Business-to-Business Internet Marketing, Fourth Edition - Lifecycle ...

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362 BUSINESS-TO-BUSINESS INTERNET MARKETING Bernie Goldberg, How to Measure Lead Generation Programs and The Lead Generation Enigma: Why Salespeople Don’t Like Leads and What to Do about It. Small books with a big message. Denny Hatch and Donald R. Jackson, 2,239 Tested Secrets for Direct Marketing Success. A compendium of advice from DM pros. Encyclopedia of what to do (and what not to do), with pearls of wisdom from all corners of the direct marketing world. Shel Holtz, Public Relations on the Net. How to use the Internet for PR. Susan Jones, Creative Strategy in Direct Marketing. How the creative side of DM works. Shannon Kinnard, Marketing with E-mail, 3rd edition. A comprehensive resource for e-mail marketers. Michael McGrath, Product Stratetgy for High Technology Companies: Accelerating Your Business to Web Speed. More than 250 examples from high-tech companies. Kim MacPherson, Permission-based E-mail Marketing That Works! E-mail tips and techniques. Geoffrey A. Moore, Inside the Tornado and Crossing the Chasm. Moore studied Silicon Valley companies and wrote Crossing the Chasm, which became a marketing classic. In this book, he explores the technology product life cycle and shows what companies go through to achieve marketing success. This and the previous volume are must-reads for IT marketers. Edward L. Nash, Direct Marketing: Strategy, Planning, Execution, 4th edition. One of the most comprehensive overviews of direct marketing. Includes details of database marketing, infomercials, and interactive marketing. Also information on planning, mailing lists, print media, and more.
Appendix A: Other Resources 363 Don Peppers and Martha Rogers, One to One B2B; Enterprise One to One: Competing in the Interactive Age; and The One to One Fieldbook. Any book by the acknowledged one-to-one experts will be worth the read. Mary Lou Roberts and Paul Berger, Direct Marketing Management. How to manage direct marketing programs. Stevan Roberts, Internet Direct Mail: The Complete Guide to Successful E-mail Marketing Campaigns. A comprehensive primer on e-mail marketing. Ernan Roman and Anne Knudsen, Integrated Direct Marketing. Roman was writing about integration long before it reached its current hot-topic status. Don Schultz and Philip Kitchen, Communicating Globally: An Integrated Marketing Approach. Strategies for worldwide integrated marketing. Arthur Sculley and William Woods, B2B Exchanges: The Killer Application in the Business-to-Business Internet Revolution. An essential guide to exchanges. Patricia B. Seybold, Customers.com and The Customer Revolution. This best-seller and its follow-up book share strategies for orienting your company to customers, including in-depth examples of companies that use the Internet to do it right. David Shepard, The New Direct Marketing: How to Implement a Profit- Driven Database Marketing Strategy. The emphasis is on data. Thomas M. Siebel, Cyber Rules. Strategies for excelling at e-business by the founder of Siebel Systems. Barry Silverstein, Internet Marketing for Information Technology Companies, 2nd edition. Internet marketing strategies and tactics for software, hardware, and networking companies, by the author of this book.
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Publisher: Jim Hoskins Manager of F
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Acknowledgments For helping me crea
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Table of Contents Table of Contents
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Table of Contents xi Automated E-ma
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Table of Contents xv Maintaining On
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About This Book About This Book xxi
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Introduction The original edition o
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sively. Large businesses are moving
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