LaTanya's Book Picks

Barnes and Noble

aftershock by Robert B. Reich

The author of 12 acclaimed books, Robert B. Reich is a Chancellor's Professor of Public Policy at the University of California, Berkeley, and has served in three national administrations. While many blamed Wall Street for the financial meltdown, Aftershock points a finger at a national economy in which wealth is increasingly concentrated at the top—and where a grasping middle class simply does not have the resources to remain viable.

freefall by

The New York Times - Kevin Phillips

Freefall has three standout strengths. First, it is a powerful indictment of Wall Street, the United States financial sector and the Federal Reserve Board. Second, it offers a reluctant but persuasive elaboration of how the Obama administration decided to embrace the financial sector and the Fed, continuing and enlarging both the bailout and the too-big-to-fail philosophy that it inherited from George W. Bush. Finally, it is a blunt attack on Stiglitz's own profession, for transforming "scientific discipline" into "free-market capitalism's biggest cheerleader"…Stiglitz's virtue is that he minces few words.

the social media bible by

"Lon Safko and The Social Media Bible address the key questions—Why should I take part in social media? How should I take part? How do I reap the greatest benefits?—while also providing the push to take the next step." —Jeff Hagen, Director, Consumer Services, General Mills

"Lon Safko is a serial technologist who really understands social media and is also blessed with the gift of being a great com-municator. His book deftly takes you from 'Social Media 101' all the way to PhD status in a format that is easy to browse, informative, and powerful."—Tom Asher, Director, Consumer Relations, North America, Levi Strauss & Co.

The new edition of the ultimate guide to social media

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You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice.

What do Starbucks and JetBlue and KrispyKreme and Apple and DutchBoy and Kensington and Zespri and Hard Candy have that you don't? How do they continue to confound critics and achieve spectacular growth, leaving behind former tried-and true brands to gasp their last?

Face it, the checklist of tired 'P's marketers have used for decades to get their product noticed -Pricing, Promotion, Publicity, to name a few-aren't working anymore. There's an exceptionally important 'P' that has to be added to the list. It's Purple Cow.
Cows, after you've seen one, or two, or ten, are boring. A Purple Cow, though...now that would be something. Purple Cow describes something phenomenal, something counterintuitive and exciting and flat out unbelievable. Every day, consumers come face to face with a lot of boring stuff-a lot of brown cows-but you can bet they won't forget a Purple Cow. And it's not a marketing function that you can slap on to your product or service. Purple Cow is inherent. It's built right in, or it's not there. Period.

In Purple Cow, Seth Godin urges you to put a Purple Cow into everything you build, and everything you do, to create something truly noticeable. It's a manifesto for marketers who want to help create products that are worth marketing in the first place.

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In this stunning new book, Malcolm Gladwell takes us on an intellectual journey through the world of "outliers"—the best and the brightest, the most famous and the most successful. He asks the question: what makes high-achievers different? His answer is that we pay too much attention to what successful people are like, and too little attention to where they are from: that is, their culture, their family, their generation, and the idiosyncratic experiences of their upbringing. Along the way he explains the secrets of software billionaires, what it takes to be a great soccer player, why Asians are good at math, and what made the Beatles the greatest rock band.

Brilliant and entertaining, OUTLIERS is a landmark work that will simultaneously delight and illuminate.

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Within the pages of this transformational book, Dr. Wayne W. Dyer reveals how to change the self-defeating thinking patterns that have prevented you from living at the highest levels of success, happiness, and health. Even though you may know what to think, actually changing those thinking habits that have been with you since childhood might be somewhat challenging.

If I changed, it would create family dramas . . . I’m too old or too young . . . I’m far too busy and tired . . . I can’t afford the things I truly want . . . It would be very difficult for me to do things differently . . . and I’ve always been this way . . . may all seem to be true, but they’re in fact just excuses. So the business of modifying habituated thinking patterns really comes down to tossing out the same tired old excuses and examining your beliefs in a new and truthful light.

In this groundbreaking work, Wayne presents a compendium of conscious and subconscious crutches employed by virtually everyone, along with ways to cast them aside once and for all. You’ll learn to apply specific questions to any excuse, and then proceed through the steps of a newparadigm. The old, habituated ways of thinking will melt away as you experience the absurdity of hanging on to them.
You’ll ultimately realize that there are no excuses worth defending, ever, even if they’ve always been part of your life—and the joy of releasing them will resonate throughout your very being. When you eliminate the need to explain your shortcomings or failures, you’ll awaken to the life of your dreams.
Excuses. . . Begone!

