Core Marketing Resources: Links, Books, Articles

The findings from this book are the result of five years of research to discover if successful companies that have far outperformed their peers and endured the test of time share certain qualities that led to their success. The findings are clear and remarkable.

E-Myth Revisited: Why Most Small Businesses Don't Work and What to do About It– Michael Gerber

Why do 40% of small businesses fail in their first year and 80% in the next 5 years? Gerber dissects the painful steps in the life of a new business and explains why systemization is the key to help entrepreneurs grow their business in a predictable way. This is a how to book that teaches business owners how to work on their business, not in their business.

Monopolize Your Marketplace: Separate Your Business From the Competition, Then Eliminate Them – Rick Harshaw

Are you better than your competitors? Can your prospect tell based on your marketing? To win the lion's share of business in your market, you must build a case for your product or service that makes your prospects say they would have to be absolute fools to do business with anybody else but you, regardless of price. This book offers specific advice and many real world examples on how to communicate to your prospects and differentiate yourself from competitors.

Permission Marketing: Turning Strangers into Friends and Friends into Customers – Seth Godin

Consumers see about 3000 marketing messages per day. So how do you cut through the clutter and get the right type of prospects to pay attention? According to Godin, "every marketing campaign gets better when an element of permission is added." Interruption Marketing fails because it is unable to get enough attention. Permission Marketing works by taking advantage of this fact. The principles offered in this book are for those willing to work hard at building a loyal customer base for the long-term.

Influence: The Psychology of Persuasion – Robert Cialdini

Arguably the best book ever on what is increasingly becoming the science of persuasion. Whether you're a mere consumer or someone weaving the web of persuasion to urge others to buy or vote for your product, this is an essential book for understanding the psychological foundations of marketing.

Crossing the Chasm – Geoffrey Moore

Although this book is focused on the high-tech industry, the basic premise remains true for any company looking to move from early adopters of its products or services into the mainstream – or as the author calls it – Crossing the Chasm.

Website Links:

Marketing Profs: Marketing Know-How From Professionals + Professors

This site offers an expansive library of marketing information and advice. Also includes a forum where members seek advice from other members. Note that some content is available only to paid members.

Net MBA

This site offers an in-depth explanation of key business topics including marketing. It's a good reference and education site for those looking to become better versed in business fundamentals.

Government of Ontario Small Business Site

Good resource site for entrepreneurs looking to start their own business. Within the site you'll find helpful links to other resources such as the Regional Enterprise Centres and small business events being held in the GTA. It's a good place to start for new or prospective business owners.

B to B – The Magazine for Marketing Strategist

Although more focused on Fortune 500 type of companies, this site offers marketing insight and advice from the Business to Business world. They also publish quick read “best of” lists and “how to” tid-bits.

Complaints.com

If you ever wonder what customers complain about in your industry – but more importantly - what you can do to better serve your customers, visit this simple yet insightful site. If you find your company listed, we suggest you post a response.