This is the eBook version of the printed book. This Element is an excerpt from From Concept to Consumer: How to Turn Ideas Into Money (9780137137473) by Phil Baker. Available in print and digital formats.   Choose the right distribution for your product: assess the tradeoffs and maximize the opportunities.   “Build it, and they will come.” That rarely happens. Not only do you need a marketing program, but also a plan to get your product to customers. What are your choices? 1. Sell through retail distribution. 2. Supply your product to a marketing company with established channels. 3. Sell over the Internet. 4. License your product. Let’s consider each ….

Price: $1.99 USD

This Element is an excerpt from We Are Smarter Than Me: How to Unleash the Power of Crowds in Your Business (ISBN: 9780132244794) by Barry Libert and Jon Spector. Available in print and digital formats.   Put crowdsource marketing to work--and magnify the impact of your marketing efforts with the authenticity and power of real customers!   Procter & Gamble is in the business of turning out consumer products by the barrelful. But the company has another, very different line of business. It offers the services of hundreds of thousands of moms and teenagers as word-of-mouth marketers--for its own product divisions and other organizations as well.

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"OK. I’ve got my Twitter account…now what can I do with it?" Sound familiar? #tweetsmart provides the answer with 25 creative projects to help your business, cause, or organization grow. But this isn’t just another social media marketing book—it’s the anti-marketing how-to community-engagement book. Twitter is not a marketing channel (and should never be used as such) but it is a community of interested, engaged, and influential people. Meeting and getting to know these people can help you build your own community. In this useful guide, you’ll find projects to help you approach your Twitter audience in ways that are strategic, measurable, and fun. Put a new wrinkle on an old contest: "be the 10th person to tweet" Create a hashtag game around your company or products Instead of polling, ask your followers to help you make a product decision Make MadLibs out of your marketing copy or mission statement Hold a scavenger hunt, and relay clues via Twitter Organize a weekly Twitter chat on various subjects Solicit funny product shots, using Twitter’s photo-sharing utility Spontaneously tweet from a store location: "Meet me now and win!"

Price: $9.99 USD

Join the conversation ... People are talking about your company online ... Do you know what they are saying? You should. If you are a CEO, Business Owner or Marketer, would you like to: get ahead of your competitors; develop an overall social media road map for your business to follow; create pathways so your customers can find you in all the new ways they prefer; manage and enhance your company s reputation and position; track the true return of your investment from any social media campaign; know which online tools work best with social media; maximize your exposure with mobile marketing; and do it all with  No Geek Speak ?. Thumbonomics: The Essential Business Roadmap to Social Media and Mobile Marketing  shows you why your website is no longer enough. Created by acclaimed Internet Marketing Expert and Communicator Heather Lutze, Thumbonomics takes you step-by-step through the development and implementation of your social media marketing program. Her exclusive Findability Makeovers showing you real results for real companies are included. Thumbonomics shows how to successfully engage social media's Big Five: Blogging, YouTube, Facebook, Twitter and LinkedIn. What do  Tony Hseih-CEO of Zappos, John Hickenlooper-Governor of Colorado, Charlie Cole-VP of Online Marketing for Lucky Brand and Bill Gerth-Head of Comcast Twitter Team  have in common? Findability and Success ... they ve done it through the techniques highlighted and recommended in Thumbonomics. Does Geek Speak Overwhelm You?. No longer ... with Thumbonomics, you ve the latest in the social media world produced in your own language, not techno-speak that can glaze your eyes over. Internet Marketing Expert Heather Lutze is your guide as she reveals the key techniques in mastering: The Big Five: Blogging, YouTube, Facebook, Twitter and LinkedIn.; Creative online marketing strategies that will outcompete your competitors.; The latest strategies for a successful pay-per-click campaign. Are you ready to take your business into the brave new world of social media? Don t miss out on the biggest marketing opportunity since the invention of television!. In your hands is an easy-to-implement strategy and tactics for social media marketing for you and your team. What might have taken years to figure out is within these pages.

Price: $10.00 USD

This book is the “official story� of how Absolut Vodka came to be. Carl Hamilton found that publishing this book in Swedish would cost him his job at a prestigious economics institute. When he published an expanded version of a research project based on a research project commissioned by the liquor company, Vin and Spirit, he lost his job at the Stockholm School of Economics. His book credits Absolut’s huge popularity to the “little guys� rather than to the suits at large ad agencies. This book is the Liar’s Poker of marketing, revealing the sordid stories behind the official one.

Price: $17.49 USD

The small business guru behind Duct Tape Marketing shares his most valuable lesson: how to get your customers to do your best marketing for you. The power of glitzy advertising and elaborate marketing campaigns is on the wane; word- of-mouth referrals are what drive business today. People trust the recommendation of a friend, family member, colleague, or even stranger with similar tastes over anything thrust at them by a faceless company. Most business owners believe that whether customers refer them is entirely out of their hands. But science shows that people can't help recommending products and services to their friends-it's an instinct wired deep in the brain. And smart businesses can tap into that hardwired desire. Marketing expert John Jantsch offers practical techniques for harnessing the power of referrals to ensure a steady flow of new customers. Keep those customers happy, and they will refer your business to even more customers. Some of Jantsch's strategies include: - Talk with your customers, not at them. Thanks to social networking sites, companies of any size have the opportunity to engage with their customers on their home turf as never before-but the key is listening. - The sales team is the most important part of your marketing team. Salespeople are the company's main link to customers, who are the main source of referrals. Getting them on board with your referral strategy is critical. - Educate your customers. Referrals are only helpful if they're given to the right people. Educate your customers about whom they should be talking to. The secret to generating referrals lies in understanding the "Customer Referral Cycle"-the way customers refer others to your company who, in turn, generate even more referrals. Businesses can ensure a healthy referral cycle by moving customers and prospects along the path of Know, Like, Trust, Try, Buy, Repeat, and Refer. If everyone in an organization keeps this sequence in mind, Jantsch argues, your business will generate referrals like a well-oiled machine. This practical, smart, and original guide is essential reading for any company looking to grow without a fat marketing budget.

