Marketing
– Where Do I Start?
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Establishing or
growing your business? Marketing is
essential to your success. You’ll need to
ask major questions like:
• Who needs my product or service?
• How will I reach these target customers?
• What makes my product or service special
in the marketplace and how can I express
this uniqueness/difference to prospective
customers?
Let these Mesa Public Library materials
help you define and reach your market. They
include strategies for developing a
marketing plan and low-cost marketing
methods. These books are just a sample; find
more by browsing in Dewey sections 658.8 and
658.802.
(Remember, marketing is different from
advertising, although familiarity with these
materials and concepts is critical before
you advertise.)
Further resources: For tools to help in
marketing your business including media
directories, see the Mesa Public Library
“Leads at the
Library” list.
For advice on marketing research methods,
see the Mesa Public Library
“Business Plans: Where Do I Start?”
list.
Location codes in
this list:
MN = Main Library – for Reference
Items at Main Library, see special Grants
section on Index Table
DR = Dobson Ranch
RM = Red Mountain
REF = Reference (note branch
indicated for location)
YA CC = Young Adult College & Career
Collection
GOVDOC = Government Documents
collection at MN |
How to Write a Marketing Plan.
John Westwood. 2006. E-book.
MAP Move Ahead Plan: A Complete Business Plan Kit
with Marketing and Advertising Plans, Downloadable
Templates, and More – to Advance Your Business.
Diana Barnum. DR 658.4012 B267M 2006
The Market Planning Guide: Creating a Plan to
Successfully Market Your Business, Product, or
Service. David H. Bangs, Jr. MN, RM 658.802
B225M 2002
The Marketing Plan. William A. Cohen. MN, DR,
RM 658.802 C66M 2005
The Marketing Strategy Desktop Guide. Norton
Paley. MN, RM 658.802 P175M 2007
Powerhouse Marketing Plans: 14 Outstanding
Real-Live Plans And What You Can Learn from Them to
Supercharge Your Own Campaigns. John Winslow.
MN, DR, RM 658.8101 J639P 2004
The Procrastinator’s Guide to Marketing: (Or, How
to Get Off Your Butt and Develop Your Marketing
Plan!). Mary Eule Scarborough. MN, DR, RM 658.8
SCA72P 2008
The Ultimate Marketing Plan: Find Your Most
Promotable Competitive Edge, Turn it into a Powerful
Marketing Message, and Deliver it to the Right
Prospects. Daniel Kennedy. MN 658.802 K381U 2000
The Ultimate Small Business Marketing Toolkit:
All the Tips, Forms, and Strategies You’ll Ever
Need. Beth Goldstein. 2007. E-book.
According to Kotler: The World’s
Foremost Authority on Marketing Answers Your
Questions. Philip Kotler. MN 658.8 K848A 2005
Bang!: Getting Your Message Heard in a Noisy
World. Linda Kaplan Thaler, Robin Koval, Delia
Marshall. MN 659.113 K141B 2003
The Complete Idiot’s Guide to Marketing.
Sarah White. MN, DR 658.8 W585C 2003
Get Clients Now!: A 28-Day Marketing Program for
Professionals, Consultants, and Coaches. C.J.
Hayden. 658.8 H324G 2007
Guerrilla Marketing for Dummies. Jonathon
Margolis. MN, DR, RM 658.8 M336G 2008
Guerrilla Marketing in 30 Days. Jay Conrad
Levinson and Al Lautenslager. MN 658.8 L578GM 2005,
Audio CD MN, RM 658.8 L578GMA 2005
How to Become a Marketing Superstar: Unexpected
Rules That Ring the Cash Register. Jeffrey J.
Fox. MN 658.8 F832HB 2003 and E-book.
Ice to the Eskimos: How to Market a Product
Nobody Wants. Jon Spoelstra. 2007. E-book.
Jay and Jeannie Levinson’s Start-up Guide to
Guerrilla Marketing: A Simple Battle Plan for
First-Time Marketers. Jay and Jeannie Levinson.
MN, DR, RM 658.8 L578J 2008
Marketing Insights from A to Z: 80 Concepts Every
Manager Needs to Know. Philip Kotler. MN 658.8
K848I 2003
Marketing Kit for Dummies. Alexander Hiam.