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In this best-seller, a staff writer for The New Yorker weighs the factors that determine good decision-making. Drawing on recent cognitive research, Gladwell concludes that those who quickly filter out extraneous information generally make better decisions than those who discount their first impressions. The author of The Tipping Point (2000) cites the implications for such areas as emergency situations and marketing, plus some notable exceptions. Annotation ©2005 Book News, Inc., Portland, OR

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This self help book will allow you to look at yourself as a person and it will also allow you to expose other people for who they really are as individuals.

This book will also allow you to become RICH in spirit and in character if you are the type of person that is accountable for the mistakes that you have made in your marriage or your relationship and if you make other people accountable for the mistakes that they have made.

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How to capture customers by learning to think the way they do

The most common complaint Bill Stinnett hears from his corporate clients is that would-be vendors and suppliers "just don't understand our business." In Think Like Your Customer, Stinnett explains why the key to landing corporate customers is to learn to think about the things executives and business owners think about and understand how they make complex buying decisions.

Drawing upon his years of experience as a Fortune 500 consultant, he offers sales and marketing professionals a powerful framework for understanding the inner workings of a business; knowing what motivates its executives and influences their buying decisions; identifying a company's organizational structure and decision-making psychology; and using that information to develop a winning strategy for influencing how and why the customer buys.

In addition, you receive:

  • Solid marketing insights delivered in a fun, breezy style by a top corporate consultant and seminar leader
  • Expert tips on how to maximize the value and profitability of relationships with corporate clients and customers
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The litany of dangers has been told many times before, but Mr. Friedman's voice is compelling and will be widely heard…Heads will be nodding across airport lounges, as readers absorb Mr. Friedman's common sense about how America and the world are dangerously addicted to cheap fossil fuels while we recklessly use the atmosphere as a dumping ground for carbon dioxide.

Occasionally blunt, often educational, but never boring, Thomas L. Friedman is among the best known and respected analysts of the Middle East. A three-time Pulitzer winner, his books and column for the New York Times take a no-nonsense, authoritative approach to complex global issues.

your life

Your Life Your Legacy, will give you the clarity. It identifies your own natural path to lasting wealth. It explains why it is that when you follow your natural path, you find your flow: you attract the resources you need to achieve your true potential.

The inside stories of 38 wealth creators, entertaining and thought provoking content which will help you identify and tap into your entrepreneurial "flow", and change the way you view wealth and life forever. (To purchase go to: www.xlstore.org)

rubies

POM Wonderful. FIJI Water. Teleflora. The Franklin Mint. Lynda Resnick's marketing triumphs read like an encyclopedia of branding. She is the smartest and hardest-working marketing brain in the business - the kind of marketer who can sell "ice sculptures to Eskimos." But her brilliant ideas aren't simply the result of random inspiration; they're the products of a systematic approach to marketing that any company -- large or small -- can adapt to achieve success. In RUBIES IN THE ORCHARD, she divulges her secrets for creating some of the world's most memorable and iconic brands, and the bull's-eye strategies to sell them.

Resnick believes that every company can find "rubies" in its orchard, elements of intrinsic value that consumers will desire. Here, she shows how every successful marketing campaign begins with uncovering these hidden gems, and communicating their value honestly and transparently to the consumer.

Through Resnick's behind-the-scenes narrative, we learn the secrets of her extraordinary successes, including: POM Wonderful, the wildly popular 100% pomegranate juice that created an entirely new product category out of a fickle and obscure fruit; and FIJI Water, a fledgling brand she transformed into the #1 premium bottled water in America, with sales that have increased 300% since 2004.
Click here to buy this book @ Barnes & Noble (www.bn.com)

soul purpose

Soul Purpose: by Jackee Holder

In Soul Purpose Jackee Holder takes you on a journey towards greater self awareness and spiritual growth. Through exercises and meditations, visualizations and affirmations Jackee helps you to tap into your creative spirit and tackle important issues such as building self esteem and confidence, breaking free of emotional baggage, and learning to take responsibility for your own life. Soul Purpose will help you realize that you have the potential right now to be whoever you want to be and live the life you really want to live.

