New Markets, New Media Web Addendum

-- Library Journal, 10/1/2005

Having to zero in on 25 to 35 titles to represent the areas of niche and new media marketing was close to impossible. Generous (and hopeful!) publishers often sent books that were close to topic, by not necessarily focused enough to include in the print feature. And some works just didn’t make the first cut due either to an older publication date or to the sheer number of books already available in in a specific topic, but they still deserve to be considered for public and academic library collections. To give your collection more depth, here are some recommended additional resources.

Diversity in Advertising: Broadening the Scope of Research Directions. Lawrence Erlbaum Associates. 2004. 447p. ed. by Jerome D. Williams & others. index. ISBN 0-8058-4794-4. $99.95.

Pires, Guilherme D. & John Stanton. Ethnic Marketing : Accepting the Challenge of Cultural Diversity. Thomson Learning EMEA. 2005. 274p. ISBN 1-86152-996-1. pap. $39.95.

Singh, Nitish. The Culturally Customized Website: Customizing Web Sites for the Global Marketplace. Butterworth-Heinemann: Elsevier. 2005. 176 p. ISBN: 0-7506-7849-6. pap. $29.95.

Dávila, Arlene M. Latinos, Inc.: The Marketing and Making of a People. Univ.of California. 2001. 308p. index. ISBN 0-520-22724-7. pap. $24.95.

Faura, Juan. The Whole Enchilada: Hispanic Marketing 101. rev. ed. Paramount Market Publishing. 2004. 205p. illus. index. ISBN 0-9725290-5-5. $29.95.

Hispanic Marketing & Public Relations: Understanding And Targeting America’s Largest Minority. Poyeen Publishing. 2005. 431 p. ed. by Elena del Valle. ISBN 1-932534-08-3. pap. $49.95.

Perkins, Jim. Beyond Bodegas: Developing a Retail Relationship with Hispanic Consumers. Paramount Market Publishing. 2004. 149p. index. ISBN 0-9725290-3-9. $39.95.

Soto, Terry J. Marketing to Hispanics : A Strategic Approach to Assessing And Planning Your Initiative. Dearborn Trade. 2005. 224 p. ISBN 1-4195-0278-6. pap. $23.

Valle, Francisco. How to Win the Hispanic Gold Rush:Critical Cultural, Demographic, Marketing, and Motivational Factors. iUniverse. 2003. 108p.ISBN 0-595-28729-8. pap. $18.95.

Kates, Steven M. Twenty Million New Customers!: Understanding Gay Men’s Consumer Behavior. Haworth. (Haworth Gay and Lesbian Studies). 1997. 235 p. ISBN 1-56023-903-4. pap. $19.95.

Though dated, this is one of the few books available examining the gay men’s market and its potential. Important particularly to academic libraries where gender studies are offered.

Sender, Katherine. Business, Not Politics: The Making of the Gay Market. Columbia Univ. 2005. 320p. index. ISBN 0-231-12734-0. $35.

A communications professor examines the trends and external forces that have shaped the GLBT marketplace, and perhaps its very identity.

Barletta, Martha. Marketing to Women: How to Understand, Reach and Increase Your Share of the World’s Largest Market Segment. Dearborn Trade. 2003. 253 p. bibliog. index. ISBN 0-7931-5963-6. $23.

Lee, Nora. The Mom Factor:What Really Drives Where We Shop, Eat, And Play. Urban Land Institute. 2005. 150p. ISBN 0-87420-944-7. $19.95.

Siegel, David L. The Great Tween Buying Machine:Capturing your Share of the Multi-Billion-Dollar Tween Market. Dearborn Trade. 2004. 240 p. index. bibliog. ISBN 0-7931-8599-8. pap. $19.95.

Siegal focuses on targeting young consumers, while Quart (see below) warns of the dangers.

Quart, Alissa. Branded: The Buying and Selling of Teenagers. Perseus. 2003. 256p. index. pap. ISBN 0-7382-0862-0. pap. $14.95.

Quinlan, Mary Lou. Just Ask a Woman: Cracking the Code of What Women Want and How They Buy. Wiley. 2003. 272p. index. ISBN 0-471-36920-9. $27.95.

