Effort-Less Marketing for Financial Advisors:
5 Steps to a Super-Profitable Business and a Wonderful Life
By Steve Moeller

Packed with step-by-step processes, sample scripts, letters, and forms, Effort-Less Marketing synthesizes more than a decade of expertise in building profitable financial service businesses into a single source.

American Business Visions. October 1999. 395 pages.

Bottom-Up Marketing
By Al Ries & Jack Trout

From the bestselling authors of Marketing Warfare comes another winner that turns conventional views of marketing upside-down, presenting a step-by-step approach to turn an effective tactic into an overall business strategy. Packed with practical information to help readers excel at marketing products, services and entire companies, Bottom-Up Marketing provides a chronological, step-by-step procedure for developing a marketing campaign.

Plume. May 1990.

High Visibility:
The Making and Marketing of Professionals into Celebrities
By Irving J. Rein, Philip Kotler & Martin R. Stoller

Professionals of all kinds are finding out that they are only as successful as they are visible. Destroying the fallacy that success comes only to the able and the lucky, High Visibility reveals the sophisticated manufacturing and marketing techniques that increasingly separate the powerful from the powerless. Based on numerous case studies, this book explains such important concepts as: transformation, dramatic reality, visibility and marketing, the visibility pyramid, and the audience intensity ladder. Being good isn't good enough any longer. Being seen is the key to success. High Visibility is the book that will help you get there.

NTC Business Books. September 1997. 288 pages.

The Marketing Imagination
By Theodore Levitt

Since its publication in 1983, The Marketing Imagination has been widely praised as the classic, all-inclusive "Levitt on Marketing." Now Theodore Levitt—renowned as Harvard Business School's marketing guru—has newly expanded his original work to recap the developing globalization debate and to respond to his critics. He has also added his famed McKinsey Award-winning essay "Marketing Myopia," and included detailed accounts of how to maximize the product life cycle and achieve the delicate balance between innovation and imitation. As before, this new edition of The Marketing Imagination shows Levitt at his best—sharp, knowledgeable, erudite, and, yes, as imaginative as ever.

Free Press. April 1986. 238 pages.

Marketing Warfare
By Al Ries & Jack Trout

Much can be learned from the world's greatest battles and the military geniuses who fought them. This enlightening guide shows marketing executives and managers how they, too, can plan like Alexander the Great, maneuver like Napoleon Bonaparte, fight like General Patton, and proudly claim their own marketing victories. This is an invaluable marketing classic by the authors of the bestselling book Positioning: The Battle for Your Mind. Entertaining case histories demonstrate techniques for defeating the competitor, and a special chapter focuses on the warfare strategies that could be employed by the highly competitive automobile industry.

McGraw-Hill. September 1990. 216 pages.

Ogilvy On Advertising
By David Ogilvy

Ogilvy on Advertising is a candid and indispensable primer on all aspects of advertising from the man Time magazine has called "the most sought after wizard in the business." Ogilvy is an inspiration to all of us who pursue careers in the marvelous world of selling ideas. His book reminds us that we can always do better. A valuable tool for any creative thinker, Ogvilvy on Advertising is a travel back in time to the root of advertising. The author shares tips for starting out, but most of all he reminds us that advertising is all about passion.

Random House. March 1987. 224 pages.

Permission Marketing:
Turning Strangers into Friends and Friends into Customers
By Seth Godin & Don Peppers

The man Business Week has called "the ultimate entrepreneur for the Information Age" explains permission marketing—the groundbreaking concept that enables marketers to shape their message so that consumers will willingly accept it. Whether it's the TV commercial that breaks into our favorite program, or the telemarketing phone call that disrupts a family dinner, traditional advertising is based on the hope of snatching our attention away from whatever we're doing. Seth Godin calls this interruption marketing, and, as companies are discovering, it no longer works. Instead, Permission Marketing introduces a fundamentally different way of thinking about advertising products and services.

Simon & Schuster. May 1999. 255 pages.

Positioning:
The Battle For Your Mind
By Al Ries & Jack Trout

Positioning, a concept developed by the authors, has changed the way people advertise. The reason? It's the first concept to deal with the problems of communicating in an over-communicated society. With this approach, a company creates a position in the prospect's mind—one that reflects the company's own strengths and weaknesses as well as those of its competitors. Witty and fast-paced, this book has been revised to reflect significant developments in the five years since its original publication. Positioning reveals the fascinating case histories and anecdotes behind the campaigns of many stunning successes and failures in the world of advertising.

Warner Books. February 1993. 213 pages.

Tested Advertising Methods
By John Caples & Fred E. Hahn

A legend in advertising for more than 60 years, John Caples still serves as a guide to generations of creative marketing people. Now his classic work on how to create successful advertising has been updated by respected advertising consultant Fred Hahn. It retains all the clarity, candid analysis, time-tested experience and invaluable award-winning ideas from the original, while bringing it right up-to-the-minute on the many new changes in the field.

Prentice Hall. March 1997. 320 pages.