Latinization
Latinization

Author: Cristina Benitez

Publisher: Paramount Market Publishing

Published: 2007

Total Pages: 152

ISBN-13: 9780978660253

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Although politicians discuss Latino immigration by the numbers, there is another side to the impact of immigrants: their influence on the culture and lifestyle of the countries they enter. Cristina Benitez, founder of Lazos Latinos, focuses her book on the positive influences that Latinos have on their new country, from culture to the high value Latinos place on their family relationships. Readers will come away with a better understanding of how to craft marketing messages that resonate with Latino customers. With a foreword by Henry Cisneros, and insights from 20 Latino experts, Latinization helps exlpain why Latino culture is here to stay.

Brand Busters
Brand Busters

Author: Chris Wirthwein

Publisher: Paramount Market Publishing

Published: 2008

Total Pages: 156

ISBN-13: 9780980174502

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No matter how good a marketer you are, it is easy to slide into behaviors that ultimately make your marketing less effective. Chris Wirthwein has identified the seven most common mistakes made by marketers of technical and scientific products and he explains how to avoid them. With wit and passion, he helps you learn how to overcome the mistakes of marketers of technical and scientific products and how you can learn from these mistakes no matter what kind of product or service you are offering. You learn how to avoid the mistakes and get on with efficient marketing and advertising.The seven mistakes? 1. Talking "Needs" Instead of "Wants" 2. Falling in Love With your Product Instead of Your Customer 3. Believing that Marketing is a Science or an Art 4. Trying to Please Everyone 5. Forgetting that People Forget 6. Believing Your Price is Too High--Without Proof 7. Believing You Must Sell Your Product on an Economic BasisWirthwein's 20+ years of experience with marketing and selling technical and scientific products at his agency 5MetaCom translates into easily understood principles that will help you become and remain a better marketer.

Baby Boomers and Their Parents
Baby Boomers and Their Parents

Author: George P. Moschis

Publisher: Paramount Market Publishing

Published: 2007

Total Pages: 248

ISBN-13: 9780978660246

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Lots of marketers paint a rosy picture of the lifestyle of baby boomers as they enter the retirement years. But authors Moschis and Mathur, basing their findings on 20 years of surveys among baby boomers and their parents, tell it like it is. Many baby boomers have saved little money for retirement; their health is worse than that of their parents; and while both generations say travel is in their futures, many will not have money enough to rent a budget motel a few miles from home. But the picture is not all bleak. Moschis and Mathur use their findings to discuss how people can live longer, more satisfying lives. In addition, they apply those findings to marketing and advertising, advising businesses how to use the attitudes and mindsets of mature consumers to create products and services for them as well as to make those products and services more appealing to older customers.

The Art of Strategic Listening
The Art of Strategic Listening

Author: Robert I. Berkman

Publisher: Paramount Market Publishing

Published: 2008

Total Pages: 276

ISBN-13: 9780978660277

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Social media is the catch-all name for blogs, Web forums, YouTube, MySpace, FaceBook and the other internet-based sites where consumers converse and share content. All of this unsolicited and authentic discussion and opinion can be a great source of marketplace insight for companies.From paying close attention to consumer discussions on blogs and other social media, you can discover what new products or product features consumers would like to see, and stay alert to emerging trends in your industry that could create new opportunities for your company.Robert Berkman, an experienced information specialist with several books to his credit, gives detailed directions for specialized blog searches, setting up RSS feeds, and tracking buzz. He also provides detailed information about vendors who supply blog monitoring services and discusses the pros and cons of using vendors or doing it yourself.For marketers, public relations firms, strategic business analysts, and corporate planners, this book gives you everything you need to know to begin finding market intelligence in social media. You will learn to look for trends, distinguish a trend from a fad, and determine the credibility of the information you uncover.Moreover, Berkman provides you with tips on organizing all the information you find to help you sift through it, locate just the valuable and relevant content, and reduce information overload.

Information Needs Analysis
Information Needs Analysis

Author: Daniel G. Dorner

Publisher: Facet Publishing

Published: 2014-12-31

Total Pages: 289

ISBN-13: 185604484X

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If you want to provide an information service that truly fulfils your users' needs, this book is essential reading. Analysing and assessing the information needs of clients is key to the provision of effective service and appropriate collections in both face-to-face and virtual library services. The importance of information needs analysis is widely recognized by information professionals, but currently there is little substantive, detailed work in the professional literature devoted to this important topic. This new book is designed to fill that gap, by supporting practitioners in developing an information needs analysis strategy, and offering the necessary professional skills and techniques to do so. It will offer guidance to team leaders and senior managers in all areas of library work, especially those involved in collection management, service provision and web development, and is equally applicable to the needs of academic, public, government, commercial and other more specialized library and information services. The text adopts a hands-on, jargon-free approach, and includes relevant examples, case studies, reader activities and sources of further reading. Key areas covered include: - what is information needs analysis? - how is needs analysis conducted? - what are the varieties of needs analysis? - how are analyses evaluated and reported? Readership: The book will be essential reading for library and information practitioners, team leaders and senior managers. It will also be a core text on course reading lists in departments of library and information studies.

RFID
RFID

Author: Mickey Brazeal

Publisher:

Published: 2009

Total Pages: 280

ISBN-13:

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Most companies think of RFID (radio frequency identification) as a boon to supply-chain management. But author Mickey Brazeal sees it as a way to improve your customers¿ experience and your bottom line at a time when consumers are demanding better service.From product and food safety to cutting the costs of health care and bringing point of sale to the shopping cart, Brazeal explains how RFID will improve the customer experience, while introducing efficiencies to the marketplace.Brazeal tackles the subject of privacy head on with a chapter that discusses how companies can use RFID to benefit customers while still respecting their privacy.The future of RFID is limitless. With many examples and "what ifs," Brazeal challenges his readers to think about how RFID can improve the customer experience in countless ways.The book includes an appendix to help the uninitiated learn how RFID works and a detailed bibliography for further reading.

A Little Less Conversation
A Little Less Conversation

Author: Tom Asacker

Publisher: Paramount Market Publishing

Published: 2008

Total Pages: 196

ISBN-13:

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In this superbly readable and deceptively simple book, branding expert Tom Asacker explains precisely how today's successful brands are different from others, much different!You'll finally realize why branding as media-based, image-making, and persuasive communication is rapidly losing its effectiveness, and why customers have tuned out the irrelevant chatter of dispassionate messaging and uninspired employees.Written by one of the leading names in the new marketing revolution, this pioneering book will inspire entrepreneurs of all stripes, shake the sleep out of an organization, and renew a focus on creating the kind of value that customers are happy to choose, talk about, and make an integral part of their busy lives.