Warner, Fara. The Power of the Purse : How Smart Businesses Are Adapting to the World's Most Important Consumers. Prentice-Hall. 2005. c. 56p.ISBN 0-13-185519-0. $25.95

Zollo, Peter. Getting Wiser to Teens:More Insights into Marketing for Teenagers. New Strategist. 2003. 424p. illus. ISBN 1-885070-54-3. $54.95.

Zollo isa co-founder of Teenage Research Unlimited (TRU), the first market research firm devoted to the youth market.

Danziger, Pamela N. Let Them Eat Cake: Marketing Luxury to the Masses—As Well as the Classes. Dearborn Trade. 2005. illus. bibliog. index. ISBN 0-7931-9307-9. $27.

Michman, Ronald D. & others. Lifestyle Marketing: Reaching the New American Consumer. Praeger: Greenwood: Greenwood. 2003. 241 p. bibliog. iindex. ISBN 1-56720-640-9. $49.95

Nyren, Chuck. Advertising to Baby Boomers. Paramount Market Publishing. 2005. 135p. index. ISBN 0-9766973-1-9. $29.95.

Onks, Gary. Sold on Seniors : How You Can Reach and Sell the $20 Trillion Senior Marketplace. Sold On Seniors, Inc. 2001. 144p. ISBN 0-9710179-0-5. $29.95.

Tréguer, Jean-Paul. 50+ Marketing: Marketing, Communicating, and selling to the Over 50 Generations. Palgreve Macmillan. 2002. 172p. illus. ISBN 0-333-98412-9. $80.

Walker, Michael C. Marketing to Seniors :Learn to Profit as this Market Soars. 2d. ed. Author House. 2002. 257p. index. glossary. ISBN 0-7596-9115-0. pap. $17.50.

Here you’ll find new techniques, such as internal marketing, and new ways of thinking about traditional marketing and advertising. One favorite is Cone’s Steal These Ideas!, which will prove popular in both public and academic libraries.

Cone, Steve. Steal These Ideas!: Marketing Secrets That Will Make You a Star. Bloomberg Pr. 2005. c.208 p. ISBN 1-57660-191-9. $ 18.95

Drake, Susan M. & others. Light Their Fire: Using Internal Marketing to Ignite Employee Performance and Wow Your Customers. Dearborn Trade. 2005. 272p. bibliog. index. ISBN 1-4195-0252-2. $23.

Feltenstein, Tom. The 10-Minute Marketer’s Secret Formula: A Shortcut to Extrordinary Profits Using Neighborhood Marketing. Entrepreneur, dist. by National Bk. Network Pr. 2004. 270 p. illus. index. ISBN 1-932531-08-4. pap. $19.95.

Jaffe, Joseph. Life after the 30-Second Spot : Energize Your Brand with Bold Alternatives to Traditional Advertising. Wiley 2005. index. ISBN 0-471-71837-8. $29.95

Katsaros, John & Peter Christy. Getting It Right the First Time: How Innovative Companies Anticipate Demand. Praeger: Greenwood. 2005. 159p. bibliog. index. ISBN 0-275-98479-6. $34.95.

Levinson, Jay Conrad. Guerrilla Marketing in 30 Days. Entrepreneur, dist. by National Bk. Network. 2005. 272p. index. ISBN 1-932531-29-7. pap. $19.95.

Phillips, Michael and Salli Rasberry. Marketing Without Advertising: Inspire Customers to Rave About Your Business & Create Lasting Success. 5th ed. Nolo. 2005. 240 p. illus. bibliog. index. ISBN 1-4133-0184-3. pap. $20.

It’s challenging to keep up with all the new titles published addressing electronic marketing techniques, technology and philosophy. If your public library caters to small and medium businesses, the more general titles below will likely be most useful. Urban public and academic libraries may want to consider all of these. Mathieson’s Branding Unbound rates as the most readable, and Nolo’s Legal Guide to E-Commerce is a necessity—but watch for a new edition soon.