Price: $18.99 USD

Preparing independent or guerrilla filmmakers for the legal, financial, and organizational questions that can doom a project if unanswered, this guide demystifies issues such as developing a concept, founding a film company, obtaining financing, securing locations, casting, shooting, granting screen credits, distributing, exhibiting, and marketing a film. Updated to include digital marketing and distribution strategies through YouTube or webisodes, it also anticipates the "problems" generated by a blockbuster hit: sound tracks, merchandizing, and licensing. Six appendices provide sample contracts, copyright forms and circulars, Writer’s Guild of America definitions for writing credits, and studio contact information.

Price: $23.95 USD

BIG NEWS! (Advance Praise for microMARKETING ) "Greg Verdino presents the greatest hits of social media marketing, a litany of stories designed to persuade you to stop demanding the web conform to your desire for mass--and instead realize that mattering a lot to a few people is worth far more than mattering just a little to everyone." —Seth Godin, author of Linchpin “microMARKETING is big. Now anybody can dominate a market. Especially you. So what are you waiting for?” —David Meerman Scott, author of The New Rules of Marketing & PR “Makes the case for the death of mass marketing in a compelling way." —Al Ries, co-author, War in the Boardroom “[Essential] for anyone who has ever had to create a great marketing plan without a million dollar budget or an army of resources.” —Rohit Bhargava, SVP, Ogilvy 360 Digital Influence and author of Personality Not Included “Shows how big became passé and proves that in our overhyped society the teeniest push is the way in.” —Richard Laermer, CEO of RLM Public Relations and author of 2011 “Filled with fresh strategies for engaging fragmented markets and frazzled customers.” —Jill Konrath, bestselling author of SNAP Selling and Selling to Big Companies “Hits the nail on the head: Social media efforts should put a face on the company and not focus on the tools.” —Thomas Hoehn, director, interactive marketing, Eastman Kodak Company “A must-read for anyone in marketing or technology.” —Darren Herman, chief digital media officer, kirshenbaum bond senecal + partners "Will help businesses move from a fading era of mass marketing to embrace a meaningful genre of micro collaboration that builds macro markets." — Brian Solis, author of Engage “Follow Greg’s 7 shifts from mass to micro and you’ll be a micromaven, capturing the attention of your audience, before you know it.” —Donna M. Tocci, director, web/new media, Ingersoll Rand

Price: $26.95 USD

If advertising and public relations were the best ways to connect with a company's audience through traditional media, and blogs are the best way to connect with millions of customers through the medium of online consumer generated media, then how can companies best use blogs to connect with their audience through the medium of consumer-generated media? The answer is through blogger relations, the process of interacting with bloggers and blog readers to get a company's message to an audience. This book targets business people, marketing professionals, public relations firms, search engine optimization and online marketing agency staff with a primer on the importance of corporate blogging and how to conduct a successful blogger relations ongoing campaign. * Provides tools for companies to interact with customers through blogging communities * Shows how to transform public relations and search marketing through consumer-generated media, RSS feeds and comment interaction strategies * Describes how to optimize blog articles for blog search engines and provides content strategies * Provides companies the planning tools to evaluate its blogging community and company resources for effective blogging

Price: $32.95 USD

Praise for The Shift "More than ever, the role of marketing has to be to drive profitable growth by unlocking customer insights. The Shift provides inspiring examples of how leading marketers are getting it done." – Cammie Dunaway , executive vice president of sales and marketing, Nintendo of America "At Zappos.com we've always approached business in our own unique way. The Shift outlines many principles we holistically embrace. Kudos to Scott Davis for putting together such a great resource!" – Tony Hsieh , CEO, Zappos.com "The Shift is a great 'how-to book' for Visionary Marketers who want to stand out, help their company succeed by moving toward true accountability, and drive a business strategy that keeps the customer in mind, while never losing sight of the P&L." – Fisk Johnson , chairman and CEO, SC Johnson "The Shift's articulation of how marketing can drive a company's bottom line and a marketer's career makes it a must-read for any CEO who wants marketing to truly impact their company's bottom line." – CJ Fraleigh , CEO, Sara Lee Retail and Foodservice "Marketer as a P&L–oriented businessperson! This important book for senior executives provides a road map on how marketers and their organizations can shift their profiles, while driving bottom-line results." – Mark L. Vachon , president and CEO, GE Healthcare, Americas "The Shift charts a dramatic new role for marketing. A challenge every firm should embrace." – David Aaker , vice chairman, Prophet; and, author, Brand Leadership "The Shift has to become a way of life from the classroom to the boardroom. Davis's book brings a practitioner's perspective to this critical topic of marketers shifting to becoming more accountable and more personally responsible for driving growth." – Dipak Jain , dean, Kellogg Graduate School of Management, Northwestern University "Forget the CMO. Long live the integrated agenda of the Chief Growth and Visionary Officer!" – Joseph V. Tripodi , chief marketing and commercial officer, The Coca Cola Company

Price: $34.95 USD