2005 Marketing Bookshelf

In this issue

• 2005 MARKETING BOOKSHELF

HOLD THAT DATE: ANNUAL INTEGRATED MARKETING CONFERENCE

On July 26-29, 2005, Stamats will hold its annual integrated marketing conference in Chicago. While this may seem a long time off, we know that calendars fill quickly so please hold that date. To see a tentative list of topics, please click on www.stamats.com/events/seminars.

2005 MARKETING BOOKSHELF

This issue of QuickTakes is a little different. Ordinarily, we run a series of articles. This issue, however, features our annual "you-need-to-have-this-on-your-bookshelf" list of marketing books. We asked readers, colleagues, and even a competitor to two to list their all-time favorites. I also added a few to round out some omissions and added a short list of books that focus more specifically on higher education.

My goal was 10, but as you can see I got carried away. You'll note, too, that I added a couple that I have written (sorry, I couldn't resist).

Hopefully they will provide some of the insights you need to improve your overall marketing efforts.

You can also download a PDF from our Web site at: www.stamats.com.

Here goes.

Stamats 2005
Indispensable Marketing and Leadership Bookshelf

1. Aaker: Building Strong Brands; Brand Portfolio Strategy

2. Albrecht: The Northbound Train: Finding the Purpose, Setting the Direction, Shaping the Destiny of Your Organization

3. Beckwith: Selling the Invisible; What Clients Love; Invisible Touch

4. Bedbury: A New Brand World: Ten Principles for Achieving Brand Leadership in the Twenty-First Century

5. Bennis: Organizing Genius: The Secrets of Collective Collaboration

6. Bhide: "Hustle as Strategy", HBR

7. Blanchard: The One Minute Manager Meets the Monkey

8. Bossidy: Execution: The Discipline of Getting Things Done

9. Brown: 13 Fatal Errors Managers Make

10. Bryson: Strategic Planning for Public and Nonprofit Organizations

11. Buckingham: First, Break All the Rules: What the World's Greatest Managers Do Differently

12. Chaleff: The Courageous Follower: Standing uptTo and for Our Leaders

13. Cialdini: Influence: Science and Practice

14. Collins: Good to Great: Why Some Companies Make the Leap.. and Others Don't

15. Covey: Seven Habits of Highly Effective People

16. Drucker: The Essential Drucker

17. Evans: Blown to Bits: How the New Economics of Information Transforms Strategy

18. Fombrun: Reputation: Realizing Value from the Corporate Image

19. Frank: The Winner Take All Society: Why the Few at the Top Get So Much More Than the Rest

20. Gladwell: Blink; The Tipping Point: How Little Things Can Make a Big Difference

21. Godin: Purple Cow; Unleashing the Idea Virus; Permission Marketing

22. Goodstein: Applied Strategic Planning

23. Habecker: Leading with a Follower's Heart

24. Hamel: Competing for the Future

25. Harari: Leapfrogging the Competition

26. Harvey: The Abilene Paradox and Other Meditations on Management

27. Hill: Radical Marketing: From Harvard to Harley, Lessons from 10 That Broke the Rules and Made It Big

28. Kaplan: The Strategy-Focused Organization

29. Katzenbach: The Wisdom of Teams

30. Kotter: Leading Change

31. Kouzes and Posner: The Leadership Challenge

32. Kriegel: Sacred Cows Make the Best Burgers

33. Lencioni: Death by Meeting; The Five Dysfunctions of a Team; The Five Temptations of a CEO

34. Lenskold: Maketing ROI: The Path to Campaign, Customer, and Corporate Profitability

35. Lepla: Integrated Branding: Becoming Brand-Driven Through Company-Wide Action

36. Levitt: "Marketing Myopia" (HBR article from the early ‘60s a classic)

37. Lucas: Fatal Illusions: Shredding a Dozen Unrealities That Can Keep Your Organization from Success

38. McNally: Be Your Own Brand: A Breakthrough Formula for Standing Out from the Crowd

39. Nanus: Visionary Leadership

40. Nash: Direct Marketing

41. Niven: Balanced Scorecard Step-by-Step

42. Ogilvy: Ogilvy on Advertising

43. Parker: Cross-Functional Teams

44. Peppers and Rogers: One-to-One Marketing (several books on same theme by same authors)

45. Peters: (re)Imagine; The Top Brand 50

46. Ries: Focus: The Future of Your Company Depends Upon It

47. Ries and Ries: Fall of Advertising and Rise of PR

48. Ries and Trout: Positioning: The Battle for Your Mind ; The 22 Immutable Laws of Marketing

49. Roberts: Lovemarks: The Future Beyond Brands

50. Roman: Integrated Direct Marketing; Opt-in Marketing

51. Sample: The Contrarian's Guide to Leadership

52. Schultz: Integrated Marketing Communication

53. Senge: The Dance of Change: The Challenges of Sustaining Momentum in Learning Organizations

54. Sevier: Thinking Outside the Box

55. Shepard and Associates: The New Direct Marketing

56. Stone: Successful Direct Marketing Methods

57. Travis: Emotional Branding

58. Trout: Differentiate or Die

59. Trout: The Power of Simplicity

Higher Education Specific

1. Bok: Universities and the Marketplace: The Commercialization of Higher Education

2. Brewer: In Pursuit of Prestige: Strategy and Competition on U.S. Higher Education

3. Buchanan: Handbook of Institutional Advancement

4. Burtchaell: The Dying of the Light: The Disengagement of Colleges and Universities from Their Christian Churches

5. Dennis: A Practical Guide to Enrollment and Retention Management in Higher Education

6. Enhrenberg: Tuition Rising: Why College Costs So Much

7. Hossler: Enrollment Management: An Integrated Approach

8. Lauer: Competing for Students, Money, and Reputation

9. Leslie: Wise Moves in Hard Times: Creating and Managing Resilient Colleges and Universities

10. Levine: When Hope and Fear Collide: A Portrait of Today's College Student

11. Kane: The Price of Admission: Rethinking How Americans Pay for College

12. Keller: Academic Strategy: The Management Revolution in American Higher Education

13. Kirp: Shakespeare, Einstein, and the Bottom Line

14. Kluge: Alma Mater: A College Homecoming

15. Peterson: Planning and Management for a Changing Environment

16. Rudolph: American College and University: A History

17. Ruch: Higher Ed., Inc.: The Rise of the for-Profit University

18. Sevier: Integrated Marketing Workbook

19. Taylor: Strategic Indicators for Higher Education

20. Willimon: The Abandoned Generation: Rethinking Higher Education

STAMATS ONLINE SEMINARS

Thursday, March 31st, from 1:30 p.m.-3:00 p.m. CST

Building a Brand That Matters
Presented by Dr. Robert A. Sevier

If you don't own a place in the minds of prospective students and donors, they will not enroll in your classes or donate money. In today's market, it's all about brands.
Drawing on Sevier's Building a Brand That Matters, our discussion will begin by examining brand marketing and discuss how it relates to integrated marketing and strategic planning. We will also present ideas for winning internal buy-in to the brand marketing process. Finally, the workshop will review a four-step process for building a valued brand:

• Make a brand promise that matters to your key audiences: Using internal and external market research to shape potential brand promises and to help you choose a singular, valued brand
• Communicate your brand promise effectively: Developing a brand communication plan including the creation of brand marketing goals, defining audiences, and creating message strategies
• Live your brand promise: Building ownership in the new brand promise among faculty and staff
• Strengthen your brand promise: Options for increasing the value of your brand over time

Click here to register for this $249 program.