Clarke, Irvine & Theresa Flaherty. Advances in Electronic Marketing. Idea Group. 2005. 317p. ISBN 1-59140-321-9. $84.95. pap. ISBN 1-59140-322-7. $69.95.

Blumberg, Matt y others. Sign Me Up!: A Marketer’s Guide to Creating Email Newsletters That Build Relationships and Boost Sales. iUniverse. 2004. 181p. ISBN 0-595-33586-1. pap. $17.95.

Epstein, Marc J.Implementing E-Commerce Strategies: A Guide to Corporate Success after the Dot.com Bust. Praeger: Greenwood. 2004. 209p. bibliog. index.ISBN 0-275-98463-X. $34.95

Giguere, Eric. Make Easy Money with Google: Using the Adsense Advertising Program. Peachpit. 2005. 272p. ISBN 0-321-32114-6. pap. $24.99.

Krishnamurthy, Sandeep. Contemporary Research In E-Marketing, 2 Vols. Idea Group. 2004. 347p.. bibliog. index. ISBN 1-59140-372-3. $84.95; pap. 2005. ISBN1-59140-373-1. $69.95. Vol. 2. 2005. ISBN 1-59140-824-5. $89.95. pap. ISBN 1-59140-825-3. $74.95.

Mathieson, Rick. Branding Unbound: The Future of Advertising, Sales, and the Brand Experience in the Wireless Age. Amacom: American Management Assn. 2005. 256p. ISBN 0-8144-7287-7.$24.95.

Miron, Amanda. How to Use the Internet to Advertise, Promote And Market Your Business or Website With Little or No Money. Atlantic Publishing, Jan. 2006. c.288p. ISBN 0-910627-57-6. pap. $24.95.

Mordkovich, Boris & Eugene Mordkovich. Pay-per-Click Search Engine Marketing Handbook: Low Cost Strategies to Attracting NEW Customers Using Google, Yahoo & Other Search Engines. Lulu.com. 2005. 203p. ISBN 1-4116-2817-9. pap. $19.95.

Meyerson, Mitch. Success Secrets of the Online Marketing Superstars. Dearborn Trade. 2005. 296 p. index. ISBN 1-4195-0501-7. pap. $22.95.

O’Byrne, Fergal. 10 Online Marketing & Search Engine Essentials Every Executive Needs To Know. Aspatore Bks. 2004. 168p. ISBN 1-59622-027-9. pap. $17.95.

Steingold, Fred. How to Get Your Business on the Web: A Legal Guide to E-Commerce. Nolo. 2002. 352p. index. ISBN 0-87337-753-2. pap. $29.99 w/CD.

Sutherland, Anne & Beth Thompson. Kidfluennce: The Marketer’s Guide to Understanding and Reaching Generation Y—Kids, Tweens, and Teens. McGraw-Hill. 2003. 256p. index. ISBN 0-07-141622-6. $29.95

Things are different for Gen Y (born after 1980). They hit puberty earlier and if you haven’t heard, Kids Are Getting Older Younger (KAGOY). While remaining print copies of this title are going for $158.78 (yikes) on Amazon, the e-book version (ISBN 0-07-143617-0) can still be had from netLibrary for an affordable $29.95.

DiversityInc
www.diversityinc.com

Aiming to educate on the business benefits of diversity, this site features original news stories and analysis written by a team of nine experienced journalists. There is a seven-day free trial; a paid subscription includes full access to online content, updated six days a week, and ten issues of the print magazine.

MarketingSherpa Inc.
www.marketingsherpa.com

This research firm publishes case studies, benchmark data, and how-to advice for marketing, advertising, and PR professionals. Much of the content is available for free for 10 days. Several free email newsletters, including one on email marketing.

This daily news journal for marketers and media professionals covers important industry news. Deep archives on electronic marketing.

Multicultural Marketing Resources, Inc.
www.multicultural.com

MMR, a PR and marketing firm, offers electronic access to The Sourcebook of Multicultural Experts, and other resources, such as a speaker’s bureau, event calendar, and newsletters. Covers Asian, Hispanic, and African-American consumers, as well as GLBT and the women’s market.

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