MN, DR, RM 658.8 H52MA 2009
Marketing Your Product. Donald Cyr and
Douglas Gray. MN 658.8 C993M 2003
Marketing Your Service. Jean Withers and
Carol Vipperman. MN 658.8 W776M 2003
Marketing Without Advertising. Michael
Phillips, Salli Rasperry. MN 658.8 M341M 2008 (6th
Edition) and E-book (E-book is 5th Edition)
Rubies in the Orchard: How to Uncover the Hidden
Gems in Your Business. Lynda Resnick, Francis
Wilkinson. MN, DR, RM 658.8 R312R 2009
Tips and Traps for Marketing Your Business.
Scott Cooper, Fritz Grutzner, and Birk Cooper. 2008.
E-book.
101 Ways to Market Your Business.
Andrew Griffiths. MN 658.022 G875M 2000
1,001 Ways to Market Yourself and Your Small
Business. Lisa Shaw. MN 658.8 SH27W 1997
Big Business Marketing for Small Business
Budgets. Jeanette Maw McMurtry. MN 658.8 M229B
2003
Entrepreneur Magazine’s Ultimate Small Business
Marketing Guide: 1500 Great Marketing Tricks That
Will Drive Your Business through the Roof. James
Stephenson. DR, RM 658.8 ST45E 2007
Guerrilla Marketing: Easy and Inexpensive
Strategies for Making Big Profits from Your Small
Business. Jay Conrad Levinson. MN, DR, RM 658.5
L578H 2007
Guerrilla Marketing for Free: Dozens of No-Cost
Tactics to Promote Your Business and Energize Your
Profits. Jay Conrad Levinson. MN 658.8 L578F
2003
Guerrilla Publicity: Hundreds of Sure-Fire
Tactics to Get Maximum Sales for Minimum Dollars.
Jay Conrad Levinson, Rick Frishman, Jill Lublin,
Mark Steisel. MN, RM 659 L578G 2002
Marketing and PR on a Shoestring: Getting
Customers and Keeping Them – Without Breaking the
Bank. Phillip R. Holden, Nick Wilde. 2007.
E-book.
Marketing to Win More Business. Pauline
Rowson. 2007. E-book.
Marketing Warfare (20th Anniversary Edition).
Al Reis, Jack Trout. MN, RM 658.8 R445M 2006
Shameless Marketing for Brazen Hussies: 307
Awesome Marketing Strategies for Savvy
Entrepreneurs. Marilyn Ross. MN 658.8 R733S 2000
Streetwise Low Cost Marketing. Mark Landsbaum.
MN, DR 658.8 L239S 2004
Ageless Marketing: Strategies for
Reaching the Hearts and Minds of the New Customer
Majority. David B. Wolfe. MN 658.8348 W832A 2003
Boom: Marketing to the Ultimate Power Consumer –
The Baby Boomer Woman. Mary Brown and Carol
Orsborn. MN 658.834082 B814B 2006
Chasing Cool: Standing Out in Today’s Cluttered
Marketplace. Noah Kerner, Gene Pressman. MN, RM
658.8 K459C 2007
Latino Boom!: Everything You Need to Know to Grow
Your Business in the U.S. Hispanic Market.
Chiqui Cartagena. MN, DR, RM 658.8340896 C24L 2005
Marketing to Moms: Getting Your Share of the
Trillion-Dollar Market. Maria T. Bailey. MN
658.834082 B153M 2002
Marketing to the Campus Crowd: Everything You
Need to Know to Capture the $200 Billion College
Market. David A. Morrison. MN, RM 658.8340842
M834M 2004
Marketing to Women: How to Increase Your Share of
the World’s Largest Market. Marti Barletta. MN
658.834082 B249M 2006
The Power of Business in Español: 7 Fundamental
Keys to Unlocking the Potential of the
Spanish-Language Hispanic Market. José Cancela.
MN, RM 658.8340896 C16P 2007
The She Spot: Why Women Are the Market for
Changing the World - And How to Reach Them. Lisa
Witter, Lisa Chen. MN 658.834082 W784S 2008
Trillion Dollar Moms: Marketing to a New
Generation of Mothers. Maria T. Bailey, Bonnie
W. Ulman MN 658.834082 B153T 2005
Turning Silver Into Gold: How to Profit in the
New Boomer Marketplace. Mary Furlong. MN
658.8340846 F979T 2007
Beyond Buzz: The Next Generation
of Word of Mouth Marketing. Lois Kelly. MN 658.8
K297B 2007
Buzzmarketing: Get People to Talk About Your
Stuff. Mark Hughes. MN, RM 659.133 H874B 2005
Cause Marketing: Build Your Image and Bottom Line
Through Socially Responsible Partnerships, Programs,
and Events. Joe Marconi. MN 658.8 M333CA 2002
Creating Customer Evangelists: How Loyal
Customers Become a Volunteer Sales Force. Ben
McConnell, Jackie Huba. MN 658.812 M134C 2003
Credibility Marketing: Build Your Business by
Becoming a Recognized Expert (Without Investing a
Lot of Time or Money). Larry Chambers. MN 658.8
C355C 2002
Here's My Card: How to Network Using Your
Business Card to Actually Create More Business.