“Every soul has a divine purpose. Jackee Holder eloquently and lovingly reminds us of the digging and excavation that is required to bring our soul into harmony with its purpose.: Lyanla Vanzant.
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Personality Not Included: Why Companies Lose Their Authenticity--And How Great Brands Get it Back by Rohit Bhargava

The age of the faceless corporation is over. In the new business era of the twenty first century, great brands and products must evoke a dynamic personality in order to attract passionate customers. Although many organizations hide their personality behind layers of packaged messaging and advertising, social media guru and influencer Rohit Bhargava counters that philosophy and illustrates how successful businesses have redefined themselves in the new customer universe.

Personality Not Included is a powerhouse resource packed with bold new insights that show you how to shed the lifeless armor of your business and rediscover the soul of your brand. Sharing stories from the ethos of the world's weirdest city, to how Manga has taken the comic book industry by storm, to showcasing brands like Intel, Boeing, ING, and Dyson, Bhargava shows you why personality matters from the inside out.
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60 Minute Strategic Plan: 2 Stages, 12 Steps, 300 Words... Planning and Problem Solving for the Real World by John E. Johnson, Anne-Marie Smith

The 60 Minute Strategic Plan is an innovative planning and problem-solving system that guides individuals or teams to think, plan, and act creatively and decisively on issues large and small. Easy to understand and easy to use... it's simple, it's quick, it works.

This book introduces you to a simple yet flexible planning tool guaranteed to improve the quality of your decisions and help turn your business vision into reality.
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Measuring Marketing: 103 Key Metrics Every Marketer Needs
by John Davis, Ned L. Roberto

Marketing is now being asked to be measurably accountable for not only the top-line of their income statement, but also for the bottom-line as well. They're being asked to account for the total marketing program in addition to its component product programs, its advertising, sales promotion, sales and distribution, and pricing programs. This is the first book that addresses the clamor and demand from marketing's many stakeholders to be accountable for its strategies and activities.
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Change Your Thoughts - Change Your Life: Living the Wisdom of the Tao
by Wayne W. Dyer

Five hundred years before the birth of Jesus, a God-realized being named Lao-tzu in ancient China dictated 81 verses, which are regarded by many as the ultimate commentary on the nature of our existence. The classic text of these 81 verses, called the Tao Te Ching or the Great Way, offers advice and guidance that is balanced, moral, spiritual, and always concerned with working for the good.
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One mark of a great book is that it makes you see things in a new way, and Mr. Friedman certainly succeeds in that goal, the Nobel laureate Joseph E. Stiglitz wrote in The New York Times reviewing The World Is Flat in 2005. In this new edition, Thomas L. Friedman includes fresh stories and insights to help us understand the flattening of the world. Weaving new information into his overall thesis, and answering the questions he has been most frequently asked by parents across the country, this third edition also includes two new chapters--on how to be a political activist and social entrepreneur in a flat world; and on the more troubling question of how to manage our reputations and privacy in a world where we are all becoming publishers and public figures. The World Is Flat 3.0 is an essential update on globalization, its opportunities for individual empowerment, its achievements at lifting millions out of poverty, and its drawbacks--environmental, social, and political, powerfully illuminated by the Pulitzer Prize--winning author of The Lexus and the Olive Tree.
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"A damning denunciation of things as they are, and a platform for how we can do better."—Andrew Leonard, Salon

Four years after he outlined the challenges our increasingly interdependent world was facing in Globalization and Its Discontents, Joseph E. Stiglitz offered his agenda for reform. Now in paperback, Making Globalization Work offers inventive solutions to a host of problems, including the indebtedness of developing countries, international fiscal instability, and worldwide pollution. Stiglitz also argues for the reform of global financial institutions, trade agreements, and intellectual property laws, to make them better able to respond to the growing disparity between the richest and poorest countries. Now more than ever before, globalization has gathered the peoples of the world into one community, bringing with it a need to think and act globally. This trenchant, intellectually powerful book is an invaluable step in that process. This paperback edition contains a brand-new preface.
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This book contains money-making secrets that can change your life. THINK AND GROW RICH, based on the author's famed LAW OF SUCCESS, represents the distilled wisdom of distinguished people of great wealth and achievement. Andrew Carnegie's magic formula for success was the direct inspiration for this book, Carnegie demonstrated its soundness when his coaching brought fortunes to those young men to whom he had disclosed his secret. It will show you not only WHAT TO DO but HOW TO DO IT.
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This is a wonderful book, brilliant and personal, rich in spiritual insight, filled with sorrow and a great sense of humor. Elizabeth Gilbert is everything you would love in a tour guide, of magical places she has traveled to both deep inside and across the oceans: she's wise, jaunty, human, ethereal, hilarious, heartbreaking, and God, does she pay great attention to the things that really matter.
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A century after Albert Einstein began postulating his "Big Idea" about time, space, and gravity, a new biography examines the scientist whose public idolization was surpassed only by his legitimacy as one of humanity's greatest thinkers. Walter Isaacson, the author of excellent profiles of Benjamin Franklin and Henry Kissinger, utilizes a trove of material from recently opened Einstein archives to offer a probing look at a provocatively freethinking individual.

