ALLEN.COM Strategic Marketing Tools for Business

Over the next two years, how will your budget change for social media marketing (Twitter, Facebook, MySpace)?
Increase significantly
Increase somwhat
No change
Decrease somewhat
Decrease significantly
No budget for social media marketing

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    Home > Articles > Books

    Books for Marketers

    These are books for marketers interested in:
    • One-to-one marketing
    • Customer relationship management (CRM)
    • Relationship marketing
    • Database marketing
    Peppers & Rogers: Return on Customer Maximizes Value - It's always been difficult to plan effective marketing programs because we can't accurately project how much a program will contribute to the bottom line. So, how can marketers plan for long-term growth when they're measured on short-term results? This is the focus of the new book by Don Peppers and Martha Rogers, Return on Customer. Peppers and Rogers provide the financial building blocks we can use to measure the long-term value of all marketing programs.

    Permission Marketing by Seth Godin, Don Peppers - "Permission Marketing" helps marketers shape their message so that consumers will willingly accept it rather than interrupt them during a favorite program or the family dinner.

    Brand Harmony by Steve Yastrow - To most marketers, branding can mean many things. If you've asked yourself, "Just what is branding?" then this book is for you.

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