Strategic Marketing Principals
	* Selling the Invisible: A Field Guide to Modern Marketing, by Harry Beckwith, $16.76, Hardcover - 252 pages (March 1997), Warner Books; ISBN: 0446520942. Aptly named, this book is a compact reference for anyone (i.e. investors, board members, busy entrepreneurs) who need powerful information distilled to a high level. We always talk about the "whole product model", which references the tangible and intangibles that customers buy (i.e. 800-customer support with a laptop). How do you market that intangible stuff? In many cases, the intangible and invisible is more valuable than the product itself (i.e. Evian water...). Good stuff.
	* Kotler on Marketing: How to Create, Win, and Dominate Markets, by Philip Kotler, $22.00, Hardcover - 257 pages (April 1999), Free Press; ISBN: 0684850338. What bibliography would be complete without a reference to the granddaddy of Marketing Strategy Ò Phillip Kotler. A key reference on marketing best-practices with strategy, tactics and simple examples based on a customer relationship framework in the Internet age.
	* The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk, by Al Ries, Jack Trout, $11.20, Paperback - 160 pages 1 Pbk Ed edition (May 1994) , Harperbusiness; ISBN: 0887306667. Timeless wisdom. Substitute stock as the product youÌre selling, and youÌve got the foundation for Equity Marketing. Greatly compresses the key factors into a simple "Cliff Notes" for easy travel anywhere. Read periodically and do it. Visit their web site too: http://www.ries.com/
	Permission Marketing: Turning Strangers Into Friends, and Friends into Customers, by Seth Godin, Don Peppers, $20.00, 255 pages 1 edition (May 1, 1999) , Simon & Schuster; ISBN: 0684856360. Gives a tactical approach to the adoption problem that all startups building a new brand face. Phrase coined by this book is now common place among entrepreneurs. Quick read, well written, worth it.
	* Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands, by Bernd H. Schmitt, $20.80, 256 pages (August 1999), Free Press; ISBN: 0684854236 ; Dimensions (in inches): 0.94 x 9.55 x 6.46. This book gets you to Think, Sense, Feel, Act, and Relate to your customers. Deciphers the process of linking marketing strategy with customer needs based on psychographics. Should be taught to all engineers and b-school students. Enables pricing for maximum value based on experience (whenÌs the last time you paid too much for an experience) Ò could uncover the emotional buying process of investors. Wind surfing never looked so fun!
	High Visibility: The Making and Marketing of Professionals into Celebrities, by Irving J. Rein, Philip Kotler, Martin Stoller, Phillip Kotler, $19.96, 288 pages (September 1997 Ntc Business Books; ISBN: 0844234486. I liked this book since it gives you a glimpse into the world of managing People Brands, like Michael Jordan and Tom Peters. For consultants, this is the ultimate sign that youÌve made it. While a few Amazon reviewers didnÌt like it, theyÌre probably not celebrity material like you anyway.
	* Marketing Plans: How to prepare them, How to use them. Malcolm McDonald, Butterworth-Heinemann Ltd., Linacre House, Jordan Hill, Oxford OX2 8DP, England, 1999. ISBN: 0750641169. Excellent text filled with graphics and charts that systematically outlines the process for developing a sound marketing plan. Walks through the market segmentation process, step by step. Price: $47.95.
	* Marketing High Technology, an InsiderÌs View. By William H. Davidow, The Free Press Division of Simon & Schuster, New York, NY, 986. ISBN: 002907990X, Price: $28. Absolutely one of the best ever marketing books written by one of the most well respected and well published VCs in Silicon Valley.
	* Relationship Marketing, Regis McKenna, Addison Wesley Publishing Co., 1991. ISBN: 0-201-62240-8, Price: $13.60. Another great marketing book written by one of the leading VCs (Kleiner Perkins limited partner) in Silicon Valley. Great advice that extends beyond high technology firms.
	*The Gorilla Game: An Investor's Guide to Picking Winners in High Technology, by Geoffrey A. Moore, Paul Johnson, Tom Kippola, $26.00, 331 pages 1 Ed edition (March 1998), Harperbusiness; ISBN: 0887308872. I always wonder about famous authors that respect who start to produce investment advice with a complimentary web site (www.gorillagame.com is now operated by a forum, Silicon Investor.) I saw Geoff give a presentation on this book and it was awesome. Great foundation for learning how certain VCs strategically look at deals at a high level. Tough to apply, however, as IÌm sure theyÌve discovered.
	* Inside the Tornado, Geoffrey Moore. HarperBusiness a division of HarperCollins Publishers, 1995. ISBN: 0-88730-765-5. Price: $24.00. Sequel to the Crossing the Chasm. Excellent strategy book, focuses on the details for how to cross the chasm.