With the help of many witty, candid letters, Mr. Isaacson offers a wonderfully rounded portrait of the ever-surprising Einstein personality. Equally important is the Einstein myth, and the material on this subject is even more entertaining. Einstein horrified his colleagues by enjoying his vast celebrity. (“Einstein's personality, for no clear reasons, triggers outbursts of a kind of mass hysteria,” the German consul reported to Berlin as the great man made one of his rock-star visits to New York.) He also stymied the press in its efforts to keep up with his accomplishments. Mr. Isaacson has great fun with the reportorial frenzy that surrounded each new pearl of Einsteinian wisdom … an illuminating delight.
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Unfortunately, most of us have little sense of our talents and strengths. Instead, guided by our parents, our teachers, our managers and psychology's fascination with pathology, we become experts in our weaknesses and spend our lives trying to repair these flaws, while our strengths lie dormant and neglected. At the heart of Now, Discover Your Strengths, is the Internet-based StrengthsFinder® Profile, the product of a 25-year, multimillion dollar effort to identify the most prevalent human strengths. The program introduces 34 dominant "themes" with thousands of possible combinations, and reveals how they can best be translated into personal and career success.
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From one of the world's acknowledged experts on management comes a charming parable filled with insights designed to help readers manage change quickly and prevail in changing times. Sometimes simple problems require simple answers. In just 96 pages, this humorous story uses simple metaphors and characters to encourage readers to embrace change and to adapt to new situations with an open mind and a motivated spirit. It follows four fictional characters, Sniff, Scurry, Hem and Haw, as they search for fulfillment in the maze of life.
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In the most important business book since The Tipping Point, Chris Anderson shows how the future of commerce and culture isn't in hits, the high-volume head of a traditional demand curve, but in what used to be regarded as misses - the endlessly long tail of that same curve.
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An astonishing new science called neuroplasticity is overthrowing the centuries-old notion that the human brain is immutable. Psychiatrist and psychoanalyst, Norman Doidge, M.D., traveled the country to meet both the brilliant scientists championing neuroplasticity and the people whose lives they've transformed—people whose mental limitations or brain damage were seen as unalterable. We see a woman born with half a brain that rewired itself to work as a whole, blind people who learn to see, learning disorders cured, IQs raised, aging brains rejuvenated, stroke patients learning to speak, children with cerebral palsy learning to move with more grace, depression and anxiety disorders successfully treated, and lifelong character traits changed. Using these marvelous stories to probe mysteries of the body, emotion, love, sex, culture, and education, Dr. Doidge has written an immensely moving, inspiring book that will permanently alter the way we look at our brains, human nature, and human potential.
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The author of the bestselling The Greatest Generation takes us on a tour of the turbulent 1960s, blending his personal reflections with firsthand accounts from the people that lived through it.   [Brokaw] approaches this magnum opus with warmth, curiosity and conviction, the same attributes that worked so well for his Greatest Generation. And he will succeed in prompting readers to step back and do some soul searching. Boom! is as interesting for the effects it can catalyze as for those it actually describes. This book would be an odd and sprawling compendium were it not for the unifying effect of Mr. Brokaw's companionable style. His writing makes up in intimacy what it lacks in fancy footwork, even if a quota of '60s cultural boilerplate is part of the package…On the page, as he is on the screen, Mr. Brokaw is a canny, perceptive interviewer with an honest interest in what other people have to say.
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Geller is president of a New York City-based direct marketing firm, Mason and Geller Direct. The new edition of her guide provides entrepreneurs, small companies, and large corporations with updated tips and techniques in direct marketing that have developed since publication of the first edition in 1996. A Guide to Profitable Direct Marketing - Direct marketing has worked for Sears Roebuck, Sharper Image and Banana Republic, among others, and it could work for you. Lois Geller, the president of Mason & Geller Direct, explains that it can be the key to expanding your company's customer base and increasing its profitability. She and other direct marketing experts believe it is the single most effective way to sell, and Response explains how direct marketing can be tested, tracked and used to make a profit. Direct marketing campaigns sell billions of dollars worth of goods and services to consumers and businesses worldwide, and Geller lets her readers in on the secrets of its success.
