Kennedy) turned their countercultural success with Nike into a long-term franchise.