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Specialty Advertising - Carrying the Message
This paper describes specialty advertising which has long been on the low end of the marketing communications totem pole. In many instances, it has been used only for two purposes - handouts for trade shows and handouts for sales people. It is therefore no surprise that the most widely used...
The Selection, Care And Feeding Of Public Relations Counsel
From the executive summary: ‘Today, most companies are finding that if they are to survive, public relations has to be more than just press agency or product publicity. It is becoming an increasingly important communications tool for explaining the firm to its many publics and explaining the publics to management....
Conduct Your Own Market Research
From the executive summary: ‘Whether one is a manufacturer, distributor, or retailer, thorough market research is essential to survive in today's competitive market. Market research is any planned effort that provides new facts and information to improve marketing decisions. Research can be conducted for a variety of reasons, from determining...
Market Research-Right Product, Right Market Area, Right Price
Many businesses spend money to develop new products, but often fail to find the market to promote them. The main reasons behind the failure of new products are inadequate market analysis, product defects, and increasing competition. Experts suggest that organizations should formulate effective marketing strategies to...
Have You Lost Sight Of What Business You're In?
The best way to set new marketing strategies is to look at the essence of a business. The essence of an organization can be found by resorting to five factors: identifying unique talents within organization, applying competitive pressures, recognizing what management enjoys doing most, letting customers define their needs and...
Your Public Relations Can Be Measured At The Cash Register
From the executive summary: ‘Today, product costs are fairly uniform. And, since the society is such a mobile one, people think nothing of driving so many miles to look at systems, furniture, or software products they are purchasing for their business. The retailer who pays attention to his or her...
Amateurism Hurts PR Field
From the executive summary: ‘Well-developed press materials can be a powerful part of a firm's total public relations program. They place information on a company's product developments, services, personnel changes, and financial reports where they will do the most good to the pertinent publications. In addition, they are the springboard...
Additional Resources
Present Like a Pro
Present Like a Pro, Cyndi Maxey, Kevin E. O'Connor; St. Martin's Press, 175 Fifth Ave, NY 10010, 212.674.5151, www.stmartins.com, July 2006, ISBN 0312347731, 256 pages, $12.95 Reviewed by G.A. "Andy" Marken, Marken Communications Inc., andy@markencom An American actress and screenwriter, Ruth Gordon was correct when she was asked...
Snapshot Survey Quick, Affordable Marketing Research for Every Organization, The
The Snapshot Survey Quick, Affordable Marketing Research for Every Organization, Lloyd Corder, PhD; Kaplan Publishing, 30 South Wacker Drive, Chicago, IL 60606, 800.621.9621, www.kaplanpublishing.com; February 2006, ISBN 1419S0696X, 288 pages, $22.95 Reviewed by G.A. "Andy" Marken, Marken Communications Inc., andy@markencom Everyone takes surveys. Whoever makes a statement about...
In the Line of Fire...How to Handle Tough Questions When It Counts
In the Line of Fire...How to Handle Tough Questions When It Counts - Book, DVD - Jerry Weissman, Prentice Hall, ISBN 0131855174, June 21, 2005, 216 pages, $24.95 and $29.99 respectively Reviewed by G.A. "Andy" Marken, Marken Communications Inc., andy@markencom A few times in our life we've looked...
Managing a Public Relations Firm for Growth and Profit
Managing a Public Relations Firm for Growth and Profit - A.C. Croft; Best Business Books, 10 Alice Street, Binghampton, NY 13904; 607-722-5857; www.haworthpress.com; ISBN 978-0-7890-2865-5; 290 pages, Reviewed by G.A. "Andy" Marken, Marken Communications Inc., andy@markencom Granted we haven't read books in a broad range of specific subject...
Media Training 101 - A Guide to Meeting the Press
Media Training 101 - A Guide to Meeting the Press, Sally Stewart; John Wiley & Sons, 111 River Street, Hoboken, NJ 07030, 201-748-6000; www.wiley.com; October 2003; hard cover, $24.95; 224 pages Reviewed by G.A. "Andy" Marken, president Marken Communications, Inc. andy@markencom.com We received our double degrees...
Be cool in the spotlight
Nothing fully prepares an executive for a TV interview, says Andy Marken, president of Marken Communications. It's difficult to perform with grace and poise when a television reporter shoves a microphone in your face and asks you aboutyour company. Here are some steps to help present the company and yourself...
Public Relations Kit for Dummies
Public Relations Kit for Dummies, Eric Yaverbaum, IDG Books Worldwide, Foster City, CA, February 2001, 326 pages. Reviewed by G.A. "Andy" Marken, president Marken Communications, Inc. andy@markencom.com Whether you're simply thinking about public relations as a career, are a PR/communications student, new to the industry or...
Focus on making you your career
G.A. "Andy" Marken, president of Marken Communications, works on dispelling the notion of moving up the executive ladder. The following information is from his paper entitled, "A New Approach to Moving Up the Corporate Ladder." "Someone stole the ladder," writes Marken, "while organizations are struggling to survive in...
How to Get Noticed by the National Media
How to Get Noticed by the National Media, Jeff Lewis and Dick Jones, Trellis Publishing, P.O. Box 16141, Duluth, MN 55816, ISBN 1930650426, 200 pages, May 2001 Reviewed by G.A. "Andy" Marken, Marken Communications Inc. E-mail: andy@markencom.com There isn't a public relations practitioner -...
Getting to Yes: Negotiating Agreement Without Giving In
Getting to Yes: Negotiating Agreement Without Giving In, Roger Fisher, William Ury, 200 pages, Paperback; ISBN: 0140157352; Penguin Press. Reviewed by G.A. "Andy" Marken, president Marken Communications, Inc. andy@markencom.com Having a tough time getting a job, a raise, a new client? ...
Living on the Fault Line: Managing for Shareholder Value in the Age of the Internet
Living on the Fault Line: Managing for Shareholder Value in the Age of the Internet Geoffrey A. Moore, Harper Collins Publishers, ISBN #088730880 Reviewed by G.A. "Andy" Marken, president Marken Communications, Inc. andy@markencom.com Living in Silicon Valley as we do, Geoff Moore's...
Multicultural Public Relations: A Social-Interpretive Approach
Multicultural Public Relations: A Social-Interpretive Approach Stephen P. Banks, Ph.D., Iowa State University Press, ISBN #0813829402. Reviewed by G.A. "Andy" Marken, president Marken Communications, Inc. andy@markencom.com We have a bias against most academic books because they have a tendency to rely heavily on a compilation, rehash...
Power Networking: 59 Secrets for Personal and Professional Success
Power Networking: 59 Secrets for Personal and Professional Success Donna Fisher, Sandy Vilas, Brad Press, September 2000, 209 pages, ISBN: 1-885167-47-4, $14.95 Reviewed by G.A. "Andy" Marken, president Marken Communications, Inc. andy@markencom.com Because of the recent articles on the inability, reluctance and/or fear of public relations...
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Public Relations Agencies: 541820Brought to you by IBMSponsored Resources