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Winning is destined to become the bible of business for generations to come. It clearly and succinctly lays out the answers to the most difficult, important questions people face both on and off the job. Welch's objective is to speak to people at every level of the organization, in companies large and small. His audience is everyone from line workers to college students and MBAs, from project managers to senior executives. He describes his core business principles and devotes most of Winning to the real "stuff" of work--how to lead, hire, get ahead, even write a budget. Welch's optimistic, no excuses, get-it-done mind set is riveting. His goal is to help anyone and everyone who has a passion for success. Welch dispense the sharp-edged business acumen...He is giving back what he learned, and not just to fellow CEO's. He is able to write a book that might just reach the rest of us.
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Intention is generally viewed as a pit-bull kind of determination, propelling one to succeed at all costs by never giving up on an inner picture. In this view, an attitude that combines hard work with an indefatigable drive toward excellence is the way to succeed. However, intention is viewed very differently in this book. Dr. Wayne W. Dyer has researched intention as a force in the universe that allows the act of creation to take place. This book explores intention-not as something you do-but as an energy you're a part of. We're all intended here through the invisible power of intention. This is the first book to look at intention as a field of energy you can access to begin co-creating your life!
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Beginning from the premise that "Nobody is better than you and nobody is smarter than you," success guru Brian Tracy outlines the path to achieving personal wealth and satisfaction. It is all a matter of cause and effect: when one applies the success secrets of self-made millionaires in one's life, one experiences results and rewards. The 21 chapters present motivational ideas or principles that are followed by provocative questions and action exercises designed to stimulate reflection and tangible progress toward the goal.
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Every day we read about a new scientific study that confirms the physiological differences between the sexes: how women's brains are different; how they see, hear, acquire and use language differently. What we haven't heard is how these differences manifest themselves in the marketplace -- until now.  Today, women make 80% of all purchasing decisions. In EVEolution, Faith Popcorn shows you that you cannot succeed in business or successfully start one without understanding how to market to women. Whether you make cornflakes or concrete, pillows or pixels, she reveals why women must be your chief target. Even if you just want to understand the landscape of tomorrowland, this book is a must read.
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The #1 New York Times bestselling author's groundbreaking new book investigates the complicated relationship women have with money. Suze Orman equips women with the financial knowledge and emotional awareness to overcome the blocks that have kept them from making more out of the money they have. In chapters such as "You are Not on "Sale," "No Shame, No Blame," and "The 8 Qualities of a Wealthy Woman" Suze delivers her signature mix of insight, compassion, and soul-deep recognition. At the heart of the book is "The Save Yourself Plan" - a streamlined, five-month countdown that delivers genuine long-term financial security. But what's at stake is far bigger than money itself; it's about every woman's sense of who she is and what she deserves, and why it all begins with the decision to save yourself.
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This book has been life-changing.  Use the five-step easy process revealed in this inspiring new book and you can achieve the impossible. The real secret lies in combing the spiritual with the material. Spiritual Marketing is a new way to refocus your energy and help you attain your personal and professional goals.
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Leading brand designer Marc Gobé reveals cutting-edge marketing strategies to engage today's increasingly cynical consumers on deeper, emotional levels. The author argues that marketing executives have ignored at their own risk the powerful emotional dimension of branding. Supported by case histories from Gobé's high-profile client list, the book analyzes and responds to major upcoming demographic and behavioral shifts in consumer populations and distribution channels at the retail and e-tail level. The book introduces a groundbreaking branding paradigm that utilizes high-impact sensory experiences to facilitate intense, emotional relationships with the consumer. It reveals in detail, for the first time, two acclaimed proprietary brand management tools designed by Desgrippes Gobé¯Brand Focus and Sense. Gobé details how to: Develop unforgettable brand personalities; Customize brand presence to different consumer segments; Incorporate brand strategies into product and retail architecture design; Facilitate interactive access to your products through the Internet.  Emotional Branding proposes innovative ways to create powerful and effective branding programs for meeting the challenges and opportunities of the new emotion-based economy.
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Creating Your Marketing Blueprint In 9 Simple Steps workbook offers a step-by-step question process that manifests marketing solutions in laymen's terms. It should be used as a planning tool that helps you define your marketing intentions and your business probabilities. The workbook walks you through the mandatory questions needed to be answered in order to determine your business potential growth, customer base, challenges and brand quality. It will stimulate your business core purpose and bring clarity to your business visions, potentials, strengths and reveal limitations. It creates a marketing blueprint for your business different than any other.

