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Check out these great new business and marketing books if you want to stay on top of the field. Whether you're trying to improve your marketing skills, the growth and profitability of your business, or your ability to understand and judge what others are proposing to you, you can never stop learning.


Abraham, Jay, Getting Everything You Can Out of All You've Got, St. Martins Press, 2000
Abraham may not be as famous as many other business and marketing writers, but he is known as one of the highest paid marketing gurus out there, earning as much as $5,000 per hour for his consulting time. This book should move right up there with Levinson's Guerrilla Marketing and Gerber's E-Myth as absolutely required reading for anyone contemplating (or already running) a business. When you realize how few businesses are doing what he recommends (including yours?) you'll be shaking your head in disbelief—because most of the suggestions are very simple.
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Beckwith, Harry, The Invisible Touch: The Four Keys to Modern Marketing, Warner Books, 2000
Beckwith is the author of Selling the Invisible, and is becoming one of the leading voices in the marketing of services (as opposed to products). He'll definitely make you think...and in the process you'll start realizing how differently products and services are perceived by buyers. His chapter on pricing reinforces an important point that we've been making at Reality Marketing for many years: discounting is not the best way to prosper. It may be a short and simple book to read, but it's filled with insights and ramifications for your business!
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Blanchard, Ken, and Sheldon Bowles, Big Bucks: How to Make Serious Money for Both You and Your Company, William Morrow & Co., 2000
Blanchard has done it again: he's taken a complex subject about which there have been endless books written and distilled it down to its true essence. Written in his by now familiar parable style, it will give you the fundamental steps to achieving real wealth. These aren't insider tricks or clever shortcuts, and there's nary a word about actual dollars and cents...yet the path is laid out for you to earn big bucks if you're willing to take it.
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Ries, Al, and Laura Ries, The 11 Immutable Laws of Internet Branding, HarperBusiness, 2000
There is a rapidly increasing amount of e-crap competing for shelf space in bookstores these days, each promising to tell you something revolutionary about the coming e-world. Some of it might even be useful. But this new book by the co-author of Positioning: The battle for Your mind brings a touch of realism and a connection to the real un-e-world of business and marketing that is lacking from most of the others. Although his focus is usually on big business, Ries has proven that he understands that all marketing takes place in the mind of the prospect. The "laws" are sure to get you thinking about the yet-to-be-proven possibilities of selling on the Internet, and many of them fall into the "obvious but ignored" category that many need to be reminded of.
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Underhill, Paco, Why We Buy: The Science of Shopping, Touchstone, 2000
Underhill has made a career (and thriving practice) out of studying the behavior and preferences of shoppers in real-world retail environments. His method is the simplest one of all: extensive observation and experimentation. Because they were collected in actual retail stores, his results are hard to argue with and put him in a different league than most academic "consumer behavior" studies where the situations are totally artificial. He too understands the most important of marketing laws—that the most critical issue is the perception of the customer. If you are in the retail business (or work with retailers), buy this book and start applying its approach and its lessons today.
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