Bob Popyk. MN 659.133 P819H 2000
Marketing with Speeches and Seminars: Your Key to
More Clients and Referrals. Miriam Otte. MN
658.8 OT8M 1998
Marketing with Newsletters: How to Boost Sales,
Add Members & Raise Funds with a Print, Fax, E-mail,
Web-site or Postcard Newsletter. Elaine Floyd.
MN, DR 070.175 F669M 2002
The New Rules of Marketing and PR: How to Use
News Releases, Blogs, Podcasts, Viral Marketing, and
Online Media to Reach Buyers Directly. David
Meerman Scott. MN, DR, RM 658.84 SCO8N 2007
Podcasting for Profit: A Proven 7-Step Plan To
Help Individuals and Businesses Generate Income
Through Audio and Video Podcasting. Leesa
Barnes. 2008. E-book.
Ebay Quicksteps. John Cronan,
Carole Matthews. MN, DR, RM 658.91 EB17CJ 2008
E-mail Marketing for Dummies. John Arnold.
MN, DR, RM 658.872 AR64E 2008
E-Riches 2.0: Next-Generation Marketing
Strategies for Making Millions. Scott Fox. MN,
DR, RM 2009
Guerrilla Marketing on the Internet: The
Definitive Guide from the Father of Guerrilla
Marketing. Jay Conrad Levinson, Mitch Meyerson,
Mary Eule Scarborogh. MN, DR, RM 658.872 L578G 2008.
Internet Marketing. Barbara G. Cox and
William Koelzer. MN 658.84 C839I 2004
Internet Marketing for Dummies. Frank
Catalano and Bud Smith. DR 658.84 C28I 2001
Internet Marketing in Real Estate. Barbara G.
Cox. MN 658.8 K848T 2004
Low-Budget Online Marketing for Small Business.
Holly Berkley. MN, DR, RM 658.84 B455L 2005
Marketing on the Internet: Seven Steps to
Building the Internet into Your Business. Jan
Zimmerman. MN, RM 658.84 Z65M 2003
Marketing to the Social Web: How Digital Customer
Communities Build Your Business. Larry Weber.
MN, DR, RM 658.872 W388M 2007
Mastering Online Marketing. Mitch Meyerson.
MN, DR, RM 658.84 M576M 2008
Web Marketing for Dummies. Jan Zimmerman. MN,
DR, RM 658.872 Z656W 2009 and E-book
Dictionary of Marketing Terms.
Jane Imber, Betsy-Ann Toffler. MN REF, RM REF
658.8003 IM18D 2000
The Blackwell Encyclopedic Dictionary of
Marketing. Edited by Barbara R. Lewis and Dale
Littler. MN 658.8003 B568B 1999
Research Alert Yearbook. MN REF 658.835 R311R
(selected years)
See our library webpage for access to
business databases to which the library subscribes.
With your Mesa Public Library card and PIN number,
you can view business directories, business and
industry trade journals, business newspapers, and
other publications using these databases. The
databases have international coverage and include
full-text articles and/or abstracts & citations.
Find these databases in the
“Business” category on our database menu.
All URLs are current as of June 3,
2009. URLs and site availability are subject to
change. Mesa Public Library does not endorse
individual products or services and takes no
responsibility for claims made by site creators or
sponsors. The following sites are included for their
useful content found on the date reviewed.
American
Marketing Association
http://www.marketingpower.com/
Includes tools, articles, and a marketing
dictionary.
Direct Marketing
Association
http://www.the-dma.org/
Organization for those involved in direct, database,
and interactive marketing.
Business
Marketing Association
http://www.marketing.org/
Professional association for B-to-B marketers.
SBA Marketing Basics
http://www.sba.gov/smallbusinessplanner/manage/marketandprice/index.html
Part of the Small Business Administration’s
“Starting Your Business” online tutorial.
See our Business
Resources page for more great resources!
06/09
Sandra G. Rizzo, Business Librarian
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