No matter the business industry, this is for YOU – the small business owner, the jump starter, the entrepreneur, the thinking about going into business person, the independent consultant, the job on the side person, and for anybody who wants to move their passions into credible sales. It can help close the gap between what you want and what you get. Creating Your Marketing Blueprint is a journey of new self-discoveries that can change the quality of life for you and your business.
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Thumbology is a must read for young people serving as compass tool that will fuel their imagination and help them find their way. This dynamic exciting personal adventure that helps you turn your dreams into a reality. LaTanya Junior's Thumbology concept can profoundly affect a positive change in young people's lives. Thumbology can help young people get focused, define their intentions, create a positive plan and achieve their goals. I give this program Four Stars. Well written, to the point and facilitative of critical thinking style much needed for young people as they confront the challenges of these multifaceted times.
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Wink

WINK: A Modern Day Parable of Wealth Beyond Words
WINK is a modern day parable of a nine year old boy on a journey to the "Well of Wealth", with a crumpled one dollar note, an inquisitive mind, and a host of intriguing and mysterious characters as his allies. Each of the characters he meets on his journey have built their wealth in very different ways, and yet, there is something about them that is common to them all. The keys to wealth are in a story behind the story... can you discover what they are?

The New Influencers

The New Influencers is a practical guide to engaging with the people who are defining the rules of the conversation-based marketplace. To be successful, companies and organizations of all sizes are going to have to learn how to interact within this new milieu.
Attention marketers, business owners, CEOs: your job will never be the same now that the new social media have changed the dynamics of marketing. The real influencers are no longer marketing experts, nor the traditional media that have always controlled and filtered marketing messages, but millions of ordinary people who are determining in direct and powerful ways what people hear, say, and believe.

This isn't a book about blogging. It is a book about transformation in media that is handing influence to people who have never before had the tools or platform to express themselves. It is about what marketers and executives need to understand in order to engage this new group of people and influence them. Blogs and podcasts happen to be a way to exercise this influence, but they are just tools. Fundamentally, this is a book about people.

Bloggers and podcasters come from all walks of life. Many are journalists, some are technologists, but others are single mothers, educators, graphic designers, and even dairy farmers. They share a passion for community journalism, thoughtful discourse, and commitment to change. They are the New Influencers.

The Best Digital Marketing Campaigns in the World

The Best Digital Marketing Campaigns in the World brings together an international collection of the most successful digital marketing campaigns of our time, assessing what they achieved and the business lessons learnt.

With the enormous growth of the internet and social media sites, digital marketing is now worth more per annum than TV advertising in the UK. Social network advertising spending is expected to increase to a staggering $4.3 billion in 2011 in a bid to attract today's media-savvy consumer. The Best Digital Marketing Campaigns in the World brings together an international collection of the most successful digital marketing campaigns of our time, assessing what they achieved and the business lessons learnt. This practical and insightful book explores how businesses large and small have harnessed social media, blogs, forums, online video and email to boost their brand and attract customers. Damian Ryan and Calvin Jones present a selection of hand-picked case studies, sharing the knowledge and skill of the world's top creative minds. Covering everything from household names such as Pizza Hut and Pepsi to Obama's 2008 presidential election campaign, this book is the must-read guide for all marketers looking to embrace the new digital landscape.

A Whole New Mind

Lawyers. Accountants. Computer programmers. That’s what our parents encouraged us to become when we grew up. But Mom and Dad were wrong. The future belongs to a very different kind of person with a very different kind of mind. The era of “left brain” dominance, and the Information Age that it engendered, are giving way to a new world in which “right brain” qualities-inventiveness, empathy, meaning-predominate. That’s the argument at the center of this provocative and original book, which uses the two sides of our brains as a metaphor for understanding the contours of our times.
In this insightful and entertaining book, which has been translated into 20 languages, Daniel H. Pink offers a fresh look at what it takes to excel. A Whole New Mind reveals the six essential aptitudes on which professional success and personal fulfillment now depend, and includes a series of hands-on exercises culled from experts around the world to help readers sharpen the necessary abilities. This book will change not only how we see the world but how we experience it as well.

