One of the key determinants of success for todayâs high-technology companies is product strategyâand this guide continues to be the only book on product strategy written specifically for the 21st century high-tech industry. More than 250 examples from technological leaders including IBM, Compaq, and Appleâplus a new focus on growth strategies and on Internet businessesâdefine how high-tech companies can use product strategy and product platform strategy for competitiveness, profitability, and growth in the Internet age.
The cult classic that revolutionized marketing by teaching businesses that youâre either remarkable or invisible.
Few authors have had the kind of lasting impact and global reach that Seth Godin has had. In a series of now-classic books that have been translated into 36 languages and reached millions of readers around the world, he has taught generations of readers how to make remarkable products and spread powerful ideas.
In Purple Cow, first published in 2003 and revised and expanded in 2009, Godin launched a movement to make truly remarkable products that are worth marketing in the first place. Through stories about companies like Starbucks, JetBlue, Krispy Kreme, and Apple, coupled with his signature provocative style, he inspires readers to rethink what their marketing is really saying about their product. In a world that grows noisier by the day, Godin's challenge has never been more relevant to writers, marketers, advertisers, entrepreneurs, makers, product managers, and anyone else who has something to share with the world.
Most startups donât fail because they canât build a product. Most startups fail because they canât get traction.Â
Startup advice tends to be a lot of platitudes repackaged with new buzzwords, but Traction is something else entirely. Â As Gabriel Weinberg and Justin Mares learned from their own experiences, building a successful company is hard. For every startup that grows to the point where it can go public or be profitably acquired, hundreds of others sputter and die. Â Smart entrepreneurs know that the key to success isnât the originality of your offering, the brilliance of your team, or how much money you raise. Itâs how consistently you can grow and acquire new customers (or, for a free service, users). Thatâs called traction, and it makes everything else easierâfund-raising, hiring, press, partnerships, acquisitions. Talk is cheap, but traction is hard evidence that youâre on the right path.
Traction will teach you the nineteen channels you can use to build a customer base, and how to pick the right ones for your business. It draws on inter-views with more than forty successful founders, including Jimmy Wales (Wikipedia), Alexis Ohanian (reddit), Paul English (Kayak), and Dharmesh Shah (HubSpot). Youâll learn, for example, how to: Â Â·Find and use offline ads and other channels your competitors probably arenât using Â·Get targeted media coverage that will help you reach more customers Â·Boost the effectiveness of your email marketing campaigns by automating staggered sets of prompts and updates Â·Improve your search engine rankings and advertising through online tools and research
Weinberg and Mares know that thereâs no one-size-fits-all solution; every startup faces unique challenges and will benefit from a blend of these nineteen traction channels. They offer a three-step framework (called Bullseye) to figure out which ones will work best for your business. But no matter how you apply them, the lessons and examples in Traction will help you create and sustain the growth your business desperately needs.
When Guerrilla Marketing was first published in 1983, Jay Levinson revolutionized marketing strategies for the small-business owner with his take-no-prisoners approach to finding clients. Based on hundreds of solid ideas that really work, Levinsonâs philosophy has given birth to a new way of learning about market share and how to gain it. In this completely updated and expanded fourth edition, Levinson offers a new arsenal of weaponry for small-business success including
* strategies for marketing on the Internet (explaining when and precisely how to use it)
* tips for using new technology, such as podcasting and automated marketing
* programs for targeting prospects and cultivating repeat and referral business
* management lessons in the age of telecommuting and freelance employees
Guerrilla Marketing is the entrepreneurâs marketing bible -- and the book every small-business owner should have on his or her shelf.
AÂ New YorkerÂ andÂ FortuneÂ Best Book of the Year
Analyzing the strategic maneuvers of todayâs great information powersâApple, Google, and an eerily resurgent AT&TâTim Wu uncovers a time-honored pattern in which invention begets industry and industry begets empire.Â
It is easy to forget that every development in the history of the American information industryâfrom the telephone to radio to filmâonce existed in an open and chaotic marketplace inhabited by entrepreneurs and utopians, just as the Internet does today. Each of these, however, grew to be dominated by a monopolist or cartel. In this pathbreaking book, Tim Wu asks: will the Internet follow the same fate? Could the Webâthe entire flow of American informationâcome to be ruled by a corporate leviathan in possession of "the master switch"? Here, Tim WuÂ shows how a battle royale for Internetâs future is brewing, and this is one war we dare not tune out.
A revolutionary marketing strategy proven to drive sales and growth
They Ask You Answer is a straightforward guide to fixing your current marketing strategy. Regardless of your budget, you are almost certainly overspending on television, radio, and print ads, yet neglecting the number-one resource you have at your disposal: the Internet. Content marketing is no longer about keyword-stuffing and link-building; in fact, using those tactics today gets your page shuffled to the bottom of the heap. Quality content is the key to success, and you already have the ingredients in-house. This book shows you how to structure an effective content strategy using the same proven principles that have revolutionized marketing for all types of businesses, across industries.
Author Marcus Sheridan's pool company struggled after the housing collapse; today, they're one of the largest pool installers in the U.S., turning away millions of dollars in business they simply cannot accommodate every year. How did he manage it? He answered questions. This book shows you how Marcus's strategy can work for your business, and how to use your keyboard to bring customers through the door.
Boost your company's web presence with methods that work
Build a level of trust that generates customer evangelism
Leverage your in-house resources to produce winning content
Utilize tactics that work, regardless of industry or sector
When people have questions, they ask a search engine. If you have answers, the right content strategy will get them to the top of the search results and seen by millions of eyes every day. Drop the marketing-speak, stop "selling," and start answering. Be seen as an authority, not just another advertisement. They Ask You Answer describes a fresh approach to marketing and the beginning of big things for your business.
CREATIVE STRATEGY IN ADVERTISING provides everything you need to be successful as an advertising professional in today's fast-changing media environment. Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, the text advances through the creative process step by step. It focuses first on the creative person, and then on strategy and problem solving. Complementing expert instruction with extensive examples of layouts and ad copy, this book gives you all the necessary tools to create winning advertising strategies.
âAn adulating biographyÂ of Appleâs left-brainedÂ wunderkind, whose workÂ continues to revolutionizeÂ modern technology.âÂ âKirkus Reviews
In 1997, Steve Jobs discovered a scruffy BritishÂ designer toiling away at Appleâs headquarters,Â surrounded by hundreds of sketches andÂ prototypes. Jony Iveâs collaboration with JobsÂ would produce some of the worldâs most iconicÂ technology products, including the iMac, iPod,Â iPad, and iPhone. Iveâs work helped reverse AppleâsÂ long decline, overturned entire industries,Â and created a huge global fan base. Yet little isÂ known about the shy, soft-spoken whiz whomÂ Jobs referred to as his âspiritual partner.â
Leander Kahney offers a detailed portrait ofÂ the English art school student with dyslexiaÂ who became the most acclaimed tech designerÂ of his generation. Drawing on interviews withÂ Iveâs former colleagues and Apple insiders,Â Kahney âtakes us inside the creation of theseÂ memorable objects.â (The Wall Street Journal)