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340 Small Business Marketing For Dummies, 2nd Edition

Positioning: The Battle for Your Mind by Al Ries and Jack Trout: How to
be seen and heard in the overcrowded marketplace (McGraw-Hill).

Selling the Invisible by Harry Beckwith: A field guide to modern marketing
(Warner Books).

The One-to-One Future by Don Peppers and Martha Rogers, PhD: Building
relationships one customer at a time (Doubleday).

The 22 Immutable Laws of Branding by Al Ries and Laura Ries: How to
build a product or service into a world-class brand (HarperCollins).

Why We Buy by Paco Underhill: Shopping science (Simon & Schuster).

The Library Reference Area

Bacon’s Media Directories: The Newspaper/Magazine Directory lists media
descriptions and editorial contacts at U.S., Canadian, Mexican, and Caribbean
newspapers; 15,000 magazines and newsletters; community, ethnic, college,
and university publications; and news services. The Radio/TV/Cable Directory
lists U.S. and Canadian stations, broadcast syndicators, and news bureaus.
The Internet Media Directory lists nearly 7,000 Web site listings, organized by
media type, geography, and subject matter.

ESRI Community Sourcebooks (formerly CACI Marketing Systems): These
references help you forecast demand for your products, define changes in
your market area, analyze your trade area, and target your marketing efforts
by providing population, demographic data, income, and other consumer
information for every U.S. ZIP code, Direct Marketing Area (DMA), and
Metropolitan Statistical Area (MSA).

Standard Rate and Data Service (SRDS) Media Source books: SRDS assists
media buyers by publishing standardized advertising rates, media contact
information, and links to online media kits, Web sites, and audit statements.
Available source books include the Business Publication Advertising Source,
the Consumer and Magazine Advertising Source, the Newspaper Advertising
Source, the Out-of-Home Advertising Source, the TV and Cable Source, the
Radio Advertising Source, and the Interactive Advertising Source, which pro-
vides planning information for online advertising vehicles.

The Lifestyle Market Analyst: Published by SRDS and Equifax, this guide pro-
vides demographic and lifestyle data organized by geographic market area,
lifestyle preferences, and consumer profiles.