Marketing To The New Majority

Today, diversity is the default, not the exception. “Minorities” are already the majority in some of the biggest cities in the United States, and demographers predict that the same will be true of the country as a whole before 2050. Yet companies continue to address the “general market” as a separate audience from ethnic consumers, rather than acknowledging that the new mainstream is itself multicultural. In addition, many who do target multicultural audiences still employ ad strategies that rely heavily on stereotypes and fail to resonate with minority communities. Here, David Burgos and Ola Mobolade look at the changed marketplace revealed in the new 2010 Census data, and show marketers how to develop integrated campaigns that effectively reach these culturally diverse consumer populations. Drawing on interviews with industry leaders and Millward Brown’s vast database of consumer research, this book will be a roadmap to the opportunities and challenges of marketing to the new mainstream in a way that feels natural, respectful, and inclusive.

Web Analytics 2.0

The Web, online marketing, and advertising have been revolutionized in the last few years, yet the approach to using data has remained largely the same as a decade ago.
In his second book web analytics thought leader Avinash Kaushik presents the next-generation framework of web analytics in this exciting book that will dramatically enhance the ability of your organization to think smart and move fast.

Avinash lays out specific strategies and execution models to evolve from simply leveraging clickstream tools to incorporating the insightful elixir of qualitative data, experimentation and testing, and competitive intelligence tools.

Brand Digital

In his best-selling book, BrandSimple: How the Best Brands Keep it Simple and Succeed, Allen Adamson explained, in a straightforward manner, how powerful brands get built. Adopting the same engaging style inBrandDigital: Simple Ways Top Brands Succeed in the Digital World, he explains that in the fast accelerating digital marketplace the basic principles of building a powerful brand have not changed (as some may think) but, rather, have been magnified. He clearly demonstrates that in an environment where everything is visible, audible, and sharable, brand professionals have an unprecedented opportunity to learn more about their customers than ever before, making it possible to deliver experiences that reinforce customer relationships – and brand equity – more successfully than ever before.

Based on over 100 interviews with top branding executives on both the corporate side and the agency side of the table, Adamson makes his point by using case studies from companies including Hewlett-Packard, Johnson & Johnson, Procter & Gamble, Nikon, Ameriprise, Burger King, PepsiCo, and General Mills. Citing lessons learned from these professionals, he provides example after example of why, in the digital arena, it’s never been more important to gain significant insights about consumers, to establish a simple and compelling brand promise based on these insights, and to make good on the brand promise through interactions that are as memorable as they are credible. He puts into proper context all the talk about Google, YouTube, Second Life, social networks, and blogs, and makes clear their role in the branding process. Chock full of stories from the frontlines of branding, Adamson puts into plain words how the best companies are taking advantage of digital technology and the behavior it generates to build more powerful bonds with their customers, and stronger, more positive associations with their brands.

For more information, please visit www.branddigital.com

Social Media Metrics

Jim Sterne is a marketer AND an educator at heart. Not surprisingly, his book offers a very clear road map to understand how to measure social media activities. What I liked about this book is that it goes far beyond a list of metrics and recipies. Sterne helps his readers keep their eyes on business objectives right from the beginning. The book provides many concrete examples and stories as well, but puts all of them in the context of the relationship between an organization and its customer.

The way the book is structured is a testament to this strategic approach. Sterne starts with the goals, goes through all the different stages of audience engagement (the holy grail in higher ed, right now) and wraps up with what really matters at the end of the day: the measurement of business outcomes.

Secrets of Social Media Marketing

Secrets of Social Media Marketing is a handbook for marketers and business owners to use in deciding how to employ the new social media for online marketing. Social media has quickly moved from the periphery of marketing into the forefront, but this is a new and quickly-evolving field and there are few established formulas for success. Building on the lessons set out in Gillin’s award-winning book, The New Influencers: A Marketer’s Guide to the New Social Media, Secrets provides practical advice on strategy, tools, and tactics. It is a hands-on manual that will educate marketers on how to extend their brands, generate leads, and engage customer communities using online tools.

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